As a whole, lawyers are very literal. Often too literal for good marketing. Firms that don’t know any better, opt for the obvious icons that represent the general concept of "Law," just like most of their closest competitors. Your marketing should set you apart, help you stand above the crowd. And doing exactly what they do buries you in the anonymous middle. Sure it's safe, but "safe" doesn’t help generate revenue.
That is, if your website home page shows a skyline or column, you're implicitly saying that your firm is mediocre, and there's nothing worth reading inside. If you want to claim to be a high-end, A-tier firm, then you must look like it, and a photo of a handshake, map, or pen resting on a document won't cut it. No exceptions. Unless you're Wachtell or Cravath...
Your marketing and branding CAN be used to generate significant revenue, but it must start with a clear strategy and differentiation.
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