If you’ve ever described your firm as “providing quality [insert] services,” we need to talk.

Because while that might be true, it’s also exactly what your competitors are saying.

In today’s competitive, digitally-driven market, generic messaging is the fastest way to be overlooked. Whether you're a solo practitioner or leading a growing team, your ability to stand out hinges on one thing:

Positioning.

Done right, it’s the difference between being just another firm and being the only choice. This blog breaks down what positioning really is, why it matters, and how to refine yours to attract better clients, higher-value work, and a stronger brand.

What Is Positioning, Really?

Positioning isn’t a tagline or a mission statement. It’s the strategic foundation for how your firm is perceived.

It answers three core questions:

Who do you serve?
What problem do you solve?
Why should someone choose you over every other firm?

If your messaging doesn’t clearly communicate these answers, your ideal clients may never realise you’re the right fit.

“We Help Everyone” = Helping No One

Let’s get something out of the way: trying to serve everyone keeps your firm invisible.

When your positioning is too broad, you:

Blend in with every other “full-service” firm
Attract low-fit leads who waste your time
Struggle to charge premium fees
Make your marketing harder and more expensive

Specific positioning, on the other hand, allows you to:

Build authority in your niche
Attract clients who already trust you
Command higher rates
Create content, campaigns, and offers that convert

The 3 Elements of Strong Positioning

(1) Who Do You Serve?

Be specific. Not “businesses.” Not “families.” Not “people with legal issues.”

Instead, try:

“First-time business owners in regional NSW”
“Investors looking to grow their portfolio for early retirement”
“Families going through complex blended estate planning”

When clients can see themselves in your messaging, they’re more likely to pay attention and reach out.

Tip: Look at your last 10 dream clients. What do they have in common? That’s your positioning clue.

(2) What Problem Do You Solve?

Don’t just list services. Speak to the pain points.
Nobody wakes up thinking, “I need a lawyer who does commercial leasing.”

They think, “I need help reviewing this lease before I make a mistake.”
Use language that reflects what your audience is actually dealing with.

Examples:

“We help tradies protect their assets as they grow”
“We make sure your will reflects your real wishes and not a one-size-fits-all template”
“We help business owners exit with confidence and maximum return”

(3) How Are You Different?

Even if you know your audience and solve specific problems—why you?

This is your unique edge. It could be:

A proprietary method
Industry-specific experience
Your communication style
A blend of legal + strategic advisory
The lived experience of your team

Your goal is to make your value so compelling that potential clients don’t compare you but they choose you.

Before vs After: A Positioning Example

Before: “We provide high-quality legal services to businesses and individuals across Australia.”

→ Generic. Could be anyone.

After: “We help service-based business owners protect their assets, grow their brand, and scale their business without legal headaches.”

→ Specific. Valuable. Clear.

Why This Matters More Than Ever

In today’s digital-first world, most clients form an opinion about your firm before ever contacting you.

They’re:

Googling your business
Skimming your website
Checking your social content
Reading your bio

If your positioning isn’t clear and compelling, they’ll move on.If it is? They’re already half-sold before the first call.

Positioning Shapes More Than Just Your Marketing

When your firm is well positioned, it influences everything:

✓ Your website copy

✓ Your content strategy

✓ Your pricing structure

✓ Your team’s messaging

✓ Your confidence as a leader

It creates clarity and consistency so your business grows in the right direction.

Positioning Mistakes to Avoid

✗ Trying to be everything to everyone

✗ Using jargon instead of clear language

✗ Focusing on services, not outcomes

✗ Skipping differentiation because “everyone offers good service”

✗“Professional and reliable” is not a positioning—it’s the baseline.

A Case Study in Positioning

A new conveyancing and property law firm came to us unsure how to stand out in a crowded market. Their messaging focused on being “professional and reliable”—the same thing every other agency was saying.

We worked with them to develop a strong positioning strategy. We narrowed their niche to first-home buyers in the Canberra area, clarified their messaging around the specific problems those buyers face, and highlighted what made them different: local market expertise, flexible evening consults, and a “hand-holding” buying experience.

Then, we helped them create a lead magnet titled “The 5 Biggest Mistakes First Homebuyers Make” which was designed to help new buyers prepare for their first purchase and understand what makes a good conveyancer-partner.

The result?

Within 3 weeks, they had over 60 new subscribers, stronger engagement, and more inbound inquiries—all without spending a cent on ads. A clear niche, a compelling message, and a specific offer changed everything.

Final Thought: You’re Not “Just Another Firm”

You’ve built something valuable. If your messaging doesn’t reflect that, you're leaving opportunity on the table. Positioning helps your firm get seen, get chosen, and grow without chasing every trend or shouting louder than the next firm. Let’s get yours dialled in.

Want help crafting positioning that makes your firm stand out
(without sounding like everyone else)?
Book your FREE 15-minute call with the Zenovate team today.

BOOK YOUR FREE CALL

Written By Kristen Porter

Kristen Porter is an award-winning lawyer, marketing and legal strategist, licensed real estate agent, and the founder of Zenovate Marketing and highly niched law firm O*NO Legal – The Real Estate Agent’s Lawyer. With degrees in both Law and Commerce (majoring in Marketing), Kristen brings a rare combination of over 20 years legal expertise and business acumen to her work with professional service firms.

Kristen has built and scaled multiple businesses at a national level and developed a marketing framework that she now uses to help other law firm owners, accountants, real estate agents and other professional service business owners grow profitably - without relying on cold outreach or tactics that don’t feel aligned. Her approach blends strategic positioning, lead generation, and sustainable marketing systems to create brands that stand out, attract the right clients, and grow effortlessly.

Frequently Asked Questions (FAQ’s)

Brand positioning is the strategic foundation of how your firm is perceived. It defines who you serve, what problem you solve, and why clients should choose you over competitors.
Strong positioning helps you attract the right clients, charge premium fees, and simplify your marketing. It makes you stand out in a crowded marketplace without shouting or chasing trends.
Narrowing your niche doesn’t mean limiting your income—it often increases it. A clear niche helps you become the go-to expert, build trust faster, and attract higher-value clients.
Branding is how your business looks and feels. Positioning is how it’s perceived. Strong positioning ensures your branding speaks to the right people with the right message.
Absolutely. At Zenovate Marketing, we help professional service firms clarify their niche, articulate their value, and align their marketing around a strategy that actually works.

DISCLAIMER: This article is general information only and cannot be regarded as legal, financial or accounting advice as it does not take into account your personal circumstances. For tailored advice, please contact us. PS - congratulations if you have read this far, you must love legal disclaimers or are a sucker for punishment.