Defining Your Point of View as a Lawyer

Most lawyers describe themselves in nearly the same words: experienced, responsive, client-focused. None of that is false, but none of it helps you stand out. What does is a clear point of view, a position about how your area of law should be approached and why. It is what people remember and repeat.

Why a point of view matters

If you run a small practice, you cannot outspend large firms. You can, however, be clearer. A defined view tells the right clients that you understand them, and it quietly tells the wrong ones that you are not a fit. That saves you time and makes referrals easier, because people know what to say about you.

Where a point of view comes from

You already have one. It lives in the things that frustrate you or that you do differently. Ask yourself:

• What do clients commonly get wrong before they call me?
• What advice do I give repeatedly that other lawyers skip?
• What would I change about how my area of law is practiced?
• What do I believe about my clients that others might not?

Write down your answers without editing. Look for the one that shows up most.

Turn it into positioning

Positioning is the short, plain statement of who you serve and what you stand for. A simple structure helps:

1. Who: The specific client you want more of.
2. What: The problem you solve for them.
3. How: The belief or approach that shapes your work.

For example: “I work with founders who want to settle disputes quietly, because most businesses are better off preserving relationships than winning at any cost.” Your wording will differ, but the structure holds.

Test it

Say your statement aloud to a colleague and to someone outside the law. Ask whether it is clear, whether it feels true, and whether someone could disagree with it. A good point of view can be disagreed with. If everyone nods without thinking, it is probably too vague.

Stay honest and compliant

Be careful that your view does not slide into claims you cannot support. Avoid statements implying superior quality or guaranteed outcomes, and check how your bar treats terms such as “specialist” or “expert.” A strong opinion about how to approach a problem is different from a promise about results.

Use it everywhere

Once you have your view, repeat it. Put it in your LinkedIn headline, your website, your bio, your podcast pitches, and your intake conversations. Build your content around it: each post, video, or article can explore one piece of your belief from a different angle.

Your next step

Spend twenty minutes answering the four questions above, then draft your Who, What, How statement. Share it with one trusted person and ask what they would change. Revise it, then use it in your LinkedIn headline this week.