What is your law firm’s elevator pitch to clients? Better yet, what are your competitors telling clients about their firms? Words matter, of course. And how a firm chooses to describe its services can tell you a lot about their business strategies, what they believe makes them distinct, and what they think clients want to hear.

Good2bSocial’s parent brand Best Law Firms asked firms as part of its annual survey how they would describe themselves to a prospective client. Hundreds of firms of varying sizes provided their elevator pitches, and I recently had the opportunity to do a deep dive into the responses.

With assistance from artificial intelligence, I analyzed the 854 pitches firms submitted. Overall, the results show that firms often lean on tradition in their pitches, and sometimes struggle to articulate clear, client-centric messages that differentiate them from their competitors. Here are a few of the ways firms are positioning themselves—and where their messaging may be succeeding and falling short.

What Do You Mean by “Full Service?”

Nearly a quarter of the firms surveyed described themselves as “full-service.” A typical response was: “We are a full-service firm, delivering comprehensive solutions to businesses of all sizes.” On the other side of the coin, about 15 percent of firms specifically highlighted their niche practices and positioned themselves as experts in more narrowly defined practices. 

Given that hundreds of competing firms describe themselves this way, it may be time to decide whether “full-service” is descriptive enough to help clients understand what your firm actually delivers for them. I suspect that the “full-service” description is something of a safety net. It makes a firm sound broadly capable—but the description is vague and avoids risk.

Certainly, calling yourself a full-service firm suggests that you offer a wide range of practices that may appeal to a diverse set of clients. But it does nothing to highlight unique strengths, or specialized services that can help your firm stand out. 

Ignoring Cost, Affordability, and Value

Earlier this year, in a survey of U.S. and U.K. law firms, legal technology provider Big Hand found that nine out of 10 firms are facing client attrition. Clients cited cost issues as a primary driver for their decisions to move to other outside counsel or to bring work in-house. And as the Wall Street Journal reported in October, corporate legal departments are experiencing sticker shock over rate increases reported by some firms.

Perhaps unsurprisingly, most law firms appear exceedingly hesitant about addressing cost when describing themselves to clients. Among the firms surveyed, just 0.35 percent used the word “budget” and 0.12 percent deployed “pricing” in their elevator pitches. 

If they speak about cost issues at all firms tend to use code words. “Value” appeared in 13 percent of responses and about 10 percent of firms described themselves as “efficient.” Here’s a typical pitch from one of those firms: “We combine high-value results with efficiency-driven strategies.”

That may not be direct enough for many clients—especially those making clear public statements about rates and pricing. Firms touting value and efficiency are cautiously acknowledging client concerns. But for clients increasingly expecting upfront conversations about costs, firms may risk appearing out of touch or that they are skirting the issue.

The Past and the Future

Just over 14 percent of firms touted their longevity and experience. Those firms used words like “legacy,” “established,” or “decades of history” in an attempt to appeal to clients seeking stability, particularly in high-stakes matters. 

Firms discussing their legacy and reliability often paired this message with a pitch about their use of technology. Still, only one in five firms highlighted their mastery of modern technology. A focus on tech can signal to clients that a firm is open to new solutions, seeking efficiency, and interested in lowering their costs.  At a moment when clients may be seeking lawyers with a deft modern touch, more firms may wish to consider signaling to clients that they are keeping pace with technological change.

In the end, the data demonstrates how challenging differentiation remains for firms. Many still rely on generic buzzwords that may blur rather than clarify their unique strengths to clients. Firms that stand out are those willing to be more specific—by highlighting specific expertise, discussing genuine innovation, or having a transparent discussion about costs and value.

(Best Law Firms Legal Market Report 2025 includes additional benchmarking information about marketing, pro bono performance, competitive strategies, clients, geographic expansion, generative AI, non-lawyer staffing levels, the gender makeup of firms, and DEI programs. Click here for the full report.)

Do you have questions, feedback, or topics you would like The Edge to cover? Send a note to david@good2bsocial.com.