Marketing Your Certification
Congratulations on becoming a North Carolina State Bar Board Certified Specialist! You have reached a status that only 3.6% of your colleagues have achieved. In North Carolina, there are 1,158 Board Certified Specialists in a community of approximately 32,400 lawyers. (Jan. 2024)
Now that you are a Board Certified Specialist, you have a powerful tool in your arsenal to communicate your strengths to clients and colleagues alike. This mark of distinction should be used throughout your web presence and marketing materials as a symbol of your professionalism, high ethical standards, and depth of knowledge.
Board certification is a tremendous asset to professional development. We have conducted extensive market research, and the data is clear: board certification status and years of experience are the most important factors clients consider when choosing their lawyer.
Almost 40% of respondents said that board certification was the single most important factor they consider when choosing a lawyer!
You’ve worked hard to obtain board certification status, and now is the time to make sure people know about it. We’ve put together the information below to make it simple and clear to promote your new certification status.
Using the Right Terminology – How and Why
Specialization Logos
Specialization Badges
Social Media Use
Email Signature
Website Integration
Promote Your New Certification with a Press Release
Using the Right Terminology – How and Why
Your status as a Board Certified Specialist is a powerful differentiator for all your marketing and public relations materials. You should publicize your new certification by including it in all your listings, social media, advertisements, in your email signature, and on your website. This is an extremely effective yet often overlooked strategy for establishing yourself as a trusted legal resource.
Below are some acceptable uses of the word “specialist” for advertising and listing purposes:
- John Doe, Board Certified Specialist in Bankruptcy Law
- John Doe, Bankruptcy Law Specialist
- John Doe, Attorney at Law, Certified as a Specialist in Business Bankruptcy by the North Carolina State Bar.
Our research has uncovered compelling data showcasing the power of board certification. We found that, when controlling for all relevant variables, only approximately 22% of people will choose a lawyer with 12 years of experience (YOE) over a lawyer with 18 YOE when neither lawyer is board certified.
However, when the lawyer with 12 YOE includes “Board Certified Specialist” in their listing, the results flip. With this change, the lawyer with less years of experience was chosen 63% of the time. That’s a nearly threefold increase in inquiries, just for including your certification status in your listings and communications.
In addition, our research found that 38% of respondents consider board certification the single most important factor when choosing an attorney.
We know the implications of these findings can provide valuable insights into how to communicate with prospective and active clients. We encourage you to read our study summary and conclusions here.
Logos are both a mark of distinction and a tool for education. That is why we’ve created professional specialization logos for use on your website, business cards, letterhead, social media, lawyer listings (i.e. Super Lawyers, Lawyer Legion, and American College of Board Certified Attorneys, etc.), and more.
On this page you can download logos for each specialty, including special logos for lawyers who have been certified for 30+ years in bankruptcy, estate planning and probate law, and real property law.
We believe in and support improving public education of Board Certified Specialization and fostering public access to Board Certified Specialists. Our research shows the general population understands Board Certified Specialists are held to a high standard of ethics, knowledge, and professionalism, and we are always looking to provide the public with credible representation.
Incorporate these logos throughout your web presence and marketing materials as a simple yet powerful tool to educate potential clients about your trustworthiness and depth of knowledge. For further guidance on effectively incorporating your certification into your website, please refer to our Website Integration section below.
Badges are like logos, but smaller. This makes them easier to incorporate into web pages or documents where a logo may be too big. Use badges on your website, include them in your email signature, etc. Their small size and classic design make them very “portable” for a wide variety of uses. We encourage you to include badges in all your marketing materials and listings.
We have created badges specific to each specialty. View or download the badges here.
Hyperlink Your Badges
We use badges as both symbols of professional distinction and educational tools. When used for online materials, we recommend making the badge a clickable hyperlink to our “Benefits of Hiring a Specialist” page. Please use this link: http://www.nclawspecialists.gov/for-the-public/the-benefit-of-hiring-a-specialist/#standards.
Further Technical Information
You will see both png and jpg files for the badges. Please note a png is clear, meaning it will show the color of your website behind the image. A jpg will appear with a white box around it. When publishing badges on websites, you may need to add buffer space to accommodate your other logos and badges. Please check with your web professional about this.
As a board certified specialist, social media can be a valuable tool to further your professional goals and reach a wider audience. Social media allows you to establish a credible online presence, share your experience and knowledge, and connect with potential clients and colleagues in the legal industry.
Through regular postings and updates, you can demonstrate your competence in a particular area of law and provide insights into complex legal issues. This can be particularly useful in attracting potential clients and generating new business.
Social media provides a platform for networking and meaningful connections within the legal community. By engaging with other attorneys, judges, and legal professionals on social media platforms, you can establish yourself as a thought leader and build valuable relationships that can lead to new business opportunities.
LinkedIn is a highly recommended platform for lawyers looking to build a professional network and establish themselves as a credible authority. It's an excellent platform for sharing thought leadership pieces, connecting with other industry experts, and engaging with potential clients.
X (Twitter) is another valuable platform for lawyers, especially those looking to stay up-to-date with legal news and trends. By following relevant industry hashtags and key thought leaders, lawyers can easily stay informed about the latest legal developments and converse with other leaders in their field.
Lastly, lawyers may consider using Facebook to connect with potential clients and build a broader community of followers. By discussing relevant news and information, sharing positive testimonials that demonstrate real-world impact, and actively engaging with client questions and feedback, lawyers can use Facebook to build their brand and attract new business.
Social Media Bios
For a board certified specialist, social media bios are imperative on all social platforms because they display your unique professional knowledge and experience and offer potential clients insight into your personality and approach to handling cases. Regardless of the platform, maintaining consistent branding across all your bios is essential to establishing a robust online presence and setting yourself apart from the competition.
LinkedIn Headline Example (220 max characters)
Practice Area | Years of Experience
Board Certified Specialist in Bankruptcy Law | 18 Years of Experience
Facebook Bio Example (255 max characters)
A statement (such as the bigger mission for your firm, something you care about in your community, or a unique aspect of your practice) | Board Certified Specialist in _____ | Years of Experience | Location (state, county, city)
Your Advocate in the Legal System
Board Certified Specialist in Bankruptcy Law
18 Years of Experience
North Carolina
X (Twitter) Bio Example (160 max characters)
A statement (such as the bigger mission for your firm, something you care about in your community, or a unique aspect of your practice) | Board Certified Specialist in _____ | Years of Experience | Location (state, county, city)
Your Advocate in the Legal System
Board Certified Specialist in Bankruptcy Law
18 Years of Experience
Wake County
Announcement Posts
Social media provides a powerful tool to showcase your experience and communicate your achievements, such as becoming a certified law specialist.
Regarding posting frequency, it is essential to balance consistency and quality. Posting too frequently can overwhelm your followers, while posting too little can lead to losing visibility. The ideal posting frequency varies depending on the platform and audience. For instance, Twitter allows more frequent posting (up to 5 times a week), while Facebook and LinkedIn (1 to 2 times a week) require more deliberation and strategic planning.
- Image Recommendation: Consider using a high-quality photo of yourself with a confident, approachable, pleasant demeanor. Add a subtle graphic overlay, such as a certification badge or your firm’s logo, to visually highlight the credibility accompanying this achievement. Ensure any text or design you add to the image is legible and clear.
- Image Size: A general rule of thumb is that images should be 1080x1080 pixels for all social platforms. When creating a reel or video content, sizing should be 1080x1920 pixels. Please note that capturing a picture of the certification with your smartphone paired with a caption is perfectly acceptable.
- Caption Example: Exciting news! Today marks a significant milestone in my legal career—I am now a Board Certified Specialist in Bankruptcy Law.🏛️Achieving this certification required rigorous testing, substantial experience in the field, and extensive involvement in continuing legal education.
I am even more prepared to represent my clients, bringing a profound understanding and experience. Thank you to all who have supported me on this journey!
In addition to incorporating the Specialization logo on your marketing collateral, it is also a great idea to include it on your email signature. Having this recognition will help reinforce to prospective clients that you are different from other lawyers as a Board Certified Specialist.
Below, you will find two templates for incorporating the board certification into your email signature.
Email Signature Templates
Primary Option
Below is our recommended approach to crafting your email signature for maximum impact.
- To elevate your professional profile, prominently feature your board certification beneath your name with your title. This highlights your accomplishment and reinforces your credibility in legal matters.
- Take note of the dual certification representation – the certification is both written and accompanied by an image. This ensures a display of your certification for users who may have images disabled.
- Following your name, board certification, title, and other credentials consider incorporating your company details. This comprehensive information serves as a testament to your professionalism and experience, providing convenient access for those you correspond with.
- For your convenience, we've provided links to easily access board certification logos for inclusion in your signature. Opt for our logos over badges as they offer more detailed information, including the full certification and State Bar affiliation, enhancing the credibility associated with your certification.
Primary Email Signature Example
Individual’s Name [John Doe]
Individual’s Title with Certification [Board-Certified Specialist in Family Law]
Include any additional titles/certifications here
[Insert Board Certification Logo (linked here for reference)]
[Insert Company Logo]
[Company Name]
[Company Address]
[Direct Phone Number | Company Phone Number | Company Fax]
[Additional Company Emails Needed]
[Company Website]
[Additional Confidential Disclaimers/Notices Needed]
Alternative Option
Below is our alternative approach to crafting your email signature for maximum impact.
- The sole modification to the preceding email signature is the exclusion of the certification logo image file.
- If you prefer not to incorporate an image, it is crucial to ensure that you have stated the certification in your title beneath your name.
- If your company's email signature style excludes images or you encounter challenges loading images in your email system, you can omit the image file here.
Alternative Email Signature Example
Individual’s Name [John Doe]
Individual’s Title with Certification [Board-Certified Specialist in Family Law]
Include any additional titles/certifications here
[Insert Company Logo]
[Company Name]
[Company Address]
[Direct Phone Number | Company Phone Number | Company Fax]
[Additional Company Emails Needed]
[Company Website]
[Additional Confidential Disclaimers/Notices Needed]
Your website is a great avenue through which to reach potential clients, provide a snapshot of your firm, and display what a client can expect when working with you. As a Board Certified Specialist there are several places you should display this title on your website:
- The homepage should quickly identify you as a Board Certified Specialist
- The “About” page should highlight your certification status
- Depending on the set up of your website, you could include your certification status in the footer of your website
- Integrate the Specialization logo into your footer or on your website where it logistically makes sense
Meta Descriptions
In addition to integrating your certification onto the text of your website, you should also ensure it is implemented in the meta description. A meta description tag is a snippet that appears below the page’s URL and title in Google’s search engine results pages. This is how your webpage is seen and understood by search engine “crawlers” and explains the purpose to human users.
Here is what a meta description looks like on search engine results pages (SERPs).
A meta description is crucial to setting you apart from your direct competitors. While it is not a direct factor for ranking your website, it helps users find the best match for their needs and will earn more clicks from users searching for a lawyer.
Writing a Meta Description
This is one of the first things users see when looking through Google. Your meta descriptions must be unique, and relevant to the page. Your goal when writing an effective meta description is to appease crawlers so your page ranks higher and persuade visitors to click on your site.
Writing Details and Tips
- Your meta description should not exceed 160 characters and a maximum of two sentences.
- Use specific terms in place of vague phrases.
- Search for other meta descriptions in your industry to help guide you.
- Make sure “Board Certified Specialist” or another approved term is included to help you differentiate yourself.
- Here is another great tool from SEO Book that can help with generation.
Here is an example of a meta description that includes “Board Certified Specialist”
- Jane Doe is a Family Law Attorney and Board Certification Specialist in North Carolina. We’ve got you covered.
- ABC Law Firm is led by Board Certified Specialists in Raleigh, North Carolina. Your fight is our fight.
Adding a Meta Description
If one is not manually added, Google will automatically generate a snippet from your pages based on the content. You should add meta descriptions to all your pages. Make sure to include “Board Certified Specialists” on your home page and any about pages that are applicable.
Most content management systems and plugins allow you to add and edit your meta description easily. There will be a designated field on each page. Here are 3 platforms and tutorials on how to add meta descriptions to each.
Promote Your New Certification with a Press Release
Writing and submitting a press release is an important step for publicizing your new status as a Board Certified Specialist. With so many new digital avenues for “getting the word out,” some people think issuing a press release is old-fashioned and ineffective. However, research and experience show that a properly written and targeted press release is one of the most powerful tools for promoting your business. And it doesn’t cost you anything but a bit of time and effort.
We’ve gathered the information below to help you write and submit an effective press release.
Writing Your Press Release
Use our sample press release as an example to help you write your own press release. Here are some guidelines to help make your press release effective and more likely to be published:
- Your content should always fit on a single page. Keep your facts direct and to the point. Avoid excessive use of adjectives and fancy language.
- Make sure the first 10 words of your release are concise and effective. The first sentence of your release should give the who, what, where, when, and how of the story.
- The rest of the press release should support the first sentence. Include information about the certification process, your professional experience and education, your community connections, and your commitment to professional development.
- Provide as much contact information as possible: name of individual to contact, address, phone, fax, email, and website address.
Following these guidelines will make it as easy as possible for journalists to publish the information in your press release.
Submitting Your Press Release
Targeting your presser is just as important as writing a good press release. The valuable information in your press release can only be effective if it is known by interested parties, so take the time to consider and research who you want to reach.
Before sending your release, reach out via phone or email to the selected journalists or departments to find out their preferred method of receiving press releases. This is an important step, as unsolicited mail or emails with attachments can easily be ignored or flagged as spam.
- Start by sending the notice to your local bar publication or judicial district publication. This will inform your legal colleagues of your new certification status, making sure you are “top of mind” when they consider referrals and other professional engagements.
- Identify the right publications for your target market. Seek publications that are read or viewed by your potential clients. If your specialty is real property law, you could submit your release to local real estate publications. If your specialty is used by the general public, a local news outlet can be a good fit. Put yourself in your client’s shoes and ask yourself, who are you trying to reach; what do they read; and with what organizations are they affiliated. These questions will help you to determine the publications that are the best platforms for marketing your certification.
- Reach out directly to journalists or departments, not the general "newsroom" or media entity. Targeting your press release to the right journalist makes your press release much more likely to be published. This does require some digging to find the right person, but it is time well spent. Make your outreach specific and personal; generalized outreach is more likely to be ignored.