Far too many law firms believe great work speaks for itself. But as Jed Morley, our founder and CEO, explained on a recent episode of the Counsel Cast podcast, that mindset is stalling growth for professional service firms.

In his conversation with host Karin Conroy, Jed pulled back the curtain on why relying solely on reputation and referrals is no longer enough—and what firms can do instead to build brands that attract, resonate, and scale.

Here are five key takeaways from the episode that every law firm leader should hear.

1. Service Alone Won’t Drive Growth

Law firms often assume the quality of their service will do all the talking. The thinking is: if the work is good, the clients will come. Jed explains that this is a dangerous assumption—especially today.

“Until a prospective client works with you, they can’t experience your value. Messaging is how you preview that experience.”

Firms that lean too heavily on word-of-mouth or outdated websites are missing the chance to clarify their value and connect meaningfully with the right audiences.

2. Effective Messaging Is Always Audience-Specific

One-size-fits-all messaging is another common misstep. Instead of broadcasting the same message to everyone, Jed urges law firms to create tailored communication for each type of client they serve.

Take DUI law as an example. While the client might be a 19-year-old, the real decision-maker—the buyer—is often their parent. And the message that resonates with a stressed-out mom is very different from one meant for her college-aged son.

“We coach firms to think about approvers, buyers, and users. That clarity makes messaging far more relevant—and far more effective.”

3. Cheap Branding Is False Economy

Many firms try to DIY their branding or outsource it to low-cost vendors. Jed compares this to giving someone a gift they didn’t want—it’s well-intended, but completely misses the mark.

“Good branding is like a meaningful gift. It shows empathy, insight, and understanding. Bad branding feels generic. It’s the petite garden shovel on Mother’s Day that makes you cringe.”

When law firms “cheap out” on messaging, they don’t save money—they sacrifice connection, credibility, and growth.

4. Your Website Isn’t a Billboard—It’s a Story

Jed and Karin both took aim at the outdated “We are lawyers in City X doing Practice Y” homepage language. That kind of boilerplate message does nothing to differentiate your firm or demonstrate relevance.

Instead, Jed recommends positioning your client—not your firm—as the hero of the story.

“Your homepage should immediately speak to the problems your ideal clients are facing—not just who you are. Put them at the center.”

It’s not about showing off your credentials. It’s about showing up in a way that makes your client feel seen, understood, and supported.

5. Message Market Fit Is What Enables Scaling

For firms ready to grow, refining your messaging isn’t a one-time task—it’s a continuous process of testing, learning, and evolving.

Jed shared how Backstory helps clients test multiple messages to find the best “message-market fit,” much like a product team would test versions of a product to find what sticks.

“If you’re not testing your messaging, you’re investing resources into what might be a foul ball. Message testing helps you swing for the fences.”

And it doesn’t require a massive research budget—just talking to a few ideal clients can unlock the insights needed to fine-tune your positioning.

Final Thoughts

The key to great branding isn’t being louder. It’s being clearer.

If you’re relying on word-of-mouth, copy-paste messaging, or a site built in 2012, it’s time to ask a harder question: Is your brand helping you grow—or holding you back?

As Jed puts it:

“You can’t scale a firm that’s stuck in copycat branding. Do the work to find your unique message. Test it. Refine it. Then scale with confidence.”

Want to find out if your brand is ready to scale?

Take the free Brand Wheel assessment and discover where your messaging is strong—and where it’s holding you back.

To learn how Backstory helps law firms and professional service providers build brands that grow with them, visit backstorybranding.com.