The industry is saturated with virtual businesses whereas virtual assistants out-shines virtual paralegals; so, why would you want to add the word “virtual” to your business name? Isn’t it the goal to stand out among your competitors and not blend in?
When the term “virtual” first came about, most virtual paralegals and assistants had to explain what it means to their clients. Today it is a well-known term and most attorneys and law firms know what to expect from a virtual business. So, if you are one of the first launched virtual businesses, do you change your name? No, not if you already have an established and successful business. However, if your business is one of the many that never took off, maybe a more creative name that still explains your services would be better.
Differentiating your business is what gives you the edge over your competitors. Take for example an attorney browsing the virtual paralegal directory for a bankruptcy paralegal. She comes up with 20 hits with identical services and experiences. One of the hits is yours, why should she choose you? She must go through a long list of potential candidates, interview them and compare their prices and experiences; at this point you are just another bankruptcy paralegal on her list. This gives the attorney no incentive to choose you for the assignment.
What should you do to avoid elimination from her final list? First, you should choose a unique name, secondly, add a professional photo and thirdly, start with an interesting summary of your business and yourself. Something that will let the client want to learn more about you even if they initially thought you were not the most qualified for the job. This strategy is sometimes best demonstrated in the form of a video. Another way is to build a niche business where you specialized in no more than two practice areas.
A niche practice is an easier sell than a general practice. It differentiates you from your competitors and gives your ideal clients a reason to choose your services. Generalization often comes across as confusing, unfocused and a jack of all trade and a master of none.