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BREAKING: Law firm websites are boring and repetitive.
Pick three or four firms at random, visit their websites, and pretend you can’t see the logo identifying the firm. Try to guess which firm it is.
You probably can’t, obviously. Law firm websites are pretty much all the same, but Adam Smith doesn’t think it has to be that way. He cites a couple of examples of actually-distinctive website copy. Is your website distinctive at all?