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Check out the website of the Collora law firm, a very smart 23-lawyer firm in Boston. In big red letters they ask a visitor, "Why Choose Us?" 

Website Content Consultant John O. Cunningham of Natick, MA, wrote virtually all of the content based on interviews with partners, associates and even staff

They say:"We encourage you to click on and browse through the following links pertinent to the question: Why Choose Us?

• Referring Attorneys
   
• Clients/Industries
   
• What Others Say About Us  
   
• Attorney Training & Development
   
• Technology & Knowledge Management
   
• Budgets and Fees
   
• The ACC Value Challenge
   
• Our Service Pledge
   
• Our Methods
   
• Value Proposition - 10 Reasons to Choose Collora LLP
   

I'll bet they get chosen more for litigation, employment and healthcare advocacy than their competitors.