When prospective clients asked what her firm specialised in, Michelle used to say: “Honestly, we do a bit of everything — conveyancing, wills, family law, small business work. Whatever you need.” It felt generous. It felt like more opportunity.
It also meant every enquiry turned into a negotiation. Prospective clients had no way to judge whether Michelle was excellent at their specific problem, so they judged the only thing they could compare: price. She found herself quietly discounting fees just to win files that should never have needed convincing.
Michelle changed one sentence. When asked what the firm did, she started saying: “We specialise in property and family law for people going through major life transitions — buying a first home, separating, or planning an estate.” The other work didn't disappear. She just stopped leading with it.
People stopped asking for a discount and started asking when she could start.