Think of it like this-
The story of your life is in progress, how does firm X fit into that story at this stage- their culture, values, poeple you know there, pipeline of work, attitude towards risk/innovation, reputation, Digital transformation projects etc
Also, answer why should firm X hire you? What do you bring to them- values, skills, experiences, network, innovative ideas etc. Go a step further and talk about your 90 day plan when you get hired. Come across as if you are already in the firm!
So, everything you have mentioned are all good points but you need tell a convincing story on why there is a good fit both ways. Make sure you do proper research, speak to former/current employees.