How to Attract Clients When You Open A Law Firm... Or Anytime

Whether you are planning on opening your law firm, have recently opened it, or even if you have an existing firm, the ability to attract clients is the lifeblood of your firm. Standing out and drawing in new clients is a skill, but not one that's insurmountable. Understanding how to leverage some basic marketing and promotional tactics is key. How much time you spend on each is entirely up to you. The focus of all chosen efforts is to continuously show up to your ideal potential clients where they already are, reinforcing and cementing the benefit of choosing your firm. 

Focus on Your Ideal Client

Defining who your ideal client is must be the first step. Generally speaking, you probably know who they are by the various practice area your law firm practices. As an example, if your firm is focused on residential real estate transactions, your target can be first time home owners, individuals moving into or out of the area, or perhaps foreclosures. The trick is picking one or two that you believe will have enough members and transactions to support your firm. Being all things to all people can stretch the firm too far, requiring a different set of skills for each.

Identify Where to Find Your Ideal Client

After deciding who your ideal client is, how do you find them? Start with putting yourself in their shoes. What are their potential interests? Do they have young families? Are there resource or groups they are likely accessing? Getting your law firm in front of your ideal client, where they already are, is key. Some potential tactics to make sure your law firm is seen by your ideal client include sponsoring events where your law firm name and logo are featured, offering to speak on a topic related to your practice, or even getting involved yourself, if that feels appropriate. The ultimate goal is to get your law firm and brand in front of your ideal clients, where they already are. Below we discuss getting in front of them online.

Networking is critical. Get involved with various organizations that share a similar ideal client. Attend an event or two for each, bring plenty of business cards or be prepared to share your law firm information digitally. Decide which groups have the highest overlap with your target client. How much time you devote to this approach is entirely up to you. Based on the results, you can decide which to carry forward with and which not to.

Connect With Other Law Firms

Providing real estate services, consider partnering with a tax attorney or perhaps an estate planning attorney. Setting up the firm to receive referrals from other attorneys whose clients may have needs in your practice area is often overlooked. Agree to send referrals to each other so both law firms benefit.

Connect With Your Local Bar Association

We are big fans of Bar Associations. There are so many benefits to membership - it's up to each member to take full advantage of them though. Associations offer so many benefits, from discounts to common products and resources, including case management software, to holding various networking events, benefits far outweigh costs. Meeting other law firms that offer similar services provides insight as to industry trends in your geographic area and generally shared experiences. 

Focus On Why Clients Should Select Your Firm

Depending your location, you may have existing law firms that offer similar services. If so, make sure you communicate why potential clients should work with your firm. Consider client needs and how your firm may uniquely address them. Does your firm offer a client portal? People login to see their banking, healthcare, and even their gym. They expect the same for their legal matter. If your firm uses case management software with a client portal, make that point clear in your communications too. It's not the reason someone would pick your firm, but if it's close, it can be a benefit that potential clients really value. 

Focus on Your Online Presence

The vast majority of potential clients start with an online search and asking friends or coworkers about their experiences. Turning your attention to being found online, some things are presumed and every firm must provide these at a minimum.

Law Firm Website

Every law firm must provide a website. Potential clients will search for law firms online and if you aren't there, you are missing out on a lot of potential clients. But being there isn't enough. Make sure your website is updated, the 'latest' in web design, easy to use, provides answers to a few key questions like your practice areas, how to contact your firm (online form is best!), and what sets your firm apart from others who offer the same practice area. Remember, once it's built, it needs to be maintained and updated. A health law firm updates their software a minimum every two years. 

Review Page

Starting a new firm, providing a review page may not seem like a necessary step. However, you have to start somewhere. If you have served clients previously in any capacity, ask them to complete a review. Ask all clients to post a review at the end of their matter. Ask other attorneys that you have worked with to post reviews, too. It doesn't need to solely be clients but others who have experience working with you in a legal capacity. 

Blog or Other Content

We know this is another thing the firm has to do but focusing on answering potential clients questions, it's likely pretty easy to think of a handful of topics to write about. If you have a bit of time on your hands, write a few entries to be made public/published down the road when you have more clients. You can repurpose the content to be shared with organizations you partner with, too. Think about leveraging the work you already do to get the law firm in front of new potential clients.

While social media can be a helpful tool, with the vast number of available platforms, it's critical to select the platforms where your potential clients are already active. Take some time to consider your options and proceed from there. Attracting followers takes time and a regular posting schedule. Social media can be great for overall awareness but takes some art and skill. In our perspective, this is best to leverage after you have some content and a website for users to connect to. Outsourcing this is likely a good choice, too. Look for college interns who have training and expertise already. 

Review and Refine

Rome wasn't built in a day, so you do need to give it some time. However, it's critical to go back and measure the response. Some outlets may already be at capacity because they are fully served. If that's the case, take a look at what others who are more successful in that outlet. Take inspiration from other law firms and professional services groups, like accountants or real estate agents, in this example.

Review the response to your point of differentiation. Can it be further refined? Is it still a unique positioning for your target market? The point is here don't 'set it and forget it'. Review and refine along the way. And remember, if you find a successful positioning, it still needs to be maintained and updated periodically. Times change and markets evolved.

Whether you start a law firm, have an existing practice that could use a bump, or even if you have a successful firm hitting all your ideal targets, there is always a need to keep your brand, positioning, and benefits updated. Next week we turn our attention to managing the financial aspect of running a law firm. Stay tuned!