Anyone who knows me knows I'm all about the silver linings. There are gifts from everything that happens, even if it's just another opportunity to learn something that, well, you didn't do so great at. Honestly, I haven't been very happy about COVID, for obvious reasons. But, it was great to have our little family all in one spot, together, for a while. And time really is the ultimate resource. No amount of wealth, power, or influence can give anyone more time than anyone else. It's the great equalizer, in many ways. For law firms, and solo and small law firms, in particular, there are definite silver linings, if the firm chose to make the most of its time. Did you?
For many law firms, this is surprising. But, based on a recent survey, 54% of responding law firms said growth accelerated for them during the pandemic. The key information here is how they achieved that growth.
As you may have guessed, and we have written about many times before, it's the basics. Adjusting the law firm's approach to business development and marketing during the pandemic was the key. Increases in staffing for marketing and business development were reported by 28% of law firms that experienced growth; only 8% reduced staff. Of the firms that reported no growth, 18% reported a reduction in staff.
Certainly, we can see why cutting staff or reducing spend seems like the right choice during the pandemic. However, the law is certainly one of those industries that is a bit more stable. Not sure I would go as far as saying law firms are recession-proof, entirely, but they don't experience the big swings that say cars, hotels, and retail outlets do. It may feel a bit risky, but the reality is that shifting your mindset to adjust to your target client is critical. Where were clients once COVID hit? Online. Did your firm adjust your strategy to be found where your target client is? If you didn't, well, that's a silver lining. It's an opportunity to review your online presence now and make adjustments. Although COVID is receding in certain states, the conveniences of working remotely, finding resources online, and the inherent flexibilities provided by both are here to stay.
It's all about technology. You know this is going to be highlighted here. But the reality is it's very true. Online tools that allow clients and attorneys, attorneys and attorneys, attorneys and paralegals, and so on to work together, seamlessly, online, are huge. And technology is one of the tools that growing law firms adopted during the pandemic.
The key to success here is the actual adoption of the technology. And picking the right technology for your law firm. The devil is in the details. But the good news here is there are many options for every law firm. And not every option requires a big monetary investment.
When considering which technology to use to work collaboratively, think about the client experience. There is plenty written about future-proofing your law firm. You already know how critical this is for every law firm, especially post-pandemic. Clients are now used to working with attorneys remotely. They may not feel the need to come to the office. Zoom, Skype, Facetime, etc. are all comfortable options. They also want to be part of the process. Strongly consider using a platform that offers a client portal and more. Look for software that lets clients submit documents, review invoices, pay online, book appointments, sign electronically, and so much more.
For you? Look for software that takes the mundane repetitive tasks off your list. Client intake forms, custom forms, document automation, and more take tasks off your list, lets clients submit their information independently and securely, and automates the repetitive documents many cases require. It's all about leveraging your time, and your clients, more efficiently while working collaboratively.
For many attorneys, working remotely due to the pandemic introduced greater flexibility. All that time previously spent commuting is not as necessary. So why not keep it that way, at least to some extent? The hour or hour and a half (or more...) spent commuting is time back to the rest of your life. More time spent with family, friends, or just relaxing. We all need more of that. So maybe you don't head back to the office 5 days a week. Maybe it's 2 or 3. But the point here is that due to the pandemic, we all learned to be a bit more flexible. And that benefits our personal health which is truly pricelesss.
While the pandemic actually had positive effects on law firms that quickly adjusted their approach, that doesn't mean you can't still adjust yours. Take a look at how your law firm can take advantage of these silver linings now. And get back out there. But not the way you used to.