We are big fans of technology, obviously. We could chat about it for days. But we know it doesn't do everything. Here, we focus on non-tech tools to grow your law firm. We use some of these ourselves and we can honestly say, it works.
You really need to understand who it is you want your clients to be. Identify, and become experts, in your chosen field of law. There are no negatives to offering more than one area of law, but be sure you don't try to be all things to all people. It's a recipe for disaster. Not only will your firm be unfocused, but clients will not have a great experience. Unless, of course, you have a whole cadre of attorneys. If that's the case, then go for it. All joking aside, focus on your chosen area of law. Then identify your ideal client. Are they companies? Individuals? Is there a geographic area you wish to focus on? Remember, none of this is set in stone. But you need to start somewhere. You can always revisit and update.
There are so many options out there for lawyers and law firms. Legal conferences are great - not only to network but also to get some of those CLEs (see the first point above). Bar Associations are a great resource for networking. Meeting other attorneys who may practice in other areas is a great way to build that network. Then consider your ideal client. If they are companies, get involved with your local Chamber of Commerce or other business-focused groups. Many offer a paid option to attend monthly networking events, so membership isn't required. If your ideal client is an individual, consider where they may gather. We have all seen the softball team t-shirts with a law firm sponsoring the team. If that's the ideal client, great idea. Build your network to expand awareness of your firm and what you offer. Bring plenty of business cards or flyers or other marketing materials to the networking events, too.
We can't stress this one enough. Yes, a client portal is part of this and yes, that is tech-based, but it's just one piece of the puzzle. Giving clients truly exceptional service is an action with long-term benefits. After all, happy clients become great referral sources. And they leave positive online reviews, which leads to more new business. But what do we mean by exceptional client service? No, you don't need to offer anything for free. You don't need to send them a gift basket. But you do need to be responsive, within reason. Responding within one business day is good practice. If you can manage it faster, all the better. The key here is communication. Too often, clients feel they don't know what's going on, and are afraid to ask questions due to fees and more.
The most simple way to give clients great service is to set expectations from the start. Outline what they can expect during their matter resolution. Remember, most of your clients don't have a legal issue very often. It can be stressful and it is all too often entirely unfamiliar and yes, even a bit scary. Set expectations, emphasizing that things may happen that cause things to shift, but overall, set the terms. And if you can, check in with your clients from time to time. No charge. Just to see how they are doing. Answer a few questions. Not only does this help your client feel heard and important, but it also gives them something to tell others who are looking for an attorney.
Consider the experience of the client. Let's say you are an estate attorney. Would it make sense to offer access to financial planners? For family law, perhaps a partnership with a tax accountant or real estate agent. You get the idea. You don't need to have too many but connecting with these complementary businesses not only gives your clients a better experience but could also lead to more potential new clients to your firm.
What activities are your law firm members involved in, other than law? Volunteering, participating in local 5k runs, or even performing with your local theater troupe - whatever your members do in their off time, that's a great way to make the firm more human. With permission from the law firm member and as deemed appropriate for the law firm, these are great things to share on social media. Showing the law firm as active in the community helps make them feel less, well, scary. Lawyers don't always get a good rap. But you can change that about your firm. And that's a great differentiator, too.
It takes continuous effort to grow a law firm. Consistency is key. Each client should feel special if you are focusing on the client experience - we are BIG believers in this! Revisit each of these tactics. Take an honest look at each. With focus and consistency, you can position your firm for long-term growth. And enjoy it all, too. Have questions? Contact us anytime.