Gaining new clients is the number one goal for any law firm. But how do people select their lawyers? Here’s Attorney Business Consulting’s guide on how clients choose lawyers, and why it matters for law firms.
According to a 2015 study, the leading way that individuals found their lawyer was through relationships and referrals. Thirty-seven percent of those who responded claimed that they chose their lawyer based on a recommendation by someone they know and trust. This is even truer when it comes to women. Women are statistically far more likely to seek the services of an attorney who was highly recommended by an acquaintance, than by any other method.
While the favorite method of finding a lawyer is through referrals, that doesn’t mean that the internet is a waste of time. Not in the least, in fact. The web offers an incredible opportunity to help build stronger relationships with individuals, leading to further recommendations.
Many lawyers and firms spend too much time believing they need to market their firm continuously online – but they are missing the true power of the web.
Instead of merely bombarding visitors with slick ads, why not highlight the evidence that proves your reputation is solid and well-earned? Instead of worrying about things like backlinks, followers or page rankings, why not focus on providing what your clients really want and leave the rest to marketing professionals?
What Information Matters Most to People?
When it comes to what potential clients are looking for in an attorney, survey respondents noted the following had the most significant influence:
Total years of experience the firm has
- Pricing and rate structure
- Case results
- Information on the types of cases or issues your firm handles
- Testimonials from past clients
- Endorsements form judges or other legal experts
- Awards and memberships
The study also found that smartphones were by far the most utilized device for selecting a lawyer, followed by computers, such as desktops and laptops.
So, What Should a Law Firm Do?
So, what should lawyers know about how people select an attorney? Simply put, they should understand that the web plays a pivotal role in fostering strong lawyer-client relationships, which in turn can generate leads. Building a relationship online is more than just fancy advertisements. It’s showcasing your reputation as a legal authority and fountain of information for visitors.
By curating compelling and relevant content through legal blogging relevant to readers, you can attract referrals from those who have used your services in the past. Even better, you can further earn the trust of those past clients by becoming their source for knowledge. Then, by stating your firm’s experience and impressive credentials, you can win new clients.
As Gyi Tsakalakis, SEO consultant notes, “Lawyers tend to spend so much time and money obsessing about things like links, rankings, and followers. These tend to be the same lawyers who don’t regularly contact current and former clients. These are the people who are most likely to send you your next clients. Spend more time doing real law firm stuff.”
Now that you understand how clients choose a firm, it’s time to put that knowledge into action. At Attorney Business Consulting, we’ve helped hundreds of lawyers take the next step in growing their firm – and we’d like to help you, too. As the premier law office management consulting agency, we can assist with every aspect of running your firm. Contact us today at (339) 337-2655 for a free consultation.