Why You Need To Ignore The Competition When Marketing Your Law Firm

Law Firm Marketing InstinctWhen I decided to open my own law firm, I did so with the firm belief that I could not fail.  I figured that if I put up a Yellow Pages ad people would find me.

Did I mention I was 24 years old and working Manhattan?

Yeah, not so smart.

It didn’t take me too long before I realized I had no earthly clue about law firm marketing.

If this happened today I would just jump online, find myself some cool legal marketing blogs (that’s a gratuitous link to my free 5-part course, by the way) and start jotting down notes.  There are lots of places to learn this stuff.

As it so happens, the Interwebs weren’t quite so well established back in 1995.  So I cracked open the phone book and the newspapers to see what everyone else was doing.  I watched endless amounts of television and listened to the radio (all in the name of market research, I assure you) so I could see what the competition was doing.

In the end, I fell flat on my face.  Spent an obscene amount of money just to make a go of it.

I followed my instincts.  And, it turns out, I would do the same thing if I were a newbie lawyer now (unless I read this post).

But now I’m going to issue you a warning – one you really want to take to heart.

[Read more...]

7 Client Relations Tips To Wow Them Before The Consultation

law-firm-client-relationsAre there small client relations tweaks your law firm can implement right now to make for more of a WOW experience for people when they walk through your door?

Client relations are the bastard stepchild of the inner workings of a law firm.    You’ve got to run your law firm and turn out the best possible product.  Everyone working in the firm must do their job as well as they possibly can, often in spite of the client.  You know your legal marketing efforts need to bring in business, but you usually forget that referrals come as a consequence of superior client relations and the quality of the service your law firm provides – not merely results.

So you’ve got to provide a fantastic first impression, train your employees in the art of client relations, foster independent thinking and grease the wheels to make it happen.  But let’s be honest with one another – who the hell has the time to make nice-nice when opposing counsel is a jerk, the client seems to be actively working against their own interest, and the two paralegals are complaining to you about how long the other one takes for lunch each day?

[Read more...]

11 Little Secrets For Running Your Law Office

Law Office Management 11 Secrets

Last week, Chris Penn gave us his 11 Little Secrets to staying happy, healthy, productive and sane.  A bunch of bloggers have added their 11 cents into the mix, and I’m feeling inspired to jump into the fray.

I don’t have 11 little secrets to being healthy because … well, I’m not a health guy.

I can’t tell you about sanity because … well, some would say I border on insanity.

But I thought it would be fun to contribute in my own little way, which led me back to the old idea of, “write what you know.” So here are my 11 little law office management secrets to help you have a better day.

  1. Listen before speaking. Our staffers are the ones on the front line in the office, and they see stuff we don’t.  They know exactly what the client is worried about, what the judge’s clerk wants, and why the postage machine isn’t working.  Listen to what’s on their minds before you tell them what to do – or what they’ve done wrong.
  2. Check your fear at the door. We come to the practice of law – and our notions of running a law firm – with a set of preconceived notions.  People who work in the office can have amazing ideas about how to run the law firm better, more efficiently, more effectively.  If you’re willing to stash the fear of change and give something new a try, you may find that it works out well for you.  And if it doesn’t, you can always change again.
  3. Never stop learning. You are NOT the smartest lawyer in the world.  Nor, for that matter, are you the dumbest.  But if you don’t take the time to actively learn, you’re going to end up one of those dinosaurs who continues to use a typewriter and carbon paper.
  4. Recognize greatness. Every once in awhile, you’ll hire someone who is truly great.  Someone who cares about clients deeply, who constantly works to make the office a better place, and who wants nothing more than the see the firm succeed.  Always keep looking for that person, and never let them go.
  5. Hire slowly, fire quickly. Most lawyers hire new employees who have some defined skills.  Someone who can type fast, who has a good speaking voice, and who knows Microsoft Windows (or whatever software package makes you feel comfortable).  You should be hiring for someone who cares, who communicates well, and who can connect with your office and client base.  Everything else can be taught.  Take the time to not only interview, but also to learn about this person you’re thinking of inviting into your family.On the flip site, remember that if someone doesn’t fit with your business goals then you need to get rid of them immediately.  It’s good for your law firm, it’s good for your clients, and it’s good for the employee.  Don’t fire people as a knee-jerk reaction, but don’t hold onto dead weight out of fear or obligation.
  6. Look outside the industry. Lawyers are good with the law, but not so terrific at running a law firm profitably and effectively.  Look to see how other industries operate, and seek to emulate their best practices.  You’ll learn a lot that doesn’t make sense for you, but you’ll also gain some powerful insights and nuggets that will help your firm be better.
  7. Read voraciously. Business books are a dime a dozen, but a good business book will send your brain reeling.  Find biographies of powerful people who shook up their industries and showed the world a new way of doing things.  You’ll expand your horizons and learn new ideas that will help shape your firm going forward.
  8. Ignore platitudes.  You can go online and read a bunch of mamby-pamby stuff, with inspirational quotes and soft ideas.  People will tell you to keep going, to work harder, to be smarter.  Avoid those people and their words because they add nothing of value to your practice.  Instead, surround yourself with people and ideas that make you stronger, smarter, and more efficient.  They won’t get you all the way there, but if someone can help you move halfway that’s going to make things a lot easier for you.
  9. Keep records. How do you know if your law firm is making money or is efficient if you’re not tracking every little thing?  Buy QuickBooks and use the heck out of it.  Install Google Analytics and immerse yourself in the wealth of data it provides.  Have everyone in the office track their time, even if you rely on flat-fee billing.  Use every possible feature of your case management system.
  10. Enforce rules when needed, ignore when needed. Rules help make your law firm run more effectively, and they provide a framework within which to operate.  Rules give staff and clients a sense of safety and predictability.  Enforce them, but only when necessary.  There are going to be times when procedures aren’t followed for a good reason – it’s good for the client, it’s good for the firm, it’s good for the court.  You need to recognize those times, and make mental allowances for them.
  11. Go home. You run a law firm because you want to create a good life for yourself.  If you stay at work all the time, you’re failing on all cylinders.  Go home at the end of the day.  Turn off the lights.  Have dinner with family or friends.  Smile.  Laugh.  It makes you more relaxed, and a better version of yourself.  That makes you stronger tomorrow, and better prepared to run your law firm more effectively.
Photo courtesy of cosmo flash.

Marketing Your Law Firm Online With A Domain Name

Marketing your law firm online can be a struggle, especially where you don’t know where to begin.  One of my students calls it, “analysis paralysis,” and I like the alliteration.  But it’s true.

The domain name you choose for your law firm blog or website is like the color of your home’s front door.  It says something about who you are, what you stand for, and where you want to position yourself in the marketplace.

Too often, lawyers will choose their firm name as their domain name.  They think they’re branding their firm when in reality they’re just obscuring the truth about who they are and what they do.

Let’s say you’re looking for a lawyer to handle a nasty dog bite case in San Francisco.  Like most Americans, you’re going to hit a search engine to begin your search.  You enter in your search term and it comes back with the following:

Which website are you going to click on?  The one that stands out, if you’re like most people.  And the things that stand out most are the title, the description and the domain name.

Why?  Because Google puts in boldface your search terms.  So if you search for “dog bite” then anywhere those words appear they will be in bold.  The goal is to help draw your eye to the most relevant search results, and it works darn well.

To be sure, the title and description are also critical to drawing the eye to your website.  But the domain name is the single thing you can begin to get a handle on immediately when setting up your website.

Marketing your law firm online requires you to use every single tool to your advantage, and the domain name is clearly one of them.  Every other lawyer in your area is going to look to that holy grail of a keyword search term, which is why it’s doubly important to pull out the stops.

Will your domain name be the single thing that catapults your law firm website to #1 on the search engines?  Not at all.  But getting a leg up surely isn’t a bad idea.

Related Posts Plugin for WordPress, Blogger...