Being A Virtual Lawyer Is All Mindset, Not Technology

Being A Virtual Lawyer Is All Mindset, Not TechnologyWhat did it take for me to become a virtual lawyer?  I was sitting on the terrace, looking out over the beach in Acapulco.  It was 85 degrees and sunny, yet the breeze coming off the water kept me cool.

My vacation was hard-fought, and well-deserved after the sprint leading up to the change in the U.S. Bankruptcy Code in October 2005.  I took a sip of my morning coffee and pondered whether I’d have lunch in the hotel or at a little taco place my wife and I had discovered the day before.

My laptop chirped at me, and I snapped on my headset.  It was time for a consultation appointment.  Virtual bankruptcy lawyer springs to action, leaving the coffee behind!

There was a time when the notion of a virtual law office was unheard of. A law firm operating without books, without desks, and without a physical location was unprofessional and extremely unorthodox.

No longer is that the case. Companies such as VLOTech and DirectLaw will help you get your virtual on. Free and low-cost applications help shuttle you to the cloud, where a world of wonder awaits you. Work from the beach, across the world, or just from your home with the dog by your side.

Lovely, no?

But here’s the problem – and it’s a real one.  The VLO model is largely an online document and communication repository for lawyers.  But a VLO does not help you become a profitable virtual lawyer, or to transform your law office into a virtual one.

My firm has a physical location, but I’m not enamored of going there.  I’ve got a totally different mindset.  The mindset of a virtual lawyer, not one of a land-based attorney.

Take, for example, the story I told you at the beginning of this piece.  You may be amazed, entranced or just shocked that I could work from the beach in Acapulco.  But when you break it down, it’s not amazing whatsoever.

The Virtual Lawyer’s Tools Are Not Amazing

I don’t use any of the VLO platforms mentioned above; they’re excellent, but not what’s in my bag.  I relied, and continue to rely, upon a few basic sets of tools:

Phone:  Skype, a computer-based application, allows me to make and receive phone calls to a regular U.S.-based telephone number using only a computer with Internet access.  Costs me under $100 per year for a local number.  But if I didn’t want to go that route, I could simply use my cell phone with global roaming on it.

Internet-Based Faxing:  People use faxes, much to my chagrin.  I use MaxEMail, but there are a number of excellent providers out there.  Here’s how it works: someone puts a piece of paper into their fax machine, dials a local (or toll-free) number, and faxes it to you.  Instead of the page coming through a fax machine, it shows up in your email box as a PDF.  Once again, it costs me under $100 per year to keep this going.

Case Management:  I currently use RocketMatter, but have used Basecamp in the past.  It gives me the freedom to access client information on the go, and it’s reliable so long as I’ve got an Internet connection.  Basecamp allows me to give clients access to their documents, RocketMatter does not.  But there’s a solution.

Client File Access:  I use Dropbox, which allows me to synchronize files among computers and backs up to the cloud.  Using Dropbox you can share a specific folder with any other Dropbox user; all they need is an account, which they can get for no cost.  Tell your client to get a free Dropbox account, and then share their file with them.  When the matter is closed, revoke the sharing privileges.

My File Access:  Once again, I use Dropbox.  There are other solutions out there, but I like Dropbox because it’s got tons of features and is accessible from my Android device (they’ve got an iPhone and iPad app as well).  To get files from paper into my computer I either scan them using my ScanSnap scanner or, ideally, have clients fax them to me (remember, those faxes come through as email attachments in PDF format).

Staff Communications:  We use Google Talk to communicate.  Nuff said.

Calendaring and Appointment Setting:  We use Google Calendar for our calendars in the office, and a web application called AppointmentQuest to allow people to set up appointments to speak with us.  Appointment Quest is not the only system out there, but it does allow us to block off times when we’re not available and move stuff around.

Email:  Google Apps.  Free, web-based, accessible using our phones, and lots of storage.

The Virtual Lawyer’s Mindset Makes the Difference

Nothing outlined above is earth-shattering, nor is it custom-made.  It does, however, reflect the reality that we can work anywhere, any time.  Our clients need not be technologically advanced, either; the only thing they need is a telephone – everything else is on our side.  So it makes no sense to me when a lawyer tells me that they don’t go virtual because their clients aren’t tech-savvy.  That’s an excuse, not a real reason.

If you want to be a virtual lawyer, all you need to do is take a step outside.  Then another.  And then another.  Repeat until you’re in a comfortable location, and then open your laptop.  Keep the cell phone charged, maintain connectivity to the Internet, and get down to business.  That’s pretty much all there is to it.

The chains aren’t real.  All you have to fight against are your own preconceived notions about where you work.

To be sure, there are things you’ll need to do in order to prepare for that walk outside.  But once you have the mindset, the solutions to the other minor problems will soon come into sharper focus.

Photo credit:  Giorgio Montersino (via Flickr).

Blogging For Your Law Firm? There Is No Middle Ground.

Marketing your law firm with a blog is a romantic notion in a certain sense.

Law firm marketing folks – heck, all marketing folks – extol the virtues of blogging. Create a law firm blog and your business will soar, setting you apart from the competition and bringing you accolades of all sorts.  Your law firm marketing efforts should center around a blog, they say.

Actually, that’s not true. Creating a law firm blog as part of your marketing efforts will set you apart from the competition, but maybe not in a good way.

Blogging is a content marketing mechanism that’s designed to provide useful information and show your stuff.  By creating a law firm blog you build trust your prospective clients and the public, enhancing your reputation.  It’s also terrific for search engine optimization, which exposes your words and thoughts to a wider audience and increases the reach of your message.

But unless you’re adding content on a regular basis, you’re not going to look so terrific to people to visit your law firm blog.

I’m not telling you to create content every day because I know it’s not realistic for lawyers to take that kind of time.  But would it kill you to put down something on your law firm blog once a week, something valuable and helpful?

There’s a lawyer in my area who, in a fit of “I want to market my law firm,” went out and hired a designer to do two new sites for his bankruptcy law firm.  The sites are beautiful, and very easily navigable.  And they both have blogs.

OK, I can see someone creating more than one law firm blog – in fact, I have more than one.  The problem is that both of the blogs cover exactly the same topic, with the only difference that one site allegedly covers New York City and the other covers Long Island (a distance of under 60 miles).

Since he launched these beautiful sites over six months ago, he’s suffered from a bit of over extension.

On one blog he’s done 10 posts since September 2009, which is respectable.

On the second blog he’s done 2 posts since September 2009.  And one of them is a duplicate of a post on the first site.

A failure of consistency tells a visitor that you’re not serious. And if you’re not serious about this aspect of your marketing, how reliable are you as a service provider?  Your law firm blog signals a commitment to provide information and share knowledge; your lack of consistency signals a failure to live up to that commitment.

In addition, failing to consistently publish content onto your legal blog will lower your site traffic. If there’s a blog I like, I’m going to visit it more frequently (as much as I love it, I recognize that RSS readers never really caught on with the masses).  Once I show up a few times and see nothing new, I’m not visiting anymore.  It’s like when I turn on the television every week to catch Big Bang Theory (which you should watch), I expect to see Sheldon in a new episode.  If all I get is repeats for a few weeks I’m going to find something else to do on Mondays nights.

So, too, with your legal blogging activities.  If you’re going to do it, understand that you’re in this for the long haul.  If you’re in that’s cool.  And if not, you need to go find some other way to market your law firm.

How Content Drives Law Firm Marketing

Law firm marketing used to be so simple.  Slap up a few ads, buy up some television time, and call the Yellow Pages representative to pick up a fat check.

But somewhere along the line it got more difficult.  Prospective clients started wising up and asking questions.  They realized that there was no early way for them to differentiate between Lawyer A and Lawyer B based on a 30 second commercial spot or a full-page Yellow Pages ad.  The problem was that they didn’t know exactly how to tell the difference.

So they did what we all do when we shop for a new car – we peek under the hood.

First they turned to the Better Business Bureau, not realizing that lawyers didn’t utilize that venue.  So they moved onto Martindale-Hubbell, the grand-daddy of lawyer rankings.  But M-H was stuffed to the gills with huge law firms that looked down on helping people with their problems in favor of billing big corporate entities.

Some lucky few could ask their friends and family members about lawyers, but when it came to things like bankruptcy and divorce it was a little stickier.  Who wants to approach their uncle and say, “Hi Uncle Bob.  I can’t pay my bills.  Do you know a good bankruptcy lawyer?”

So they turned to the Internet.  At first there was no way to find a reputable professional, so the public just bumped around in the dark.  But eventually lawyers started getting websites, those online brochures with pretty pictures.  Lulled into peaceful slumber, people started equating the best website with the best lawyer.

But something happened along the way.  Blogging came around, and some folks started thinking that it was a darn easy way to add information to their website.  It sure was a lot faster and cheaper than paying the web guru to update the site every month.

Blogging didn’t take off for lawyers for a long time.  In fact, there’s a good argument that blogging still hasn’t taken off for lawyers.  But with blogging evangelists like Grant Griffiths leading the way, inroads have been made over the past few years.

When you’re talking about blogging, you’re talking about the entire world of online marketing.  Every industry has marching orders to get blogging and get it done now.  Every media channel has a cadre of super-successful people who also happen to be blogging their brains out.  You can’t get away from it.

Consumers have been trained to ask questions online, to query Google and Bing and the rest in an effort to get answers.  The answers to their questions float to the top of the search engine results page and, in so doing, the site on which those answers reside gain the most loyal followings.

Follow someone long enough and you come to trust their intellect and insight.  You rely upon them for good information.  You get to know them to an extent, and feel closer to them.  And when you need help, you turn to that person over all others.

Chances are pretty good that you’re not creating content and, in fact, don’t know where you’d put it or what you should do to get people to notice it.  If so, you’re not alone.  In fact, most of your competition isn’t doing anything either.  They’re watching the world pass them by, caught up in the day-to-day grind of being lawyer and entranced by the notion of cutting a fat check to some “SEO Mastermind” to turn their 3-page website into a Google magnet.

Good luck with that.

So here’s what you need to do, right now.  Take out a pen and a blank legal pad and start writing.  Anything at all.

We’re going to keep talking about this.  Because your future depends on it.

Photo courtesy of SPazzo_1493.

Online Legal Marketing Tip – Google Places

Google Local And Online Legal Marketing

Online legal marketing tactics vary from person to person, but one thing every lawyer wants is to rank at the top of the Google results.  On this audio post (I’d call it a podcast but then I’d probably never podcast again, then I’d look like a dummy) we talk about online legal marketing using Google Places, as well as some statistics about mobile phone adoption in the “baby boomer” crowd.

For example, more Americans than ever before are turning to their mobile devices for their web-related activities.  They’re checking email from restaurants, their sofas, and during idle time in general.  When people search online from their smartphones and mobile devices, Google Places gives them the option of clicking the local result and placing a phone call without the hassle of writing down the number.

When you’re marketing your law firm online it’s important to go where the eyeballs are.  In the old days that meant the Yellow Pages and newspapers, but more people than ever are replacing those modes of communication and information-gathering with their phones, netbooks and (very soon) iPads.

Will your law firm be found online when someone does a search from the grocery store checkout line?

To listen to the audio, just click the link below.  To save it to your computer, mp3 player, iPod or whatever – just right-click and hit “Save As.”

Online Legal Marketing Tip – Google Local (Click To Listen)

Want more?  You can pick up a full video-on-demand training session for Google Places right here for a paltry sum.

 

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