Unbalanced Scales – Weighing Marketing Options for Your Law Firm

The past few years have not been kind to any business, and law firms have, by and large, been no exception to the rule. People still need attorneys even in a down economy, but the fact of the matter is that they are less willing to spend money on attorneys fees when they have less money to begin with. None of this should come as any surprise, but it is surprising how often law firms and attorneys are at a loss when it comes to ways to find new clients. Unfortunately, this is a class that never gets taught in law school.

If you own or operate a law firm and haven’t had as much new business as you would like, then I want to introduce you to the concept of search engine optimization (commonly known as ‘SEO’). SEO is not the only way to market a legal practice, and although it’s one of the best ways, there are certainly situations where other forms of marketing may work better. Here’s why more law firms should pay attention to search engine optimization:

  1. Inbound Marketing: In the marketing industry, there is a common distinction between inbound and outbound marketing. In general, outbound marketing is an effort by the company in question to reach out to a potential client and initiate a client-relationship (think, for example, of calling a contact who you know might need your legal services). On the other hand, inbound marketing is marketing that aims to make a company visible to any potential clients who are actively looking for services or products offered by that company. The distinction is not always clear-cut, but it’s important for a law firm. In general, attorneys think about going out and networking (which is always an excellent idea), but the results are limited. Search Engine Optimization allows you to reach more potential clients more quickly.
  2. Efficiency: Let’s be frank – your law firm is your business, and you want to control costs like any other business. Advertising – even in print, but especially on TV – gets very expensive very fast. Advertising online is a good and attractive option, but I would argue that the money is better spent on a long-term SEO solution for your law firm. The rankings and traffic that result from good SEO can last for a very long time and can continue to benefit your law firm down the road.
  3. Competition: In today’s market, it’s getting harder and harder to differentiate your legal services from those provided by the attorney or lawyer down the street. Consequently, it’s prudent to take a different approach to marketing than the guy or gal down the street. There are law firms that already engage in SEO, but there are not as many as there could or should be, and you can take advantage of that fact.

Practicing law is not an easy profession, and the demands of the job have only increased over the past few decades. However, finding clients doesn’t need to be the most difficult part of your legal practice. As I mentioned above, search engine optimization is by no means the only way to get your law firm in front of more potential clients. It’s a method that we have helped many firms use to find many new clients on a ongoing basis.

If you want to get started, it probably makes sense to seek the help of a professional, although many SEO tactics can be tackled yourself if you have the time. In any event, I urge you to get started today, even if it’s with a different type of marketing. Your legal practice and career will greatly benefit down the road.

Law Firm Ratings and Related Information

Before engaging the services of a law firm, it is necessary to know its background and performance record. To do this, you have to find out the ratings of the firm about its legal ability and standards.

Law firms are rated based on their ability and general ethical standards. There are rating boards across the country which conduct and evaluate law firms based on confidential opinions of members of the bar and the Judiciary. The ratings are given on a five-year interval, usually after a lawyer has been admitted to the bar.

The two components of the ratings system are:

o Legal Ability – This component is graded in three ways: C (good to high), B (high to very high) and C (very high to preeminent)

o The General Ethical Standard Ratings denotes ‘adherence to professional standards of conduct and ethics, reliability, diligence and other criteria related to the discharge of legal responsibilities’. The general recommendation rating of a law firm must be a “V” which it must first receive in order to gain the legal ability rating.

Ratings Classification

The ratings are typically described as follows:

o CV Rating – An excellent first rating, a statement of the firm’s above average ability and high ethical standard

o BV Rating – Means an exemplary reputation and well-established practice, also indicates that law firm is in mid-career, with a significant client base and high professional standard

o AV Rating – The firm has reached the height of professional excellence, indicates long years of law practice with the highest level of skill and integrity

The Importance of the Rating System

The rating system on lawyers and their firms are conducted to help you determine which lawyer or legal entity is worth hiring. The rating will also show you the level of competence and experience of a law firm as seen on the classification grade. Nevertheless being un-rated does not mean a law firm has no credibility. Many competent and reputable law firms in the country remain unrated or choose not to participate in the ratings. In researching about a firm’s credentials, peers, colleagues and former clients are still the best sources of real information.

Important Characteristics of a Reputable Legal Firms

For a law firm to be respectable, the following characteristics must be observed:

o Professional – Lawyers of a firm must show a high level of professionalism by treating each client with their full attention and support

o Experience – Lawyers must meet stringent practice area qualifications and must be dedicated to the practice of one area of law

o Good Standing – Lawyers must be of good record in the bar associations where they belong and must have no record of disciplinary action against them.

o Respected – The lawyer and the firm he represents must be respected by the community and his peers

Finding a reputable law firm is very much like looking for the right lawyer. Look for the firm that will suit your needs. However, when it comes to choosing the right firm, you should look at afirm’s experience and reputation. These are the two important factors to be considered when selecting a firm that will handle your legal needs.

More information about law firm ratings and information by consulting with California law firm

Law Firms Don’t Need Marketing! We Sell Ourselves!

Law Firms are not traditionally viewed as businesses in the same way that other companies are. This derives largely from the fact that lawyers have long occupied a different position in our society than business-people. For good or worse, however, things have changed over the past few decades, and more than ever, law firms are now acting like other businesses.

Unfortunately, this also means that law firms now have to put more effort into certain aspects of business that they previously ignored. Marketing, in particular, is an area that law firms, now more than ever, are having to focus on. Competition for clients is tougher than ever, making it necessary to differentiate your legal practice from that of your competitors. How can one efficiently and smartly go about this?

To begin with, you need to come up with a consistent message. If you tell people 100 different things about your firm, then you run the risk that they don’t remember any of them. In addition, no one will ever think that you are an expert in any area. Part of coming up with a consistent message is focusing in on a particular area of practice. The lawyers at your firm may have experience in a number of different areas, but when it comes to marketing yourself, you need to target one area at a time. Pick your strongest area or the area you most want to grow, and build your message around that area. Once you get a lot of clients coming in because of your consistent marketing in that area, you can move on to another.

Use real testimonials. Obviously, if you’re just starting out, then this is tough, so don’t worry about it. However, if you have any experience at all, ask your prior clients if you can use them for a very short, written testimonial. Potential clients are heavily swayed by another person who was in their same situation telling them that you helped with that situation. This kind of marketing is way more persuasive than you telling them over and over how good you are at something.

Always imagine your perfect client. This tip is more of a general thought-process than anything else. Whenever you do any type of advertising or marketing for your law firm, you need to make sure that you’re always thinking about it from the perspective of your perfect client. It sounds simple, but what it really requires is going out and getting to know your perfect clients. Ask them what they’re looking for in a law firm or a lawyer, and ask them what their concerns are. If you’re able to do this, it is an extremely valuable part of your marketing.

I love marketing, but at first it was very daunting for me. I had no idea what to do, what to say, or where to market myself. Even now, I always question my techniques to see if I can improve them. Keep in mind that marketing takes a little time, so don’t give up right after you get started. At the same time, if something isn’t working after a few months, re-evaluate and try to figure what’s not working about it.