Are you doing all you can to make sure your law firm is irresistible to potential clients? Because when it comes to legal consumers, it seems that love at first sight really does exist.
FindLaw’s 2014 U.S. Consumer Legal Needs Surveyasked respondents how many attorneys they contacted or seriously considered before making a selection, and the answer was astonishing: 72% replied, “one.” Either legal consumers are extremely open to positive first impressions, or they’re doing an excellent job of finding legal representation that matches their needs. (To be honest, it’s probably a bit of both.)

It begs the question: What are you doing to ensure that you are “The One” consumers are looking for? In a romantic context, advice for finding a good match would go something like: put yourself out there, be yourself and focus on the other person. Obviously, dating and legal marketing aren’t exactly analogous, but there’s something to be said about those tips:
  • Putting yourself out there is about being in the right place at the right time. For law firms, it means having a well-designed website, strongsocial media presence, and enough activity to ensure you get noticed in relevant circles and search results.
  • With that done, the advice of, “Just be yourself” is the easiest of all. Legal consumers desire resolution of their cases. By presenting yourexpertise and practice areas in a clear manner, you’ll help potential clients understand who you are, and how you can help.
  • Focusing on the other person makes them feel like they’re being heard and eventually leads to trust. Use the right language online to highlight your empathy, understanding and ability to advocate for your clients.
Remember that none of these tips are about beating the system. Good attorney/client relationships aren’t built on manipulation. And legal marketing isn’t about playing the field. It’s about finding the right match. After all, a client who views your firm as “The One” can have a positive impact on your business for years to come.
Think about that number again: Nearly three out of four legal consumers select the first attorney they contact. Clearly online tools and old-fashioned word-of-mouth referrals can have a huge influence over your potential clients. Make sure you’re using them to your advantage. By focusing on meeting the right clients and presenting your best self online and in-person, you’ll up your odds of becoming “The One.”
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