by Michelle N. Park, LLM, MBA
After passing the bar, getting clients is the most important and difficult aspect of being an attorney. Some lawyers head to firms with established client bases and reputations but how do you get clients if you’re starting your own firm or solo practice? The attorneys who are able to attract clients to their practice do so by taking advantage of time tested methods as well as technology and creative marketing. This article will discuss strategies attorneys and firms can implement to successfully market themselves in order to build a client base.
Networking: It’s so easy it’s hard… Networking is a very natural activity for some people – it’s basically the ability to successfully interact with people you know as well as with people you have never met. Great networkers are outgoing and able to effectively communicate what they do to people, usually in a way to allow follow up at a later time. Networking can be done through professional groups, social clubs, volunteer organizations, and many other avenues. Once people in the community understand what you do, they will associate you with that profession and you will inevitably get business.
Website: Networking may be how attorneys have gotten new clients over the decades but technology is how it’s done today. When a person is in need of a lawyer, they either ask a friend for a referral or turn to the Internet to run a search for a local attorney. When a prospective client visits a website, it’s their opportunity to learn about the practice, view profiles on the attorney(s) and get information necessary to contact them. Research shows that attorneys with a user friendly website that clearly explains how they help clients are the most effective. While websites are very effective, they can be expensive to build. Our firm recently spent $25,000 on a comprehensive website, however it is not necessary to spend that much. There are companies, such as LegalWebPro.com that allow attorneys and firms to design and maintain a custom website at a fraction of the cost of other companies. I recently made a test website at LegalWebPro.com and was pleased with how easy it was and how quickly I was able to have it up.
Advertising: Advertising in print and radio can be another way to market yourself and you firm. While most people today turn to the Internet to find law offices, there are still many older people that prefer using traditional methods such as the yellow pages. When advertising in a phone book, it is important to be concise and avoid fancy legal jargon – the less intimidating the better. Radio and television can be effective however the costs are a large barrier to entry. Advertising is most effective in local magazines, newspapers and phone books.