How Law Firm Marketing Has Changed

Posted on 04-29-2018 by
Tags: law firm , firm , marketing

Once you understand how today's system works, you can exploit it to your advantage.


By Matt Starosciak

The biggest changes in law firm marketing over the past 25 years involve response time, options available to prospects, and smart marketing.

I grew up in the 80’s in a metro Detroit suburb. In our city, if you needed a lawyer, everyone knew who to call. We’ll call him Mitch McDeere for purposes of this blog.

Mitch had a small office on one of the main roads, was a part-time magistrate judge, and had a brother who taught religion at the local catholic high school. If your son got a speeding ticket, you called Mitch McDeere. If you needed a will, you called Mitch McDeere. If your neighbor’s tree was hanging over into your yard, you called Mitch McDeere. And if he called you back within 24 hours of you leaving a message with his receptionist, you felt that Mitch, a very skilled practitioner, was making you a priority in his very busy law practice.

How times have changed. Below are the biggest changes in lawyer client development over the past 25 years, along with tips for making sure you’ve adjusted.

Number of options. With the exception of a few TV and radio early adopters, prospects had referrals and the yellow pages as tools for finding an attorney twenty five years ago. Now the internet provides access to hundreds of options at the click of a few buttons. Today, you must rank high and have a compelling message that sets your firm apart from the competition.

Specialization. The general public, and certainly business professionals, now understand the importance of hiring an attorney who concentrates in the area in which they need help. There are very few regions of the country where a true general practitioner can succeed in the business of law.

Response time. It’s no longer good enough to call a prospect back within 24 hours… or even 4 hours. To convert clients in today’s environment, you – or someone skilled at intake – need to speak to prospective clients immediately… and give them compelling reasons to stop their attorney search.

Some lawyers really like today’s legal landscape, while others long for days past. However, the most important things to remember are that you don’t need to like the current state of law firm client development to thrive in it, and once you understand how the system works, you can exploit it to your advantage.

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