Your Law Firm needs clients, which is why it is so important that you put yourself “in the shoes” of the ideal clients you want to find you.
If someone is trying to determine how to find the best firm for their needs – will the path they take to research and find an Attorney bring them to your firm?
Knowing how potential new clients are most likely to search for the services you provide is the first step to ensuring that your firm shows up where your ideal prospective client is looking.
The fastest way to find a high-quality law firm involves combining online research with personal recommendations and consultations.
Here are some steps someone is likely to take in their search:
1. Identify Their Legal Need
Determine the area of law their case falls under (e.g. family law, personal injury, criminal defense, business law) to find the right Attorney with the experience relevant to their situation.
2. Use Attorney Referral Services
Contact a local or state bar association for attorney referral programs to get help finding an Attorney based on their legal needs and location.
3. Online Attorney Directories
An online search is likely to bring up reputable online platforms like:
Avvo: Offers ratings, reviews, and details about attorneys. (Avvo has now joined Martindale-Hubbell)
Martindale-Hubbell: Provides lawyer contact information and reviews.
FindLaw: Lists attorneys by practice area and location.
American Bar Association (ABA) Lawyer Referral Directory: Provides access to state and local bar association lawyer referral programs.
LegalMatch: Fast Attorney Search by Specialty
Super Lawyers: Lists lawyers with peer nominations and professional achievements. Filters for location, area of practice, and specialty.
Since these directories often include reviews and ratings from past clients, they are considered trusted resources for consumers. It’s important to not only ensure that your firm is listed, but to also monitor reviews and details for accuracy and appeal.
4. Ask for Recommendations
Most people will reach out to friends, family, or colleagues who’ve had similar legal needs. Personal recommendations often provide valuable insights into an attorney’s communication style and effectiveness.
Especially if their case involves niche or highly complex legal matters, a consumer is going to be looking for a trusted referral for specialized cases with a strong reputation in that specialty.
5. Research Attorneys Online
There is no way to ignore the fact that most prospective clients will search online. This is why it’s imperative that the overall digital presence representing your firm is positive and appeals to new clients.
They will check online reviews and testimonials. They will likely visit Google for reviews and even Yelp to ensure the firm’s reputation aligns with their expectations.
Consumers will look at the attorney websites and profiles they find online to assess:
- Experience and areas of expertise.
- Client testimonials and case outcomes (if available).
- Professional memberships or certifications.
- Awards or recognition in their field.
- Attorney profiles clearly showcasing their expertise.
6. Call Multiple Firms & Schedule Consultations
Many attorneys offer complimentary or low-cost initial consultations that help to make potential clients feel less pressured and more comfortable starting the conversation. This also allows the firm to showcase their communication style and get a feel for the potential scope of the case.
People are looking for answers to questions such as:
- What is your experience with cases like mine?
- What is your fee structure (hourly, flat rate, contingency)?
- What is your approach & strategy to handling cases like this?
7. Evaluate Costs
Consumers are looking for clarity about attorney fees and payment structures.
Many potential clients worry about whether the firm offers payment plans or contingency arrangements (only paid if you win).
8. Trust Their Instincts
People want to choose someone they feel comfortable with, someone who communicates clearly and who seems genuinely interested in their case.
Take a look at what you find when you search online for the services that your Law Firm provides. Then, ask yourself these 2 very important questions:
- Does my firm show up early & often enough to gain the attention of the clients I want?
- What type of “feeling” does a client get when they find my firm? Are my practice standards accurately represented to the public?
9. Evaluate Speed and Accessibility
In many cases, timing feels critical to a potential client. They are going to be looking closely at how quickly a firm can begin working on their case.
They are going to choose a firm with sufficient resources, proven processes and a dedicated team able to act promptly.
You want to make sure your Law Firm not only gets found first by potential new clients, but also exudes feelings of trust and confidence. Building a strong online presence is the clear path to growth for your practice. The value of a clear and clean online reputation cannot be overstated.
At Lead Science, our team specializes in getting the right kind of attention for your firm. Let’s connect today and talk more!
