Your law firm website should not be a dating app, but you do want your clients to choose your firm, based on comfort level, familiarity and a sense of trust that comes from a website that engages them on an emotional level. Helping prospects make the transition from first viewing your website to raving fan is a process that has been well documented and described. Are you ready to have a fan club?
Make your website and social media posts relevant, targeted and up-to-date. When visitors arrive at any of your online platforms, you want them to be brought into your world in the best possible way. That includes videos, blog content that is recent, relevant and inspiring. Grab them by the heartstrings, not the intellect. Show them who you are in a video, and make it personal.
Respond quickly when they contact you, however they contact you. If it takes more than two emails to set up a consultation or book a phone meeting, you’re making the client work too hard. They can easily reach out to another firm or visit an online legal platform. Make it easy, personal and fast. They’ve already made the first big leap. Don’t lose them this early in the process.
Be clear about your fee schedule. Dancing around the fee schedule is a decision point where your clients have an opportunity to get to know you better and decide whether or not they love you or loathe you. If they have gone through an automated intake process, they may already have received information about your fee schedule, and that will pre-screen them. Otherwise, be prepared to discuss this with them early in the process. How you handle this discussion reflects how you feel about your practice and its value. If you are uncomfortable with this part of the conversation, work harder on making it better.
Respect your client’s time. We hear a lot about clients who leave an estate planning law practice because they waited too long for a response to an initial query, but we also hear about clients who leave because they were kept waiting in the reception area long past a reasonable amount of time. Chances are they have already waited long enough to decide to have an estate plan done; don’t make them wait any longer.
You need your clients to become raving fans now more than ever. Raving fans can post reviews on lawyer review sites like Avvo and they can also post complaints. Which would you rather have them do?