How do I convince clients that they need my legal services, particularly with the proliferation of ‘do it yourself’ packages on the internet?
Competition on price will always be out there. There will always be someone who is willing to do it for less – whether that be another lawyer, an online legal service, a do-it-yourself package or an overseas attorney. But clients that are choosing legal representation solely on the basis of price may not be the clients you’re looking for.
In order to effectively attract paying clients, you need to be able to articulate the unique value your law firm provides, and the ways that clients will benefit from working with you.
Think of your potential clients not just in terms of ‘entrepreneur’ or ‘small business owner,’ or ‘person with assets to pass to others’ but as a certain kind of small business owner, entrepreneur or individual – perhaps someone who is concerned about risks, who wants to ensure the longevity of his business or ensure that her estate is divided as she wishes to provide for her children. Identify what the clients’ problems and concerns are, and clearly articulate how your services address those problems.
When you target your practice toward individuals who care about the benefits that your services can provide – and speak in all of your materials about those benefits – you’ll attract the kinds of clients who truly want, need and appreciate your services. Not all clients are the right clients for you.
By the time a client or potential client is in your office, it’s probably too late to convert them to your way of thinking. Clients who don’t understand the value of your services or the benefits that you can provide for them are clients that you don’t want – they’re likely to cost you far more in time, money, and stress than the fees they pay you could possibly be worth.
In order to attract the clients you want, you’ve got to educate your prospects and clients before they get to your office. The way to do that is by providing a lot of information in your marketing materials, your website, etc. Show clients and potential clients by the use of stories and case studies from your own experience why they need your services. Tell them how people like them get into trouble because they didn’t take the right legal precautions – and how they got out of trouble by using your services.
Make this information available on your website, in articles, marketing materials, etc. that discuss the clients’ problems and how your solutions will benefit them. For example, to attract small business owners or entrepreneurs to become their ‘outside general counsel’ and help them prevent problems, provide information that establishes and demonstrates the importance of preventative legal work.
This will attract business owners who want to avoid common and costly pitfalls. It will educate others (particularly as they do searches on the internet) before they become clients. It will establish credibility for you and show that you know what you’re talking about and that you care about your clients and the problems they encounter. You’ll be attracting and cultivating your dream clients, who will already be ‘converted’ before they walk through your office door.