Search results for: Visit clients

Readers of this blog have most likely picked up on the fact that my number one most effective legal marketing tactic is to visit your clients at their place of business, off the clock, and not for the purpose of asking for more business.  It often leads to immediate work.

 
John Remsen has an article on “Client Site Visits” in his newsletter this month that has a number of helpful tips on the subject.  They include:

 
Prior to Meeting:

  • Set clear purpose for visit (and don’t mix purposes, as in if you are there to learn more about a client’s business, don’t ask for work; or you’re there to discuss a problem issue, don’t ask for work… you get the idea.  If you are there to ask for work, call it a “presentation” not a “client site visit”.), and
  • Plan your visit (do client homework, decide on best person(s) to meet with, and prepare specific questions),

 

At Meeting:

  • Start with small talk (office pictures will give clues to person’s interests – of course, you should already know your client’s interests.  Otherwise talk about the weather – just kidding),
  • Let client do most of the talking and really listen while taking notes,
  • Don’t ask for work (oh, I covered that), and
  • Don’t overstay your welcome.

 

After The Meeting:

  • Send handwritten Thank You note,
  • Follow up on points or issues raised at meeting,
  • Send information (especially if it is of personal interest to client) relating to topics discussed,
  • Develop a “client-specific action plan” as a result of the meeting, including calendaring your next client site visit.

 

As I have mentioned many times, in the vast majority of client visits, if done properly, will lead to new work even without your asking for it.  If you are relationship building, and you come across as being interested in the client’s business as well as them personally – as John suggests in order to become a “counselor or trusted advisor” – the work will indeed come.  

 

Folks who read my blog know that I am not a ranter by nature ….(well, maybe when it comes to the failure of law schools to prepare law students for the business side of law here, and here).
But, I visited a doctor’s office (not my regular MD) this week to get the results of a stress test (which was perfect, thank you very much). I was on time, sat in reception area cooling my heels for 40-minutes, to then have the privilege of getting 5 minutes of his time. Receptionist was stone-faced, people who came after me went in first, others came and went. When the nurse/assistant called me in and took my blood pressure, which she informed was a bit high, I responded “no wonder, considering how long I have been waiting.”
Silence …
Not a word. No “sorry”. Nothing!
Mentioned to the doctor (after waiting some more) that I “may” have annoyed his assistant by my comment.
Silence…
Not a word. No “sorry.” Nothing!
I gave up. Good report. I’m out of there. Not likely to speak favorable about the experience or that particular practice….. not that they give a darn. But, why work so hard at bad marketing!! It’s amazing.
So, PLEASE, if you must have a client wait in your reception area for ANY length of time, have someone, anyone (preferably yourself) explain the reason for the delay, when you will be able to see them, and at least render a perfunctory apology. Legal marketing is not rocket science, so why would a lawyer want to hurt him/herself by having clients/prospects getting ready to blast off in their outer office. Just doesn’t make any sense.

Sending information of interest (or even possible interest) to clients and contacts is another example of how you keep in touch and keep your law firm’s name in the forefront.
Since all businesses have intellectual property, consider sending your clients and other contacts the following information from the USPTO, whether you have an intellectual property practice or not:

“The U.S. Patent and Trademark Office (USPTO) has recently launched http://www.uspto.gov/smallbusiness/ to help small business owners protect their intellectual property from overseas piracy and counterfeiting. The new online resource is part of the nationwide www.stopfakes.gov awareness campaign to help educate small business on intellectual property protection. For such issues as patents, trademarks and copyrights, the Web site will provide information to help small businesses, home business owners, inventors and other entrepreneurs decide when, where and how to file for intellectual property protection.”

And,

“For more information about the USPTO effort to educate American businesses about intellectual property rights, [call (name of lawyer – if you have an intellectual property practice)] or [visit http://www.uspto.gov.]”

Small businesses particularly should know about this resource. I believe your clients and contacts will appreciate your sharing this information, whether it applies to them or not. They may just return the favor.

This is the time of year to especially enjoy family and friends.  However, set aside some time over the holidays to plan some goals for your law practice in 2014. Don’t wait until January.

Sally Schmidt has an article on today’s Attorney at Work that outlines some 2014 goals and strategies that may just help you and your firm in the coming year. She talks about four areas to focus on, and I wholeheartedly endorse her marketing and business development suggestions:

  • Increase your personal interaction. This is vital to any practice. Visit clients (off the clock) particularly your key or “crown jewel” clients. I wouldn’t limit the number of visits, however.  Rather, I would visit as many as possible, since such visits often lead to immediate new work.  Nor would I limit my visits to clients only.  Include important referral sources as well.  Further, I would plan to have coffee or lunch with at least one client and/or referral source every week.  I very much like Schmidt’s suggestion to “send at least one personal note a week,” but make sure it is handwritten, including the envelope.  Finally, email interactions (other than for communicating about a client matter, especially if it is a client’s preference) should be a last choice.  Better to communicate by phone or in-person;
  • Provide better client service.  In today’s competitive environment, this is a no brainer. Not only does it lead to more work from happy clients, but valuable referrals to new clients. Unhappy clients do not come back or make referrals; in fact, they’re more likely to say bad things about your services and their experience with your firm.  Better service means keeping clients informed about their matter and returning calls almost immediately, if not sooner.  If you can’t do so, empower someone else to call the client back and inform them of when you will personally be in touch;
  • Look for opportunities to raise your profile. This might include more writing and speaking, and responding to blog posts and social media discussions, particularly on LinkedIn; and
  • Work on your credentials.  Polish your elevator speech(es) – short, succinct explanation(s) of what you do to “help” clients achieve their goals. It shouldn’t begin with “I’m a lawyer….” but rather that you “try to resolve (fill in the blank) problems on behalf of (types of clients/businesses/industries)”; and revise your bio to include up-to-date information about your experience on transactional matters or cases (without identifying clients names without their permission).

Be prepared for the new year. As Benjamin Franklin is quoted as say: “By failing to prepare, you are preparing to fail.”

In the good olde days, “legal services” was consider one word.  And it meant the legal product(s) produced by lawyers; that is, the complaint, contract, employment agreement, closing documents, etc. etc.  In other words it was all about the “legal” and had less to do with HOW the legal “services” were delivered or how the client was treated.

It comes as no surprise that that is no longer the case.  Moreover, we are part of a mature industry, and in a new normal in how lawyers ply their trade.  One reasons is that there are too many lawyers.  According to a ranking of the Top 50 law schools by AboveTheLaw.com blog, only 54% of 2012 graduates have full time, bar required jobs, and that only 10,000 of the 60,000 jobs lost in 2008 have returned.

In addition, in today’s mature market there is greater competition among law firms and between firms and non-legal providers (tax accountants, financial planners, and software), not to mention off-shore law firms.  Other factors such as lower realization rates, and alternative fee arrangements are all impacting the legal marketplace.

Thus, it is vital to hang on to the important clients you already have.   Your key or “crowned jewel” clients, if you will.  Believe me, what and how “services” are delivered has everything to do with keeping them.  Bottom line:  the services aspect of legal services is even more critical today.

Clients expect greater service and value. What are a few of these expectations? Meeting (or exceeding) deadlines, being responsive, excellent communications, no surprises, and, yes, some freebies – e.g., CLE, no charge for short phone calls, photocopying (major litigation/transactions excluded), and even some free advice.

So, what’s a firm to do to get on top of and ensure they are providing good client service?  Here are three suggestions:

  • Seek feedback – before (to meet expectations), during (to see how things are going), and after (to see how things went and what could be improved) an engagement;
  • Improve communications – ask clients how and how often they want to be communicated with and about what (e.g., status reports, consultations, developing issues, etc., and whether by memo, email or telephone); and
  • Visit clients (off the clock) – to learn more about their business/industry, what concerns are keeping them up at night, etc.  This shows you are truly interested in the client’s business and, it just so happens, often leads to immediate new work.

If your firm provides quality client services, you will not only continue to get their work, but obtain new clients when they tell others about the quality of your legal (product) and services.

Okay, you had the best of intentions after the summer to gear up for the fall and winter months ahead, right? But, you didn’t get around to it, right? Well, two “rights” don’t make a wrong… it just means that you procrastinated. Join the club.

However, it is time to give serious consideration to what you are going to do to develop business in 2011, RIGHT?!! I hope so.

My friend Stacy West Clark had an article in The Legal Intelligencer in September (published again on Law.com’s Small Firm Business) that provided 10 items you should consider in putting your law firm’s marketing plan together. Her suggestions are just as valid now as they were in September, and mentioned below are the ones I like best; and strongly urge any plan to focus on these first in developing a 2011 plan.

They include:

  • Make a list of key clients and referral sources, and assign contact responsibilities to specific attorneys;
  • Plan to uncover client satisfaction by seeking feedback (via short written survey, telephone or in-person interviews) at least from your important clients;
  • Visit clients at their place of business;
  • Find ways to spoil your top clients; and
  • Focus your marketing efforts and dollars on your “superstars” where the return will be the greatest.

There is more, and I commend the article to your reading.

Stacy West Clark wrote an article entitled “My 2007 Holiday Gift: Advice From Top Marketing Consultants” that appeared in The Legal Intelligencer on December 18. What she did was ask 10 marketing consultants for a marketing or business development idea she could provide to her readers.

The topics submitted by each include:

  • Give so you can receive (Sally Schmidt)
  • Visit Clients (yours truly)
  • Fix up your web site (Deborah McMurray)
  • Don’t waste marketing dollars (Andy Havens)
  • Focus on your own market (Susan Saltonstall Duncan)
  • Spend 200 hours on marketing (Larry Bodine)
  • Have a plan (John Remsen)
  • Happy Birthday, client (Elizabeth Lampert)
  • Meet face to face (Sylvia Coulter)
  • Keep what works secret (Micah Buchdahl)

Some good advice there. Well, except for one maybe. To read what each of the above had to say, download the article here.

Enjoy and Happy Holidays. I’m planning to spend more time with my family over the holidays, and won’t be back until January 2, 2008, so HAPPY NEW YEAR  as well.

For years, law firm marketing conversations have included the same bragging point: “We rank #1 on Google.”

That used to mean something very concrete. Higher ranking meant more visibility. More visibility often meant more clicks. More clicks meant more opportunities to convert visitors into clients.

That equation is getting less reliable.

Ranking still matters. Search visibility is not dead. But the idea that being #1 automatically means marketing success is starting to look a lot more like a vanity metric than a meaningful business goal.

Here’s why.

Search Results Don’t Look Like They Used To

A #1 ranking used to mean you were the first organic result people saw.

Today, that top spot may sit below:

  • Paid ads
  • Google Business Profile listings
  • Map packs
  • Featured snippets
  • AI-generated summaries

In some searches, the first organic result is halfway down the screen.

So yes, technically ranking #1 still sounds impressive. But if fewer people actually see or click that listing, the practical value changes.

Position alone no longer tells the full story.

AI Search Is Changing User Behavior

Search behavior is shifting.

Instead of clicking through multiple websites, more users are asking AI tools direct questions:

  • “Do I need a lawyer for this?”
  • “How does probate work in my state?”
  • “What should I do after an accident?”

AI-generated summaries may answer the question without requiring a click.

That means your website content may still influence the search experience, but fewer users may visit the site directly in the early research phase.

If your entire SEO strategy is built around winning clicks from traditional search rankings, that model is evolving.

Rankings Don’t Equal Revenue

A firm can rank well and still have weak results.

Why?
Because rankings don’t tell you:

  • Whether the traffic is qualified
  • Whether visitors contact you
  • Whether leads turn into paying clients

A top-ranking page that attracts poor-fit traffic has limited value.

Meanwhile, a lower-ranking page targeting a more specific search intent may produce stronger leads and better conversion rates.

The metric that matters is not “where did we rank?” It’s “did this bring in the right business?”

Personalized Search Makes Rankings Less Absolute

Google results vary by:

  • User location
  • Search history
  • Device
  • Search behavior

That means “#1 ranking” is often less universal than people assume.

You may see your firm in the top spot from your office computer. Someone else searching in another neighborhood may see a different result order.

Rank-tracking tools can still provide useful benchmarks, but the idea of a single fixed ranking for everyone is outdated.

Click Behavior Is Changing

Even when people use traditional search, they don’t always click the highest-ranked result.

They scan:

  • Reviews
  • Titles
  • Meta descriptions
  • Familiar brand names

Sometimes they skip the top listing entirely.

A well-written listing in position three may outperform a bland listing in position one.

This is especially true in legal marketing, where trust plays a huge role in decision-making.

Visibility helps. Credibility closes the gap.

Local Search Often Matters More

For many law firms, local search visibility matters more than pure organic rankings.

A strong Google Business Profile with:

  • Positive reviews
  • Updated business information
  • Consistent activity

May drive more leads than a traditional organic listing.

Someone searching for “estate planning attorney near me” may never scroll past the organic results if the map listings meet their immediate need.

That doesn’t make SEO irrelevant. It changes where the value sits.

Content Value Is Broader Than Rankings

Good content still matters.

But its value goes beyond organic ranking position.

Strong content can:

  • Support AI search visibility
  • Build trust with visitors
  • Answer client questions
  • Support newsletters and social sharing
  • Help referral partners understand your services

If you only measure content success by ranking position, you miss much of its actual impact.

Better Metrics Exist

Instead of obsessing over ranking position, firms should pay closer attention to:

  • Qualified leads
  • Conversion rates
  • Cost per acquisition
  • Contact form submissions
  • Phone call volume
  • Consultation-to-client conversion

These numbers connect marketing activity to actual business outcomes.

Rankings can still be one data point. They just shouldn’t be the headline.

Ranking #1 on Google isn’t meaningless. But it’s no longer the simple gold star it once appeared to be.

Search is changing. User behavior is changing. The path from visibility to client acquisition is more layered than it used to be.

The firms that adapt will focus less on vanity metrics and more on measurable outcomes that actually reflect growth.

There was a time when FAQ pages felt like filler.

A handful of basic questions. Short answers. Maybe something added at the end of a website build because it seemed like a good idea.

That approach doesn’t make much sense anymore.

FAQs have become one of the most useful assets in legal marketing—not because they look nice on a website, but because they align with how people actually search, how AI systems interpret content, and how potential clients evaluate trust before they ever reach out.

In many cases, a strong FAQ strategy does more work than a generic blog post.

Here’s why.

People Search in Questions Now

Search behavior has changed.

People don’t just type “divorce lawyer Chicago” anymore. They ask full questions:

  • “How long does divorce take in Illinois?”
  • “Can I modify child support after losing my job?”
  • “Do I need probate if there’s a will?”

That shift matters.

FAQs naturally match the way people search. A properly written FAQ page directly addresses the exact wording potential clients use when looking for answers.

That makes FAQ content far more valuable than it used to be.

AI Search Likes Clear Answers

AI-driven search tools are changing how information gets surfaced.

These systems look for structured, direct, easy-to-interpret content. FAQs fit that model well.

A clearly labeled question followed by a concise answer is much easier for search engines and AI systems to process than long, unfocused blocks of text.

That doesn’t mean FAQ pages should replace all other content. But it does mean they now play a bigger role in visibility than many firms realize.

A good FAQ may help your content appear in places where traditional blog content does not.

FAQs Build Trust Faster

Potential clients often arrive with uncertainty.

They may not be ready to call yet. They may not even know whether they need a lawyer.

FAQs help close that gap.

When someone finds a straightforward answer to their exact question, two things happen:

  1. They feel more informed
  2. They start to trust the source

That trust matters.

People are more likely to contact a lawyer who helped them understand the issue than one whose website only talks about credentials and generic service descriptions.

They Improve Practice Area Pages

One of the best uses of FAQs is to strengthen your core service pages.

A divorce page with a short FAQ section that answers common questions is often more useful than one filled with broad marketing language.

Examples:

  • “How long does divorce usually take?”
  • “Will I have to go to court?”
  • “How is property divided?”

These questions reflect what actual prospects want to know.

Adding relevant FAQs helps:

  • Improve clarity
  • Keep visitors on the page longer
  • Capture more search opportunities
  • Support AI interpretation of the content

That’s a lot of value from relatively simple content.

FAQs Support Local SEO

Location-specific FAQs can be particularly effective.

Instead of only broad legal questions, consider local variations:

  • “How does probate work in Wake County?”
  • “What court handles DUI cases in this area?”
  • “How is child custody handled in [city or county]?”

These questions help connect your services to real geographic search intent.

That local specificity can improve visibility in searches where proximity matters.

They Help Intake Before Intake Happens

Many firms treat FAQs as informational content. That’s true, but they also reduce friction in the intake process.

When someone already understands:

  • What the process looks like
  • What to expect next
  • Whether their issue fits your services

They come into the first interaction more prepared.

That often leads to better conversations and fewer low-fit inquiries.

In that sense, FAQs are doing part of the intake team’s job before anyone makes contact.

Not All FAQ Content Is Good

A weak FAQ page won’t help much.

Common mistakes include:

  • Generic questions no one actually asks
  • One-sentence answers with no useful substance
  • Outdated information
  • Duplicate content copied across multiple pages

Good FAQ content should reflect real client concerns.

The easiest source? Your actual intake calls, consultations, and email inquiries.

If people ask the same question repeatedly, it probably belongs in an FAQ.

FAQs Are More Strategic Than They Used To Be

What used to feel like optional website filler is now much more strategic.

FAQs can:

  • Support SEO
  • Improve AI search visibility
  • Build trust
  • Reduce intake friction
  • Strengthen service pages
  • Improve user experience

That’s a bigger role than many firms assign to them.

And unlike some marketing tactics, FAQs don’t require huge budgets. They require thoughtful content.

The best legal marketing often comes down to answering the right questions clearly.

That’s exactly what FAQs do.

In a search environment increasingly shaped by question-based queries, AI summaries, and trust-first decision-making, FAQ content is no longer an afterthought. It’s core infrastructure.

By the time someone picks up the phone, a lot has already happened.

They’ve searched online. They’ve read a few websites. They may have checked reviews or asked someone they trust for a recommendation. In many cases, they’ve already formed an opinion about who they’re most comfortable contacting.

That means trust often starts building before you ever speak to a potential client.

If your online presence does its job, the call feels like a natural next step. If it doesn’t, the call may never happen at all.

Here’s how to build that trust early—before the first conversation even begins.

Make Your Website Easy to Understand

Most people visiting your site are not legal professionals. They’re trying to figure out a problem that feels unfamiliar and stressful.

If your website is filled with dense language or unclear explanations, it creates distance.

Clear, simple writing does the opposite. It helps people feel like they understand what’s going on and what you can do for them.

Focus on:

  • Short sentences
  • Direct explanations
  • Clear descriptions of your services

When people understand you, they’re more likely to trust you.

Answer Real Questions

Think about the questions you hear in consultations or on phone calls.

Those same questions are being typed into search engines every day.

When your website or blog answers those questions clearly, it shows that you understand what people are dealing with.

Examples include:

  • “How long does this process take?”
  • “What are my options?”
  • “What happens next?”

You don’t need long articles. You need useful ones.

When someone finds an answer on your site that makes sense, it builds confidence in your ability to help.

Use Reviews the Right Way

Reviews are one of the first things people check.

They’re looking for patterns:

  • Do clients seem satisfied?
  • Do they mention clear communication?
  • Do they feel supported?

A strong collection of reviews helps establish credibility quickly.

It’s also important to respond to reviews. A simple, professional response shows that you’re paying attention and that you care about client feedback.

That activity reinforces trust for people who are still deciding whether to reach out.

Show Who You Are

Attorney bios matter more than many people think.

Visitors want to know who they’ll be speaking with. They’re not just evaluating qualifications—they’re trying to get a sense of the person behind the name.

A good bio should:

  • Explain your background
  • Describe your approach
  • Use language that feels natural

Photos help as well. Real photos of you and your team create a stronger connection than stock images.

People are more likely to call when they feel like they already have a sense of who they’re contacting.

Keep Your Online Presence Active

An inactive online presence can raise questions.

If your last blog post was several years ago, or your social media pages haven’t been updated, it can create uncertainty.

You don’t need to post constantly. But some level of activity helps show that you’re still engaged.

This could be:

  • A monthly blog post
  • A simple email newsletter
  • Occasional updates on social media

Consistency matters more than volume.

Make It Easy to Contact You

Trust is also influenced by how easy it is to take the next step.

If someone has to search for your phone number or fill out a long, complicated form, it creates friction.

Simple improvements can help:

  • Display your phone number clearly
  • Keep contact forms short
  • Offer clear instructions on what happens next

When the process feels easy, people are more likely to follow through.

Be Consistent Across Platforms

Your website, reviews, and social profiles should feel aligned.

If your website sounds approachable but your other profiles feel formal or outdated, it can create confusion.

Consistency helps reinforce your message.

The tone, information, and contact details should match across all platforms. This makes your presence feel stable and reliable.

Small Details Add Up

Trust doesn’t come from one big moment. It builds through a series of small impressions.

Clear writing. Helpful content. Updated profiles. Visible contact information.

Each piece contributes to the overall experience.

When those pieces work together, the decision to call feels easier.

Most prospective clients don’t start from zero. By the time they consider reaching out, they’ve already gathered information and formed impressions.

Your job is to make sure those impressions work in your favor.