Some people call and hire you on the same day. Most don’t.
Instead, they sit in the “pre-decision” phase. That’s the quiet stage where they’re thinking about their legal issue, browsing your website, maybe even opening your emails, but they’re not ready to reach out. It’s not that they don’t need help. It’s that they’re still figuring out what kind of help they need and who they trust to provide it.
The mistake most lawyers make? Only marketing to people who are already ready to decide.
What Is the Pre-Decision Phase?
The pre-decision phase is everything that happens before someone contacts you. It’s not about closing a lead. It’s about creating the conditions that eventually lead to contact.
This stage includes people who:
- Just realized they may need a lawyer
- Are researching options quietly
- Are reading your content but not engaging
- Follow you on social but haven’t messaged
- Asked around about you but haven’t reached out
They’re curious. They’re cautious. And they’re invisible unless you know what to look for.
Why This Stage Matters
Most people don’t make big decisions quickly. Legal problems often come with stress, fear, or confusion. If someone is hiring a divorce attorney, they’re probably not thrilled to be shopping for one. If they need a probate lawyer, they’re likely dealing with grief. Even in business law, many people are weighing risk, cost, and uncertainty.
In the pre-decision phase, your role isn’t to “convert.” It’s to be present, helpful, and consistent—so when they are ready, they already feel like they know you.
How to Reach People in This Phase
Marketing to the pre-decision phase is about visibility and trust-building. It looks different from marketing to someone who’s ready to book a consultation today.
Here are a few effective ways to do it:
1. Publish Helpful Content
Regularly writing blogs, sharing quick tips, or sending emails that answer common questions keeps you on their radar. You’re not just reminding them you exist, you’re proving you’re worth listening to.
Don’t worry about impressing other lawyers. Write for the people you want to serve. Keep it simple, clear, and genuinely helpful.
2. Show Up Consistently
You don’t have to post every day, but you do have to show up more than once. Sporadic marketing sends the message that you’re either too busy or not committed.
Whether it’s a monthly newsletter or a weekly blog, consistency builds familiarity. Familiarity builds trust.
3. Be Human in Your Messaging
People in the pre-decision phase are watching to see how you communicate. Do you sound like a real person or a legal robot?
Use normal words. Speak directly to their concerns. Show that you understand what they’re going through not just from a legal standpoint, but from a human one.
4. Make the First Step Feel Safe
If your only call to action is “book a consultation,” you’re missing people who aren’t ready for that.
Give them another way to interact: a free download, a short video, a newsletter signup. This lowers the pressure and lets them ease into your orbit.
What Not to Do
Some lawyers, in an effort to be “top of mind,” go too far. If someone’s in the pre-decision phase, they don’t want pressure. They want options.
Avoid:
- Over-selling or following up too aggressively
- Gimmicky content that doesn’t feel sincere
- Messaging that assumes too much (“Book your consult now!” when they barely know who you are)
Respect the fact that people are moving at their own pace. Your job is to walk alongside, not shove them forward.
You’re Already Being Considered
Just because someone hasn’t filled out your contact form doesn’t mean they aren’t considering you. The decision to reach out often comes after multiple small interactions: a blog read here, a video watched there, a name remembered from a referral.
If you show up consistently and give them something worth paying attention to, you’ll stay in their mental shortlist. And when they’re ready, the decision won’t feel like a leap, it’ll feel obvious.
Final Thoughts
Pre-decision leads are real people. They just haven’t raised their hands yet. That doesn’t mean they aren’t listening. It just means they’re still deciding who feels like a safe choice.
Your job isn’t to rush that process. Your job is to earn the trust that makes the decision easier.