5.24.2021 – I recorded this short video blog post about using your law firm’s website to help you deliver and enforce expectation management at scale. It’s something that will make your life as a solo practitioner or small law firm owner easier — and your clients will appreciate it, too.
Transcript of Video (provided by otter.ai, not proofed but looks pretty close)
Most lawyers have classically thought of their practice and their communication with their clients as separate from their marketing and their advertising. But when you get beyond that notion, and when you realize that your online marketing, especially your website, can be a really effective fusion of both business generation and client education and expectation management, then you can start delivering that message. You can start delivering the real you at scale through your content.
What if the same things that you tell your clients on an individual one-on-one basis at various touchpoints (in the pre- representation, and then throughout the representation process) could be just as effectively put onto an online forum in the form of written content and videos? What if they would allow you to have these one-on-one conversations that you’re already having with your clients (and that take up your time at scale), and your clients, in turn, can still experience the real you? They can get to know the real you and understand what they need to understand about your practice and their matter on their own time.
It’s the reality that a lot of our clients as lawyers are going to be up in the middle of the night thinking about their matter, especially if it’s a highly charged matter and if it’s something that is personal to them, or if it’s something that has life-altering, freedom-altering, or finance altering consequences.
And so rather than have them have to wonder if you can, use your website: Through your website, you can deliver on-demand advice, even if it’s in more general terms that you would give your clients if they happen to call you at that to a moment, and you happen to answer the phone and take the time to talk with them. And this can easily be a reality for you and your practice, when you have the right tools and when you have the right strategy behind it.
That’s one of the things that we do really well at LawLytics. We help attorneys get their authentic voice onto their website in a way that helps them not only attract potential clients, not only qualify them, not only screen out the ones who are not going to be qualified or good clients, but then take those clients that the firm does choose to engage with and make the experience better for both them and for the lawyer.