Law firms, like other professional services businesses, are developing strategies to be competitive. It’s tough to market your legal services if you are a small law firm and don’t employ a full-time marketing department, however there are some simple things which lawyers can do to make business development easier.
Brid Heffernan, LEAP’s National Sales Manager, recently held a webinar on ‘how to win new business when you are a small law firm’. Joining Brid on the panel were speakers from LEAP, Zaliet, LawTap and Perfect Portal, who each provided key points on effective means of business development in a small law firm.
Here are the top tips from the webinar.
Tip #1: Effective business development
What are the different effective means of business development in small law firms?
Key priorities that legal practitioners should focus on include:
- Priority 1: Convert existing leads, opportunities and enquiries into profitable business
- Priority 2: Develop more business from existing customers and clients
- Priority 3: Externalise business development efforts to generate new leads, opportunities and enquiries.
New business leads come in many different forms and it is important that your employees in client-facing roles can recognise when a lead engages with your firm, and how to respond accordingly. A common mistake is that enquiries are often seen as an administrative task when in fact, the response to leads should be a priority. Time and effort should be invested in analysing, tracking, and reporting on leads to increase the client conversion rate.
Tip #2: Having an online presence
How a modern online presence and marketing strategy can increase your client base.
Your online presence is crucial to today’s consumer who will search for legal services online.
There are three important things to consider in building a great website:
- Identify what your services are
- Provide clients with the ability to pay online
- Present an interactive experience for clients.
A great website not only needs to be interactive and easy to use, but it needs to have useful and relevant content for your client or potential client. It is critical for any successful business as it helps drive the right clients to your practice. Some examples of add-ons and website tools to boost website interaction include: online document management login, online appointment booking system, custom content, and payment portals. For more insights on how to boost your online presence, read ‘How to win new business when you are a small law firm.’
Tip #3: Be readily available
How to increase retention as well as new business.
The most basic communication need of your clients, is to be able to speak to you or see you when they have questions. Seamus Byrne from LawTap shares why using an automated appointment booking tool makes it easier for firms to be readily available. Online booking systems:
- Maximises real-time availability 24/7
- Provide multiple avenues to book an appointment with a chosen lawyer
- Leaves little room for error as reminders are sent for upcoming appointments.
Tip #4: Provide self-service on your website to take advantage of every opportunity
How to deliver services after-hours to your new business leads.
Build relationships with your clients through online services. Convenient, time-sensitive services, for example: providing a conveyancing quotation within a few minutes from your website, is a valuable marketing and advisory tool for today’s busy lawyers.
Perfect Portal is an example of technology supporting client needs – integration and convenience online.
Remember to take the time to measure your progress and then absorb the results. It is a tough business to be in, but it’s safe to say that it is worth the hard work.
For more practical tips on how to market your law firm, watch a recording of the webinar: ‘how to win new business when you are a small law firm’.