How do potential clients see your firm? There's a predisposition amongst legal consumers that attorneys sit in their ivory tower, lording from on high. So while many lawyers are easily accessible, sometimes prospects don't view it that way. It's difficult to hurdle this barrier many consumers have, but doing so will help your firm seem trustworthy and compassionate.
Consider for a moment that your primary doctor refers you to a chiropractor in your area. When you visit the website the URL shows www.hopkinschiropratic.com. Upon poking around a bit you learn the business is actually named Hopkins & Sims Chiropractic. Next you visit their Facebook page, where instead of talking about chiropractic services the majority of the content is centered on acupuncture. In addition, you notice the phone number on their website doesn't match the Google business listing. Would this turn you off to the business as a whole and would you continue looking for another chiropractor?
For Liane Fisher, senior partner at Fisher Taubenfeld LLP in New York City, the demands of running a business and a law practice at the same time was a juggling match to say the least. Whether it was human resources, budgeting, marketing or even networking, Liane wanted to dedicate more time to the practice of employment law.
On "Love Your Lawyer" Day, we asked Super Lawyers selectees why they chose to become attorneys. After all, the legal realm can be a challenging field, and it certainly isn't for everyone. Attorneys who have been selected for Super Lawyers have risen not only to meet these high expectations, but have gone above them, too, so their responses promised to be illuminating. In the responses we received, we saw two significant trends emerge.
For the past year both Super Lawyers and FindLaw have been advocating about the value of being proactive when it comes to managing your reputation online. Now there's more proof to that claim.
There's a preconceived notion out there that attorneys fashion a high opinion of themselves. Whether it's the law school they attended or their win/loss record in cases, the stigma exists. Interestingly enough, in a recent Thomson Reuters study, attorneys in small law firms ranked being "the best of the best" third out of 14 priorities when it came to goals that were most important to them.
As a Super Lawyers or Rising Stars list selectee, you are among a unique group of attorneys who withstood the rigor of our patented selection process to earn a prestigious honor. That doesn't mean your reputation is perpetually perfect, especially in the world of online reviews.
It seems that everywhere you turn unofficial holidays that highlight certain groups of people like authors, vegans or even Star Wars fans are fast becoming commonplace. Now lawyers have a holiday of their own: "Love Your Lawyer Day".
You used to build trust with potential clients the old fashioned way-you looked them in the eye, shook their hand and reassured them that you were the lawyer they could rely on. But trust doesn't start in your office anymore. Today consumers are researching attorneys online so your first point of contact is digital where it is much harder to assure them of your credibility.
With the end of 2016 in sight you might be mulling over where to allocate remaining marketing dollars. Maybe your thoughts have turned to improving your reputation in the community. Or perhaps you're busy pondering ways to provide better client service in 2017.