February 25th, 2017
Creating a logo for your law firm should be a fun experience because it’s a positive step toward enhancing the way your practice is viewed by the public. It is also an area ripe for mistakes. Below are several considerations and tips for creating your perfect branding tool.
First, logos are important. While your law firm logo will never achieve the recognition of the Starbuck’s siren or McDonald’s golden arches, it is a very easy and inexpensive way to accomplish a number of goals.
- It shows you care about the business. Every time you improve the appearance of your practice, it shows prospective clients you take pride in your work. People will rarely hire a person or important personal affairs who they don’t believe care about their own.
- Include more than just the firm name. In other words, always have a graphic or symbol along with the member names. This is important for two reasons. First, it’s nearly impossible to get people to remember a name, but they will remember and identify with symbols. Second, from a practical standpoint, there are times when you can’t use the entire firm name. For example, social media profiles usually give you a small square or circle for a profile photo, and then show your business name in a larger image. If your logo only consists of a five-person firm name, you don’t have much to put in that area designed for small images.
- Be careful of gradients. Gradients are when you have fading or shading in your design. These often look great electronically, but you can’t reproduce them on apparel and other giveaway items. If you choose a gradient for your main design, be sure you also like the non-gradient version.
- Create different versions. Choose a design that will accommodate the graphic on the left or above the firm name. This will allow you the flexibility to fit the logo into both horizontal and vertical spaces.
- Put it everywhere. Your logo should go on:
- Road signs, building signs, suite signs
- Office items such as glasses, mugs, coasters, pens, and bathroom towels
- Printed material like business cards, letterhead, envelopes, and brochures
- Electronic material, including email signatures, websites, social media properties, and online business directories
- Don’t overpay. A good logo shouldn’t cost more than $450.
- Get the right files. Probably the biggest mistake in logo creation, getting a wide variety of files types is almost always overlooked. This leaves firms scrambling to meet the requirements of a printer with a deadline. You want to have different files types (.ai, .jpg, .psd, .pdf), as well as different file sizes. Of course, you will want these for all your design versions as discussed in #4 above. (Apparel manufacturers will often require a “digitized” version of the logo, but can easily create it from the files above.)
- Store them online. Store the files online so you can simply send a link as needed along with a .jpg of the version you want used.
- Creation time. It shouldn’t take any more than 10 days for the entire process.
- Number of designs to evaluate. You should see at least 10 designs initially, maybe more depending on how much feedback you provided the designer at the project start. Narrow it down to 5, then 2, and then choose the final one.
- Asking for opinions. Don’t ask for non-decision maker opinions until you’ve determined the final two options. It doesn’t help to have 10 people like 7 different versions.
- The right expectation. Recognize going in that no two people will agree on the best version. Because of this, only have critical decision-makers involved in the process. Strive for a logo that the most important person really likes… and everyone else can live with.
Good luck on your law firm logo!
February 18th, 2017
I had the pleasure of working with one of the Southeast’s premier personal injury plaintiff firms. These lawyers were the absolute cream of the crop when it comes to trial attorneys… capable of delivering massive results for clients. Notwithstanding, they were looking to reduce the millions in referral fees they paid each year and, to their credit, were willing to spend just over $16,000 per month to originate cases.
Unfortunately, their sole intake person, Allison, was responsible for way too many things at the firm. She answered phones, sent out settlement packets, reviewed medical records, scheduled appointments, and did just about every task the firm could find for her to do. She was also my contact for marketing strategy.
One day, after going on for more than five minutes about how overworked and underpaid she was, Allison bluntly said “Matt, I’m so busy with all the work they pile on me that I treat potential new clients bad just to get off the phone.” Wow! This was one of the most shocking things I’ve heard in my 18 years working with law firms. Her employer was spending nearly $200,000 a year to bring in huge cases… and she was single-handedly sabotaging the effort.
From the perspective of an hourly employee, it is much more important to take care of the interrogatories for existing client, Mr. Johnson, than it is to talk on the phone with a prospective client no one at the firm knows.
Yet, that prospective client call is critically important and needs to receive the absolute undivided attention of the intake person. Educating those responsible for screening new business leads is critical, and in particular the necessity that they drop everything else when new business is on the phone or email. It’s also a very good idea to structure their workload so they have plenty of time to do an excellent job converting prospects into clients.
November 28th, 2016
The more marketing strategies a law firm implements, the more difficult it is to determine the success of individual campaigns. For example, a firm that has strong organic search engine rankings, runs a paid ad program, and utilizes lawyer directory top spots will find it challenging to determine the true source of an “internet client.”
Skilled intake personnel can certainly add a layer of accuracy uncommon is most firms, but lead tracking is never an exact science. There are, however, some mistakes to avoid. One is using incomplete data to assess ROI.
A short story will illustrate.
A long-time client of mine was recently reviewing dashboard statistics from one of the top 4 lawyer directories. This included a list of phone calls via a call tracking number as well as emails that came directly from the directory website. Unfortunately, only a portion of the phone calls included the caller’s name. My client said, “looking through here, I haven’t gotten anything and want to cancel.”
His analysis missed the mark in two ways. First, he did not consider that the calls without identification info could have produced a client. More importantly however, he failed to consider the hundreds of visitors that the vendor’s directory was sending to his website, a number we could verify independently through Google Analytics. i.e. a potential client who started on the vendor’s website but ended up calling from the firm’s website would not be included in the vendor’s caller data. (The number of visitors in this case was 1,200+ for the year… very significant.)
Rather than assume a program is under-performing based on some data, it’s important to recognize where tracking tools fall short. In this instance, the client was receiving a high enough volume of visitors from the third party web property to conclude that some would result in new clients for the firm.
October 30th, 2016
Law firm support staff often believe their attorneys walk on water. And it’s not difficult to understand why. The receptionist at a law firm has a front row seat to her boss’ expensive car, first class vacations to exotic places, second home on the lake, and cost of tuition at his kid’s private school. She sees him take two hour lunches with important people similarly dressed in expensive clothes, and he sounds incredibly smart when he’s on the phone.
The last thing your staff thinks is that you need more business. In fact, they probably believe they are doing you a favor by reducing your workload!
A true story will illustrate this point.
In my previous job, I once made a cold call on a law firm in Roswell, Georgia that focused on high end DUI defense. When I explained to the receptionist that I wanted to speak with the attorney about “growing the practice” she simply said, “Oh lord, Pete has more business than he knows what to do with and actually just hired a new lawyer to handle some of it.” I thanked her and left my card.
I hadn’t made it to the intersection outside Pete’s office when my phone rang. On the other end is Pete, asking if I had a few minutes to chat. It turned out that the receptionist was correct. Pete was forced to hire another attorney because there was too much business for him handle. However… there wasn’t quite enough business to keep the new attorney busy full-time, and part of the agreement between Pete and his new hire was that he would increase the clientele over the next year.
Of course, this situation happens all the time in law firms. But it illustrates how an intake person and business owner can view the same situation very differently. If that intake person believes the firm doesn’t need business, they aren’t going to do a very good job with prospective clients who contact the office looking for representation.
My next post will discuss how to educate law firm staff about the importance of new business.
October 4th, 2016
A well-written website bio is a critical piece of a powerful online resume. Even the most highly referred prospective client is going to check you out online, and one of the best places to find information is on your law firm’s website. It’s also understood that the attorney controls this information, so it better be good. Below is a piece I put together for a presentation that provides tips and examples for writing the best narrative.
Remember: A prospective client is initially interested in only one thing…
Are you the best lawyer to represent him or her today?
Impactful bios start with who you are and what you do. (But those openings really are telling the prospect what you can do for them.) Examples…
Dale is a trial attorney with over 30 years of courtroom experience.
Karen represents small, medium and large businesses in complex real estate transactions.
Tom has earned a national reputation for producing strong results for clients in serious personal injury and wrongful death cases.
For more than two decades, Jennifer has stood shoulder-to-shoulder with clients facing incredibly challenging circumstances.
Bill represents insurance companies and corporations in complex cases involving coverage limitations, errors and omissions, and third party liability.
Examples of ineffective opening bio statements…
Dan graduated from the Cumberland School of Law in 2000 and joined the firm shortly after.
Sue grew up in Philadelphia and earned her undergraduate degree in journalism from Penn State, before studying law at Rutgers.
Prior to joining the firm, Sam worked at a large Dallas law firm known for handling complex real estate deals.
Important items to cover in your bio…
- Experience (two decades, more than 15 years)
- Awards (AV Rated by Martindale-Hubbell, named to Georgia’s list of Legal Elites)
- Dollar Figures (completed acquisitions totaling more than $16 million, recovered over $50M in compensation for clients)
- Speaking Engagements (frequent speaker at national and local conferences)
- Unique Knowledge (Prior to starting her career as a lawyer, Joan was a Registered Nurse for 8 years at the Emory University Health Care System.)
- Approach (handles each case with incredible attention to detail)
- Education (NEVER first… unless Harvard, Yale, Stanford. A graduate of Harvard Law School, Reba works with…)
- Clerking Experience
- Significant Cases or Matters
- Quote (what does helping clients mean to you)
Key Point: Revisit your bio at least every 6 months. It can always be improved and the chances are you have something significant to add.
Key Point II: Keep in mind that sometimes a prospect must sell you to another person in their organization or family. Make that task very easy for them.
Strong Bio Example: http://algatlanta.com/our-team/pat-anagnostakis/
August 4th, 2016
If you aren’t asking “What are you trying to achieve?” very early in your initial consultation with a prospective client, you’re hurting your chances of converting that opportunity into revenue. A quick story.
Years ago, I did quite a bit of work for one of the top DUI attorneys in a major market. The results she had achieved on behalf of clients was nothing short of extraordinary, and her reputation was excellent in the legal community. She did, however, have an incredibly difficult time converting prospects into clients. One reason for this was her inability to identify what was most important to a prospective client early in the initial consultation. Because she did not have that valuable information, she was unable to effectively close the loop on how she could help before she was forced to discuss fees.
(Like many experienced attorneys, she felt that after 35 years of practice she knew what clients wanted when they came to her office. After all, what does anyone want after being arrested for DUI? To “get out of it” of course! Well… maybe.)
Every person who gets arrested for DUI has different things that worry them the most. One person may be very concerned about the financial implications. Another may need to avoid a conviction to keep their current job. A spouse or parent may be afraid that their loved ones will find out. Someone who believes they have been falsely accused may want to clear their name. Another person may be claustrophobic and fears more time in jail than anything else. If you doubt the spectrum of concerns a client may have, consider that in 2015, a well-known entertainer chose 90 days in jail over 3 years of probation. Priorities vary!
While this example involves a criminal defense attorney, the same concepts apply in any sales process. Knowing your prospective client’s goals gives you an incredibly powerful advantage in their decision-making process. It’s one thing to say, “I will be happy to take your case. My fee is $9,000.” It’s another to say “Tom, I know how important it is for you to be able to drive your students to their mission projects during the summer months. I’ve handled cases in the past for clients with similarly important goals, and to give you the best opportunity for success, the fee would be $9,000.”
September 30th, 2014
The most successful lawyers who do the most sophisticated work usually dismiss the web as a way to generate business. They believe that anything worthwhile must come from a referral, and that anything else is junk. Some of the best campaigns I’ve ever had are the result of my client’s competitors having this mindset.
Here is why referrals aren’t the only way for law firms doing complex work:
• A referral source only provides the name of the attorney they know, not necessarily the best. If I need brain surgery (likely), I can ask my primary care physician in Canton, GA who he would recommend. Maybe he knows the top brain surgeon in the country, which is who I want. But that’s unlikely. Smart potential clients recognize that they can find the very best lawyer online by running a Google search and reviewing credentials. They also understand that the great lawyer or accountant they use for one thing doesn’t necessarily know the best _________ they may need for something semi-related.
• Doing unique work is an advantage. It’s extremely difficult to generate business for a DUI lawyer on the web. There are often hundreds of attorneys doing that type of work in the same geographic region, in addition to enormous price competition. But there are far fewer patent trade dress litigators… even nationwide. That makes the Internet a great place to gain visibility and new clients.
• Other top firms believe that the web cannot generate quality business. Their close-mindedness is something that should be exploited, not copied.
Google Adwords campaigns (aka Pay Per Click marketing) are great for firms involved in very sophisticated matters. They provide unlimited flexibility in budget, targeting, and duration. And when done correctly, they naturally weed-out unwanted leads because ads simply don’t show for simple search phrases. Best of all, pay per click marketers only pay when someone clicks on their ad.
September 24th, 2014
Over the years, I’ve heard many lawyers make the statement, “Our best clients are ones that are referred by other lawyers.” I think this is probably true for most law firms. I often follow-up with question, “What do you do to increase the number of referrals to the practice.” Common answers are “go to lunch with referral sources,” or “network at bar functions.”
What clients don’t tell me is that they have a great system in place for referring potential clients they cannot help to those who they wish to receive business from in return. This is surprising, since sending business to other lawyers is certainly the best way to have them reciprocate.
A quick look at two firms will highlight the point.
Firm A is a large bankruptcy filer. They receive about 2 calls a day from persons needing an attorney in areas in which they don’t practice. If the prospect’s matter involves DUI or patents, that person is referred to one of two firms that the managing partner has close friendships with. All other types of cases are referred to the state bar, or simply told “Sorry, we don’t handle your type of case.”
Firm B also receives about 2 calls a day from unwanted potential clients. However, their intake personnel is trained to take that person’s name and matter type, then refer them to a lawyer (on a prepared list) who handles those types of cases. Every call is referred out if the firm can’t help them. But it doesn’t end there. In addition, the intake person immediately emails the information to the managing partner, who notifies the attorney to which the referral was made to “be on the lookout.”
Which firm do you think gets more referral business?
February 15th, 2014
On most days, I will receive at least one email from a client that asks, “Is this worth it?” Following their question is an offer they’ve received from a law firm marketing vendor. The answer is always yes… and no. All marketing has value. Even that billboard in the desert you’ve heard so many SEO salesreps talk about is valuable, because someone will eventually drive down that road. And when you have an unlimited marketing budget, you do it all. Unfortunately, all but a very small group of firms are in that position.
The real question that needs to be asked when evaluating any client development investment is: “Is this the best place to spend the next available marketing dollar?” In other words, the most effective law firm marketing strategies are those that are prioritized. The key is to identify the products and services that will provide the best ROI for your law firm at that moment in time. For one law firm this may be a Google paid ad campaign. For another, it may mean top spots in one or more of the big 3 law firm directories. And for a third, an ad in the local high school football program may be the best option for getting more clients in the door. Each of these investments, and an infinite number of others, could be the opportunity that makes the most sense from a marketing perspective.
The key to knowing if an offer is “worth it” is information. A law firm has to always know how its current investments are producing, as well as all the available options that exist for the next dollar. Of course, that’s not an easy thing to achieve when you’re busy handling client matters and running the business. But it is the only way to make consistently smart marketing investments for your law firm.