What to consider when marketing the small law firm advantage
Big law firms may have the staff and budgets to make a big splash, but small law firms have a leg up in several areas. Here’s how you can market the small law firm advantage to potential clients and win bigger accounts.
Building client trust and rapport
Perhaps the single biggest advantage small law firms have over large ones: Trust. When you deliver personal service and clients can develop deeper rapport directly with you, their attorney, that sets the stage for longer client-firm relationships.
Build rapport and trust through:
- Consistent communication and check-ins
- In-person meetings when possible
- Active listening and conversation that allows you to better understand the client’s business landscape
- Excellent service
As your business relationship progresses, make it a habit to check in regularly and understand your client’s needs beyond the original scope of work. Doing so helps establish you as the client’s trusted advisor and go-to when they need both support and legal advice.
Attorney at Work expands on that idea, saying:
“Gaining a more holistic view of the client’s situation puts you in a position to anticipate challenges, identify opportunities and offer proactive guidance.
As clients share their objectives and concerns, you can spot areas where your expertise could be helpful, even if it falls outside the scope of current matters. Often, in the midst of a conversation, the client will recognize a need for your services — many clients have issues that require legal assistance lingering on their to-do lists.”
The more value you provide, the more a client will return to you for additional work. They will also refer you to others more often.
Online reputation
Small law firms have an opportunity to develop rapport even before a prospective client reaches out for a consultation. The way you present yourself and your small law firm online will help clients develop confidence in your knowledge and abilities.
In addition, you have a chance to showcase your personal philosophy and values, which will resonate with clients more deeply than straightforward tactics and facts.
JD Supra writes about the benefits of highlighting your law philosophy:
“There’s no way that an attorney could develop a philosophical view on how to approach a legal or business issue if they didn’t first devote a significant amount of time thinking deeply about the issue, such as the various ways to approach it and the pros and cons of one approach versus another.
When attorneys develop a philosophy for approaching a legal or business issue, it shows they’re committed to their craft. This is attractive to clients because they’ll likely assume that the attorneys who are most serious about the work they do and who think deeply about it are the most capable.”
Articles you post on your website or in legal/business publications can help you develop an online reputation as someone skilled and passionate in your practice area. Through this content, clients can get a feel for your style and approach, as well as your experience in their area of need.
You can take this marketing practice offline and off the page by speaking at conferences or business events where your clients can benefit from your knowledge.
Communicate the client benefits
In any communication vehicle, from your website to email marketing and social media, remember to highlight why clients could benefit from choosing a small firm.
The advantages to clients include:
- Alternative or flexible billing structure
- Direct service and time with attorneys
- Above-and-beyond legal counsel that comes from a deep understanding of the client’s industry space
- Consistent communication and follow-up
- Ability to collaborate with other small firms and attorneys
- Values aligned with the client and/or the client’s organization
Always place yourself in your clients’ shoes. Consider what your target clients need most when they begin their search for legal counsel. Begin with an authentic, personal connection and focus on client service and rapport. This extra thought and attention will stand out as a strong advantage for your clients.
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