Invisibility: The Biggest Obstacle Lawyers Need to Overcome To Attract More Clients
Of all the challenges lawyers face when trying to grow their practices and win more clients, the biggest one is visibility. As a lawyer, how do you make sure your client attraction strategies increase your visibility in your target niche?
You may be the best lawyer around, but if your prospects can’t find you then you will not get more clients. You can’t assume that referrals will prop your business up in the current economic climate.
Just your competitors are fighting like crazy for the best business they can get their hands on. There is a lot of noise from a whole lot of lawyers all claiming to provide the best legal advice and it is hard for people to figure out who really is the best.
On top of that, most of the legal advertising you see fails to bring in the number and quality of clients that lawyers really want. This is because many lawyers still use strategies that fail to position them as leaders within their target niches. Everybody wants to work with a leader – it helps validate their choice of lawyer and gives them more confidence given the high-risk nature of many legal transactions.
The Internet has made it easier for you to advertise yourself but, ironically, made it more difficult to actually get people to focus on what you offer as a lawyer. Prospects are increasingly disensitised to the multitude of marketing materials and emails they are sent and are skeptical about the claims many lawyers make about how good they are.
Playing the numbers game to overcome this increasing noise – that is, going to moreand more networking meetings or dinners, or sending out more brochures or proposals – is soul destroying if you don’t then get the business you crave. It is not enough for people to simply get your business card and to politely say hello to you.
Visibility, if you want to grow your business, should mean that they know you have found out the conversations going on in their heads, and that you have a platform or system to provide information that helps them understand how they can solve their problems.
Visibility also means you need a systematic process for communicating valuable information to prospects and clients that shows them what they need to do to take away their pain and frustration. You need a platform that uses SEO to improve your rankings and which remains sensitive to the search terms people use when looking for information.
Given this, the visibility you have should then compel readers to follow you and want to ask you for your services. They will actively look to see what else you have to say. If you do this step well, you should not have to spend too much time when they actually sit in front of you for the first time explaining the steps they need to take to improve their lives.