Unbalanced Scales – Weighing Marketing Options for Your Law Firm

The past few years have not been kind to any business, and law firms have, by and large, been no exception to the rule. People still need attorneys even in a down economy, but the fact of the matter is that they are less willing to spend money on attorneys fees when they have less money to begin with. None of this should come as any surprise, but it is surprising how often law firms and attorneys are at a loss when it comes to ways to find new clients. Unfortunately, this is a class that never gets taught in law school.

If you own or operate a law firm and haven’t had as much new business as you would like, then I want to introduce you to the concept of search engine optimization (commonly known as ‘SEO’). SEO is not the only way to market a legal practice, and although it’s one of the best ways, there are certainly situations where other forms of marketing may work better. Here’s why more law firms should pay attention to search engine optimization:

  1. Inbound Marketing: In the marketing industry, there is a common distinction between inbound and outbound marketing. In general, outbound marketing is an effort by the company in question to reach out to a potential client and initiate a client-relationship (think, for example, of calling a contact who you know might need your legal services). On the other hand, inbound marketing is marketing that aims to make a company visible to any potential clients who are actively looking for services or products offered by that company. The distinction is not always clear-cut, but it’s important for a law firm. In general, attorneys think about going out and networking (which is always an excellent idea), but the results are limited. Search Engine Optimization allows you to reach more potential clients more quickly.
  2. Efficiency: Let’s be frank – your law firm is your business, and you want to control costs like any other business. Advertising – even in print, but especially on TV – gets very expensive very fast. Advertising online is a good and attractive option, but I would argue that the money is better spent on a long-term SEO solution for your law firm. The rankings and traffic that result from good SEO can last for a very long time and can continue to benefit your law firm down the road.
  3. Competition: In today’s market, it’s getting harder and harder to differentiate your legal services from those provided by the attorney or lawyer down the street. Consequently, it’s prudent to take a different approach to marketing than the guy or gal down the street. There are law firms that already engage in SEO, but there are not as many as there could or should be, and you can take advantage of that fact.

Practicing law is not an easy profession, and the demands of the job have only increased over the past few decades. However, finding clients doesn’t need to be the most difficult part of your legal practice. As I mentioned above, search engine optimization is by no means the only way to get your law firm in front of more potential clients. It’s a method that we have helped many firms use to find many new clients on a ongoing basis.

If you want to get started, it probably makes sense to seek the help of a professional, although many SEO tactics can be tackled yourself if you have the time. In any event, I urge you to get started today, even if it’s with a different type of marketing. Your legal practice and career will greatly benefit down the road.

How to Tell If You Need the Services of a Law Firm

No matter if you own a business or you are just a regular individual who needs legal help, there comes a time in our lives when we need the services of a good, professional law firm. Here you will find some aspects that can help you figure out whether you need the services of such a firm, and why you should get in touch with one to help you with your legal matters:

Urgent Legal Representation

Do you need to be represented in court on a very short notice, and you need the services of a professional, experienced lawyer or attorney who can help you win your case? If this is your situation, then perhaps you need to get in touch with a local law firm that will make things go smoothly and minimize stress and effort from your part. If you need fast and efficient legal representation, then you must not wait – contact several different law firms right away and decide on the one that best meets your needs.

You Fight for a Cause

Do you want to fight for a cause and you believe the only way to win the case is by going to court? Are you in need of an attorney that knows the law very well and can apply it in your best interest? If so, then you need the services of a law firm that specializes in the branch of law where you need help: it can be civil law, criminal law, income tax law, labor law and so on. Decide on the branch and then seek professional help.

Do You Need More Than One Lawyer?

It is not uncommon for clients to require two or even more lawyers, if the case is a complex one and it requires more than just one mind. After all, the more the better – two or more lawyers can complete each other, thus improving the chances of success. In order to do so, you will have to get in touch with a local firm that will provide you the attorneys you need for your case. If one is not available, you can get in touch with another one quickly and efficiently. This is only one of the numerous benefits of choosing a law firm to represent you in court.

Do You Need Somebody You Can Trust?

When talking about respected law firms and reputable lawyers, “Trust” is certainly the keyword here. Clients who go through a rough time and have a lot on their mind often need a person they can trust, a person who is not only their lawyer but also their friend, one that can keep a secret and can fight for a cause until the end.

If you find yourself in one or more of the situations mentioned above, then you should certainly contact a law firm and ask for their professional services. A reputable law firm always respects its clients and does its best to help them win their case, while minimizing the expenses and the stress. Communication is the key to success, so make sure you maintain a good relationship with your attorney!

Doing Well by Doing Good: Law Firm Social Responsibility

Corporations increasingly subscribe to the principle of corporate social responsibility. CSR is based on the belief that a demonstration of concern for the environment, human rights, community development and the welfare of their employees can make a corporation more profitable. And if not more profitable, at least a better place to work.

Law firms can learn from corporate experience to create their own social responsibility programs. Such programs can help law firms to do well by doing good. They can strengthen the firm’s reputation and market position. They can help the firm identify with the culture and CSR activities of clients and potential clients. They can help lawyers and staff find more meaning in their work and improve as human beings.

In the words of the social responsibility Karma Committee at Brownstein Hyatt Farber Schreck: Be kind. Be generous. Be concerned. Donate time. Donate effort. Donate money. Just find a cause and give. You’ll quickly discover giving is also receiving.

A panel discussion about how law firms can learn about CSR and introduce some of its elements into their own models was sponsored by the Rocky Mountain Chapter of the Legal Marketing Association. The program was held May 8 at Maggiano’s Little Italy in downtown Denver.

Panelists included Sarah Hogan, vice president of Barefoot PR; Bruce DeBoskey, lawyer and founder of The DeBoskey Group, which focuses on philanthropic advising; Joyce Witte, Community Investment Advisor and director of the Encana Cares Foundation, Encana Oil & Gas (USA); and Amy Venturi, director of community relations & karma at Brownstein. Moderator was Cori Plotkin, president of Barefoot PR.

At law firms, the product is the people – the lawyers and support staff who provide high quality legal services. It is an easy fit. There are many ways that this ‘product’ can contribute time, talent and treasure to socially responsible activities.

Social responsibility: Focus and strategy

Law firm social responsibility is all about making a difference within the community and the profession, and within a firm. Even the best efforts will make no impact if spread too thin. You cannot maximize the value of your contributions or tell your story if your efforts are too diluted. To decide how to most effectively invest its resources, a law firm needs a social responsibility focus and a strategy.

Social responsibility efforts must be authentic. Law firms and other entities should always avoid ‘green-washing’ – telling a story that is aspirational, but not really true. Know yourself. Let your firm’s unique culture and skills determine which efforts to pursue and which to avoid.

When examining your culture, don’t limit yourself to partner input. Law firms are small communities, almost like families. Any effort to define culture and social responsibility should represent not only the interests of lawyers, but the interests of all levels of support staff. Efforts must be meaningful throughout the firm. The benefits to employee recruitment, retention and satisfaction can be remarkable.

DeBoskey outlined three types of community involvement and stated his belief that a good social responsibility plan includes elements of all three.

In a traditional model, an organization ‘gives back’ randomly to the community when asked – as a good citizen, rather than for any strategic purposes. In a social responsibility model, these efforts align with the capabilities of the business – like the legal skills of lawyers. Every non-profit needs legal advice.

At it’s most sophisticated, a social responsibility program involves using your core product – legal services – as a tool for social change. Volunteer with organizations like the Institute for the Advancement of the American Legal System at the University of Denver, or the Rocky Mountain Children’s Law Center.

A strong focus makes it much easier to make decisions. Encana, for example, focuses its charitable giving strategy on issues surrounding its product — natural gas. Brownstein will donate money only if the request comes from a client, or if one of their attorneys is a member of the organization and on the board.

Law firms looking for additional advice can find valuable resources within the Corporate Community Investment Network. CCIN is an association for professionals whose primary responsibility is to manage community investment programs in a for-profit business setting.

Many corporations and a few law firms have actually created separate foundations to mange some of their giving. A foundation comes with more restrictions and different tax methods. As entities with a life of their own, however, foundations are more likely than one-off efforts to continue a useful existence.

Social responsibility: Good policies make good decisions

Strategy and focus provide the foundation for an effective social responsibility policy. Most law firms are inundated with requests from good causes asking for their support. A policy helps you know when to say “yes” to and when to say “no.”

In the law firm model, where all partners are owners with a sense of entitlement to resources, it can be very difficult to say no. A keenly focused policy makes it much easier to do so and keep the firm’s efforts on track.

Encana, for example, uses a five-step tool to determine the level of fit between a request and the company’s strategic goals in the field of natural gas – with level five being the largest commitment and level one the lowest.

Level five efforts integrate core product or service and often involve natural gas vehicles and energy efficiency initiatives using natural gas. These efforts contribute to best practices and leading trends in the industry, while enhancing the company’s reputation as a leader.

Level four efforts focus on strategic partnerships and often involve sustainable and long-term solutions like workforce development initiatives, signature programs (which can be repeated in other markets) and multi-year grants.

Level three efforts include strategic grants to assist with projects, programs or initiatives made to local non-profits aligned with natural gas.

Level two efforts include responsive giving, which is a one-time gift for a broad community effort that has local support. Participation of company representatives is required.

Level one efforts include the “t-shirt and banner” category, which contains one-day items like dinners, receptions, golf tournaments, events and races. These offer the least impact and awareness for the money, and therefore the least support.

At Brownstein, requests made to the firm are judged by two factors. The firm considers only requests made by clients and requests made by organizations where one of its attorneys participates at the board level.

Social responsibility: Engagement

Effective social responsibility programs involve not only checkbook involvement, but personal and professional involvement.

At Brownstein, the brand has always been about being out in the community. Six years ago, Venturi was asked to formalize this essential component of the firm’s culture into a social responsibility program that would further energize lawyers.

She started by spending 15 minutes with each of the attorneys, to discover their passions – which were used to identify a good non-profit match. After all, lawyers and staff will stay involved and do their best only when an organization is something that they care deeply about. If there is no engagement, the placement will backfire.

Finally, Venturi offers the lawyer’s services to the non-profit in some capacity – but it must be at the board level. Otherwise, she won’t make the match.

Project Karma is a Brownstein program dedicated to volunteer opportunities, and maintains a committee in each of the firm’s 12 offices. It sponsors informal lunch & learn presentations by local non-profits to encourage interest.

The message about active engagement by lawyers and staff must come from the top. Brownstein makes it very clear that the path to partnership for a new attorney is based not only on legal skills, but also on engagement and involvement with the community.

It is important to add a community involvement component to lawyer reviews, even if it is only one goal a year. That lets the lawyers know that you are serious. The Colorado Supreme Court asks every lawyer in to contribute 50 hours of pro bono work each year. Integrating these programs leads to win/win results for the firm.

Not every firm can match the efforts of a large company like Encana or a large law firm like Brownstein. However, there are good matches for firms of every size. Once again, it is all a matter of focus.

In fact, it is much easier to get five members of a small firm to focus on a strategic initiative than 500 lawyers in a huge firm. If a law firm has $10,000 to donate, that money goes a lot father and has a lot more impact to one organization than do $100 donations spread across 100 organizations.

Smaller law firms can also multiply its impact by partnering with others in an industry, like vendors or clients, to support a particular non-profit.

Social responsibility: Return on investment

Corporations measure the results of their social responsibility programs, and use these results to make decisions on efforts going forward. Law firms should do the same.

At the end of the year, Encana uses its five-level model (outline above) to analyze our charitable giving. How much was given at each level? Then the company sends a form to each non-profit, asking the recipient to evaluate outcomes (statistics for what was accomplished), process (did efforts meet the intended audience) and impact (what difference did it make).

Encana asks recipients to reply within 60 days, and uses this information to calculate return on investment. Those who do not report back are not eligible for further contributions. The non-profits might gripe at first, but they seem to change their minds once they’ve been through the process – finding that it has useful strategic value.

It is entirely appropriate to ask a non-profit to document the results they’ve achieved based on your contribution. It lets them know that you are truly invested in the organization. They will see you more as partners and engage you differently.

Most corporations have created and benefited from well-thought-through and strategic social responsibility programs. Law firms are starting to do the same. A program with tight focus and strict guidelines guarantees maximum impact and awareness in exchange for a law firm’s commitment of time, talent and treasure.

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