I don’t see how a “low-pressure” sale is going to work on my customers. If I don’t sign them right away, won’t they go to another attorney?

It’s pretty unlikely. After all, if you were looking for advice and nobody would talk to you without signing a contract, would you trust any of them? Or would you go home and look elsewhere for someone who was willing to answer your questions for free?

For example, consider the length of time it takes for someone to hire an attorney after they are in an accident. They may rely on hospital care for several weeks, and when they are released, they are focused on convalescing and returning to work. They may not even begin to consider legal action as a way to cope with their injury costs for months—or years.

What are you doing all this time?

  • Providing answers. The content of your website is free and specifically tailored for your ideal clients. Since each new blog and article will address a facet of their case, your customers will think of you as an authority (and the ideal lawyer to hire for their case).
     
  • Building loyalty. By keeping in constant communication with your prospects, you are keeping your name in their heads as a viable option and letting them know you haven’t forgotten them.
     
  • Spreading your message. All of your customers have the potential to recommend or share your materials with their friends, increasing your reach.

People often assume that attorneys are only interested in them to make money. Your prospective clients will hold back on hiring you because they are naturally mistrustful of “ambulance chasers” who profit off of others’ misery. If you want to change their minds, you’re going to have to be willing to spend the time earning their trust.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.