Are you tired of accepting cases that you do not enjoy working on, working with clients who are not a good match for your firm, or investing large amounts of time into poorly paying legal matters? The answer is simple: stop settling! Change your lawyer marketing mindset and target only the perfect clients for your practice.


What is the perfect client? Generally, perfect clients are well paying and have legal issues which fall into your firm's legal niche. The niche should consist of matters that you are interested in handling and apply to your particular strengths.


Contrary to popular belief, casting a wide net with regard to who the firm considers a perfect client is actually counter-productive. For example, describing your ideal client as "all car accident victims" is too broad. Defining this target group more narrowly allows you to focus time and money on only the best clients. Consider the legal matters you enjoy handling and identify the unique traits of those cases as compared to the matters which are less ideal.


Once you have an idea of what the perfect client looks like, identify the characteristics of this target group and gear your law firm marketing strategy accordingly. The following factors should be considered:


  • What is the age, gender, employment history, and geographic location of your perfect client?

  • What information is the perfect client looking for?

  • Where does the perfect client go to find answers for his or her legal questions?

  • What forms of advertising are most effective to this particular demographic?


Gathering all of this information should result in a clear, narrowly defined picture of your perfect client. To learn how to use the idea of your perfect client to improve your law firm's success, contact the legal marketing experts at Great Legal Marketing. For more information, fill out our online form or call our office at 703-591-9829.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
Hi Ben, Nice post, very important part of creating a marketing strategy. In addition to the traits you mentioned above, I like to add "refers us to others" to the perfect client definition. Do you use referrals as part of your criteria?
by Bill Brelsford November 18, 2011 at 06:32 AM
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