Just as attorneys must continuously educate themselves on the law in order to provide clients with the best service, they also must continuously educate themselves on legal marketing techniques. There is always room for improving the manner in which a law firm communicates with potential and existing clients. In addition, legal professionals must take the time to share this knowledge with all members of the firm to ensure that the right message is sent to the public. If the law firm marketing strategy is driving traffic to reach out, the firm must respond by delivering a “wow experience” through all points of contact.

Continuing education is important for addressing every point where the law firm interacts with potential and existing clients. This includes all forms of communication, including: 

• Emails
• Phone calls
• Letters
• In-person meetings

Each of these points of contacts is an opportunity to build a positive impression with the public. As a result, lawyers must use ongoing training and education to create long lasting communication habits and behaviors that come across through various points of contact. These habits and behaviors should directly align with the law firm’s “wow experience” goals.

Often, it is not the fault of the employees when members of the law firm are not delivering the exact experience or message that the attorney marketing campaign is aiming for. Lawyers must keep in mind that it is the responsibility of the legal professional continually to educate all staff members about customer service and communication with potential and existing clients. Attorneys should:

• provide their employees with the right legal marketing tools through continuing education; and
• hold employees accountable for using those tools.

Fortunately, the experts at Great Legal Marketing can provide your law firm with a broad array of resources for continuously improving your personal injury lawyer marketing. For more information, fill out our online form or call our office at 703-591-9829.