Eight Ways to Build Trust Through Legal Marketing

In the article, "Building Trust Through Legal Marketing: Why Trust Is Important", I discussed the role that trust plays in legal marketing. I stated that, as lawyers, what we are selling is trust. But, how do you effectively market trust? How can you use legal marketing to build trust before the client even enters your office?

These lawyer marketing tips come from attorney Ben Glass and his panel of expert lawyers at Great Legal Marketing.

  1. Give potential clients a chance to "know" you. Web video is a great way to do this. To learn more about building trust through web video, see our article, "Yes, You Can Use Web Video in Your Legal Marketing Campaign; We'll Tell You How."
  2. Listen to your existing clients. People want to feel that you understand what they are going through. You may "know" what your client is facing, but when you listen to your clients, you learn why they feel they need an attorney. If you can articulate the problem that a potential client believes he is facing, he will assume you have the answer. 
  3. Provide information. Very few potential clients are familiar with your practice area. They want answers, but they may not know what questions to ask. Informational video and articles are a great way to show your expertise while educating the client. Keep your information clear, concise and easy to understand. When potential clients feel that you are sharing pertinent and reliable information, they are more inclined to trust you. 
  4. Don't worry about giving too much information. It's ok to let people know that they might be able to handle their situation without a lawyer. It builds trust when you provide resources. When the client figures out he needs help, he'll remember you.
  5. Be approachable, upfront and realistic. If someone is facing legal difficulties of any sort, they want to know what might happen to them. Don't make false promises. Let the potential client know exactly how the problem could affect their life.
  6. Don't talk about yourself. Potential clients want to know that you are qualified, but they don't want to hear about your qualifications. You can show your expertise and establish credibility by offering a web library, free reports, books, blogs, and seminars.
  7. Remember, people want to feel that they have choices. Try to use words like "options" rather than "must".
  8. Plan for the long haul. It takes time to decide on legal action. When a potential client visits your website, there's a good chance that they've only just considered the idea of a lawyer. Use your free offer to get their information and follow-up. Send informative emails, letters, postcards, CD's, or books. This will keep you on their mind.


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