The sexiest attorney is the one whom prospects are most attracted to hire. Here are 10 ways to make your law firm more attractive to new clients, enabling your firm to close more attorney leads into clients.

1. Post testimonials

One of the surest ways to turn attorney leads into clients is to demonstrate, with glowing testimonials, the experience others have had with your firm. Use testimonials to demonstrate how satisfied your clients have been with you and your staff. How did you solve a particular problem? How did you go above-and-beyond on a case? Post your testimonials prominently on your website.

2. Demonstrate a friendly, compassionate demeanor in consultations 

The old sales axiom “people buy from people they like” is true with legal services too. Most attorney leads will talk to more than one attorney before making a decision on who to hire. Show compassion for their situation and that you genuinely can help them — rather than simply being professional and straight-forward (which may be interpreted as “aloof”) and they’ll choose to hire you every time. 

3. Speak your client’s language – no legaleze

Legaleze does not impress prospects; if they do not understand you, you are not communicating effectively with them. Attorney leads will be more apt to choose the attorney that can explain the legal process in simple, plain English – interpreting legal terms and processes for them rather than reciting it to them. 

4. Show your validations and participation in the community

Though it may be meaningful to you, in general, the law school you graduated from is not particularly important to attorney leads. What is attractive to potential clients is how much you’re involved in the community and truly care about the welfare of others. Show your community awards, service to low-income people, industry recognition, military service, charities you’re involved with, and the like. 

5. Have real people answer the phone – no voice mail or self-check-in

Prospects do not like to leave messages or talk to robots. They like to talk to real people. Make sure you don’t make your law firm unattractive from the first contact they have with you. A friendly receptionist – or even answering calls yourself – will go miles toward impressing potential and current clients. 

6. Return phone calls and be accessible to clients and prospects

One of the biggest complaints people have about attorneys is that they can never be reached. Its amazing to see how much more attractive you become to clients when they can actually communicate directly with you.

7. Have a well designed web site

Your website provides an immediate impression of your level of professionalism, communication style, and attention to detail. A poorly designed site can quickly tell prospects that your office is behind-the-times, a home-based part-time enterprise, or simply has no clue as to what a prospect truly wants from a law firm.

8. Offer to take a payment plan for attorney fees

Your firm will look surprisingly more attractive to prospects if you’re willing to work with them on payment plan for fees.  And conversely, you become much more unattractive when requiring a large fee or retainer upfront to get started.

9. Provide a neighborhood office location

Prospects are turned off by your firm when they have to drive long distances to meet with you. The law firms that attorney leads find most attractive, time and again, are those that are located closest to where the prospect resides. Additionally, extravagent downtown offices are not as attractive to consumer law prospects as you might think. They communicate high fees and overhead – which ultimately they would have to pay for.

10. Don’t make prospects pay for parking at your office

Free parking is always more attractive than paid parking. Don’t make clients and prospects pay. If free parking is unavailable near your office, validate the client’s parking instead.  

Are you seeking more Qualified attorney leads for your law firm that actually convert into clients?

LeadQ creates custom lead generation campaigns for consumer law firms across the U.S. using proven site content and online marketing strategies. Attorneys benefiting from our all-inclusive campaigns only pay for the most qualified new clients that call them, exclusively and directly. As we only benefit when qualified new clients contact the attorneys we work with, our job is to help make them the most attractive law firm to new clients in their markets.

Call us at (800) 662-2888 to find out how LeadQ can get highly qualified new clients to call your law firm.