How do people choose attorneys?

When it comes to determining which attorney to hire, it’s interesting to see what the internet has changed and what it hasn’t impacted. As the digital landscape expands, consumers now have more information at their fingertips than ever before and can access it in the blink of an eye. The availability of volumes of information, though, hasn’t changed five of the top factors legal consumers consider in making a hiring decision: expertise, reviews, licenses, certifications, and trustworthiness.

In this post, we will use the most recent Thomson Reuters U.S. Consumer Legal Needs Survey — a poll of 2,000 adults who had a legal need within the past year — to see how and why consumers use these five criteria. After each, we will offer a pointer on how you can capture consumer interest and position your firm to win new business.

Expertise

Of the respondents to the survey who contacted an attorney, “expertise” was the main factor they considered in determining to whom they’d reach out. It’s important to note that “expertise” doesn’t mean the same thing as “qualifications.” Most legal consumers assume that all attorneys are qualified to handle their problems. What they want to know is whether a given attorney has specific experience in the area of law that governs their situation and if the attorney has handled matters like theirs in the past.

What’s your approach? Don’t waste valuable real estate on your website talking about moot court or what you’ve had published in law reviews. Instead, answer consumers’ pressing questions through a legal blog or articles that you regularly publish. If you’ve recently taken on any speaking engagements, highlight your efforts through social media posts or a client newsletter. These present much more compelling stories to a potential client than, say, what continuing legal education (CLEs) you’ve presented.

Reviews

82% of consumers who contacted an attorney after learning about them online turned to online reviews, and 40% said reviews were their primary source of information in their decision. Consumers like reviews because they can quickly come to an understanding of what people in a situation similar to theirs have experienced.

What’s your approach? Sitting back and hoping positive reviews will roll in is too passive of an approach. Instead, at the conclusion of your representation, politely ask your clients if they’d write a short review. Better yet, use tactics that help stimulate review submissions.

Licenses and certifications 

In the attorney decision-making process, consumers identified licenses and certifications among their important information sources. Trust is paramount in the legal industry, and your credentials serve as a tangible demonstration of your commitment to your practice.

What’s your approach? Your well-earned licenses and certifications aren’t just wall decorations – they’re powerful tools for attracting clients. Consider prominently displaying these credentials on your website using professional logos or badges or crafting informative blog posts that explain what these certifications mean and how they benefit your clients. In the competitive world of legal services, your qualifications could be the key to standing out and winning client trust.

Trustworthiness 

Think about consumers who haven’t worked with an attorney before. They’re facing dire consequences and are uncertain of how to proceed. Over two in five respondents (42%) hired an attorney to resolve their legal needs. How can you as a lawyer ensure that you earn their trust during challenging moments in their lives? 

It starts with empathy. When communicating with new and potential clients, it’s vital to acknowledge and validate their feelings. Be that reassuring voice they need during this difficult time and let them know that you understand their struggles and are here to help set things right.

What’s your approach? Promptness in communication can make all the difference. Being available when clients reach out or swiftly returning their calls and emails lets them know that their issues matter to you. Building a relationship of trust is a multi-step process, but combined with compassion and reliability, it can be built on a solid foundation.

Now, taking what the U.S. Consumer Legal Needs Survey is saying and applying it to your practice isn’t easy, and the last thing you need is one more item on your to-do list. If you’d like to know more about which tools can help you craft a client-centered approach and create a robust pipeline of new business, schedule a no-cost consultation with your local FindLaw marketing expert today.