Four effective methods for bringing in clients within the law industry

Nov 12, 2018

Written By Hamza Malik

Ultimately, commercial law is a business, and like all businesses, clients are needed for it to thrive. There are now more legal options than ever before—so firms need to obtain influential and significant clients in order to stand out. Here’s how you contribute to building your firm’s client base.

Becoming known

The key to getting new clients is getting to know more people and letting them know about your firm. Joining and getting involved with various bar associations, alumni talks, commercial-awareness lectures, public trials, university law fairs and other similar events is a good way to meet potential clients. This way, you can refer clients back and forth to your various areas and specialties.

Offering to give talks at business organisations, relevant professional groups and universities is also a great way to get your firm’s name out there.

Market research and business intelligence

Before attempting to expand a client base, it’s essential to identify potential clients who will both benefit and be benefitted by the firm. Consider potential clients in the context of the current business environment; what challenges or milestones might they be expecting, and how might your firm’s services assist them?

Targeting lawyers—either recent graduates or existing professionals—to be hired by the firm is another possibility. Bringing in skilled talent can open up a wider range of clientele, who could be recommended by the new lawyers and be inclined to join the firm based on their positive affiliations with them. Researching different clients, industries and developments, and launching new services—for instance, expanding into new practice areas— will attract a wider range of clients to the firm.

Marketing

Online marketing is absolutely essential for any business, especially one as client-specific as a law firm. You need a professional-looking and informative website that’s user-friendly, concise and easily accessible. Market the firm’s achievements, rankings, deals, clients, practice areas and everything else of relevance. The website address should be printed on leaflets and other related advertisements for the firm. Social-media marketing is important as well; a Facebook and Twitter page will be a significant step in connecting to even more people. Collecting email addresses and using e-newsletters is another common way of reaching out to potential clients, as well as staying in touch with present ones.

Building relationships

Maintaining excellent relationships with existing clients will improve the firm’s reputation. Well-looked-after clients are more likely to spread positive publicity that could attract potential new clients. The lawyer managing the relationship should regularly visit the client. Depending on their preference, try to have in-person meetings as often as possible. Discuss the client's satisfaction with the handling of current and past matters, and talk about future needs. Keep up-to-date with developments and trends in their industry, and keep them engaged with anything pertaining to them.

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