As an attorney, you’re an expert in handling legal matters. But, most likely, potential clients aren’t just seeking a clinical explanation and handling.

They’re looking for a confidant, someone who will listen and empathize with what they’re going through. They’re seeking someone who can get them the results and put their legal issue to rest. That’s no small task. And it all begins with trust.

But how do you establish trust from the get-go, especially with more legal consumers looking online first for help?

Know who you’re talking to

Trust between your firm and a potential client starts with knowing who you’re talking to. It’s important that your firm knows key things about its clientele, such as:

  • What age group are they in?
  • What is their approximate household level of income?
  • What is their family situation?
  • Do they lean a certain way politically?
  • What does a day-in-the-life look like for them?

What you’re doing is creating a client persona for your firm. Businesses use personas all the time to understand who their prospective customers are, what they’re looking for, and how they can bring in their business.

Knowing who your clients are means being able to speak directly to them. Let them know you understand the pain-points of their legal problem and how it’s affecting their daily lives. It’s a great guide for your conversation – pointing you where to get started, and where to close the deal.

Know how to reach them

Part of knowing your potential clients means knowing where to find them. More often, legal consumers are starting their search for an attorney online. Like any buyer’s journey, they want to gather as much information as possible on their legal situation, what’s in store for them, and who out there could potentially help.

Ensuring that your firm is found when starting that online search is key. That means showing up in all places legal consumers are looking. That includes:

  • Search engines
  • Social media
  • Legal directories
  • Your law firm website

Don’t let that short list fool you. Showing up and showing off your law firm on those platforms requires planning, consistency, and patience.

All of these places – search engines, social media, legal directories, and your law firm website – should be a direct reflection of who you are and what your firm stands for, as though a potential client were already walking through your office doors.

Potential customers aren’t only going online to learn about their legal issues – they’re also vetting who they may want to work with. Getting found online, and, maybe most importantly, showing a consistent brand online, will help establish trust with prospective clients as they virtually get to know who you are and how you can help.

No matter what, the best way to show prospective clients what you know and establish trust from the beginning is to be your authentic self. Whether you’re posting pictures of community involvement on your social media page or writing about what to expect in the weeks leading up to a court hearing on your blog, the prospective client ultimately wants to get to know, and trust, you.

Learn more about what makes legal consumers tick in our playbook, 7 Things You Don’t Know About Your Clients and What You Can do to Serve Them.

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