Find Out Where Your Clients Come From

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As a new solo attorney, finding new clients is a constant challenge.

Although having a diverse marketing strategy will generally lead to more success, if you do not accurately track the source of your clients, you will never be able to maximize your marketing strategy.

Use an intake form for every potential client

As a solo, it is easy to get overwhelmed when you have to handle every legal task and every administrative task. As a result, most people (including myself) try and cut little corners to save time.

For example, some solo attorneys I know only track the clients that actually come into their office. If they only talk to someone once on the phone and then refer them, they do not track that contact.

Those are missed opportunities to find out how the client got to you. Even if they do not become a client, it is important to know where they came from.

For example, if running an online ad generates twenty phone calls, but no clients, then that probably means you need to change the ad, not cancel it. If you do not track that, however, you would likely cancel the ad and disregard what could be a great source of clients.

Get over the awkwardness and just ask

I admit, asking clients how they found me can be incredibly awkward at times. But if you make it part of your intake, it will not feel that awkward—it’s just like asking for their phone number.

Many times, the client will also elaborate on how they found you—they typed in a certain phrase and your Google AdWords Ad popped up. If they were referred by another attorney, be sure to make every effort to get the name of that attorney and thank them. Handwritten cards are a great way to go, but at a minimum, make sure you acknowledge the referral.

By learning where your clients come from, you can maximize your marketing and get the most from those sources.

(photo: http://www.flickr.com/photos/pup/2205787734/)

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  • By following a similar procedure with every client we recently found out that one client called 411 and asked for an attorney – and that’s how they came across us! It definitely helps you track marketing dollars, as well as can provide new insightful sources you may not have thought of off the bat. Get over any awkwardness – in this day and age people are used to answering that line of questioning for just about any service.

  • I agree you have to make it part of your intake to ask people how they found you. I find the hardest ones are the people who say “though the internet” or through “googling”. Usually I find I can’t pin them down any further than that to find out what keywords they used, or whether they found a link on my main blog or on an old blog I have abandoned.

  • Judith

    Lucky for us, because the ethic codes here in Israel require enquiring how did potential clients found us, to avoid us from “sharing” our fees with people or companies which are not lawyers