The Most Common Mistake Lawyers make with Today’s Consumers

Woodland Hills personal injury attorney  has studied consumer behavior in the legal field.  Every time he is contacted by a potential new client that either has a current lawyer or had a lawyer, the attorney “drills down” the “consumer experience” that has led a client to seek new counsel.  It boils down to common mistakes that can be easily remedied in any modern law office. For example, “the lawyer never called me back.”

The problem is that mistakes can now end up in negative reviews that are difficult to bury, or worse, end up alienating a perfectly good paying client.  The “mistakes” are nothing new.  However, the consequences of “mistakes” are now devastating to any lawyer or law firm that intends to have I decent online presence (that should be any lawyer or law firm that wants to adequately compete in 2017-18 and beyond!)

Emerging Consumers have been Online most of Their Lives

Consider that the younger lawyers and graduates have lived their whole lives online and that Social Media is an integral part of their lives.  Naturally, they market their services and specialties and reach a wide range of potential new clients who become aware of their availability to handle legal work.  Perhaps more importantly, the potential new clients are skewing younger each day and those potential new clients are accustomed to living online and in social media.  

Ask any of the young lawyers or new clients you come in contact with whether they go online to see where to eat or shop.  I guarantee you that they will admit that they do not buy a pizza without seeing overwhelming 5 star reviews. The easiest way to get a 5 Star review is to Answer your phone!

It is a Mistake not to Have Your Phone Answered Immediately

The days of “leaving a message” and calling people back are over.  The modern consumer expects immediate satisfaction after they have done whatever research they do before deciding to call a law office.  Honestly, even the best online profiles are relatively indistinguishable for other equally qualified law firms.  So, if you do not “pick up”, your modern consumer will simply go to the next law firm on the list.

A law firm that wants to compete better have a professional receptionist and an “after hours” answering service.  For new cases, our office is available 24/7.  In fact, many newer consumers of legal services actually assume that you will be available for them at their convenience.  That means being available in the early morning and in the early evening because that is when the potential new client would prefer to talk to you!

Failing to immediately take routine phone calls and return calls with lightning speed is the most common complaint about lawyers.  If that were not enough, the availability of the lawyer often leads to a favorable or unfavorable review.  Even if an excellent result is ultimately obtained, that will not necessarily guarantee you a favorable review.  The modern consumer is expecting an excellent result.  However, when it comes to reviews, the consumer normally assess “how” the experience was in dealing with the lawyer or law firm. Not taking calls and not calling back practically guarantees an unfavorable review.

It is recommended the following to get a favorable review 1) have a professional receptionist; 2) do not rely on voice mail; 3) have an “after hours” answering service; 4) have new cases or clients transferred to you immediately, and 5) return calls immediately.

 Thanks to authors at Barry P. Goldberg for their insight into Consumer Behavior in the Legal Business.