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Marketing For Law Firms via Attorney-Client Matching Services: An In-Depth Report

In this article we will look in depth at aarea as well as practice combination and then
relatively new wrinkle in marketing for lawwill manage their marketing to get positive
firms known as "attorney-client matchingresults for attorneys.Well, now we have all
services". First a little background is inthe players in this particular niche of
order. The legal services market segment ismarketing for law firms with a lot of
expected to reach $82.5 billion in 2008information. I think it would be imperative
according to Euromonitor International afor me to mention one more item. Both Legal
market intelligence firm. In recent historyMatch and CasePost have negative information
consumers have been finding attorneys throughon the Internet and it needs to be
word-of mouth or through the yellow pages.considered. If you go to Google and search
Often the word-of mouth advice does notjust the term LegalMatch and then do the same
deliver people to the best possible solutionwith CasePost you will be able to find
for their particular needs and the yellowdetails about the negative information. One
pages is certainly not a great place tolocation that covers the negative information
select a lawyer I am sure you would agree.on LegalMatch with relevant links is at
Additionally, according to the Pew Internet &although that is disputed as not being
American Life over four million consumers andsufficiently neutral in tone, which is one of
small businesses currently search for legalWikipedia's requirements. If you want to see
services via the Internet every month witha string of negative information on CasePost
these numbers expected to rise to over sevengo to: . I am not sure one needs to be
million by 2007. I think you can see this isoverly concerned about this information since
a huge market getting larger. It isit is mostly in the past and you need to
imperative that attorneys understand thisconsider it.Conclusions and Recommendations
marketplace if for no other reason youron Attorney-Client MatchingLet me list my
potential clients and clients are moving tocurrent thoughts/conclusions in this
the Internet and yellow page advertising is amarketing for law firms niche of
dying marketing for law firms vehicle.attorney-client matching services and from
Understanding attorney-client matchingthere it is up to you to make your
services is one new way to tap into thisdecision:1. This marketing for law firms
Internet marketplace.What I will not bevehicle clearly has some merit. This
talking about here is attorney-listingapproach can deliver business to you that you
services. Please don't get confused betweenwould not get otherwise and get it to you
attorney-listing services and attorney-clientnow. Yes, you can do better and at least
matching services. The two majors in thearguably cheaper for yourself through the
attorney-listing services arena are or thatright Internet attorney marketing strategies
are used by many in marketing for law firms.(see my website). However, it is not going
With attorney marketing one might want to getto happen tomorrow and attorney-client
a minimal listing on one or both of these twomatching can happen tomorrow. You can build
major sites. Both do drive a large amount ofyour own systems while using these systems
traffic to their sites for sure (in theand then decide if you want to continue their
millions of visitors per year). If you dosystems or not. They will always probably
get a listing then track your resultsget some business you would not have gotten
carefully and see if being in the middle of aotherwise even if you had your own online
pack of listed attorneys actually doessystems.2. Unfortunately you are only
produce clients for you. Please don't spend"renting" the methods used to get the
more on them than the basic listing that willbusiness you are being sent and don't "own"
run about $150 or so per month, at leastthe business methods used. If you had the
until you can document results with the basiccorrect Internet marketing for law firms
listing. Also, don't buy your websitesystem up you would have a salable asset in
through either of them, even if after testingthose systems and be driving traffic
you find good results, for many reasons thatexclusively to you, which is better than this
can be found under the Internet marketing taboption almost certainly in the long run for
on my website. One last note here, youmost if not all attorneys. Additionally, as
probably don't want to test most of thea general principle it is not good to be
lesser attorney-listing competitors likedependent on any one source of referrals as I
lawinfo.com, or is my take, however if you doam sure you know. That said I still think
be sure to track your results. The rest ofattorney-client matching services are a good
this article is about attorney-clientoption before you have your own Internet
matching services.Attorney Marketing Via Fivemarketing systems and/or other marketing
Attorney-Client Matching PlayersIn thesystems up. You may even want to continue
attorney-client matching field there are fivethese services after you have your own
competitors for the attorney marketing dollarsystems up. Having your own systems up makes
offering online attorney-client matchingyou more secure and now you are at choice
services. The first and originator is andabout staying with the service or not.3. Who
its newer competitor being as well as a thirdis this marketing for law firms vehicle for
competitor The two big players that offerreally?
almost everything in attorney marketing, and
FindLaw.com; have also recently begun to
offer a version of attorney-client matching
services.a. Someone who needs more business right
now. These systems have a stream of business
Lets begin with LegalMatch that wascoming right now and they can send it your
established in 1999 and is based in Sanway right now. Other attorney marketing
Francisco. LegalMatch uses a double blindsystems will take some time to make happen
matching system. By double blind they meanand  yield  results.
the consumer does not see identifying
information about who the lawyers are and theb. Someone who is very, very clear they
lawyer does not see identifying informationdon't want to be involved in the marketing
about who the consumers are although all theprocess and are willing to pay someone else
cards are put on the table for both to seeto do it for them even if it costs them more
before any contact is made between them.and they are "renting". If that is you, then
Through an allocation model LegalMatch makesthis is probably a good move for you. That
the decision about which lawyers get thesaid, you still are going to have to "close"
consumer's information. Consumers can optthe client they send you via email or on the
into "priority service" for a fee to talkphone so you are going to be involved in
with a LegalMatch staff attorney about theirmarketing at that level, just less marketing.
case and work with that attorney in selectingYou are never going to get away from that
the attorney for their case. LegalMatch doesaspect unless you are an associate who does
have partnerships with the Utah State Barnothing but technical work in someone else's
Association, ATLA and NACDL. Membership feespractice (not that there is anything wrong
for this marketing for law firms vehicle runwith  that).
from $2,500 to $25,000 per year (they will
finance the membership fee if desired)c. Someone who is doing some attorney
depending on practice area and geographicmarketing that is not working for them or not
location of the attorney. For example, a PIworking very effectively for them since if
attorney in Los Angeles would likely beyou stop what is not working and do this type
charged more than a family law attorney inthat is working you may be able to reduce
Los Angeles, while the family lawyer inyour marketing costs while increasing your
Peoria is likely to pay less than the familyrevenue  stream.
law attorney in Los Angeles. Their guarantee
consists of extending your membership at nod. Finally, a partner level attorney who
fee until your revenues have exceeded the feehas a senior associate that has good people
you paid them. The details of the guaranteeskills that could work this marketing for law
are available at There Legal Marketingfirms vehicle and close the referred clients.
Ethics Issues with Attorney-Client Matching?A
relevant digression here, since this model is
not a lawyer referral program, a pre-paid4. Who is this type of attorney marketing
legal service plan, a joint or cooperativenot  for?
advertising or a directory listing service it
is not subject to ethics rules around much of
marketing for law firms it has been asserted.
Recently the Professional Ethics Committeea. Someone who won't attend to the
of the Texas State Bar was looking into thesereferrals from the matching service most if
practices and that committee received anot  nearly  every  working  day.
seven-page letter (May 26, 2006) from the FTC
that was agreed to by a unanimous vote of theb. Someone who does not have fair to good
FTC commission members that this attorney"closing skills" or "bedside manner" (Note:
marketing practice is indeed ethical. Youyou can get some coaching from these firms to
can read the entire FTC letter at: the statesimprove this aspect if needed and/or see my
of North Carolina and South Carolina foundwebsite for more information on this skill
the practice ethical. The Rhode Islandset). You are not the only attorney getting
Supreme Court specifically named in an ethicsthe referral from the match firm so you need
opinion that online matching services areto "shine" well enough to get hired. There
ethical. Finally, the Utah State Bar (ais still an element of competition involved
mandatory bar) has retained LegalMatch aswith maybe 3 to 5 other attorneys who got the
their lawyer referral service clearlysame  referral.
indicating their thinking about LegalMatch's
ethical nature it seems to me. Naturally youc. Someone in a geographic area that does
do need to check with your state bar to benot generate a lot of referrals in your
sure this is an ethical practice in yourpractice area. Like a rural area or small
state. Now back to the options in thetown or maybe an estate planner in a
marketplace.CasePost.com, based in Southernlow-income area. So you see this marketing
California, was established in 2002 is afor  law  firms  vehicle is not for everyone.
second player in this area of marketing for
law firms. They operate in a similar fashion5. The negative information on LegalMatch
as LegalMatch in matching clients withand CasePost is somewhat troubling to me even
lawyers; however, the directory of attorneysthough much of it is from the past and has
is shown to the consumer immediately. Thebeen positively addressed. The negative
consumer can decide whether they want toinformation of the past on LegalMatch appears
remain anonymous or give their contactto have not troubled the Utah Bar, the
information to the attorneys. The consumerAssociation of Trial Lawyers of America and
is limited to four attorney responses. Thusthe National Association of Criminal Defense
the consumer determines what attorneys willLawyers. This is reassuring to me.6. If you
get their information. In May of 2006were reasonably sure this type of vehicle is
CasePost has made a major expansion as afor you I would go with LegalMatch first. I
result of their partnership with that isam presuming you are willing to work their
powered by a successful nationally syndicatedsystem diligently and have at least low
radio show on over 120 stations with attorneyaverage "closing" skills (they will work with
Bill Handel. This show has been runningyou to get your closing ratio up if you need
since 1985. They also have a strategicsome support in that area). Why LegalMatch?
relationship with that began in 2006 that hasThey have over 1500 members currently (a good
increased their reach. Like LegalMatch thesign I think), over 90 employees and have
membership fees for this attorney marketingbeen in business longer. I figure that gives
vehicle are from $2,500 to $25,000 per yearthem an edge in knowledge, results and
(financing is available if desired) dependingstaying in business over time. Additionally,
on practice area and location. Theirtheir "footprint" of bringing business to
guarantee to a member is based on a minimumtheir members is almost certainly larger
amount of referrals over the year.LegalFishsince they have more resources to drive
is a third player in this arena. It enteredbusiness to their site than the others. If
the marketplace in 2003 and is based infor some reason you are uncertain if this
Chicago. It is a bit different than thetype of marketing for law firms is for you
other two in a few ways. Like the otherthen I would go with LegalFish first. Why
players the consumer can input theirLegalFish? The LegalFish option would allow
information and post their cases to the siteyou to get into this marketing for law firms
as well give their identifying information orarena now with less expense and less risk
not. In a number of cases LegalFish willthan LegalMatch or CasePost. Do realize the
contact the posting consumer themselves byLegalFish attorney marketing "footprint" is
telephone or email to delve deeper into thegoing to be much smaller than either of the
needs of the consumer so they are not totallyother two services so they won't be sending
automated. There is an allocation model usedas large a volume of business your way almost
by LegalFish in referring the cases to theircertainly. Do be sure you have in your
members. Another difference is LegalFishagreement with LegalFish that they will not
charges a monthly fee for this marketing forcharge you for the months they do not send
law firms vehicle ranging from $180 to $750you business. If you had a good experience
to members that are non-contingency basedworking the referrals from LegalFish,
practices. For contingency based practicesdiligently worked the system almost daily,
the fee ranges from $1600 to $5000+ monthlyrealized a good return on your investment and
only if the client retains the attorney. Ifyou wanted to do more then I would look into
LegalFish does not deliver a referral to aLegalMatch next. Either starting with
member that retains that attorney they don'tLegalMatch or LegalFish, if you find that you
charge a fee to that attorney for the monthreally liked this approach to marketing for
(a form of a guarantee). Creating somethinglaw firms there is nothing wrong with
of a "shared risk" system. Naturally, withbelonging to two or even three of the
this type of shared risk system, long-termservices.7. If you decide to become a member
success for both parties is based onwith LegalMatch, Case Post and/or LegalFish
LegalFish's ability to generate new clientdo remember your financial arrangement and
opportunities and create demand for legalterm of membership are somewhat to greatly
services, and their member attorneys' abilitynegotiable. Do negotiate a win/win agreement
to convert those referrals to paying clients.for yourself. Naturally, if you can get
Both parties have to "pull their weight".references of current members to contact from
Finally, LegalFish reports they arethem in your practice area and in a similar
particularly committed to serving the solotype market to yours so much the better
and small firm market with ten employees orbefore you sign your agreement.8. I probably
less.The next player in this marketing forwould not go with at this point. Why?
law firms arena is (mentioned earlier in thisFirst, no guarantee. Next does not appear to
article about their directory listing orme to be promoting that part of the site
attorney-listing service) with their newenough. Additionally, I am not sure it is
Attorney Match Service. If you go to theirworth the cost of the bio and the fee that
homepage what stands out on that homepage istogether will run at least $2,400 for the
their "Find A Lawyer Quick Search". This isyear. I suspect this money could be better
their free to the consumer attorney-listingput to use with one of the "big three".
service (this is why you might want to test aLastly, given the consumer has a list of
listing with them and track results). To getattorneys that could be large (search on the
to the Attorney Match Service you have tosite for your zip code and practice areas and
know to click on "Contact Lawyers" navigationsee how large it is for your area) you are
tab or notice it up there at the very top ofgoing to be in a crowd I fear. Thus it looks
the home page. Clicking on that takes youlike not much business and it seems no way to
to a page where you input your zip code andimpact the consumers' thinking in your
the practice area you are seeking, however,direction at the point where they are
it also tells you how many lawyers there areselecting who to contact. An exception to
listed that "are interested in receiving yourthis thinking is if you already have a bio
request". You are required to fill in thelisting with them (and it is delivering
identifying information with other casebusiness to you) this add on service might be
information. Once you do that you see thea useful attorney marketing move given you
attorneys listed and pick the ones you wantare only spending $495 more per year. That
to send your request to and wait for theirsaid keep good records and see if it produces
replies. The fee for the attorney member isyou any business. If not you would stop the
$495 per year, however, you must have aservice of course.9. With respect to I
biographical level listing on to be on theprobably would not go with them at this
Attorney Match Service and that is $150 andpoint. Why? No guarantee. I do see it as
up per month depending on the size of youran advantage that it is a stand-alone away
firm. There is no guarantee for thisfrom the site. For that reason alone I would
service.The final player in this marketingfavor it over Lawyers.com, however, I don't
for law firms arena is Thompson's (mentionedsee or as being in the same class as the "big
earlier as an attorney-listing service) withthree" at this point in time.Henry Harlow has
their new attorney-matching website Theindividually coached well over 500 attorneys
FindLaw system is similar to the system withon how to increase their revenues while they
three steps of #1 Select your legal need; #2reduce their work hours. Henry has over 40
Tell us about your case; and #3 Choose theyears of marketing experience, business and
attorney that's right for you. It ispsychology degrees as well as being a
different from Lawyers.com's system sinceCertified Guerrilla Marketing Coach. Henry
they have broken it out of theirhas "been there and done that" having built a
attorney-listing services completely with itsmulti-site professional service firm and
own dedicated website. Their fees generallysuccessfully sold that firm. Henry's website
run from $500 to $1000 per month depending onis a content rich site where you can get now
your practice area and geographic location.free and objective information on mastering
They do not have a guarantee. They do reportall aspects of law firm marketing.
that they do set targets for each geographic



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