| In this article we will look in depth at a | | | | area as well as practice combination and then |
| relatively new wrinkle in marketing for law | | | | will manage their marketing to get positive |
| firms known as "attorney-client matching | | | | results for attorneys.Well, now we have all |
| services". First a little background is in | | | | the players in this particular niche of |
| order. The legal services market segment is | | | | marketing for law firms with a lot of |
| expected to reach $82.5 billion in 2008 | | | | information. I think it would be imperative |
| according to Euromonitor International a | | | | for me to mention one more item. Both Legal |
| market intelligence firm. In recent history | | | | Match and CasePost have negative information |
| consumers have been finding attorneys through | | | | on 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 not | | | | just the term LegalMatch and then do the same |
| deliver people to the best possible solution | | | | with CasePost you will be able to find |
| for their particular needs and the yellow | | | | details about the negative information. One |
| pages is certainly not a great place to | | | | location 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 and | | | | sufficiently neutral in tone, which is one of |
| small businesses currently search for legal | | | | Wikipedia's requirements. If you want to see |
| services via the Internet every month with | | | | a string of negative information on CasePost |
| these numbers expected to rise to over seven | | | | go to: . I am not sure one needs to be |
| million by 2007. I think you can see this is | | | | overly concerned about this information since |
| a huge market getting larger. It is | | | | it is mostly in the past and you need to |
| imperative that attorneys understand this | | | | consider it.Conclusions and Recommendations |
| marketplace if for no other reason your | | | | on Attorney-Client MatchingLet me list my |
| potential clients and clients are moving to | | | | current thoughts/conclusions in this |
| the Internet and yellow page advertising is a | | | | marketing for law firms niche of |
| dying marketing for law firms vehicle. | | | | attorney-client matching services and from |
| Understanding attorney-client matching | | | | there it is up to you to make your |
| services is one new way to tap into this | | | | decision:1. This marketing for law firms |
| Internet marketplace.What I will not be | | | | vehicle clearly has some merit. This |
| talking about here is attorney-listing | | | | approach can deliver business to you that you |
| services. Please don't get confused between | | | | would not get otherwise and get it to you |
| attorney-listing services and attorney-client | | | | now. Yes, you can do better and at least |
| matching services. The two majors in the | | | | arguably cheaper for yourself through the |
| attorney-listing services arena are or that | | | | right 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 get | | | | to happen tomorrow and attorney-client |
| a minimal listing on one or both of these two | | | | matching can happen tomorrow. You can build |
| major sites. Both do drive a large amount of | | | | your own systems while using these systems |
| traffic to their sites for sure (in the | | | | and then decide if you want to continue their |
| millions of visitors per year). If you do | | | | systems or not. They will always probably |
| get a listing then track your results | | | | get some business you would not have gotten |
| carefully and see if being in the middle of a | | | | otherwise even if you had your own online |
| pack of listed attorneys actually does | | | | systems.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 will | | | | business you are being sent and don't "own" |
| run about $150 or so per month, at least | | | | the business methods used. If you had the |
| until you can document results with the basic | | | | correct Internet marketing for law firms |
| listing. Also, don't buy your website | | | | system up you would have a salable asset in |
| through either of them, even if after testing | | | | those systems and be driving traffic |
| you find good results, for many reasons that | | | | exclusively to you, which is better than this |
| can be found under the Internet marketing tab | | | | option almost certainly in the long run for |
| on my website. One last note here, you | | | | most if not all attorneys. Additionally, as |
| probably don't want to test most of the | | | | a general principle it is not good to be |
| lesser attorney-listing competitors like | | | | dependent on any one source of referrals as I |
| lawinfo.com, or is my take, however if you do | | | | am sure you know. That said I still think |
| be sure to track your results. The rest of | | | | attorney-client matching services are a good |
| this article is about attorney-client | | | | option before you have your own Internet |
| matching services.Attorney Marketing Via Five | | | | marketing systems and/or other marketing |
| Attorney-Client Matching PlayersIn the | | | | systems up. You may even want to continue |
| attorney-client matching field there are five | | | | these services after you have your own |
| competitors for the attorney marketing dollar | | | | systems up. Having your own systems up makes |
| offering online attorney-client matching | | | | you more secure and now you are at choice |
| services. The first and originator is and | | | | about staying with the service or not.3. Who |
| its newer competitor being as well as a third | | | | is this marketing for law firms vehicle for |
| competitor The two big players that offer | | | | really? |
| 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 was | | | | coming right now and they can send it your |
| established in 1999 and is based in San | | | | way right now. Other attorney marketing |
| Francisco. LegalMatch uses a double blind | | | | systems will take some time to make happen |
| matching system. By double blind they mean | | | | and yield results. |
| the consumer does not see identifying | | | | |
| information about who the lawyers are and the | | | | b. Someone who is very, very clear they |
| lawyer does not see identifying information | | | | don't want to be involved in the marketing |
| about who the consumers are although all the | | | | process and are willing to pay someone else |
| cards are put on the table for both to see | | | | to 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 makes | | | | this is probably a good move for you. That |
| the decision about which lawyers get the | | | | said, you still are going to have to "close" |
| consumer's information. Consumers can opt | | | | the client they send you via email or on the |
| into "priority service" for a fee to talk | | | | phone so you are going to be involved in |
| with a LegalMatch staff attorney about their | | | | marketing at that level, just less marketing. |
| case and work with that attorney in selecting | | | | You are never going to get away from that |
| the attorney for their case. LegalMatch does | | | | aspect unless you are an associate who does |
| have partnerships with the Utah State Bar | | | | nothing but technical work in someone else's |
| Association, ATLA and NACDL. Membership fees | | | | practice (not that there is anything wrong |
| for this marketing for law firms vehicle run | | | | with 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 geographic | | | | marketing that is not working for them or not |
| location of the attorney. For example, a PI | | | | working very effectively for them since if |
| attorney in Los Angeles would likely be | | | | you stop what is not working and do this type |
| charged more than a family law attorney in | | | | that is working you may be able to reduce |
| Los Angeles, while the family lawyer in | | | | your marketing costs while increasing your |
| Peoria is likely to pay less than the family | | | | revenue stream. |
| law attorney in Los Angeles. Their guarantee | | | | |
| consists of extending your membership at no | | | | d. Finally, a partner level attorney who |
| fee until your revenues have exceeded the fee | | | | has a senior associate that has good people |
| you paid them. The details of the guarantee | | | | skills that could work this marketing for law |
| are available at There Legal Marketing | | | | firms 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-paid | | | | 4. Who is this type of attorney marketing |
| legal service plan, a joint or cooperative | | | | not 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 Committee | | | | a. Someone who won't attend to the |
| of the Texas State Bar was looking into these | | | | referrals from the matching service most if |
| practices and that committee received a | | | | not nearly every working day. |
| seven-page letter (May 26, 2006) from the FTC | | | | |
| that was agreed to by a unanimous vote of the | | | | b. 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. You | | | | you can get some coaching from these firms to |
| can read the entire FTC letter at: the states | | | | improve this aspect if needed and/or see my |
| of North Carolina and South Carolina found | | | | website for more information on this skill |
| the practice ethical. The Rhode Island | | | | set). You are not the only attorney getting |
| Supreme Court specifically named in an ethics | | | | the referral from the match firm so you need |
| opinion that online matching services are | | | | to "shine" well enough to get hired. There |
| ethical. Finally, the Utah State Bar (a | | | | is still an element of competition involved |
| mandatory bar) has retained LegalMatch as | | | | with maybe 3 to 5 other attorneys who got the |
| their lawyer referral service clearly | | | | same referral. |
| indicating their thinking about LegalMatch's | | | | |
| ethical nature it seems to me. Naturally you | | | | c. Someone in a geographic area that does |
| do need to check with your state bar to be | | | | not generate a lot of referrals in your |
| sure this is an ethical practice in your | | | | practice area. Like a rural area or small |
| state. Now back to the options in the | | | | town or maybe an estate planner in a |
| marketplace.CasePost.com, based in Southern | | | | low-income area. So you see this marketing |
| California, was established in 2002 is a | | | | for law firms vehicle is not for everyone. |
| second player in this area of marketing for | | | | |
| law firms. They operate in a similar fashion | | | | 5. The negative information on LegalMatch |
| as LegalMatch in matching clients with | | | | and CasePost is somewhat troubling to me even |
| lawyers; however, the directory of attorneys | | | | though much of it is from the past and has |
| is shown to the consumer immediately. The | | | | been positively addressed. The negative |
| consumer can decide whether they want to | | | | information of the past on LegalMatch appears |
| remain anonymous or give their contact | | | | to have not troubled the Utah Bar, the |
| information to the attorneys. The consumer | | | | Association of Trial Lawyers of America and |
| is limited to four attorney responses. Thus | | | | the National Association of Criminal Defense |
| the consumer determines what attorneys will | | | | Lawyers. This is reassuring to me.6. If you |
| get their information. In May of 2006 | | | | were reasonably sure this type of vehicle is |
| CasePost has made a major expansion as a | | | | for you I would go with LegalMatch first. I |
| result of their partnership with that is | | | | am presuming you are willing to work their |
| powered by a successful nationally syndicated | | | | system diligently and have at least low |
| radio show on over 120 stations with attorney | | | | average "closing" skills (they will work with |
| Bill Handel. This show has been running | | | | you to get your closing ratio up if you need |
| since 1985. They also have a strategic | | | | some support in that area). Why LegalMatch? |
| relationship with that began in 2006 that has | | | | They have over 1500 members currently (a good |
| increased their reach. Like LegalMatch the | | | | sign I think), over 90 employees and have |
| membership fees for this attorney marketing | | | | been in business longer. I figure that gives |
| vehicle are from $2,500 to $25,000 per year | | | | them an edge in knowledge, results and |
| (financing is available if desired) depending | | | | staying in business over time. Additionally, |
| on practice area and location. Their | | | | their "footprint" of bringing business to |
| guarantee to a member is based on a minimum | | | | their members is almost certainly larger |
| amount of referrals over the year.LegalFish | | | | since they have more resources to drive |
| is a third player in this arena. It entered | | | | business to their site than the others. If |
| the marketplace in 2003 and is based in | | | | for some reason you are uncertain if this |
| Chicago. It is a bit different than the | | | | type of marketing for law firms is for you |
| other two in a few ways. Like the other | | | | then I would go with LegalFish first. Why |
| players the consumer can input their | | | | LegalFish? The LegalFish option would allow |
| information and post their cases to the site | | | | you to get into this marketing for law firms |
| as well give their identifying information or | | | | arena now with less expense and less risk |
| not. In a number of cases LegalFish will | | | | than LegalMatch or CasePost. Do realize the |
| contact the posting consumer themselves by | | | | LegalFish attorney marketing "footprint" is |
| telephone or email to delve deeper into the | | | | going to be much smaller than either of the |
| needs of the consumer so they are not totally | | | | other two services so they won't be sending |
| automated. There is an allocation model used | | | | as large a volume of business your way almost |
| by LegalFish in referring the cases to their | | | | certainly. Do be sure you have in your |
| members. Another difference is LegalFish | | | | agreement with LegalFish that they will not |
| charges a monthly fee for this marketing for | | | | charge you for the months they do not send |
| law firms vehicle ranging from $180 to $750 | | | | you business. If you had a good experience |
| to members that are non-contingency based | | | | working the referrals from LegalFish, |
| practices. For contingency based practices | | | | diligently worked the system almost daily, |
| the fee ranges from $1600 to $5000+ monthly | | | | realized a good return on your investment and |
| only if the client retains the attorney. If | | | | you wanted to do more then I would look into |
| LegalFish does not deliver a referral to a | | | | LegalMatch next. Either starting with |
| member that retains that attorney they don't | | | | LegalMatch or LegalFish, if you find that you |
| charge a fee to that attorney for the month | | | | really liked this approach to marketing for |
| (a form of a guarantee). Creating something | | | | law firms there is nothing wrong with |
| of a "shared risk" system. Naturally, with | | | | belonging to two or even three of the |
| this type of shared risk system, long-term | | | | services.7. If you decide to become a member |
| success for both parties is based on | | | | with LegalMatch, Case Post and/or LegalFish |
| LegalFish's ability to generate new client | | | | do remember your financial arrangement and |
| opportunities and create demand for legal | | | | term of membership are somewhat to greatly |
| services, and their member attorneys' ability | | | | negotiable. 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 are | | | | them in your practice area and in a similar |
| particularly committed to serving the solo | | | | type market to yours so much the better |
| and small firm market with ten employees or | | | | before you sign your agreement.8. I probably |
| less.The next player in this marketing for | | | | would not go with at this point. Why? |
| law firms arena is (mentioned earlier in this | | | | First, no guarantee. Next does not appear to |
| article about their directory listing or | | | | me to be promoting that part of the site |
| attorney-listing service) with their new | | | | enough. Additionally, I am not sure it is |
| Attorney Match Service. If you go to their | | | | worth the cost of the bio and the fee that |
| homepage what stands out on that homepage is | | | | together will run at least $2,400 for the |
| their "Find A Lawyer Quick Search". This is | | | | year. I suspect this money could be better |
| their free to the consumer attorney-listing | | | | put to use with one of the "big three". |
| service (this is why you might want to test a | | | | Lastly, given the consumer has a list of |
| listing with them and track results). To get | | | | attorneys that could be large (search on the |
| to the Attorney Match Service you have to | | | | site for your zip code and practice areas and |
| know to click on "Contact Lawyers" navigation | | | | see how large it is for your area) you are |
| tab or notice it up there at the very top of | | | | going to be in a crowd I fear. Thus it looks |
| the home page. Clicking on that takes you | | | | like not much business and it seems no way to |
| to a page where you input your zip code and | | | | impact 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 are | | | | selecting who to contact. An exception to |
| listed that "are interested in receiving your | | | | this thinking is if you already have a bio |
| request". You are required to fill in the | | | | listing with them (and it is delivering |
| identifying information with other case | | | | business to you) this add on service might be |
| information. Once you do that you see the | | | | a useful attorney marketing move given you |
| attorneys listed and pick the ones you want | | | | are only spending $495 more per year. That |
| to send your request to and wait for their | | | | said keep good records and see if it produces |
| replies. The fee for the attorney member is | | | | you any business. If not you would stop the |
| $495 per year, however, you must have a | | | | service of course.9. With respect to I |
| biographical level listing on to be on the | | | | probably would not go with them at this |
| Attorney Match Service and that is $150 and | | | | point. Why? No guarantee. I do see it as |
| up per month depending on the size of your | | | | an advantage that it is a stand-alone away |
| firm. There is no guarantee for this | | | | from the site. For that reason alone I would |
| service.The final player in this marketing | | | | favor it over Lawyers.com, however, I don't |
| for law firms arena is Thompson's (mentioned | | | | see or as being in the same class as the "big |
| earlier as an attorney-listing service) with | | | | three" at this point in time.Henry Harlow has |
| their new attorney-matching website The | | | | individually coached well over 500 attorneys |
| FindLaw system is similar to the system with | | | | on how to increase their revenues while they |
| three steps of #1 Select your legal need; #2 | | | | reduce their work hours. Henry has over 40 |
| Tell us about your case; and #3 Choose the | | | | years of marketing experience, business and |
| attorney that's right for you. It is | | | | psychology degrees as well as being a |
| different from Lawyers.com's system since | | | | Certified Guerrilla Marketing Coach. Henry |
| they have broken it out of their | | | | has "been there and done that" having built a |
| attorney-listing services completely with its | | | | multi-site professional service firm and |
| own dedicated website. Their fees generally | | | | successfully sold that firm. Henry's website |
| run from $500 to $1000 per month depending on | | | | is 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 report | | | | all aspects of law firm marketing. |
| that they do set targets for each geographic | | | | |