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