Law firms have never been particularly great at onboarding of staff, including associate attorneys. I suspect that most lawyers agree that effective staffing is essential; but, most attorneys are so deep into the substantive work they do that they don’t prioritize training. At the same time, attorneys usually just let their technology wash over them, using what they’ve always used, while again focusing on their substantive work, and fearing the productivity dip inherent in adding new software. In law firm management, however, having the right technology and placing the right staff are inherently tied together.
Law firms operate between ad hoc decision making and fire-putting-out. It’s the natural state of the law firm manager. That being said, humans have been improving on the state of nature since there have been humans. So, it’s maybe not the worst thing in the world if this is the year you decide to put together revenue projections for your law firm.
Modern law firm consumers are an entirely new breed. They have more law firm options than ever before, and aren’t afraid to use them. They are committed to mobile search. They are more cost-sensitive than any consumer base in modern history. Absent a near-instantaneous response from a potential lawyer hire, they will immediately move on to the next attorney on their list.
Despite changes to advertising rules, lawyers have marketed themselves in much the same way for generations. You find an office space, you go out and network, you do good work, and more work comes in. But, as consumers have become more discerning, and as law firm choices continue to proliferate, lawyers continue to stick with the same marketing strategy they always have. There is, however, a cost.
Do you reuse the same passwords over and over again? Or, do you find yourself creating ever simpler passwords, so they’re easier to remember? Do you instead use really complicated passwords that you keep on sticky notes around the office? In the short run, these are easy solutions to password management; but, in the long term, it’s a security loophole that’s bound to come back to bite you.
Law firms depend on their websites to generate clients. For most law firms, if the website is not the primary driver of referrals, it’s confirmation to your potential clients that you’re an invested business owner, and is perhaps the first avenue through which you begin to build trust with consumers.