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September 30.2021
1 Minute Read

Marketing For Law Firms Via Attorney-Client Matching Services Part I.

Marketing For Law Firms Via Attorney-Client Matching Services Part I.


In part among this post we will look in depth at a reasonably brand-new wrinkle in marketing for law practice called "attorney-client matching services ". Part one focuses on the facts about these firms. Sequel gives you my conclusions and recommendations as a result of my research. First a little background remains in order. The legal services market section is expected to reach $82.5 billion in 2008 according to Euromonitor International a market intelligence firm. In recent history customers have been finding lawyers through word-of mouth or through the yellow pages. Often the word-of mouth guidance does not provide individuals to the best possible solution for their specific requirements and the yellow pages is certainly not a terrific location to choose a lawyer I make sure you would concur. Furthermore, according to the Pew Internet & & American Life over four million consumers and small companies presently look for legal services via the Internet each month with these numbers expected to increase to over 7 million by 2007.

I believe you can see this is a substantial market getting larger. It is important that lawyers comprehend this market if for no other factor your possible customers and clients are relocating to the Internet and yellow page marketing is a passing away marketing for law practice lorry. Understanding attorney-client matching services is one new method to use this Internet marketplace.

What I will not be speaking about here is attorney-listing services. Please do not get confused in between attorney-listing services and attorney-client matching services. The two majors in the attorney-listing services arena are Lawyers dot com or FindLaw dot com that are utilized by many in marketing for law practice. With attorney marketing one might wish to get a minimal listing on one or both of these two significant sites. Both do drive a big quantity of traffic to their websites for sure (in the countless visitors per year).

If you do get a listing then track your outcomes carefully and see if being in the middle of a pack of listed lawyers actually does produce customers for you. Please don't invest more on them than the basic listing that will run about $150 or so monthly, a minimum of till you can document results with the standard listing. Likewise, don't purchase your site through either of them, even if after testing you discover excellent results, for numerous factors that can be found under the Internet marketing tab on my website. One last note here, you most likely do not want to check most of the lesser attorney-listing rivals like LawInfo dot com, LawCore dot com or AttorneyFind dot com is my take, however if you do be sure to track your results. The rest of this post is about attorney-client matching services.

Attorney Marketing Via Five Attorney-Client Matching Players

In the attorney-client matching field there are five rivals for the attorney marketing dollar using online attorney-client matching services.

The first and pioneer is LegalMatch dot com and its newer competitor being CasePost dot com as well as a third rival LegalFish dot com. The two huge players that offer almost everything in attorney marketing, Lawyers dot com and FindLaw dot com; have actually also recently begun to use a version of attorney-client matching services. Lets start with LegalMatch that was developed in 1999 and is based in San Francisco. LegalMatch utilizes a double blind matching system. By double blind they indicate the consumer does not see identifying information about who the lawyers are and the lawyer does not see identifying info about who the consumers are although all the cards are put on the table for both to see prior to any contact is made between them. Through an allocation design LegalMatch makes the decision about which legal representatives get the consumer's info. Customers can opt into "top priority service " for a charge to talk with a LegalMatch personnel attorney about their case and deal with that attorney in picking the attorney for their case.

LegalMatch does have partnerships with the Utah State Bar Association, ATLA and NACDL. Subscription charges for this marketing for law office lorry run from $2,500 to $25,000 each year (they will fund the subscription fee if desired) depending upon practice area and geographic location of the attorney. For instance, a PI attorney in Los Angeles would likely be charged more than a family law attorney in Los Angeles, while the family legal representative in Peoria is likely to pay less than the family law attorney in Los Angeles. Their assurance includes extending your membership at no fee up until your revenues have actually gone beyond the charge you paid them. The information of the warranty are offered on their site.

Exist Legal Marketing Ethics Issues with Attorney-Client Matching?

A pertinent variation here, given that this design is not a legal representative referral program, a pre-paid legal service strategy, a joint or cooperative marketing or a directory listing service it is not subject to ethics guidelines around much of marketing for law firms it has actually been asserted.

Recently the Professional Ethics Committee of the Texas State Bar was looking into these practices which committee received a seven-page letter (May 26, 2006) from the FTC that was accepted by an unanimous vote of the FTC commission members that this attorney marketing practice is undoubtedly ethical.

Already the states of North Carolina and South Carolina found the practice ethical. The Rhode Island Supreme Court particularly called in an ethics opinion that online matching services are ethical. Finally, the Utah State Bar (a necessary bar) has retained LegalMatch as their lawyer referral service plainly indicating their thinking about LegalMatch's ethical nature it appears to me. Naturally you do require to talk to your state bar to be sure this is an ethical practice in your state. Now back to the choices in the marketplace.

CasePost, based in Southern California, was established in 2002 is a second player in this location of marketing for law firms.

They operate in a similar fashion as LegalMatch in matching clients with attorneys; however, the directory of lawyers is revealed to the customer instantly. The customer can choose whether they want to remain confidential or offer their contact details to the lawyers. The consumer is limited to four attorney actions. Hence the consumer identifies what attorneys will get their details. In May of 2006 CasePost has actually made a significant expansion as an outcome of their collaboration with HandelOnTheLaw dot com that is powered by a successful nationally syndicated radio program on over 120 stations with attorney Bill Handel. This show has been running because 1985. They likewise have a strategic relationship with LegalZoom dot com that began in 2006 that has increased their reach. Like LegalMatch the membership costs for this attorney marketing automobile are from $2,500 to $25,000 each year (funding is readily available if preferred) depending on practice area and location.

Their guarantee to a member is based on a minimum amount of recommendations throughout the years.

LegalFish is a third player in this arena. It went into the market in 2003 and is based in Chicago. It is a bit various than the other two in a few ways. Like the other gamers the consumer can input their information and post their cases to the website also give their identifying information or not. In a number of cases LegalFish will call the publishing customer themselves by telephone or e-mail to dive deeper into the requirements of the consumer so they are not totally automated. There is an allocation design used by LegalFish in referring the cases to their members. Another distinction is LegalFish charges a month-to-month fee for this marketing for law practice lorry ranging from $180 to $750 to members that are non-contingency based practices. For contingency based practices the cost ranges from $1600 to $5000+ monthly just if the customer keeps the attorney.

If LegalFish does not provide a recommendation to a member that maintains that attorney they don't charge a charge to that attorney for the month (a form of a guarantee). Developing something of a "shared risk " system. Naturally, with this kind of shared risk system, long-lasting success for both parties is based on LegalFish's ability to create new client opportunities and produce demand for legal services, and their member lawyers' ability to transform those recommendations to paying customers. Both celebrations have to "pull their weight ". Lastly, LegalFish reports they are especially dedicated to serving the solo and small company market with 10 employees or less.

The next player in this marketing for law practice arena is Lawyers dot com (pointed out earlier in this article about their directory site listing or attorney-listing service) with their brand-new Attorney Match Service. If you go to their homepage what stands apart on that homepage is their "Find A Lawyer Quick Search ".

This is their free to the consumer attorney-listing service (this is why you may want to check a listing with them and track results). To get to the Attorney Match Service you need to know to click on "Contact Lawyers " navigation tab or see it up there at the really leading of the home page. Clicking on that takes you to a page where you input your zip code and the practice location you are seeking, nevertheless, it likewise informs you the number of lawyers there are listed that "are interested in receiving your demand ". You are needed to fill in the recognizing info with other case details. When you do that you see the attorneys listed and choose the ones you want to send your request to and wait on their replies. The fee for the attorney member is $495 per year, nevertheless, you need to have a biographical level listing on the site to be on the Attorney Match Service and that is $150 and up per month depending upon the size of your firm.

There is no guarantee for this service.

The last player in this marketing for law firms arena is Thompson's Findlaw (pointed out earlier as an attorney-listing service) with their new attorney-matching site http://www.LegalConnection.com. The FindLaw system resembles the Lawyers dot com system with 3 steps of # 1 Select your legal requirement; # 2 Tell us about your case; and # 3 Choose the attorney that's right for you. It is different from Lawyers dot com's system since they have actually broken it out of their attorney-listing services entirely with its own devoted website. Their charges typically range from $500 to $1000 each month depending upon your practice location and geographic location. They do not have an assurance. They do report that they do set targets for each geographical location in addition to practice combination and after that will handle their marketing to get positive outcomes for attorneys.

Well, now we have all the gamers in this specific niche of marketing for law practice with a great deal of information.

I believe it would be important for me to point out one more item. Both Legal Match and CasePost have negative info on the Internet and it requires to be considered. If you go to Google and search just the term LegalMatch and then do the same with CasePost you will have the ability to discover information about the unfavorable details. One location that covers the unfavorable information on LegalMatch with relevant links is at Wikipedia dot org (go to the site and search for LegalMatch) although that is contested as not being sufficiently neutral in tone, which is among Wikipedia's requirements. If you wish to see a string of negative info on CasePost go to: http://counsel.net/chatboards/marketing/topic111/6.23.04.11.34.29.html. I am uncertain one requires to be excessively concerned about this information given that it is mostly in the past and you require to consider it.

See Part II of this article for my conclusions and recommendations as an outcome of my research.

I can tell you now that this technique does have some merit but there are certain warns also so do read Part II.



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