By Claudia King, CEO + Founder
As an entrepreneurial lawyer, you're confronted with these two things:
So, how do you reconcile this?
After facing this exact situation myself and overcoming it, I've worked out the first 3 things you should do to get started with selling legal services online.
When it comes to successfully marketing, selling and delivering legal services online, you need to be really clear about these 3 things:
Nobody uses a lawyer because they’re curious about what it’s like to buy a legal service. They engage you because they’ve got a legal problem that needs solving.
So you need to learn to explain their pain. What are the fears and frustrations of your ideal clients? What is the situation they’re facing that is making life difficult for them right now?
When you learn to explain your ideal client’s pain better than they can, you’ll position yourself as an expert in your area of law and you’ll attract more ideal clients.
Clients like buying systems. Systems are made up of processes. How do you get your clients from their problematic situation, to where they want and aspire to be? What is the step-by-step process you take your clients through to get them to a result?
Do your clients know what your process is?
You need a clear, step-by-step process you follow to get your clients to a result. And you need to be able to explain it to them as part of your marketing.
Here is the process I used for helping first home buyers buy their first home at Legal Beagle:
What is the result you get for your clients? What do you promise them?
Legal services are meant to be result-producing. But if you take a look at most law firm websites, you won’t see any promotion of the results they get for clients. You need to make a promise to your clients about the results you will help them get.
I know your lawyer brain will be telling you right now this isn’t possible - you can’t possibly promise your clients certain results. But actually, you can. Get creative. Be specific. Keep it simple.
Our promise at my firm was:
“We turn anxious first home buyers into happy homeowners”.
What’s the problem? What’s the promise? What’s the process for getting your clients from the problem to the promise? If you’re having trouble with explaining these 3 things, it’s gonna be hard to sell your online legal solution.
A reason you could be having trouble is you’re not clear enough about who your ideal client is. I’ve written a blog about that. Refine your ideal client and then nail these 3 things.
Focus on the problem, the process and the promise and you’ll do really well with marketing, selling and delivering your online legal solution.
We have just launched Scale Up - our new 12 month programme to help entrepreneurial lawyers get more ideal clients and pull the right levers to use automation to scale their law firms to 7 figures faster. To find out if Scale Up is a good fit, schedule a Scale Session with me.