When you’re networking, making new contacts, and building a book of business, it’s important to understand what clients want most in an attorney. It’s important to build a relationship with anyone you meet as it can lead to a new opportunity. At Smokeball, we’ve learned a few valued qualities that can help you and your small law firm.

Contextualized Knowledge

There’s so much information out there about the law and how ordinary people can self-help their way through legal problems. But what’s missing in the endless roll of blogs, articles, videos, podcasts and books is the context in which this information lives. Attorneys who can understand a client’s legal problem within the context of state and local laws has an advantage over the mediocre competition and self-help legal apps.  While anyone can read about the law, most people can’t understand how the law applies to their specific circumstances in their specific state.  That’s what contextualized knowledge is, and if you can offer that then you are offering something most clients will value.

Technologically Competent

Technology isn’t just cell phones and social media, it is about leveraging technology in a way that makes the lives of your clients (and your fellow attorneys) easier. Most clients have an expectation that you are using technology such as electronic invoicing systems that will help ensure that the work you do as a lawyer is accurate, effective, and timely.  They are also expecting you to use technology that allows them to contact you in a variety of ways—via telephone, social media, and email.  Having the basics of technological competence is a good way to make an impression. Even if you’re not currently skilled with all the latest gadgets, you only need to master a few to make a positive impact.

Reasonably Accessible

Having access to an attorney is one of the number one concerns clients have.  Nothing is quite worse than hiring an attorney only to have him disappear for weeks with no communication.  While it’s understandable that no attorney is available all the time, it’s important that you create “office hours” and protocols about how you will engage clients. For example, maybe you have a policy of returning a client’s call within 48 hours. Or, maybe you have your assistant return calls or answer questions that can be answered by someone who is not an attorney. One of the reasons that some clients “over-communicate” is that they are nervous and ill-informed about the process. Reduce communication panic in your clients by keeping them informed about what you’re doing in their case.

Industry Awareness

If you’re serving specific industries, demonstrating your understanding of those industries will inspire confidence in your abilities. Clients want to work with attorneys who not only understand how the law works in a particular case, they want you to understand how it will impact them in their industry.  Bringing that knowledge to the table as an attorney will help make you a first choice for clients. If you’re not currently steeped in knowledge about the industries you serve, make it a point to increase your knowledge level by reading industry publications and attending industry conferences. Not only will you learn more, you will have an opportunity to meet new prospects.

Understanding what clients want in an attorney will give you the advantage needed to build your book of business.

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Jane Oxley is President of Smokeball, a productivity and case management software provider that increases efficiency and profitability for solo attorneys and small law firms. Jane’s worked in the legal field for her entire career, spending over 20 years engaged with small law firms. She has a strong affinity with small law firms and the crucial role they play in the communities they serve and is passionate about helping them work towards more productive and less stressful practices.