Client relations Archives - The Attorney Marketing Center

I feel your pain

December 2, 2025 by David M. Ward

I’m able to write about marketing and building a law practice, provide you with information and resources you want and need, answer your questions, inspire and entertain you, because I have been in your shoes.

I feel your pain (and desires) because I’ve had those pains and desires.

The question is, do your clients believe you can say the same thing about them? Do they believe you feel their pain?

For many attorneys, the answer is “no” because, frankly, they don’t feel their pain. They understand what their clients are going through, but understanding isn’t the same as feeling. And how you feel about your clients is key to how they feel about you.

You can build a practice with good marketing based on features and benefits, offers and outcomes, but business is about people, and how people feel about you is essential to long-term success.

And how they feel about you starts with how they believe you feel about them.

How they feel might not be the reason they hire you initially, but is a big part of the reason they hire you again, and recommend you. Logic and value and outcomes are clearly important, but ultimately, how people feel usually determines what they do.

But this doesn’t mean you have to build relationships with all of your clients, or any of them.

Many attorneys don’t. Their work is transactional. The client hires them; they do the work; they get paid. It’s fair and rational and pays the bills, but take note: building a practice is easier and more fruitful when there is a connection between you and the client that goes beyond the work.

That is the point of client relations, after all.

If you don’t have relationships with your clients (and business contacts), and you want to, start by paying attention. Watch and listen to what they say and do, talk to them about their life and business, and be willing to talk to them about yours.

You may come from different backgrounds, but if you can imagine what it feels like to be in their shoes, you will have a big head start on building a relationship.

Filed Under: Client loyalty, Client relations, Marketing legal services

It’s worth more than you imagine

November 20, 2025 by David M. Ward

“How am I doing?” It’s a question we don’t ask enough, but we should. Ask your clients and prospects and business contacts what they like about your services, your staff, your website, you ads and your image. What do they like about what you’re doing and what do they think you could improve?

Their feedback could be invaluable.

Ah, but don’t limit yourself to what you’re currently doing. Also, ask for feedback about what you might do.

What other services would your clients and prospects be interested in? Would they like to get your newsletter more often, or less? Would they like to learn about a certain subject or get content in a different format?

This can also be valuable information for you. And yet, it could be worthless.

People don’t always know what they want. Or what they think.

People lie because they don’t want to hurt your feelings. Or can’t tell you what they like or don’t like because they haven’t worked with a lot of attorneys and don’t know what to expect.

They might be unhappy about something but have trouble putting it into words. They might be mistaken about something you did or didn’t do.

Ask anyway. You might learn something important. Or get an idea you haven’t thought about before.

Feedback might be flawed, it’s true, so look for patterns. One client might have unreasonable expectations or demands or have had an anomalous experience and you can safely dismiss their opinion, but if several clients complain about something or prefer something, that’s probably something you need to look at.

This is hardly the first time I’ve talked about the value of conducting surveys, asking for ratings or reviews, or encouraging clients to tell you how they think you’re doing. You’ve heard this before, from me and others, but do you do it?

If not, I’ll give you another reason. Arguably, the most important reason of all.

No matter what you learn when you ask for feedback, there is value just in the asking.

It shows clients you care about serving them and making them happy. You care about what they think and want.

Most lawyers care about their reputation, of course, but don’t (regularly) ask what people think or want.

And that’s the point.

Asking for feedback is an easy way for you to differentiate yourself from other lawyers. And that is worth more than you can imagine.

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Filed Under: Client loyalty, Client relations, Marketing legal services

Tell visitors to your website what to do

October 21, 2025 by David M. Ward

People come to your website looking for something they want or need, and you should help them find it. Tell them where to see an article about this problem or that solution, where to find a description of your services, and where to find information about you and your firm.

Tell them, but don’t leave it at that. Always tell them what to do next.

That means telling them what else to read or watch (and why).

It means telling them to contact you, giving them options for doing that, and telling them why they should.

And it means telling them to sign up for your newsletter or other list, pointing to the page and telling them what they will learn or get when they do.

Most visitors won’t do anything you tell them to do. They’ll consume what they came for and leave. Or just leave.

That’s okay. Let them go.

Statistically speaking, most visitors won’t contact you or sign up for your newsletter.

Focus on the ones who do.

When someone signs up for your newsletter (or contacts you), they’re holding up their hand and saying, “I’m interested in learning more”. Tell them more and tell them what to do next.

The simplest place to do that is on the “thank you” page, where they arrive immediately after clicking the “subscribe” button.

Your “thank you” page is more than a mechanism for being polite. It is an opportunity for you to guide them on their journey to becoming your next client or paving the way for someone else to do that.

What should you put on your “thank you” page? You have many options (in no particular order):

Ask them to fill out a form, telling you more about their situation and what they need or want
Tell them about your other content, e.g., your 5 most popular blog posts or articles or videos
Encourage them to share your content on social media and provide links or share buttons to make that easy to do
Invite them to your next webinar or local event
Invite them to subscribe to your podcast or video channel
Tell them more about your services, your background, and your personal life, I.e., family, hobbies or outside interests
Point them at your testimonial or “success stories” page
Give them a preview of what to expect in your newsletter or upcoming event
Remind them to watch their email inbox, what they will receive, and when
Offer a free consultation or invite them to contact you with questions

Lots of options. But don’t make your page exhaustive. You don’t want to overwhelm them with information or push them to do too much. They are on your email list now, and you’ll have plenty of opportunities to tell them more and ask them to do more.

For now, thank them warmly for subscribing, invite them to learn more and make it easy to do that and share your information with others.

Filed Under: Client relations, Law office management, List building, Marketing legal services, Online Marketing Tagged With: welcome-email-new-client

“Thank you” is the next step, not the last

October 16, 2025 by David M. Ward

The case is closed. The client’s happy. You got paid.

Now what?

Yes, you say thank you. And send a handwritten thank-you note. And call the client the next day or the next week to see if they have any additional questions or issues.

But there’s a lot more.

“Thank you” isn’t the end; it’s the beginning of what’s next. And you should have a process in place for making the best of it.

This is the best time to get (or lay the groundwork for getting):

Additional work from the happy client; what else do they need or want?
Referrals from the client; who do they know who might also need your help or might want some information?
Additional referrals from the client or professional who initially referred the case or client to you
Testimonials from the happy client (and permission to share them).
Feedback: asking the client to fill out a survey and tell you what they liked best about what you did, how they were treated by you and your staff, and anything they think you could improve
Social sharing: encouraging the happy client to post their great results, talk about how happy they are with your work, and making it easier for them to do that by proving templates, checklists, and showing them what other clients have said about your work on their social pages
A stronger relationship with the client, e.g., a celebratory lunch, photos, tickets to the ball game

This is also a good time to write notes about the case or matter, the issues or problems presented, what you did and how it worked out. These notes can be invaluable for sharing with your partners and staff and any advisors you might consult about what and how you’re doing.

You can also use these notes in your content creation or marketing, e.g., as a success story in a blog post or article, to add to your ads and newsletter, or to reference on the “what we do” or “how we can help you” page on your website.

The end of the case is a special time, and most lawyers don’t take advantage of it.

You can and should.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Marketing Plan

Clients don’t always know what they want

September 30, 2025 by David M. Ward

Henry Ford once said that if early automakers had listened to their customers, they’d have built a faster horse. Customers don’t necessarily know what they want until they see it. Ford catapulted to the top of the auto industry by showing customers what was possible.

Lawyers should do the same.

Let your clients, no, encourage them, to tell you what they want and what they think you should do to help them get it. But don’t bow and say “yes, sir” and get to work without speaking to them, explaining all the options, risks and rewards, and telling them what you advise.

You have an ethical duty to do that, of course, but it’s also good for business.

Clients want a lot of things from you, not the least of which is your respect. They don’t want you to just tell them what to do and collect your fee any more than you want them to tell you what to do and expect you to do it without question.

It has to be a conversation.

Ultimately, clients have the last word on (most) big decisions, while you manage (most) of the day-to-day, but both of you need to listen to the other and let your conversation inform your decisions and advice.

Respect must be mutual.

Clients might not know what they want until you show them the options and your advice. And you shouldn’t be too quick to advise them until you understand what they want and why.

Filed Under: Client relations

The attitude of a successful lawyer

September 18, 2025 by David M. Ward

You’ve given them the information. Answered their questions. Handled their objections. But the prospective client still decides not to hire you. Is there a way to turn their “no” into a “yes”?

You could tell them more. Give them more reasons they need to do what you recommend, tell them more about what could happen if they don’t, or tell them why they should choose you instead of another lawyer or firm.

But that’s argumentative and makes you look weak. At the very least, it’s unlikely to work.

I suggest a different approach.

Thank the prospect for their time in meeting with you and considering you. Tell them you respect their decision. And if you know they’re going to hire one of your competitors, say something positive about them.

Then, tell the client that if they ever need anything, you’ll be happy to help.

That’s it. Don’t try to convince them to change their mind. Don’t remind them of something you’ve said or ask them to think about it.

Smile, shake their hand, and thank them again for speaking with you.

That’s what a professional does. And it’s this attitude that can win you many more “yesses,” including from clients who originally said “no”, aka, “let me think about it”.

When you adopt this approach, prospects who said no will often second-guess their decision. They wonder if they made a mistake by choosing another firm, and that alone might get them to change their mind.

It also makes it more likely they will come back to you when that other firm messes up or otherwise fails to deliver.

And, if the client doesn’t hire you this time, they might be more likely to hire you for the next matter.

Not only that, your confidence and graciousness will likely bring you more referrals as your market hears good things about you. That includes the lawyers at those “other firms” when they have a conflict and are asked to recommend another lawyer.

This is how you turn a no into a yes.

Take the high road and leave the door open. You’ll likely find more clients showing up at that door.

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Filed Under: Client relations, Closing the sale, Handling objections, Marketing legal services

Client surveys

May 20, 2025 by David M. Ward

Lawyers ask questions to diagnose clients’ problems and prescribe effective solutions. We question witnesses and other parties to learn what they know and how they can help or hurt our case. We hire experts and ask for information and advice to help us better manage our cases.

Questions are the cornerstone of legal work. But they can be much more.

Asking questions—through surveys, questionnaires, interviews, and even just conversations—can dramatically improve a lawyer’s marketing and practice management.

What can you ask? Here are a few ideas:

Ask prospective clients how they found you and what they heard or read. Did they see an ad? Where? What caught their attention? Were they referred by another client or another professional? What were they told that inspired them to make an appointment?
Ask new clients how they were treated at their first appointment. What stood out about what they saw and were told? Was everything explained to their satisfaction? Did they understand fees, costs, and other terms? What did they like best? What could you improve?
Ask existing clients what groups they belong to, to help you identify where you might advertise, network, write articles, or speak.
Ask your subscribers (newsletter, blog, social media) which topics they’d like you to write about.
Ask clients if they know about your other services. “Did you know we also do X?”
Ask everyone if they might anyone (at work, in their neighborhood) who might like a free copy of your new report or a link to your video.
Ask all clients about their industry or market, business or practice, to “get to know them better” (to create more effective marketing collateral and offers).
Ask all clients if they would recommend you to others and what they would tell them. This could lead to reviews, testimonials, referrals, and ideas for improving your services or your marketing message.
In conversation, when you learn a client or contact knows someone you’d like to meet, ask if they would introduce you.

You can pass out questionnaires at presentations. You can conduct “exit surveys” at the end of cases. You can add “getting to know you” questionnaires in your “new client kits”.

And you can ask clients for feedback or information about themselves or their business any time you meet.

Questions like these can not only help you create more effective content and marketing messages, they can help you strengthen relationships with your clients and contacts because they really will help you get to know them better.

Filed Under: Client relations, Content creation, Increase your income, Law office management, Marketing legal services

The big lie about legal marketing

April 10, 2025 by David M. Ward

If you ask attorneys about marketing, many will tell you, “I don’t have time for marketing”. But this isn’t true. If you tell yourself this, frankly, you’re lying to yourself.

Because you do have the time.

Marketing doesn’t only mean going to networking events, conducting seminars, writing a blog or newsletter, or taking business associates to lunch. There are many things a lawyer does that qualify as marketing that take no time at all.

And you already do them every day.

Here are a few (in no particular order):

How you describe your services
Your fee structure and billing practices
The way you greet new clients at your first meeting
Your appearance (clothing, grooming, demeanor) and office
How long you put callers on hold
Your website (or lack thereof)
Your voicemail greeting
What you say in your letters and emails
Thank-you notes and what you write in them
The holiday cards you send
Your level of energy and enthusiasm for your work
Your retainer agreement
Your new client onboarding process
The confidence you inspire in people who meet you
The way you respond to inquiries via email or phone—what you say, how long you take to reply
The quality of your marketing documents
How often you stay in touch with clients and prospects
The causes and charities you support
The professionalism displayed by your staff
How encouraging you are when delivering bad news
How consistently you meet deadlines
Your sense of humor (or lack thereof)
Your smile (or lack thereof)
Talking about politics or religion with the wrong people or at the wrong time
Letting others do the talking while you do the listening
The stories you share to make your points and/or to comfort or encourage your clients
And the list goes on. And on.

It’s all marketing. Every bit of it.

You’re giving people an image and story about your practice, setting their expectations, and building trust. You’re showing the world what’s important to you and what it’s like to work with you.

That’s marketing. And it doesn’t take any extra time to do it.

Filed Under: Client relations, Law office management, Marketing legal services

Managing client expectations to sell more legal services

April 8, 2025 by David M. Ward

Prospective clients often don’t trust lawyers. They may have had a bad experience, friends or business associates may have shared their bad experiences, or decades of TV shows depicting lawyers as liars and cheats might have indoctrinated them.

So they often expect the worst from you.

Among other things, they expect you to be less than transparent about the value of your services and their strengths and limitations. They might expect you to charge top dollar for services they don’t need or could get elsewhere for a lot less.

You want to overcome their doubts and fears and get “the sale,” and make them happy so they hire you again and provide you with great reviews and lots of referrals.

To accomplish this, you should do your best to exceed their expectations. One way to do that is to “down sell” them.

They expect you to tell them they need your “big package,” which costs a lot but is necessary for their protection, yada yada, and they doubt you. When you instead tell them they don’t need that, that they can get most of the benefits they want and need with your “regular” package of services and save a bundle, they are surprised and probably thrilled.

Down selling is a simple and effective way to overcome a would-be client’s fear and skepticism and make them see you as one of the good guys.

You might be inclined to lead with your basic package to get them in the door and then show them your deluxe package or various extras. There are times when this is the right strategy.

But consider down selling instead.

Filed Under: Client loyalty, Client relations, Closing the sale, Increase your income, Salesmanship

Do your clients love you?

March 25, 2025 by David M. Ward

Our yard needs updating and my wife and I got bids from several landscaping contractors. Many had reviews that talked about the contractor’s good work, beautiful designs, and reasonable prices. The one we hired had reviews like this and something else.

The winning contractor’s customers said things like, “He took care of everything,” “We didn’t have to worry about anything,” “We knew we made the right decision.”

Clearly, they weren’t just satisfied customers; they were fans. They didn’t just love his work; they loved him.

That’s what you want from your clients.

When your clients adore you and trust you, when they love you, you get a high percentage of repeat business, referrals, positive word-of-mouth, testimonials, and clients who are easier to work with.

Your practice thrives, and you don’t have to do a lot of marketing or advertising.

How do you make clients fall in love with you? Not just by working hard and delivering great results. Clients pay you well for that, and expect it.

Clients don’t fall in love with you because of what you do for them. They fall in love with you because of how you make them feel.

You make them feel appreciated and safe. They are in good hands and don’t have anything to worry about.

How do you accomplish this?

By how you speak to them, how you reply to their questions, what you send them, and what you do for them beyond your core work.

It’s staying in touch with them, smiling when they come into the room, and remembering the names of their kids.

It’s treating them like a cherished friend or a member of your family and making sure your staff does the same.

It may not be easy, but it’s not complicated. Show your clients you love them and they’ll show you the same.

Filed Under: Client loyalty, Client relations