First impressions matter: What do prospective clients think of your firm?

We’ve all heard the saying related to the fact that you never get a second chance to make a first impression. In today’s hyper-competitive legal marketplace, this saying rings especially true and proves why, as a solo or small law firm, you need to take an active role in ensuring that a prospective client’s first impression is a positive one.

It may seem like you have your bases covered. You have a website, make sure the phones are answered, and have established a competitive legal services pricing model. However, having someone to answer the phone and a website with pretty pictures isn’t enough. When it comes to first impressions, the details matter and today’s legal customers can be fickle and unforgiving if you don’t deliver on their expectations. 

While there is no magic formula to turn every prospective client into a paying client, there are several steps you can take to highlight and promote your firm’s best attributes to win over prospective clients. Below are six areas where you can put your firm’s best foot forward, no matter what the platform. 

1. Highlight your attorney bio

Think of your attorney bio as an elevator pitch to your ideal client. It should be succinct and reflective of your personality and practice. Focus on no more than three key points that highlight your expertise and what it’s like to work with you, as potential clients are likely to skim for highlights. Add a personal touch to distinguish yourself, such as your involvement in community activities, but keep it brief to focus on your professional credentials. 

Avoid rehashing your resume or cramming your bio with SEO terms so your content will have a human touch. And don’t assume one size fits all — tailor your bio for different platforms to keep it engaging and relevant.

2. Have a professional headshot

Prospective clients want to see who they may get the chance to work with. In today’s digital age, not having a photo on your attorney bio or profile can make you seem unapproachable and less credible. If you can afford a professional headshot, opt for a neutral, timeless style that can be used across various platforms. Focus on your face from the shoulders up and consider your body language; a slight lean forward conveys warmth and openness.

A genuine smile is usually more relatable and leaves a better mental impression than a stern look. If a professional headshot isn’t in your budget, a candid shot can work — provided it’s simple, of proper quality, and taken by someone else rather than a selfie.

3. Shine on social media

Recent FindLaw survey data shows 53% of legal consumers who used an online source to find an attorney used social media. No matter which platform you use, three important things you should emphasize on social media are: 

• Authenticity: Showing your human side helps people identify with and relate to you. Let your personality shine through but be mindful of your tone and avoid controversial topics. 
• Professionalism: Not sure which platform to use first? Start with LinkedIn, the primary hub for professional networking. Then consider expanding to Facebook, where reportedly 69% of U.S. adults have a profile and visit daily. 
• Being a member of your community: FindLaw research also shows that most legal consumers prefer to hire someone within 25 miles of their residence, so hit that local angle as much as you can on your social media pages. List what locations you’re serving and join community group pages on Facebook and LinkedIn. 

Finally, create a plan for posting content and stick to it. Posting something original on LinkedIn once a week, for example, is an achievable goal. Reevaluate your strategy every three, six, and 12 months to ensure your efforts are paying off.

4. Examine your website

The modern client needs to be able to find an attorney online, meaning a website is a must-have. Your law firm website should: 

• Be visually appealing: A contemporary, attractive design is well worth the investment to communicate professionalism and build trust with potential clients. 
• Be user-friendly for desktop and mobile: From page links and menus to mobile-friendly designs, make sure your site is easy to navigate for anyone seeking legal advice. 
• Provide key information: This includes the essentials like your practice areas, a detailed bio, and an FAQ section.  

SEO optimization is also important so focus on metadata, regular content updates, and website speed to ensure you rank well in search engine results. Further enhance the user experience with easy navigation and interactive features like a click-to-call button and a chat service, which can help capture leads at any time.

5. Celebrate your wins

You’ve worked hard to earn your attorney accolades. Promoting them online is a powerful way to build credibility and trust with potential clients — just be sure to do it tastefully and with context. For instance, if you mention a lesser-known award, provide a brief explanation to help readers understand its significance. Keep your descriptions high-level to maintain professionalism and discretion, then highlight any badges or logos from recognized organizations and engage with them on social media.

6. Leverage online reviews

Online reviews are a solid source of information for potential clients. In fact, FindLaw’s most recent U.S. Consumer Legal Needs Survey shows 82% of respondents who contacted a lawyer and used an online source looked to online reviews, and nearly 40% said reviews were their primary source of information.  

To build a robust body of client reviews, make it a standard part of your process to ask clients for reviews when closing out cases. Responding to reviews, both positive and negative, is equally vital. A polite, thoughtful response can go a long way to boost your professional image. If the task seems daunting, consider using vendors to automate the process without overwhelming your schedule. 

Your heavy workload as an attorney can often overshadow the smaller tasks that are crucial for growing your practice. However, a small investment of time and thought can make a significant difference. Download our latest guide to learn how to make a strong first impression and ultimately attract more clients.