Should You Post Your Legal Rates Online?

If you take a look at your competitors' websites, you may notice that about half your competitors post their legal rates online, while the other half request that you call back to learn their rates.

There are obvious advantages and disadvantages of posting your rates online.

Depending on the type of firm you have, how long you've been practicing, and what your competitive advantage is, it may make sense to keep your rates off your law firm website.

The advantages of posting your rates online is that it will be clear to potential clients what you charge. You'll save the time and hassle of a potential client calling you and discussing her case with you, only for your rates to become a sticking point later on.

By posting your rates, you perform some automatic gatekeeping. Legal consumers who balk at your posted rates probably won't be calling for a consultation. For those who are fine with your rates, posting them online means there likely won't be a misunderstanding later on when it comes time to bill your clients.

However, there are some disadvantages of posting your rates. For example, if you're a seasoned attorney, and you charge more for your services because of your experience, you may not be able to convey that to a potential client who shops solely on price.

By not posting your rates, you open yourself up to a telephone call from a potential client. This allows you to explain why your rates may be higher and why the potential client should sign up with you anyway. Oftentimes, a client may choose you even though you may charge a little more.

So whether you should post your rates online will depend upon your firm, your experience, and what you charge. If you are just starting off and distinguish yourself based on your lower rates, then by all means post your rates But if your rates are higher, or if your fees may take some explaining, it may make more sense to discuss your rates in person.

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