Consider a business law firm that wants more work helping clients buy businesses. Routine contract reviews keep filling its calendar. More enquiries could make the firm busier without bringing it closer to the work it wants.
Before spending more on marketing, the firm needs to decide what deserves more of its time. These five questions help make that choice.
What work would you choose again?
Think about the matters you were proud to finish. Which problems did you enjoy solving? Where did your skills make a difference for the client? Look at what brought those clients to you and what they wanted to achieve. Satisfaction is a useful starting point for choosing what to pursue.
What does the firm earn, and when?
Compare the fee with the hours, people and costs the work requires. Then consider when the money arrives. A contingency matter may involve months of work before any payment, with the fee depending on the outcome. A promising fee still needs to fit the firm’s ability to cover its bills while it waits.
Can the firm deliver it well?
Wanting more acquisition matters does not mean every acquisition is a good fit. Consider the experience and judgment the work requires. Can your lawyers give the client the guidance they need and produce work the firm would be proud to stand behind? If this is an area you want to grow into, identify the skills and support you need to build before promoting it more heavily.
What do you want the firm to be known for?
Think about the referral you would like to receive: “You should speak to them about this.” What would “this” be? Choose work that lets the firm build experience and gives clients a clear reason to recommend it. The reputation you want must be supported by the work you do.
What should you stop promoting so actively?
Some work may pay the bills without being work you want more of. You can reduce its place in your marketing gradually. Watch the enquiries, signed matters, income and team workload as you change direction. Give the work you want time to replace what you are moving away from.
Together, these answers define what a better matter means for your firm. Then get specific about the client: what has happened, what help they need and why your firm is suited to provide it.
ACTS is CaseLoad Select’s own marketing method, developed specifically for law firms. Authority shares useful knowledge. Capture helps people find and contact the firm. Target focuses campaigns on the work it wants. Screen organizes enquiry details for the lawyer’s review.
We run these four parts together as your marketing department, connecting the reputation you want to build with the matters you want to sign. That gives “sign better cases” a practical meaning for your firm.