How do I find clients?

GOING SOLO

Solo attorneys can lay the foundation for their practice, build their brand and hang out their shingle, but they are still faced with one central question: How do I find clients? The answer to this dilemma should not be sought in a one-step solution or a specific strategy, but should be approached as part of a long term process that requires patience, trust and hard work. You may not see results for months or even years, but if you trust the process, they will come.

The first year of solo practice can not only be challenging, but it can particularly nerve wracking to sit around waiting for the phone to ring, and wonder where your next client or lead will come from. However this down time provides you with the best opportunity to begin to undertake the process through which will eventually yield a steady stream of clients and business.

The first thing you need to do as a solo is to get active. Networking does not have to be a chore if you do it on your terms. This can take on many shapes and forms, and doesn't have to be a drag. Get involved in your local bar association, join a specific practice group or professional organization, volunteer at a local non-profit - do anything you can to combine productivity and learning with exposure to other professionals and people in your area.

Volunteering and taking on pro-bono matters is not only an excellent way to build up your own practice skills and help those in need, but it can eventually lead to a long term relationship with local nonprofits who will not only provide you with mentorship and support, but can eventually add you to their referral list as a component and passionate solo attorney in the area. Often times pro-bono clients will retain you for future services once you demonstrate your competence and compassion. This is one of the best ways to stay active, keep your practice skills sharp and eventually build a referral base.

The second most important thing to remember is that the work you do for clients is just as powerful of a marketing technique as any other investment you can make. Ideally by the time you are established and have a few years under your belt as a solo, the majority of your clients will come from word of mouth and referrals from other past clients. The service, commitment and care that you provide your clients can have an immense pay off, particularly if they refer friends and family to you, and provide you with positive reviews and feedback online.

It takes patience and persistence to see the results of this approach, but if the majority of your clients are satisfied with your representation it can truly develop your client base in a short period of time. This is particularly true if you are able to leave a positive impression on a specific group, association or community of individuals. Once you create bonds of trust you will be rewarded.

Finally, the most practical advice for finding clients in both the short and the long term is to develop a smart and efficient marketing strategy. Depending on your practice area and market, this may be as simple as taking out an ad in the right publication, or developing an online web presence with targeted advertising. Whatever you do, don't break the bank and understand exactly what it is you're paying for. Online advertising is important, but often comes at a steep price, with many solo's not understanding exactly what their money is being spent on. It may make sense to spend some time understanding the power of search engine optimization or targeted advertising before you spend big money on it.

All of these approaches should be part of a longer process that you are prepared to undertake in order to reach the promised land of steady clients and a sustainable practice. The first year is hard, but it gets easier with time, and each year or practice provides you with a larger pool of clients and satisfied customers. You just have to trust the process.