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The longer I am in business, the more I realize that it’s the small things that can make or break you. And after working with thousands of law firms over the last 15 years, I know for sure it’s the small things that can make or break a practice when it comes to getting new clients.

To succeed today, your goal must be to make it as easy as possible for people to do business with you, removing any obstacles in the way that could potentially cause potential clients to pause or look elsewhere.

What kind of obstacles am I talking about? Here’s a partial list:

Your website:


Your intake process:

How many of the obstacles above do you have standing in the way of getting clients to hire you? However many it is, removing them is not that difficult if you commit yourself to developing a comprehensive online presence and standardizing your intake process by using the right people with the right training and the right systems to automate your follow-up.

Your online presence starts with a website that utilizes responsive design so that your content is served up correctly whether the user is on a desktop, tablet or smartphone. It needs to include a Google map of your office locations and incorporate local search terms on the site so search engines can quickly peg your location and potential new clients can find you quickly and easily. All your content needs to be optimized to maximize page speed. Incorporate an online chat feature that allows prospects to connect with you immediately and have contact forms on every page of your site.

Your intake process won’t improve until you have a system in place to take people from prospects to appointments to clients. It all starts with having the right personnel with a background in sales that can respond to leads quickly — leads can go from hot to cold in less than an hour! They need to be trained on every aspect of your intake process, which should include a system to automate a series of emails for appointment reminders, rescheduling if an appointment is missed, and a continued soft sell after the initial appointment if the prospect hasn’t made a decision yet to hire you.

Fixing the small things that create obstacles for clients to hire you will result in much bigger things, like your bottom line!