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H ow to E scape the ‘M c L awyer D ollar M enu ’ W hich P erks D o E mployees D esire M ost ? B ook R eview : ‘T he P roductivity P roject ’ C ourtroom T ricks of the T rade and Y our W ebsite W hat if A vvo K nows S omething Y ou D on ’ t ?
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Courtroom Tricks of the Trade and Your Website Last week, an attorney client of ours was explaining to me how, often, even the most solid cases are won and lost on the details. (It’s one of the reasons why only the sharpest minds can practice law, people who get nuance and are sensitive to subtle shifts in perception.) He was telling me how decades ago, when he was a junior, he quickly discovered there are certain tricks of the trade that can make a solid legal argument even more compelling and tip a difficult case in your favor. I found this rather interesting because, as a marketer, I’ve seen the same thing when it comes to converting website visitors into leads.
Most attorneys have mixed feelings about Avvo. On one hand, if you’ve put together a solid profile with a decent number of reviews, Avvo can provide you with a dependable stream of new cases. On the other hand, Avvo has trained potentials to [literally] compare attorneys side by side according to their “features.” Whether you love Avvo or hate it, there’s one thing you cannot deny: It has become, arguably, the most important platform after Google for firms that want to attract new cases through the internet.
Why? Because it provides value for potentials.
How? By giving them something very few law firms provide.
What do they provide?
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THAT is the million-dollar question.
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