Attorney Advertising - Personal Injury TV ads

What really happens at the front desk?

When a prospective client walks into your law firm for the first time, it is a turning point. In just a few seconds, many elements converge to create an impression of your firm that will be lasting and very difficult to change. This potential client’s mood and attitude toward you will be firmly set during his experience in your reception area, before you have any direct or personal influence. By the time they get to meet you or one of your attorneys, most of them will already “know” whether they will want to work with your law firm – or not. In a worst-case scenario they will leave without ever seeing you.

Have you ever put yourself in the shoes of your potential clients coming in for their first appointment? What do they see, hear, and smell when they walk through the door and while they wait to see you? How do they feel? Is it a warm and timely welcome? Are they treated as if their presence and their time are valued?

Each member of your staff whom they encounter, and every interaction (or lack thereof) that they experience, will reflect directly on you. Because your clients have no way to judge the quality of your legal skills, the attitude and behavior of your staff will be seen as an extension of your own attitude and a predictor of your performance. If your receptionist or anyone in your firm treats your prospective client like he is a nuisance, or anything less than a top priority, he will anticipate the same or worse treatment by you.

On the other hand, a great experience at the front desk makes a lasting impression, too. A sense of trust is generated right away. When your prospective clients are welcomed and treated like they are wanted, it gives them hope. They are there because they need help, and now it looks like something is going to happen. You want to help them. This immediately feels like progress, no matter how small.

Your attorney advertising can bring people in, but it will not make them stay. That first impression when a new client walks in for their initial consultation is a powerful decision making moment, and your staff has to be prepared to convert the prospect into a client just as much as you do. To learn more about effective attorney-client relations, please contact the attorney marketing specialists at Network Affiliates today.


P.S. Tip of the Day: Change the title of your receptionist to Ambassador of First Impressions!