We encourage our member attorneys to offer free consultations as a way to build trust with potential clients, demonstrate your expertise, and establish value in a way that helps legal leads become paying clients.
We understand that having invested years acquiring professional expertise and experience, your time is valuable. Providing a free legal consultation, even a short one, means offering your time and attention to a potential client without immediate compensation.
But this is not about giving away your professional expertise to people who have no intention of hiring a lawyer and just want free legal advice. The key to making this tactic work for your legal practice is to use your initial consultation as a professional sales call.
Once you understand how to frame your initial consultation in a way that establishes value, you can turn more of your legal leads into paying clients. This article explains how to stop giving away legal advice and start using free consultations to get more legal clients.
When deciding whether to hire you as their attorney, potential clients must overcome several internal objections. When you understand this, you can listen with empathy and kindness to show you care, and then speak to their concerns in a personalized way that helps each client feel more comfortable about paying for your services.
The concerns clients have about hiring an attorney are often not spoken aloud, so you’ll need to listen carefully and get a sense of what the client is not saying. In some instances, you might sense a specific objection about which you can ask directly. Being direct yourself and offering realistic assurances can go a long way towards generating trust with your potential clients.
The most common client concerns are related to cost, uncertainty, and the interpersonal relationship they are beginning to develop with you through the initial consultation.
Cost-related objections:
Uncertainty-related objections:
Relationship-related objections:
paying clients depends on your ability to establish the value of your legal services. To do this, you must develop rapport with each client you want to work with and help them understand not only the complexities of their case, but also how you can provide solutions and what makes those solutions worth even more than the cost of your fees. But none of this needs to happen in your very first contact with a legal lead!
Instead, the objectives of your first contact are twofold:
The remainder of this article walks you step-by-step through a LegalMatch-assisted client-intake process designed to help you stop giving away free advice and start bringing more clients into your legal practice.
It would not be an effective use of your time to have a full consultation with every legal lead that comes to you through LegalMatch. Some percentage of clients will simply not be a good match for your practice.
And there is no need for you to waste effort or give away free legal advice, because the LegalMatch platform is designed to help you easily determine which leads are most viable for your practice goals.
To keep your efforts focused on the most valuable leads for your law firm, we recommend you use the LegalMatch system to set up a screening process that includes:
Because other LegalMatch attorneys have received the same leads, and clients are more likely to engage attorneys that respond quickly, it’s important for you to respond to many cases, and to do so as fast as possible. To help you accomplish this, your LegalMatch membership includes customizable response templates.
The very first thing you should do as a LegalMatch member attorney is set up your templates to emphasize the kinds of cases you find most profitable and desirable. Let the client know a little bit about you and your practice specialties, emphasizing what you do and do not do for clients.
Your straightforward, informative response (via template) is the first step in screening clients. When you set up your response templates ahead of time, you can get more responses out the door faster. Which increases your chances of being hired or receiving a word-of-mouth referral.
The difference between a preliminary call and a full consultation may not be immediately clear to you, and in many instances these will not be separate calls. But each stage of your conversation with a potential client serves a unique purpose. Structuring the client lead conversation correctly is one of the “secrets” behind many of our LegalMatch member attorney success stories.
Because potential clients are more likely to hire the first attorney who contacts them, your first call should happen as soon as possible. Ideally, as soon as you review their case details in the lead notification, you will send your custom template inviting the lead to have a quick call. Remember that other LegalMatch attorneys may have this lead’s information as well, and moving fast gives you a competitive advantage.
The sooner you reach out, the more likely you are to sign that client. When you structure your first call as an opportunity to vet your leads, you will be able to determine whether it’s worth dedicating time to a full consultation. And by thinking about the first call as part of your screening process, you’ll reduce the likelihood of accidentally giving away free legal advice to a non-viable client lead.
This is why we encourage you to call as many leads as possible, not to give each one a full consultation, but to increase the chances that they will hire YOU (rather than a different attorney) if they turn out to be a good fit for your practice.
You want the client to be willing to hire you, but you also want to determine whether the client would be a good addition to your book of business. Your goal with the consultation is to make a good impression and establish your value at the same time as you continue to screen the client.
Clients that are difficult, non-responsive, or slow to pay their bills are usually more trouble than they are worth. Similarly, a case that requires more than your current capacity can have a negative effect on your other clients and responsibilities. If these sorts of issues exist, it’s better to discover them before you engage the client.
You can accomplish this discovery by asking the client open-ended questions and carefully observing their responses. Details to try and uncover during the initial consultation include:
Learning as much information about the potential client as possible during the initial consultation can help you make a more informed decision regarding whether working with them is likely to be good for your practice. You can also use what you learn to inform your own talking points and strengthen your “pitch” by tailoring it to the client’s motivations, goals, and communication style.
The most important factor in structuring your consultation effectively is your capacity to listen with empathy and thereby gain a deep and textured understanding of your prospect’s situation. Keep checking to confirm you understand them correctly. The more they talk to you, the more they will feel understood.
All sales calls have an “opening” and a “closing.” At the beginning, your goal is to open the potential client’s mind by asking questions that get them thinking about new possibilities. Towards the end of the conversation, your goal is to bring things to a conclusion by guiding the client from thinking about things to doing something – specifically, taking the necessary steps to officially hire you to provide your legal services.
If you struggle to avoid giving free advice during the initial consultation, here are a few things to keep in mind. Remember this is no ordinary client call. Use your initial consultation as a sales call with a specific, intentional structure. Frame and lead the conversation with questions that build rapport, gather information, determine fit, and secure their business.
Share a few of the benefits they can expect from working with you, but maintain clear boundaries about exactly how much information you’re willing to share for free. Keep a list of free resources and stick to sharing only those items during your initial consultation. Practice until you are comfortable using phrases like “this is something we can discuss under retainer” or “I would need to know more than we can reasonably cover in our time today, so let’s talk about that once you’ve hired me.”
If you structure the initial consultation along these lines and maintain a position of leadership on the call, you can guide each potential client through an experience of what it feels like to work with you and orient them to exactly what they need to do to hire you – without giving away free advice.
Your free consultation is one of your most valuable marketing tools. When you use free consultations effectively, they serve as an opportunity for you to build trust with potential clients, demonstrate your expertise, establish value, and retain the client – without giving away free legal advice.
We want you to experience the kind of success we know is possible from happy member attorneys like these:
On a weekly basis, I’d say I get a good 25 leads. I wind up having a consultation with at least half of them, if not more depending on how responsive I can be. On average I’d say I can get up to five new clients a week. Real Estate, Housing & Property Law Attorney, Miguel T. Real Estate Law Attorney, Brooklyn, NY
I usually get three to five leads in a day and I get at least 20 a week. Half of those lead to something beyond the initial consultation. It’s very good! Randy F., Employment Law Attorney, Plantation, FL
If I were to guess I’d approximate about 85 to 90% of my leads. If I can get them to the stage where they want a legal consultation, I would say at that point it’s about 75% to 80% surety that I’m going to get the client. Marvilyn B., General Practice Attorney, Midland, TX
So spend a little time up front to build rapport, assess the client’s legal needs and concerns, and demonstrate that you understand what they’re going through. Then, if you determine they are a good fit for your practice, you can lead a more in-depth conversation structured to fully vet them as a client, introduce them to your professional process, discuss your fees, and secure their business or a future referral.