Marketing Legal Services and Technical Recommendations from seaBILL Co.

Law Firm Marketing and Technical Recommendations from seaBILL Co.

seaBILL is now in its 2nd decade of making and selling computer software for law offices. BSA Pro legal billing software and Conflict Checker conflict tracking software have been in use in thousands of law offices world wide for over a decade. Conflict Checker is used by the Federal Government and BSA Pro billing software has been used to bill and collect hundreds of millions of dollars in legal fees!

Based on this experience and the extensive legal and technical experiences of the lawyers, programmers, accountants and business people behind the scenes at seaBILL, we have decided to make certain Marketing and Technical Recommendations to our users in small law offices. We sincerely hope these suggestions will help all our users enjoy more profitable and stress-free professional lives.

Most lawyers are not computer technicians by nature or training and have very little time for (or interest in) such matters. The typical small law office in America consists of 1-3 lawyers and 0-2 assistants. A larger small law office will consist of 3-5 lawyers and 2-3 assistants.

Even in the larger small law office, there is no trained Information Technology (IT) person. As a result, the typical small law office in America has very little computer expertise to draw on in setting up and maintaining the technology in the office.

With these facts in mind, and recognizing that some people will not agree with our observations, we believe it useful to make certain, unvarnished observations about the IT industry and specific recommendations about purchasing technology for use in a typical small law office. We will also offer marketing tips for the small law firm that we believe relate to the technology decisions made in the typical small law office in America.

Generally speaking, we at seaBILL strongly believe in the KISS (Keep It Simple and Straight forward) approach to software design. With all the hype surrounding technology today, it's easy to think you're falling behind and need the latest, greatest feature-laden leading edge hardware and software touted by the major players in the technology industry such as Microsoft, Intel and other giants. Given the claims made by some of these vendors, you might think that computer technology will solve every problem you have and take you anywhere you want to go in life.

The truth is that the latest technology is much more aptly described as 'bleeding edge' than 'leading edge'. The typical small law firm will not benefit from leading edge technology and will probably suffer for it. The typical small law office is well-advised to stick with simple technology that can be easily understood and that can be used effectively.

With no IT person to evaluate, purchase, install and maintain the technology, the small law office has little hope of benefiting from so-called leading edge technology. In addition, sadly, many people who claim to be computer experts or consultants have very little experience setting up an entire office. Often, these people are self-taught and are learning as they go. Firms that employ consultants find it difficult to tell if the consultant is incompetent or not. It's hard to manage someone when you have no idea what they're doing.

Instead or being lured by the largely-unfulfilled promises made by the technology industry, the typical lawyer in a small law office should focus on getting hardware and software that is easy to understand and use and that is not unduly expensive.

Simply put, the typical small law office is much better served by simple technology that leaves the office personnel time to concentrate on providing the highest quality legal services and marketing such services effectively. Every minute a lawyer, secretary or legal assistant spends trying to understand some arcane computer jargon is a minute that will not be billed out. The greatest cost of technology in the typical small law office is NOT the cost of the technology itself as much as it is the OPPORTUNITY COST of the lost time trying to use the technology.

With all this in mind, and again recognizing that some may disagree, we recommend the following. Please note that any product in a given category that is not specifically recommended by name is not recommended:

Hardware: Major brand name computer (Dell, for example) running Intel P4 processors or greater with AT LEAST 256 mb RAM and a 40 gb hard drive. Major brand name laser printer (HP/Compaq, for example) for the legal secretary/billing person who does a large volume of printing and inexpensive inkjet printers for anyone else. Network printers are overkill in a typical small law office and will cause more trouble than they are worth. Also avoid 'all-in-one' printing devices if possible (Print/Fax/Scan) and get individual components instead. Brand name uninterruptible power supply for any server or computer with critical data. Use hard-wired networking if wiring is not a big problem. Use wireless networking if wiring problems exist but expect frequent minor problems and possible major problems in initial set up for a wireless network. Also, remember that without encryption, your sometimes-sensitive data is transmitted through the air and can be read by anyone.

Operating System: Windows XP Home Edition or Professional. Anything else (such as Microsoft's Small Business Server or other 'enhanced' versions of Windows) is overkill and not recommended for the typical small law office.

Bookkeeping Software: Quicken by Intuit. Any double entry bookkeeping system (such as QuickBooks) is not recommended unless you fully understand double entry bookkeeping.

Billing and Trust Accounting Software: BSA Pro by seaBILL.

Conflict Checking and Case Management Software: Conflict Checker by seaBILL.

Word Processing: Microsoft Word.

Internet Web Browser: Microsoft Internet Explorer.

Email Software: Microsoft Outlook or Outlook Express.

Other technical suggestions: Back up your data, especially your billing data, regularly and to new media. Do not rely on automatic tape back up systems for critical files since tape back up devices fail regularly and reuse the media. Retain a copy of critical back up files off site in the event of fire, flood, etc. Keep all your application installation media (CD's and floppies) in one, safe, location so you can reinstall applications if needed. But, the application can normally be replaced while your data cannot.
We have seen many offices that wisely buy an inexpensive computer and printer that they 'dedicate' solely to billing and conflict checking. This is a great idea in a small office since it isolates and protects one of the most important assets in your law practice: the equipment that gets out the bills. If the bills do not go out, you are not paid. If you are not paid, your law practice will fail. Given this stark fact, it's wise to invest about $500 in a dedicated 'billing station.'

MARKETING LEGAL SERVICES

If you followed the above brief technical suggestions, you'll spend less time fiddling around with computers and you'll have more time for marketing your legal services. This will have the dual benefit of reducing your stress levels and increasing your bottom line. Here are some legal services marketing tips that will increase your professional income.

Legal Marketing Tip #1: Develop a simple marketing plan each year and evaluate your progress each month
This is the starting point. This is easier than it sounds. Take a look at last year's results and decide where you want to be next year at this time. If you found certain areas of your practice interesting and profitable, then certainly note this fact and decide to emphasize more of that this year. On the other hand, if you found certain areas to be difficult and unprofitable, get rid of this kind of case as quickly as possible and resolve to take no more.
After you know which direction you want your practice to go, set some monthly income goals based on last year's results and the changes you plan to make. Based on last year's gross receipts (not billings), set a monthly income goal for this year and write it on the calendar for each month.
Spend a few minutes brainstorming ideas with others to increase revenue and make a list of the top 6 ideas. Then, write one of the ideas on the calendar for every other month and resolve to implement and track the idea.
Finally, appoint someone in the firm (even if it's yourself) to implement and monitor this simple strategy throughout the year and report back to you in writing monthly. This will allow you to focus on marketing once a month and make any needed adjustments.

Legal Marketing Tip #2: Choose 1 or 2 types of law you want to be known for and own that market
In conjunction with Tip #1, you want to decide on one or two areas of law in which you want to become known as an expert. If you already are an expert, that's great since you just have to keep up your skills. Once you have identified the area(s) of law, then brand your firm around it.
For example, if you decide to specialize in immigration work, then think of your firm as an 'Immigration Law Firm' and let everything you do reflect this fact. Attend seminars, read articles, write articles, lecture at seminars, obtain a 2nd or 3rd language ability, change your logo to one that reflects your practice, change your letterhead to reflect this emphasis, change the sign on the door, the phone number, the yellow page listing, the web site, the way people answer the phone, etc. to reflect this emphasis.
Create marketing materials that are useful to clients in your legal area and potential clients and be sure your firm's logo, name, contact information, etc. are prominent. Then, distribute these materials everywhere you can legally and ethically do so.
Ultimately, you want to be know as Ms. or Mr. Immigration. Make that a goal. When someone meets you, it would be ideal if they said: "Oh, I've heard of you, you're Ms. Immigration!"

Legal Marketing Tip #3: Communicate your marketing plan to your staff, friends and co-workers
Everyone you know must also know what your general marketing goals are. Most people will help you achieve your goals if they know what they are. Be certain everyone on your staff is kept abreast of the marketing plan and goals (as appropriate). Tell other lawyers, judges, friends, family, other tenants in your building, etc. about your practice and its goals. Tell all these people what you're doing and have done recently to become 'Ms. Immigration'.
This will cost you nothing and will probably reap greater returns than any other form of marketing.

Legal Marketing Tip #4: Provide solutions rather than legal services
Recognize and advertise clearly that your firm is in the business of solving people's legal problems. You are not in the business of providing legal services since no one wants that. People want answers to their particular problems and not just platitudes about justice, fairness, competence, etc.
Everything and everyone in your firm should convey that you are about solving people's legal problems quickly, correctly and affordably. Use examples and testimonials where appropriate and allowed. The examples and testimonials should be about how the client's problems were solved quickly, easily and affordably. Nothing else matters to your clients.

Legal Marketing Tip #5: Start now!
Even if your plan isn't perfect, it's better than no plan. So, sit down and start now. As you go, you can modify the plan as needed. If you need help, ask for it from your peers. Most people are flattered when asked for their input if you're serious and actually listen to their advice.

If you have ideas or comments, please email them to us at: sales@seabill.com