In an earlier blog, I reviewed the advantages of a strong referral network (CPAs, financial advisors, etc.) and how to make the most of this valuable resource for effective legal practice building. 

In this post, I’d like to “reverse field” for a moment and share some thoughts on how a partnership with you can add real value to a referral resource’s business.

When seeking new referral source relationships, the question of reciprocity is a common one:  “Will you, in turn, refer clients to me?” It’s a fair question and deserves a fair response. Because many of the clients an Estate Planning Attorney receives, already have a relationship with a Financial Advisor or CPA, is is very difficult for the attorney to reciprocate referrals. However, the question the referral source is really asking is:  “What’s the advantage to my business?” Or simply put, “What’s in it for me?” To that basic question, your response can be “Quite a bit, actually.”

You’re working hard to establish your practice, to build a real presence in your community and you’re ready to add some effective marketing to help you reach your goals. But before you begin, let me recommend a few worthwhile steps to take on the front end, steps that will help assure success on the back end.

Its important to start with a strong legal marketing foundation, a solid infrastructure that will support your marketing efforts. This infrastructure should be aligned with your firm's goals & values. Now your business will project an authentic message and attract the type of referral sources and/or clients you are looking to work with. 

Here are a few of the most critical and often overlooked elements of a successful marketing foundation: Biography, Elevator Speech, Ideal Client and Mission Statement.

In a recent study on how law firms use their websites in marketing their business, LexisNexis Martindale-Hubbell found that the most popular page on a firm’s site is the biography page. It’s a fact: 85% of site visitors will spend time reviewing an attorney’s bio. Clearly, the biography plays a critical role in your legal marketing program. And a thoughtful, well-written biography can be a real marketing asset.

What does a well-written estate planning attorney’s biography look like? Well, it doesn’t look like a resume, a CV, or a list of bulleted achievements. For many areas of legal practice, a bio that simply covers education, licensure and professional accomplishments may be suitable and quite enough.

For the estate planning attorney, however, the bio needs to say more.