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The ongoing COVID-19 pandemic has affected pretty much every aspect of daily life for most Americans. Indeed, walks outside, trips to the post office, and other routine tasks are dramatically different today than they were just a few months ago. As this website has detailed at length, the ongoing pandemic has also impacted many law firms, and numerous shops are adopting work-from-home programs and using virtual means to conduct work for clients. COVID-19 has also impacted the attorney-client relationship and how law firms develop business with new and existing clients.
Of course, under normal circumstances, business development with prospective clients usually occurs during face-to-face meetings. Some institutional clients typically prefer attorneys to conduct a formal pitch for a portfolio of work, and this usually involves traveling to a client’s office and giving a presentation on a law firm’s offerings. Other clients prefer to discuss prospective business in a more casual setting. Normally, attorneys and prospective clients may meet up for coffee, dinner, baseball games, or other events. This allows attorneys and clients to talk shop without the pressure of a more formal business setting.
However, face-to-face meetings between prospective clients and attorneys are extremely difficult right now. Many people are justifiably concerned about being exposed to COVID-19, and are trying to interact with as few people as possible. In addition, restaurants, coffee shops, and other venues where attorneys and prospective clients often meet to talk business have been closed in many parts of the country due to the ongoing pandemic.
As a result, attorneys must connect with prospective clients through virtual means more often in the “new normal.” Many lawyers have been using Zoom and other apps that they are using to collaborate with each other to facilitate talks with prospective clients. Although such conversations lack the personal feel that may distinguish an attorney in front of a prospective client, these virtual interactions are increasingly becoming the norm.
In addition, more clients than ever are retaining lawyers without having met the attorney in person. Indeed, clients are increasingly relying on online resources to find an attorney with which they would like to work without following up this research with in-person contact. As a result, attorneys should try to improve their virtual presence, since online resources are more important than ever to originating new business.
Many attorneys are already engaging their clients online in ways that they probably would have never considered just a few months ago. For instance, an increased number of law firms are establishing law firm blogs and posting content to their websites. Blogs are a great way to improve a firm’s search engine traffic, which can lead to additional leads for a law firm. In addition, blog articles can be shared on social media, which can increase a firm’s presence in front of new and existing clients. In addition, blog articles can also form the basis for “client alerts” that can be sent to individual clients who may have specific needs. Blogging can often be a somewhat technical process, and it is impressive how many law firms have embraced this virtual presence in the “new normal.”
The ongoing pandemic has also impacted how law firms develop business from their existing clients. Many attorneys have regular in-person meetings with key clients to discuss ongoing matters and any new legal work that might need attention. At such meetings, attorneys and clients can go over legal papers that have been served, talk about documents in person, and solve issues facing clients face-to-face. Such meetings also help show that an attorney is committed to serving their clients and can help strengthen bonds between clients and attorneys.
However, it has been very difficult to meet with clients at regular intervals in the current environment. Although many such meetings take place at a client’s office, most people are working from home right now, so face-to-face meetings are largely out of the question. Attorneys have had to adapt and conduct such regular meetings via Zoom, Skype, or other means. Such meetings may lack the personal touch of face-to-face interactions, but they still permit clients and attorneys to maintain contact given the ongoing pandemic.
Many small and large law firms have also been embracing pro bono work in ways not seen since the Great Recession. It makes sense that firms would want to keep busy with legal matters when work may have dried up due to COVID-19, and it is great that clients who cannot afford legal services are getting help from some leading law firms. Of course, firms have altruistic motivations for completing pro bono work, but such work can also help firms develop new business. Indeed, pro bono work can help firms increase their profile and build connections with individuals and companies who may be paying clients in the future. This is a great “win-win” situation that represents the best the legal industry has to offer, and hopefully, such pro bono offerings will continue for as long as the ongoing pandemic affects individuals and businesses.
Every industry has had to adapt in order to contend with COVID-19, and the legal industry is changing its methods as well. Law firms are implementing different practices to develop business from new and existing clients that allow attorneys and clients to connect while social distancing guidelines remain in place.
Jordan Rothman is a partner of The Rothman Law Firm, a full-service New York and New Jersey law firm. He is also the founder of Student Debt Diaries, a website discussing how he paid off his student loans. You can reach Jordan through email at jordan@rothmanlawyer.com.