Lawyer Marketing – Internet Referral Networks: Avoiding a Disastrous Referral

Internet Referral Networks: Avoiding a Disastrous Referral

The Internet has created new ways to develop and expand an attorney’s referral base. A law firm may use its blog, social network pages, online directory programs, or other online marketing efforts to develop relationships with other attorneys. A well constructed referral system between law firms in different markets and practice areas can be the lifeblood of a law firm’s client development efforts.

The Internet has provided many new ways for attorneys from different law firms to develop relationships with other attorneys that can turn into a referral network. However, a referral can turn out badly if a law firm does not take steps to make sure there is a seamless transition. Some general suggestions for ensuring positive referral experiences are provided below.

Explain Why the Client Is Being Referred: Whether the prospective client finds you by way of an online marketing program or by word of mouth, it is important for the client to understand why you are referring them elsewhere. A client can easily feel like you are brushing them off or do not believe in the merits of their case. When referring the client to another law firm, it is important to let the client know that you are referring the client to a firm that is better equipped to handle the client’s case because of specialty, resources, or other plausible reason.

Follow-Up with the New Attorney: It is a good idea to check in periodically with the new firm to make sure things are going smoothly. You need to know if something goes wrong in the attorney-client relationship when a referral is involved. You are putting your firm’s professional reputation on the line every time you refer a client to another firm. An attorney needs to know that the client’s they refer receive professional, attentive, and competent legal services.

Develop Referral Networks Ahead of Time: A law firm should always have a number of law firms to whom they routinely refer other matters. This means that you already have an understanding about the mechanics of the referral so that the transfer of the client goes smoothly and neither firm is unclear about how compensation for the referral will be handled. The smoother the transition the more comfortable the client will feel. This will increase the probability that the 2nd firm will be retained.

Make Sure You Know Your Referral: While the prominence of Internet marketing programs and social networks makes it easier than ever to develop referral networks, do your homework regarding an attorney to whom you are considering referring clients. The last thing you want to do is refer a client to an attorney only to discover the client is not handled with the same care and professionalism that you show your clients.

The Internet has created many tools to expand one’s Internet referral network. With as much as law firms invest in Internet marketing programs, it makes sense to use such programs to expand the reach and scope of a law firm’s referral network. However, the firm should take some basic steps to ensure a positive experience for the client and a profitable experience for both law firms.