How the Best Law Firms Are Beating the Coronavirus Crash


Watch the Webcast Now

You’re facing a blitz of information about the coronavirus, like all of us. To help you get your bearings as a law firm leader negotiating this crisis, Firmidable gathered the most valuable legal industry insights we could find—and we put them all in one place.

Our recent webcast featured highly experienced law firm operations and marketing experts sharing the emerging strategies for lawyers to persevere and—once we all get through this—prosper.

We called it, “A National Conversation for Law Firms about COVID-19.”

Watch the Webcast Recording Here.

Or, if you want a written rundown of the presentation right now, keep reading this blog post.

We’ll cover:

Survey: How Lawyers Around the Country Are Reacting to the Coronavirus

Want to know what your colleagues nationwide are saying? At the Firmidable legal marketing agency, we did, too. So we conducted an online survey asking attorneys how the coronavirus upheaval is affecting them.

Responses came in from plaintiffs’ law firms in 31 states. Here’s what they said:

Most firms are using some form of remote or virtual work arrangements.

On a scale from 1 to 10, with 1 being the most negative fallout from the coronavirus, 5 being no change, and 10 being the most positive possible outcome, lawyers in the survey aren’t expecting radical changes from this crisis. Though, they do say its impact will be slightly negative on average.

Most firms said they’re waiting to decide on cutting spending.

Slowdowns in the legal system, short-term cash flow problems and clients having trouble seeing health care providers topped the lawyers’ list of coronavirus concerns.

More than half the attorneys surveyed said they will alter their marketing messages because of the coronavirus.

Most firms said they plan to keep their overall marketing presence the same.

Law Firm Remote Work Survival Guide

So how can you manage the working reality of law firms today?

It’s disorienting for many people to work from home. But it’s nothing new for Tim McKey, owner of the national law firm consulting agency Vista Consulting Team and a panelist in the webinar. Vista has always been a full-time, remote-work company, with consultants stationed all over the country.

“We’ve had to develop, over time, ways to maintain efficiency and effectiveness in our business, but also develop kind of a unique culture,” Tim said.

He asked law firm Operations Consultant Amanda Hankins from Vista to offer her top recommendations as a remote worker:

Operational Ideas for Firms to Come out Strong from the Crisis

The webinar panelists presented multiple strategic ideas for law firms to adapt and succeed in this unusual time:

How the Coronavirus Is Impacting Different Types of Law

Nathan, from Firmidable, reviewed how the pandemic is affecting various types of law firms.

How the Coronavirus Impacts Law Firm Advertising

The pandemic is shifting the media landscape in ways that could help law firms increase their market presence.

“I definitely have talked to some firms where they’re saying, ‘There’s some opportunity here,’ and they’re actually running additional ads, either digital or traditional,” Nathan said.

Nathan broke down the major channels for law firm marketing during the coronavirus:

Internet

General internet use is up 70%, according to Forbes. You can take advantage of the larger audience by adding a coronavirus popup message to your website, announcing that your firm is open, taking cases and helping people. You also can use paid search advertising to channel more of that increased internet traffic to you.

TV

“More people are watching television (during quarantine),” Nathan said. “It’s not just streaming, like Netflix. And it’s not even just the news.”

But even with viewership up, other advertisers are cutting back. This creates an opportunity to raise your firm’s visibility.

“Legal is a category where we think you ought to be steady-as-she-goes,” Nathan said.

You may be able to negotiate for your ads to fill empty slots on TV stations.

You can quickly and inexpensively add graphics to your existing TV ads highlighting your continued accessibility by phone during the crisis. You also can create commercials tailored for the coronavirus, perhaps with public service messages appropriate to the times, or messages thanking medical workers and first responders.

Outdoor

When everyone stays home, the billboard industry struggles. That means you can ask billboard companies for low-cost extensions to your messages. And you may find that they will comply.

“In recessions, the studies show, it’s an opportunity to keep your market share or even grow your market share,” Nathan said. “The companies that stopped advertising during recessions usually lost market share to the ones who kept going.”

How Your Law Firm Gets Financial Support from the Federal Stimulus Package

For employers like law firms, the economic stimulus package Congress passed, called the Coronavirus Aid, Relief and Economic Security Act—or CARES Act—has the major goal of keeping people on payrolls, Tim said.

Explaining to your team that you’re pursuing this financial assistance is an important part of your crisis communication, demonstrating that you care about your employees.

Tim covered key points to know about the federal stimulus:

When Times Get Tough, Don’t Hesitate to Reach Out

If you have questions about this information, or any other aspect of protecting your law firm’s future during and after the coronavirus pandemic, both Firmidable and the Vista Consulting Team are available to talk about anything you need.

You can reach out to Firmidable here, and we can put you in touch with Vista.

We know that someday—hopefully not too far off—you’ll be celebrating your law firm’s resilience as this crisis fades to the past. We’ll be right there with you.

Firmidable has been a national expert in legal marketing for almost 30 years. It brings law firms customized, data-driven marketing strategies and services, including online and traditional media for a wide range of legal practices. From Maine to Hawaii, it has transformed the lives of attorneys—and their clients.

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About the Author: Mark Waller

Mark WallerMark Waller is Writer/Editor at Firmidable.

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