Stop Impressing Clients, Start Understanding Them
How understanding what clients actually value transforms your entire approach to business development.
Client attraction isn't about being better.
it's about being better at what matters to them.
When I started my law firm, I assumed clients wanted the things I deemed important.
✅ Impressive credentials.
✅ Years of experience.
✅ Competitive pricing.
✅ Legal expertise.
These assumptions were reflected in my marketing material and website that highlighted my law school, my years of practice, and how I would be compensated for my services.
Turns out these highlights weren't important to my clients.
What they actually wanted:
✅ Reliable communication
✅ Regular updates
✅ Plain English explanations
✅ Confidence in their choice
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These clients expected I was competent. What they really wanted was to sleep well at night, knowing their legal matter was in good hands.
✅ They wanted to know their calls would be returned promptly.
✅ They wanted updates without having to ask.
✅ They wanted to understand what was happening in language they could follow.
✅ Most importantly, they wanted to feel confident they'd chosen the right lawyer.
My humble opinion: Stop trying to impress clients with what makes you better focusing on what makes them feel better about choosing you.
One simple way: call your five most recent clients and take the time to learn what your clients expect from your business.
Ask them a simple question: "What are you looking for when choosing to work with [your type of business]?"
Listen carefully.
Take notes.
Look for patterns.
Then adjust decisions accordingly.
That's the difference between chasing clients and attracting them.