Is This Process Costing You Clients? The Importance Of Intake For Law Firms

Let’s be honest—you can spend all the money in the world on marketing, build the most beautiful website, and dominate Google ads… but if your intake process is broken, you’re just pouring water into a leaky bucket.

I’ve worked with hundreds of law firms to know that intake is either your greatest growth driver or your most expensive bottleneck. It’s not sexy. It’s not glamorous. But it’s the frontline. It’s where clients are made or lost. It’s the moment someone decides if your firm is the one they trust with their life-changing case.

Why Intake Deserves More Respect

Too many law firms treat intake like a back-office function. They don’t invest in it, don’t train for it, and definitely don’t monitor it. But here’s the truth: Intake is sales (note that it took me years to accept this. Please don’t fight it.) And just like any high-performing sales team, your intake team needs structure, feedback, incentives, and accountability.

When someone calls your firm, they’re likely in crisis. They’re confused, overwhelmed, angry, or scared. And they have no idea who to trust. How your team responds in those first few minutes will define how they view your brand forever. That’s not an exaggeration. That’s reality.

First Impressions Matter—More Than You Think

Imagine you get in a serious car crash. You’re shaken up. Maybe you’re hurt. Maybe your spouse or child is hurt.

I understand that deeply. Unfortunately, I’m not only a personal injury attorney and Intake Expert, I’m also a victim. Please click here to learn more about my special boy, Ethan.

So what does one do? You Google a law firm (or happen to see a lawyer ad on tv), call the number, and the person who answers sounds half-asleep, distracted, or robotic. Are you going to trust them with your case?

Now flip it.

You call a firm, and someone picks up with warmth, clarity, and purpose. They listen. They validate what you’re going through. They ask the right questions and explain the process. That call is the beginning of a relationship. It’s the moment that potential claimant turns into a real client.

Intake Is Not Just a Script—It’s a System

You can’t just hand someone a script and expect them to succeed. Great intake is about timing, empathy, tone, follow-up, CRM usage, lead tracking, and constant training.

Ask yourself:

If the answer is “no” to any of these, you have work to do. And that’s a good thing—because intake improvements create immediate ROI.

In one of our recent masterclasses, we walked through 20 specific intake scenarios and how the first 30 seconds of your call can change the outcome. Firms realized they weren’t losing leads because of cost or competition—they were losing them in the opening hello.

Intake Stats That Should Scare You (or Motivate You)

This isn’t a marketing issue. It’s an operational one. And it’s costing you six or seven figures a year, depending on your practice size.

Your Intake Team Is Your Growth Team

You wouldn’t let a brand-new associate start trying cases without training, feedback, and supervision. So why do we let intake specialists handle every single lead with minimal oversight?

If you want to grow your firm, start with intake:

Make intake a profit center, not a cost center.

Intake Is Also Retention

You want Google reviews? Better intake. You want more referrals? Better intake. You want less client drama down the line? Better intake.

When intake is strong, the client journey starts on solid ground. That initial trust carries through onboarding, treatment, negotiations, and—if needed—trial. Intake sets the tone.

What I Recommend

If you're reading this and thinking, "Yeah, we need to fix this," here’s where to start:

  1. Audit your current intake process
    • Call your own firm as a secret shopper.
    • Review CRM reports on contact rates, response times, and conversion.
  2. Implement call scoring
    • Grade every call on empathy, accuracy, speed, tone, and follow-up.
    • Set minimum standards and reward top performers.
  3. Incentivize your team
    • Tie bonuses to KPIs like conversion rate and review volume.
  4. Train every week
    • Role-play. Review real calls. Keep the team sharp.
  5. Track and measure everything
    • Intake is data. Treat it like it.

Final Word

If you care about justice, you should care about intake. Because the people who need you most? They don’t know the law. They just know how your firm made them feel when they reached out for help.

And when you outsource your calls to an off-site call center without access to your CRM or brand voice, you're gambling with your reputation. That’s why tools like CaptureNow exist—to make sure those first conversations don’t feel outsourced, disjointed, or disconnected. Your intake process should feel like your firm from the first ring to the last follow-up.

Don’t let that moment go to waste.

Fix your intake. Fuel your growth. Change more lives.

Questions? Contact me anytime at Gary@intakeplaybook.com.

About the author:

Gary P. Falkowitz
Managing Partner | Founding Attorney
Falkowitz Law Firm, PLLC

Gary P. Falkowitz is the Managing Partner and Founding Attorney of the Falkowitz Law Firm PLLC‚ one of the premiere personal injury law firms in New York. Gary received his J.D., in 2005 from St. John’s University School of Law, where he was a member of the Senior Board of the Moot Court Honor Society. After law school, Gary served as an Assistant District Attorney with the Kings County District Attorney’s Office, where he sought justice on behalf of the Kings County community. Thereafter, he briefly represented hospitals and doctors from medical malpractice claims. During his tenure at one of the top medical malpractice firms in New York City, Gary realized that his services were needed by those individuals that did not have the resources to obtain the justice that they deserved. As a result, he decided to dedicate all of his efforts to representing those individuals who were seriously injured due to motor vehicle accidents‚ construction accidents, medical malpractice, product liability and, to put it simply, the negligent acts of others.

Hidden Strength: The Importance of Soft Skills in the Workplace

As leaders in the administrative training industry, we often highlight technical expertise, industry certifications, and high productivity. While these hard skills are important, it's the frequently underestimated soft skills—what I refer to as Significant Power Skills—that truly influence an individual's career trajectory, effectiveness, and impact on others.

For over three decades, I’ve trained administrative professionals and business leaders across the globe. I’ve seen firsthand what sets apart those who thrive in fast-paced, high-demand environments: strong interpersonal skills, emotional intelligence, adaptability, and the ability to communicate with grace and clarity. These are not “nice-to-have” attributes—they are mission-critical for modern professionals.

What Are Soft Skills, Really?

Soft skills encompass personal traits and behaviors that facilitate harmonious and productive interactions with others. While hard skills may help you secure a position, soft skills are what ensure your longevity and advancement in that role.

Some of the most sought-after soft skills today include:

The workplace is a human ecosystem. At its core are relationships — those we share with colleagues, clients, attorneys, and teams. When these relationships are strong, productivity flourishes. When they break down, so does everything else.

Deep Dive: Core Soft Skills That Drive Performance

While all soft skills contribute to professional success, a few stand out as particularly transformative in today’s workplace. Let’s explore three in greater depth:

1. Emotional Intelligence (EQ)

Emotional intelligence involves recognizing, understanding, and managing emotions—both your own and those of others. It encompasses self-awareness, empathy, and emotional regulation. Professionals with high EQ respond to challenges with composure and compassion, recognizing stress in colleagues and choosing responses that defuse tension.

Action Tip: At the end of each workday, reflect on a situation that triggered you. Ask: What was I feeling? Why? How could I respond differently next time? This practice builds self-awareness and improves your emotional agility over time.

2. Active Listening

Active listening goes beyond merely hearing words; it requires full engagement, patience, and the discipline to avoid interruptions. It involves tuning into the speaker’s words, tone, and body language. When you listen actively, people feel valued and respected.

Action Tip: In your next one-on-one, aim to repeat back key phrases or summarize what you heard before responding. This small shift demonstrates attentiveness and improves clarity on both sides.

3. Conflict Resolution

Conflict is natural, but how we handle it makes all the difference. Professionals with strong conflict resolution skills approach disagreement with curiosity, not judgment. They ask questions, seek common ground, and focus on problem-solving rather than assigning blame. These individuals are often seen as peacemakers, facilitators, and steady hands during turbulent times.

Action Tip: When conflict arises, try the “Yes, and…” technique. Acknowledge the other person’s perspective before adding your own. For example: “I see why this deadline is stressful—and I think we can reprioritize together.”

Why Soft Skills Matter Now More Than Ever

Let’s face it: we’re no longer in the world of one-size-fits-all roles or predictable 9-to-5 schedules. Remote work, hybrid teams, global collaboration, and technological shifts have redefined how we connect and communicate.

In this new era, soft skills are no longer optional—they’re foundational. Here’s why:

1. Technology Can’t Replace Empathy

While AI and automation can handle routine tasks, they cannot replicate human connection. No software can replace the empathy shown during a difficult conversation or the diplomacy required to manage competing priorities with poise.

2. Strong Communication Prevents Misunderstandings

Miscommunication is one of the most costly and frustrating problems in any organization. Soft skills like clear articulation, active listening, and non-defensive dialogue help teams align faster and avoid unnecessary friction.

3. Change Demands Adaptability

The pace of change today is relentless. Professionals who are adaptable and open to new ideas not only survive, but thrive. Those who resist change or lack the soft skills to navigate uncertainty often fall behind.

4. Leadership is Influence, Not a Title

Whether you lead a department or support a team, your influence stems from how you carry yourself.

These qualities shape your professional reputation more than any job title ever will.

Soft Skills in Action: A True Story

A few years ago, I coached an outstanding administrative professional named Mia. On paper, she had impressive credentials—project management certification, technical skills, and analytical prowess. However, her executive hesitated to trust her with high-level meetings and sensitive decisions.

Through our sessions, it became evident that Mia's challenge was not competence, but confidence. She seldom spoke up in meetings and avoided initiating conversations, assuming others would recognize her capabilities.

We focused on enhancing her communication style, asserting her presence, and developing her emotional intelligence. Within three months, her executive began entrusting her with leading special projects and inviting her to strategic discussions. Mia didn’t acquire new credentials; she cultivated powerful soft skills that propelled her career forward.

How Companies Benefit from Prioritizing Soft Skills

Organizations that invest in soft skills training see tangible results:

Soft skills are not just personal development—they’re business development. They fuel cultures where trust is high, performance is elevated, and people bring their best selves to work.

What You Can Do to Strengthen Your Soft Skills

Soft skills aren’t something you’re born with or without. They can be developed, refined, and elevated at any stage of your career.

Here are a few strategies to begin:

Strengthening Soft Skills: Daily Practices for Lasting Growth

Like any muscle, soft skills grow through consistent use and deliberate practice. Here are six more ways to sharpen your interpersonal edge and increase your workplace impact:

A New Era of Power Skills

At Office Dynamics International, we’ve long believed that soft skills are anything but “soft.” In fact, we believe they are significant. That’s why we created the Significant Power Skills Series—a unique learning experience designed specifically for today’s professionals who want to deepen their influence, sharpen their interpersonal strengths, and lead with confidence.

Whether you're an assistant, a team leader, or someone looking to grow into a leadership role, this series delivers transformative tools for real-world situations. It covers emotional intelligence, communication mastery, and conflict resolution—critical skills for anyone who wants to be a driving force in their organization.

We call them Power Skills because that’s exactly what they are—the power to build relationships, influence outcomes, and navigate the human side of work with excellence.

About the author:

Joan Burge
Founder & CEO
Office Dynamics International

Joan Burge is known as the pioneer of the administrative training industry. Joan is an accomplished author, professional speaker, corporate trainer, and coach. After working in the administrative profession for 20 years, Joan founded Office Dynamics International in 1990, inspiring excellence in the administrative profession. Since then, ODI has grown into a global industry leader, offering a broad range of training and coaching solutions for administrative assistants and their executives. Joan has been passionate about the administrative profession for 50 years. She eats, breathes, and lives to improve the quality of life and education for assistants at every level worldwide.

Building Future Leaders in Personal Injury Law: How We Develop Attorneys for Long-Term Success

Creating a successful law firm isn’t just about hiring talented attorneys and winning cases. It’s about helping the attorneys grow and keeping them engaged. That is what builds a culture that encourages them to stay and lead. In a similar way, personal injury law is more than knowing the law. It is about appearing confidently in court, negotiating effectively, and connecting with clients who are going through some of the toughest times of their lives.

McCready Law has developed a structured system to help attorneys navigate their careers with purpose. It provides a well-defined path for growth, mentorship, and leadership.

A Career Path that Makes Sense

From day one, attorneys at McCready Law are placed within a four-tier development system. Each tier comes with specific expectations, responsibilities, and incentives to ensure that each lawyer knows the next step for their professional journey. It is more than promotions or moving up. It is ensuring each lawyer has the tools and mentorship needed to thrive.

Tier 1: Laying the Foundation

New attorneys begin at this level if they have just finished law school or are just transitioning to personal injury law. At this level, the focus is on creating a strong legal foundation, learning firm policies, developing case strategies, and courtroom techniques. The steps to achieve success on Tier 1 are:

The goal for these steps is to acquire valuable real-world experience while working within a structured and supportive system that fosters growth and learning. This allows lawyers to build their skills, gain confidence, and handle real cases under guidance. Once a lawyer has successfully met these benchmarks and demonstrated their readiness, they can advance to Tier 2, where they take on more responsibilities and challenges.

Tier 2: Stepping into Independence

Next, lawyers become senior associates at the firm in Tier 2. Now the focus shifts from learning to leading. The steps to success in this tier are:

This level marks the beginning of real leadership opportunities for lawyers at McCready Law. At this stage, lawyers move beyond focusing solely on their individual achievements and begin actively contributing to firm-wide initiatives, such as process improvements, mentorship, and strategic planning. They play a key role in shaping the firm's direction while continuing to refine their legal expertise. This tier is also about honing advanced legal skills and managing a full caseload independently while balancing leadership responsibilities. Lawyers at this level are seen as emerging leaders who excel in their practice and help drive the firm's success.

Tier 3: Becoming a Leader

Those lawyers who demonstrate excellent leadership and litigation skills will continue on to Tier 3 in the role of Supervising Attorney. At this point, lawyers will be managing people and will be involved in high-value cases. They will also be contributing even more deeply into shaping the culture of the firm. Supervising attorneys will be:

Leadership is a crucial requirement at this tier. Attorneys at this level are not only expected to excel in their own practices, but also to actively mentor junior colleagues, providing guidance and support to help them grow professionally. They play a key role in shaping the future of the firm by contributing to the development and refinement of firm policies, ensuring the organization continues to thrive. Additionally, significant financial rewards and incentives are offered to those who achieve this level, recognizing the value they bring through their leadership, expertise, and dedication to the firm's success.

Tier 4: Firm Leadership and Big Picture Thinking

This level includes Senior Supervising Attorneys. They are the backbone of the firm. These lawyers not only manage major cases, but they also shape the long-term vision of McCready Law.

In addition to handling 50 to 80 complex cases, they will:

At this level, lawyers work to continue honing their own skills while also dedicating time and effort to mentoring junior colleagues, sharing their expertise, and fostering an environment that encourages growth. Their work is crucial in ensuring the firm will produce the next generation of strong, capable attorneys who are well-prepared to handle complex legal challenges.

A Culture of Mentorship and Development

Lawyers who join McCready Law do not have to worry about their path to success at the firm. They have a game plan to follow courtesy of the firm’s clearly structured system of four tiers. Such a system is also valuable to a law firm because it helps discourage turnover. Lawyers need not have uncertainty about their next steps as they advance through the tiers.

There are a number of advantages to having such a systematic approach to growth within a law firm. Leadership through this process is developed along with trial skills, case management and people management in mentoring those who follow. Among the other expectations lawyers can look forward to are regular one-on-one meetings with their supervising attorneys, internal CLE opportunities, trial workshops to keep their skills honed, and the ability to link into networking budgets so that they can grow their referral base.

A Compensation Model that Rewards Growth

Both performance and mentorship are rewarded in McCready Law’s compensation model. The firm provides mentorship bonuses for those who train junior associates, case origination bonuses for those lawyers who develop their book of business, and performance-based bonuses for those high achievers so they can move up even faster.

Over the past 25 years, the firm has honed the system with the understanding that talent alone is not enough. Combining talent, mentorship, case management training, and one-on-one guidance demonstrates an investment in the people of the firm. In a nutshell, McCready Law doesn’t just hire lawyers. We invest in and build future leaders.

About the author:

Michael McCready
Founder and Managing Partner
McCready Law

Michael McCready is the founder and managing partner of McCready Law, a single event personal injury law firm founded over 25 years ago. With offices in Chicago, Indianapolis, St. Louis, and Minneapolis, McCready Law serves clients across the Midwest. His firm is composed of 16 accomplished attorneys supported by over 100 dedicated professionals.

A recognized speaker and thought leader, Michael frequently presents on topics such as law practice management for personal injury firms, leveraging technology and automation, and the transformative role of generative AI in the legal industry.

More Cases, Less Waste: The Smartest Ways to Scale Your Law Firm

When you walk the floor at legal conferences, absorbing case studies, engaging with colleagues, and listening to industry leaders, one thing becomes clear: there is no single path to increasing case volume. It’s humbling to see the variety of strategies that firms use successfully. Some dominate television, others swear by radio. Billboards remain a powerful force for some, while others have mastered the art of engaging social media content.

Yet, very few firms have mastered all of these channels, let alone orchestrated a harmonious symphony of media efficiency with all at the ideal, optimized spend. The reality is all of these advertising channels work on some level. The key question is: what media mix and messaging is most efficient for your firm? Said differently, which strategy delivers the lowest qualified cost per case while also establishing a unique brand presence that commands market engagement?

What We’ve Learned from Working with Personal Injury Firms

At Scale Marketing, we’ve had the honor of working with a number of leading personal injury firms across the country. Here are some of the key lessons we’ve learned along the way.

1.) Media Buying Matters More Than You Think

How you buy media — pricing, programming, ad length, flighting, and audience targeting — can dramatically impact your cost per case. The same media channel can yield vastly different results depending on execution. Simply spending more isn’t the answer; spending smarter is.

Many PI firms assume that if they just increase their media budgets, their case volume will increase proportionally. However, this can quickly lead to diminishing returns without a strategic approach. The key is to buy media strategically to maximize exposure to your ideal audience at the lowest cost. This means negotiating competitive rates, understanding your ads' most effective time slots, and ensuring your placements are aligned with high-intent audiences.

2.) Messaging Drives Engagement and Lowers Cost Per Case

Standing out in a crowded legal market requires more than just frequency — it demands differentiation. What makes your firm unique? Why should someone choose you over the competitor with the same billboard placement? Crafting messaging that resonates emotionally and strategically lowers your cost per case by improving engagement.

Your messaging should speak directly to the pain points of potential clients. Are you emphasizing what sets your firm apart — whether it’s your trial experience, history of high settlements, or client-first approach? In a world of saturated ads that lack originality, those that break through do not need to overspend on excessive frequency. Consistency is also critical. Your TV, social media campaigns, website, and PPC ads should all tell the same story and reinforce your unique brand identity, but be adapted to the role that media is playing in your prospect’s journey.

3.) Last-Click Attribution Is Just the Beginning

Many firms look at last-click attribution as the definitive measure of success, but this is only part of the story. A potential client may have seen your TV ad, driven past your billboard, engaged with your social content, and finally clicked on a paid search ad before converting. Understanding the entire customer journey leads to better decision-making and budget allocation.

Understanding and identifying the role that each media channel plays in your client’s journey, such as upper funnel, mid-funnel, and lower funnel, will help you adapt your core message to speak to where your potential clients are. Ask yourself these questions:

  1. Is this medium most effective in telling my brand story to the masses who may or may not know my firm?
  2. Is this medium best used to help engage those who are familiar with me and just starting to research who they should hire?
  3. Is this medium most effective in driving final firm selection decisions?

4.) A Testing Mentality Is Crucial for Continuous Growth

Firms that scale efficiently embrace constant testing — new channels, new messaging, new audience targeting, and more. What worked last year might not work this year, and the competition always adjusts. The best firms are willing to experiment, analyze, and refine their strategies based on real performance data. Many times, learning what doesn’t work is just as valuable as maintaining efficiency before scaling up spending.

Collaborate with your marketing partners to experiment with different buying strategies and determine the most effective and efficient approach for purchasing inventory. Beyond media buying, continuous optimization through audience targeting, creative A/B testing, and strategic adjustments is essential to improving campaign performance.

This iterative testing process can be applied across all media types. By refining strategies across platforms and partners, you can drive better results and maximize your marketing investments.

5.) Knowing the Role of Each Medium in the Mix

Not all media channels serve the same purpose. Understanding their strengths, weaknesses, and role in your media mix is crucial. For example:

Understanding the role of each medium allows you to create a holistic marketing strategy that maximizes efficiency. For example, you may use TV and billboards for brand awareness, paid search for direct conversions, and social media for ongoing engagement. Each element plays a role in nurturing potential clients through the funnel.

6.) Leveraging Data for Smarter Decision-Making

The most successful PI firms use data-driven marketing to refine their approach continuously. A few examples:

By making data-informed decisions, you can allocate your marketing budget more efficiently and avoid wasted spend on underperforming channels.

Efficiency Is the Key to Sustainable Growth

The firms that scale most effectively aren’t necessarily the ones that spend the most—they’re the ones that spend the smartest. By optimizing media buying, refining messaging, understanding attribution, embracing testing, and leveraging the right mix of channels, personal injury firms can scale their case volume while maintaining efficiency.

About the author:

Michael Mann
Senior Account Strategist
Scale Marketing

Michael Mann is the Strategy Lead for Scale Marketing’s Legal Vertical. He began his advertising career at Young and Rubicam, working on media buying for AT&T, United Airlines, and Lincoln Mercury. He spent 20 years in sales and sales management with Newsradio 780, WBBM, WLS-AM, and Salem Media Group. For nearly the last 6 years with Scale, Michael has focused on brand performance marketing and lead generation, managing clients grossing over $570 million annually.

About Scale Marketing

Scale Marketing is a full-service marketing agency with decades of expertise driving revenue growth across 15 industries. They specialize in crafting innovative, data-driven marketing strategies that deliver measurable results.

Their team of experts is dedicated to providing a seamless and personalized experience. Whether it’s strategy development to execution and measurement, Scale delivers in a high-service, boutique environment but with the benefits of large agency talent.

Scale offers in-house Traditional, Digital, Paid Search, Data Analytics, Attribution Modeling, and Full Creative Services.

Walk a Mile in My Shoes: Strengthening Teams Through Shared Understanding

You have likely heard the expression, “Walk a mile in my shoes.” This phrase carries significant meaning — it encourages us to consider and understand another person’s perspectives, experiences, and motivations before making judgments. But does this concept have a place in the law firm environment? Absolutely!

Understanding your employees and co-workers on a deeper level allows you to utilize their strengths more effectively while fostering a culture of empathy and collaboration. The same principle applies to firm-wide initiatives and policies. When curiosity replaces judgment, you unlock the path to deeper understanding. This shift marks the beginning of truly “walking a mile in someone else’s shoes.”

Discovering the Concept

Several years ago, while working in Big Law, I stumbled upon this concept by accident. One Friday afternoon, our Controller called to inform me that the region I managed had more rush check requests on Fridays than any other region. I explained that our practice groups often worked on large M&A deals and real estate transactions, frequently leading to last-minute financial determinations. My explanation helped her better understand why we often submitted requests at the last minute.

Curious, I asked why these rush requests posed such a challenge. After all, we were a billion-dollar firm. She explained that her team met with the treasury team every Friday at noon to determine the cash needs for the week’s close. Any last-minute rush requests in the afternoon disrupted their cash allocation process.

I was surprised. I had never considered the broader impact of our late requests. She went on to describe the volume of check requests her team processed daily, the number of rush requests they received, and the overall workload their department handled. I was genuinely impressed. That conversation gave me a newfound appreciation for the finance team’s challenges and sparked an idea: the “Walk a Mile in My Shoes” program.

The “Walk a Mile in My Shoes” program was an initiative designed to foster empathy and mutual understanding across departments within the organization. Its core objective is to provide employees with firsthand experience of the responsibilities, pressures, and workflows that other teams manage daily. Through education and information, team members gained a deeper understanding of the tasks, responsibilities, and challenges their colleagues in different roles and departments faced. This immersive approach built awareness of interdepartmental challenges, strengthened collaboration, and enhanced workplace relationships. By walking in each other’s shoes, team members are better equipped to work together toward shared goals, reducing friction and promoting a more cohesive work environment.

Implementing the Program

Over the next few months, I met with various departments to learn more about their responsibilities and the impact of inefficiencies or miscommunications between teams. Many employees had no idea how their actions — or inactions — affected other departments.

The first “Walk a Mile in My Shoes” session focused on accounting and finance. I invited all team members to attend and had members of the accounting team present an overview of their roles, workloads, and the consequences of other departments not following policies. The session was eye-opening for everyone.

Throughout the year, I organized similar presentations from marketing and business development, HR, billing, practice assistants, paralegals, and IT. I noticed a genuine interest in learning about other roles, and employees gained a clearer understanding of how one department’s actions could create a ripple effect across the firm. This initiative fostered a sense of accountability and teamwork, ultimately improving efficiency and office culture.

Expanding the Program

To deepen the impact, consider integrating interactive elements such as job shadowing or cross-training initiatives into your law firm. These programs encourage team members to step out of their regular roles and spend a few hours or even a full day working alongside another department. By doing so, they gain firsthand experience of how other teams operate, the specific tools and processes they use, and the unique challenges they face on a daily basis. This immersive approach not only fosters a more profound appreciation of each team’s responsibilities, but also enhances collaboration, breaks down silos, and builds stronger interdepartmental relationships. Over time, these shared experiences can lead to a more cohesive and supportive workplace culture.

To successfully implement a job shadowing or cross-training initiative within a law firm, leaders should start by clearly identifying the specific goals of the program, such as improving collaboration between practice groups or enhancing junior attorneys’ understanding of firm operations. Once the objectives are defined, create a structured plan that includes selecting appropriate departments to participate, outlining the roles to be shadowed, and setting measurable outcomes. It is also essential to communicate the value of the initiative to all team members, ensuring they understand how it benefits both individual professional growth and overall firm performance. Designating mentors or senior staff to guide participants during the process can provide valuable insights and help ensure meaningful engagement.

Identifying Key Takeaways

Creating a feedback loop is crucial for fostering continuous improvement, collaboration, and better alignment across your organization. By encouraging employees to share their takeaways from each session and shadowing experience openly, you create an environment where learning is valued, and insights are acknowledged. Ask team members to reflect on what they’ve learned, how it applies to their roles, and what changes they can implement moving forward to drive better results. This reflection not only strengthens individual growth, but also promotes collective learning across departments.

Firms can also conduct periodic surveys or hold debrief sessions to assess whether employees feel more connected to their colleagues and better equipped to navigate cross-departmental interactions. These insights will help refine the program and sustain its long-term impact.

Law firm leadership should also initiate discussions on practical ways to enhance interdepartmental efficiency. This ensures that all teams are aligned in their goals and can work together more effectively. For example, teams might identify bottlenecks in processes, suggest new tools for collaboration, or propose strategies to improve communication across departments.

Providing a dedicated platform for these conversations is essential. This could include an internal forum, shared communication tools like Slack or Microsoft Teams, or regularly scheduled quarterly meetings. These structured spaces allow employees to share, discuss, and document their ideas, creating a centralized hub for feedback and collaboration.

By maintaining and encouraging this feedback loop, program progress is tracked over time, and valuable insights are preserved and translated into actionable outcomes. This process benefits the entire organization by driving innovation, fostering a culture of continuous improvement, and ensuring that every employee feels their contributions are recognized and impactful.

Follow the Leader

Another key element that will directly contribute to the success of your "Walk a Mile in My Shoes" program is leadership involvement. When managers, C-Suite leaders, and partners actively participate in the program, it reinforces the importance of collaboration and sets a precedent for open communication across all levels of the firm. Their engagement clearly demonstrates a commitment to the program's goals and motivates team members to follow suit, fostering a culture of trust and teamwork. By leading through example, leadership helps ensure the program's success and encourages everyone to contribute to a more connected and efficient workplace.

Getting Started with Your Own Program

Launching a “Walk a Mile in My Shoes” program doesn’t require a massive investment — just a commitment to fostering collaboration and understanding across teams. The idea is simple: give employees the chance to better understand the roles and responsibilities of their colleagues, which can lead to stronger, more cohesive teams and a more efficient work environment. Start by identifying team members eager to share insights about their roles and open to answering questions from others. Clearly communicate to the entire firm that the goal of this initiative is to break down silos, improve communication, and enhance overall operations.

A great place to begin this program is with your intake team. Intake plays a fundamental role in the client journey, as it’s where everything (aside from marketing) begins. Pairing intake with marketing presentations can provide a comprehensive view of how clients first interact with the firm. For example, marketing might explain how potential clients are reached and engaged, while intake can walk through how those clients are onboarded into the system. This allows both departments to see the full picture of how the firm attracts and retains clients.

That said, there is no strict order for how to roll out the program. You could also consider walking through the lifecycle of a case step by step, having each department present in the sequence of their involvement. This approach helps employees see how their work fits into the bigger picture and can uncover pain points or inefficiencies in workflows. Ultimately, the purpose of this program is to foster empathy, build stronger connections between departments, and create a more streamlined process for everyone.

Learning from Every Department

Every department has valuable insights to share. In addition to intake and marketing, consider presentations from:

Each team plays a crucial role in the firm’s success, and understanding their functions enhances efficiency and strengthens workplace relationships.

To enrich these sessions, consider inviting guest speakers, such as industry consultants, senior professionals, or thought leaders with extensive experience in the field. These experts can provide additional context, share real-world examples, and offer best practices tailored to your specific challenges. Their external perspective can bring fresh insights and inspire innovative solutions to interdepartmental challenges, fostering collaboration and encouraging creative problem-solving among your team members. Having guest speakers as part of your new program can spark meaningful discussions and motivate employees to think beyond their usual scope, driving growth and continuous improvement.

Measuring Success

To ensure the program’s effectiveness, establish key performance indicators (KPIs) to track improvements in workflow efficiency, communication, and overall employee engagement. Some specific KPIs you could focus on as you begin to develop and implement your own program may look like:

These metrics provide valuable insights into the program's outcomes, helping organizations fine-tune and maximize its benefits.

The Lasting Impact

Law firms can cultivate a more collaborative, efficient, and understanding workplace by taking the time to “walk a mile” in each other’s shoes. This involves encouraging employees to gain a deeper understanding of the roles, responsibilities, and challenges faced by their colleagues across different departments. Whether it’s an associate learning about the billing process from the finance team or a litigation paralegal understanding the pressures of rapid-fire intake calls, this commitment to cross-departmental awareness fosters empathy and respect throughout the organization.

The benefits are clear — better operations, a stronger office culture, and greater success for both employees and clients. Employees who feel understood and valued are more likely to collaborate effectively, leading to improved workflows and more innovative solutions for clients.

As firms continue to evolve in an ever-changing legal landscape, embracing initiatives that promote teamwork, knowledge-sharing, and mutual support will be instrumental in building a thriving and resilient work environment. Programs like the “Walk a Mile in My Shoes” initiative go beyond just exercises — they represent a mindset shift that encourages continuous learning, stronger relationships, and a more unified approach to achieving success. In the end, it’s about creating a workplace where everyone feels empowered to contribute their best while understanding the bigger picture of how their roles align with the firm's goals.

Data Democratization and Marketing: Empowering Smarter Decisions at Law Firms

“Half my marketing works; if only I knew which half.”

Sound familiar? It’s a marketing riddle most managing partners have faced at some point, especially when data often feels like it’s locked in a black box. You’re investing time, money, and trust into your campaigns, but when it’s time to make decisions, the answers to crucial questions—

—seem just out of reach.

The frustration is real. Too often, legal teams are handed reports filled with numbers, charts, and jargon that don’t connect the dots. And while marketing agencies might mean well, acting as gatekeepers to the data, it’s your firm that suffers when you’re stuck waiting for answers—or worse, getting answers to the wrong questions.

But it doesn’t have to be this way.

It’s time to flip the script.

By democratizing marketing data, we can give law firms the clarity, control, and confidence they need to lead smarter, faster, and better in a competitive market.

What Is Data Democratization?

Data democratization is the process of removing barriers between decision-makers and the insights they need. It’s not just about making data accessible, but about creating a culture where insights are actionable, understandable, and directly tied to business goals.

In 2023, the Harvard Business Review outlined five pillars of data democratization:

For legal teams, the shift to data democratization can be transformative. It puts them in control, allowing them to respond to trends and evaluate the ROI of their marketing efforts in real-time. But achieving this level of accessibility and understanding requires deliberate effort and investment.

Siloed Marketing Data Harms Your Firm

Too often, marketing agencies act as gatekeepers, controlling their clients’ data. At first glance, this gatekeeping might seem appealing, Legal professionals don’t have time to learn complex analytics platforms, nor should they have to.

But, sometimes, a power imbalance develops. Law firms might only get access to curated information that is time-limited or doesn’t provide the context and insights they need. Or they have to wait for a monthly rundown of metrics because of the lack of real-time data access.

The right data tools should:

Imagine a scenario where a managing partner reviews a marketing report. It shows website traffic is up 30%, but there’s no clear link to new clients. Without understanding conversion rates, lead quality, or ROI, the partner is left questioning the effectiveness of their marketing spend.

Democratizing data changes the narrative.

Understandability: The Need For Sense-Making

Raw numbers without meaning are overwhelming and often misinterpreted. To ensure data is understandable:

By focusing on understandability, your team can better connect the dots between data and outcomes, fostering informed and confident decision-making.

Actionability: Tracking The Metrics That Matter

Actionable data bridges the gap between insights and decisions. To make your data actionable:

Actionable data ensures that insights lead directly to improvements, closing the loop between analysis and execution.

How Your Law Firm Can Benefit From Democratized Data

When legal teams gain direct access to marketing data, they can:

If you’re reading Vista Consulting’s blog, you’re probably a firm believer in the power of data and operationalization. But you might not think about it in terms of your marketing—especially if you don’t have real-time access to all the information that matters.

Imagine a law firm COO logs into their marketing analytics dashboard and sees a recent drop-off in website conversions and form fills. The COO asks the dashboard’s AI-powered assistant some questions and identifies a decrease in usage of a specific form. They send a quick email to their marketing agency, and a quick redesign leads to a 20% boost in conversions.

Imagine this: You notice that your Google Ads campaign is driving a ton of traffic, but few leads. Instead of waiting for a monthly report, you ask your marketing analytics dashboard’s AI-powered assistant some targeted questions. The AI agent notes that much of your PPC traffic is coming from tangential keywords. You stop bidding on those keywords and reallocate that budget to other terms.

Or you spot a trend showing that referrals from a specific source tend to turn into high-value cases, so you double down on partnerships with that source.

This kind of agility gives you a competitive edge.

You didn’t have to slog through layers upon layers of marketing data. You also didn’t have to pry the information from your marketing team. Instead, the lawyers and marketers partnered together—quickly identifying opportunities and resolving problems.

The Path to Data Democratization

Democratizing your firm’s marketing data requires effort, but delivers transformative results.

Revisiting the Question: Which Half Works?

With democratized data, you’ll finally have the answer. No more guesswork. No more waiting. Just actionable insights that let you focus your energy—and budget—where it matters most.

The legal industry is evolving, and firms that embrace data democratization will be the ones leading the way. By investing in the right tools, building a data-first culture, and empowering your team, you’re not just improving your marketing—you’re future-proofing your firm.

Have questions or want to learn more? Let’s talk. Together, we can unlock the power of your data and take your marketing strategy to the next level.

About the author Chip LaFleur,
Founder & CEO of LaFleur Marketing:

With over 18 years of experience in digital marketing, web development, and team leadership, Chip LaFleur is the founder and CEO of LaFleur Marketing, a successful company that provides innovative solutions to clients in highly technical industries. LaFleur is a digital marketing agency that specializes in creating and executing data-informed marketing campaigns and delivering high-quality content and design.

As an entrepreneur, organizational leader, and digital marketing strategist, he combines his expertise in marketing tactics, web analytics, website development, and business development with a strong ability to harness talent and hone complex concepts into concrete deliverables. He’s always looking for new challenges and opportunities to leverage the creative use of tools, technology, and talent to achieve the best results for his clients and his teams.

His mission is to help forward-thinking businesses connect with their audiences more effectively and intentionally.

Supercharge your Team: Understanding the Kolbe System

If you’re a law firm owner overseeing a diverse team of attorneys, paralegals, and support staff, I would venture to say that enhancing team communication and boosting bottom-line productivity is almost always at the top of your wish list as a leader! Effective communication among team members not only fosters a collaborative work environment but also ensures that everyone is aligned with the firm's goals and objectives. When productivity is optimized, it leads to better client service, increased efficiency, and, ultimately, greater success for the firm. Investing time and resources into strategies that improve these areas can transform your practice and create a more cohesive and motivated team.

In this blog, we will delve into the Kolbe System, a powerful tool designed to enhance team dynamics and drive success within your organization. By understanding and implementing the Kolbe System, you can identify the instinctive strengths of your team members, allowing you to leverage these strengths to maximize efficiency and collaboration. This approach aligns team efforts with strategic objectives and fosters a more harmonious work environment. Utilizing the Kolbe System can lead to improved performance, greater job satisfaction, and a substantial impact on your firm's success.

The Reality of Communication Breakdowns and Struggles

Even the best and most well-intentioned teams, no matter how skilled or dedicated, experience periodic breakdowns in communication. These lapses can stem from various factors, such as differing work styles, remote work challenges, or simply the fast pace of the business environment. Teams frequently struggle to maintain that elusive “glide factor” when it comes to communicating effectively and staying aligned with the daily demands of the firm. This glide factor refers to the seamless flow of information and collaboration that allows team members to work harmoniously. Without it, misunderstandings can arise, and productivity may suffer, making it vital for teams to actively foster open lines of communication and regularly assess their collaborative processes.

But what if I told you that an invaluable solution exists that can help you and your team significantly reduce the stressors of both miscommunication and lackluster productivity?

A New Way of Thinking: The Kolbe System

The Kolbe System, a unique wisdom and set of individual and team performance assessments, does exactly that by helping us fully understand and strategically leverage our natural, instinctive strengths and our unique methods of operation.

As a matter of fact, founder Kathy Kolbe personally defines success as the “freedom to be yourself.” As a longtime certified Kolbe consultant and team trainer, I have certainly seen these words ring true 100% of the time.

When I first had the opportunity to work with Kolbe over 12 years ago, I had no idea how transformational it would be—not only in my own life but also in the lives of my current and future clients.

The Kolbe System is a robust set of tools that help us understand conation, specifically, the conative part of our minds. Simply put, conation dictates HOW we take purposeful action daily and how we actually get things done when we’re free to follow our own operational instincts. It analyzes and measures our performance-driven instinctive behaviors.

Note: Kolbe is the only tool available that evaluates the conative aspect of our minds. While there are many excellent assessments for cognitive (intelligence, skills) and affective (intrinsic motivators, personality) components, I highly recommend incorporating a variety of assessments within your team for a comprehensive understanding!

One important distinction about Kolbe to always keep in mind is that it has nothing to do with our intelligence, personality, or motivators (i.e., nothing related to our cognitive and affective components, as mentioned above). Because Kolbe shows us how we perform most naturally when striving and following our “gut” instincts, it provides tremendous value for teams committed to leveling up in terms of effective communication and results-driving productivity.

Getting Started with the Kolbe System

The first step in leveraging the invaluable benefits of the Kolbe System starts with taking the Kolbe A Index, the primary assessment tool. The Kolbe A Index categorizes our natural operational instincts into four action modes. This approach differs from other assessments in that it attaches to our natural talents and strengths rather than our learned skills or more subjective traits. There are NO weaknesses in Kolbe…only strengths! The four modes are as follows:

  1. Fact Finder: How and to what extent we gather and share information
  2. Follow Thru: How and to what extent we organize, design, and utilize processes
  3. QuickStart: How and to what extent we deal with risk, uncertainty, and innovation
  4. Implementor: How and to what extent we utilize space and tangibles; demonstrating versus telling

The Kolbe System Payoffs

Law firms that strategically incorporate the Kolbe System within their teams can expect to experience a range of significant benefits. This innovative approach focuses on aligning individual strengths and instincts with specific roles and responsibilities, leading to improved collaboration and productivity. By fostering a deeper understanding of each team member's unique working style, firms can enhance communication, reduce conflicts, and ultimately create a more harmonious and efficient work environment. This critical alignment can contribute to:

Knowing Your Strengths

After working with several hundred different law firms, I can share from firsthand experience that truly understanding our own operational strengths—along with those of the colleagues and partners we collaborate with closely—can absolutely make or break our communication, productivity, and overall sense of fulfillment in our daily roles and routines. This keen awareness helps in identifying areas where we excel and highlights potential gaps in our processes. By fostering open dialogue and collaboration, we can leverage each other's strengths, leading to more effective teamwork and a more satisfying work environment. In an industry where efficiency and clarity are paramount, this understanding can transform how we approach our tasks and support our clients.

Watching law firm owners and their team members reach new levels of understanding about themselves and experiencing breakthroughs with their colleagues has been one of the greatest joys in my life. What I personally love about Kolbe is that it provides immediately actionable insights that will positively impact every aspect of a team’s relationship with one another. And truthfully, the only regret I’ve ever heard my clients share is that they wish they’d gotten started with the Kolbe System sooner!

Ready to take the next step and learn more about how Kolbe can supercharge your team? Email Erica at Thrive Concepts for your custom plan of attack: erica@thriveconcepts.org.

About the author Erica Caviness,
Founder & Lead Consultant of Thrive Concepts:

With a professional journey rooted in both medical and legal coaching expertise, Erica stands out as a seasoned authority in the consulting realm, particularly within the intricate landscape of law firms.

Her track record has proven she's all about actionable strategies that make a true impact and drive measurable results within the business.

As a longtime certified Kolbe® consultant, she is especially passionate about helping law firm owners and their teams leverage their operational strengths to remarkably improve communication and productivity. Erica considers helping her clients break through barriers and thrive to be one of life's greatest joys.

Sustainable Resilience: Five Ways to Set Well-Being Goals You’ll Actually Achieve

Well-being has always been important to me, but I didn't realize how important until the day I was driving to work two and half years ago, thinking, “I hope I don't die in a car accident today because I don't want to go out being this miserable.”

But how did I get to that point? I was like the poster child for well-being.

About 25 years ago, I wrote a book on stress management for busy women and have since shared the message of well-being and peak performance with more than 100 audiences nationwide. For 15 years, as a side gig, I was also a certified personal trainer and group exercise instructor. For decades, I have worked for and with service-driven organizations and currently have my own consulting practice that helps leaders reduce overwhelm and, at the same time, elevate the impact of their work.

With this experience and knowledge, you'd think I would know better than to get burnt out.

Driving Toward Burnout

For me, like many, a crisis of well-being really hit home during the pandemic. Just five weeks before the U.S. shutdown, I had moved 500 miles from Baltimore, MD, to Greenville, SC, to assume the role of Executive Director at a nonprofit organization.

What I walked into in that new role was a level of dysfunction and mismanagement that I had not imagined. Add the pandemic to the mix, and it became a literal struggle for survival—for myself and my organization. For the next two years, I led a complete 180° turnaround that put the organization back on solid financial footing, expanded its reach in the community, and gave it new life. But the experience drained the life out of me.

That day I was driving to work trying to “stay alive” was the day I knew something had to change. I had been the right person at the right time for that role, and that time had run its course for me.

So I gave several months’ notice, helped recruit and onboard my successor, and left her and my team with a strategic plan and enough cash in the bank to last a year. I felt good about the way I left. But the problem is, I never intended to leave my job after just two years. And, as you know, I’m not the only one who saw resigning as the best way out of the burnout. It’s amazing to me that so many are now considering quitting as one of their most coveted aspirations.

Making Well-Being Accessible and Achievable

It’s a sad state of affairs, especially considering the reality for most—that you can’t just quit and make all of the stresses of work go away. We must find a new way of looking at our lives and work that brings a different lens to what well-being means for all of us.

After reflecting on my experience, I realized that I had allowed my well-being to take a back seat to the achievements I wanted to make in my role. It’s a mistake that’s easy to make and often subconscious—yet it is the very thing that often leads us even further down the path to burnout and can ultimately make us less effective in our jobs.

To strengthen our resilience, the first step is to recognize that well-being is essential for our performance and long-term success. The second step is to believe that we can foster well-being regardless of our job title, schedule, or daily demands.

With those beliefs as our foundation, we can start by setting one well-being goal and committing to it. Ask yourself these questions as you consider your own physical, emotional, mental, or spiritual well-being:

Use your answers to these questions to identify one well-being area or goal on which to focus.

Framing Your Goals for Success

Most people stop there—I have an idea or a goal, so let’s get on with it. But that can be a critical mistake.

The way we set our goals is important. In fact, it can make or break our ability to achieve them. Here are five ways to set goals that are motivating, doable, and sustainable.

  1. To promote clarity, set SMART goals. SMART is an acronym for Specific, Measurable, Action-Oriented, Realistic, and Time-Bound. There are few things more frustrating than an unclear goal. How will you know what’s really expected or if you succeed if you haven’t set a clear expectation? The SMART formula creates clarity and a certain level of motivation and accountability.

    To put this framework into action, you can change a statement like, “I want to exercise more,” to a SMART goal like, “I want to walk for 15 minutes three days a week.”
  2. To promote consistency, build small habits. Think to yourself—what is the minimally acceptable target I can create around this goal to keep me moving forward? You may have heard of James Clear, who is the author of Atomic Habits. He says for the best results, you should build small habits that you will be able to achieve even on your worst days. Those little things will lead to the big things because you can sustain them.

    To put this framework into action, you can change a statement like, “I am going to eliminate sugar from my diet,” to a small habit like, “I will skip dessert one day per week.”
  3. To promote perspective, set a rule or boundary. Shane Parrish, an author and entrepreneur who studies mental models, as he calls them, says, “Eventually, everyone loses the battle with willpower. The only question is when.” He suggests instead to create clear rules or boundaries that align with your goals. These can serve as a personal litmus test for decision-making and how you spend your energy.

    To put this framework into action, you can change a statement like, “I want to get better sleep,” to a rule like, “I will not check email within an hour of going to bed.”
  4. To promote prioritization, use the power of subtraction. Think about the difference between a painter and a sculptor. The painter adds color, texture, and strokes to her work, where a sculptor chips things away to create a masterpiece. When you think like a sculptor, you are more easily able to prioritize and focus on the things that are truly important. Instead of adding more to your to-do list, you are taking something away to create more of what you want.

    To put this framework into action, you can change a statement like, “I need to find time to read the books for book club,” to a subtraction like, “I am going to stop going to book club because I can never actively participate.”
  5. To promote positivity, make your goals meaningful. New research on New Year’s resolutions found the best success with “approach goals” vs “avoidance goals.” Approach goals are the things we want to achieve versus avoidance goals, or the things we want to avoid.

    To put this framework into action, you can change a statement like, “I want to avoid people who drain my energy,” to an approach goal like, “I want to surround myself with people who lift me up.”

Gone are the days of all-or-nothing thinking. That’s what gets us into trouble in the first place. This means that your goal does not have to fit into all of these frameworks. Pick one goal and one framework to start you on your way.

When you embrace and commit to your own well-being, you’ll build the foundation for your long-term success and set an example for those around you. We could all use more of that in the workplace.

About the author Kim Fabian,
Chief Experience Officer of Elevatr:

Kim Fabian is the Chief Experience Officer of Elevatr, a consulting firm that helps non-profit and service-based organizations reduce overwhelm and elevate impact with a focus on strategy, process, and well-being. A leadership and communications expert, Kim’s background provides a wealth of experiences that inform her work and perspectives—as a nonprofit executive, corporate professional, business owner, and board chair. She has been recognized for her ability to develop and implement strategic vision, fuel transformational growth, and motivate teams through transparency and meaningful vision.

As a published author and seasoned speaker, Kim has made more than 100 presentations to a variety of audiences and appeared on radio, TV, and print outlets across the country, including The New York Times, The Washington Post, First for Women, Selling Power, Fit, Baltimore Magazine, Baltimore Business Journal, Greenville Journal, The Daily Record, and SmartCEO. She currently leads the well-being programming at the Dr. Nancy Grasmick Leadership Institute at Towson University.

Visit https://www.linkedin.com/in/kimfabian/ to follow her feed, gain mindful leadership strategies, and learn more about Elevatr’s services.

Should Our Firm Buy Super Lawyers Profiles?

The case for and against purchasing a Super Lawyers online profile.

Year after year, this question seems unavoidable: “Should our firm purchase Super Lawyers directory profiles?” Like most legal marketing decisions, it depends on many different factors. After all, these profiles aren't cheap, and the value isn't always crystal clear. But with potential clients consistently turning to online resources to find legal representation, it's a topic worth exploring.

What is Super Lawyers, and Why is it Important?

Super Lawyers is an annual recognition program identifying exceptional attorneys across various practice areas. Established in 1991, it has become a valuable resource for potential new clients seeking and vetting legal representation.

As stated on the Super Lawyers website, Super Lawyers “recognizes the top attorneys nationwide, across various practice areas and firm sizes, using a patented process of independent research and peer input. The lawyers selected include those with many years of experience and the Rising Stars of the profession.”

A representative number of small, medium, and large firm attorneys are selected. Candidates are eligible for Rising Stars if they are 40 or younger or have been practicing for fewer than ten years. Five percent of the total lawyers in each state are selected for inclusion in Super Lawyers, while the Rising Stars list comprises 2.5%.

Super Lawyers describes the distinction as a ‘resource designed to aid those needing an attorney’ and outlines the selection process. If selected, attorneys also have the option to purchase profiles and premium listings with guaranteed placement within the attorney directory.

There’s a distinct difference between these products (profiles versus directory listings); the former is intended to help bolster results within branded search, while the latter holds the potential to generate leads from prospective clients who may have no idea you even exist.

Why Legal Directory Profiles are Branded Investments

If your goal is to build and protect your firm’s brand, and the Super Lawyers directory shows up prominently and consistently across the search engine results pages (SERPs) when searching for you or your firm's name, then investing in the online profile is likely a worthwhile investment.

The majority of lawyers generate their business via referrals. Your referral partners, as loyal as they may seem, share at least 1-2 other names besides yours when someone asks them for a recommendation. Most sophisticated buyers do their research and due diligence.

For many, the first step is usually a Google search for your name or your firm's. And if the Super Lawyers profile is one of the top results (i.e., under your website, LinkedIn profile, etc.), there's a good chance someone will click it.

This could be your only chance to make a great first impression, so put your best foot forward. Alternatively, a consumer viewing a neglected or incomplete profile might fallaciously assume that the same (minimal) effort put forth is what they can expect when working with the firm.

Like other legal directories, Super Lawyers will continue highlighting competing firms on your non-paid profile without the Enhanced or Premium profile subscription. Yes, they will show display-like advertisements for competing lawyers in the same practice area in your market. So, while it doesn't feel good to be forced to pay what seems like a ransom, purchasing the paid profile will help prevent visitors from immediately wandering to check out the competition.

Do Legal Directory Profiles Improve Our Firm’s SEO Efforts?

Yes, there is an SEO benefit. Links from legal directories are usually highly authoritative. Here’s an insider tip: Beyond your main website link, Enhanced and Premium profiles allow you to include links to specific pages within your website directly from your profile's About section. But tread lightly here—you don’t want to go overboard. Do this in moderation. Better yet, ask for your agency's input and guidance.

Why does this matter, and how does it help law firm SEO?

Remember, links from reputable online publications and directories pointing back to your website can significantly enhance your SEO efforts and authority. Think of high-quality links as endorsements, signaling to search engines that your site is a trusted and valuable resource. As a result, your website’s rankings and organic traffic can improve. Additionally, the association with authoritative sites boosts your credibility and trustworthiness in the eyes of both search engines and potential clients, further solidifying your online reputation and presence.

Why Wouldn’t My Firm Purchase a Super Lawyer's Paid Profile?

To determine if a paid Super Lawyers profile is worth your investment, start by searching for your name or your firm's name online. If the Super Lawyers directory doesn't appear in the results, pass on the opportunity and invest your resources elsewhere. Instead, focus on enhancing your existing online presence. Identify all of the other listings and business citations for your branded searches. Then, invest time, effort, and money into ensuring those results are as professional, distinguished, and complete as possible.

Your firm may opt against purchasing the profile because you prefer to focus on other marketing strategies such as SEO, content marketing, paid advertising, or business development. In my experience, these are usually instances where the perceived value of the listing is in question, or there’s a healthy dose of skepticism regarding the selection process, with some viewing it as a pay-to-play model.

At the end of the day, Super Lawyer profiles can be costly, and firms obsessed with attribution perfection, especially smaller firms with limited marketing budgets, will likely be unable to justify the expense.

How Can We Set Up Our Super Lawyers Profile For Success?

If you’ve decided that an Enhanced or Premium Super Lawyers profile is the right choice for you and your firm, here are some additional tips to ensure you’re setting yourself up for success.

  1. Add a headshot. Make the profile as complete, professional, and distinguished as possible.
  2. Add your website link and address. This also serves as a gentle reminder for those who have recently left a previous firm for another or went out on their own: make sure this link is to your website, not someone else's.
  3. Add tracking numbers to your profile. You can use FindLaw’s traditional INSIGHT tracking capabilities or firm-owned dynamic call tracking software. If you’re unsure how to do this, ask a legal marketing consultant or agency for help.
  4. Write a new, unique Bio/About section (don't copy/paste from your website). This is a great SEO opportunity that's usually missed. Capitalize on it.
  5. Fill out the Achievements, Additional, and Find Me Online sections entirely. Don't leave anything blank (if possible). This offers additional third-party validation and helps build credibility and trust.

Next Steps: Maximizing Your Online Presence

As you evaluate the potential of Super Lawyers profiles for your firm, remember that they're just one piece of a comprehensive marketing strategy. Whether you invest in a profile or not, focus on maintaining a strong, consistent online presence across all platforms. Regularly assess your marketing efforts, track your results, and be prepared to adapt your approach as the digital landscape evolves. If you need more clarification about the best path forward, feel free to consult with a legal marketing professional who can provide tailored advice for your firm's unique needs and goals.

About the author Ron Latz,
Founder of LegalFenix:

Ron Latz is a seasoned legal marketing consultant and the founder of LegalFenix, a consultancy dedicated to providing industry-leading marketing consulting and fractional CMO services to the legal community. With a deep understanding of the unique challenges lawyers face with their legal marketing, Ron has helped numerous law firms enhance their market presence, attract more clients, and transform their marketing results. His strategic approach and industry expertise make him a sought-after consultant and fractional CMO in the legal space.

Harnessing the Power of Gratitude: Transformative Practices for Everyday Life

Have you ever experienced the Power of Gratitude? Gratitude can reframe your whole attitude and re-energize you. Gratitude can also connect you to yourself, to others, and build trust and community. It is a powerful and simple tool that each one of us can use to shift our outlook. Although there is much ongoing research about the science of gratitude and its correlation to well-being, I am going to share my first-hand experience with what I have witnessed during sessions of a program that I developed called Gratitude Rocks!

Gratitude Rocks! began at our family's kitchen table almost a decade ago. During a vacation in Maine, we stumbled upon a charming shop with a bowl of small ceramic pinch pots we referred to as stones. I later renamed them "rocks" because the play on words with Gratitude Rocks! was irresistible. Each rock had a unique word inscribed, with distinct fonts and styles.

I picked the rock with the word, “gratitude” and decided we would ALL focus on gratitude. Each family member also chose a personal rock with another word on it. During dinner, we focused on the gratitude rock and turned all the others upside down.

Each of us blindly picked a rock. When it was our turn, we shared something we were grateful for with the gratitude rock and then something related to our personal rock (the one we had chosen or, as some say, the one that chose us!)

As our collection of rocks grew, more people could join in. Watching our small family tradition blossom and make an impact has been heartwarming. Now, when friends and family visit, they often request to participate in Gratitude Rocks! While it started at home as a practice for my family and me, it has grown and been embraced by corporations and organizations as part of their community wellness and team-building programs.

The Power of Gratitude

Gratitude is a transformative force. It has the power to enhance our overall well-being. By fostering a positive mindset, gratitude helps us to appreciate the present moment, fosters resilience, and strengthens our relationships. Scientific studies have shown that regularly practicing gratitude can lead to improved mental health, increased levels of happiness, and even better physical health outcomes. As we explore the profound impact of gratitude, it becomes evident that this simple yet profound practice holds the potential to bring about monumental changes in our lives.

Why does Gratitude Rocks! have such an impact on connecting people to themselves and to others? Here is what I believe. When you are asked to slow down and take a moment to think of something you are grateful for, several beautiful things happen:

  1. You become present.

    Whatever else you had spinning in your brain and swirling around in your heart and body must go away as you think about something that you are grateful for. Are you grateful for the smile on your child’s face that morning? Are you grateful for the sunshine and warmth on your face during a beautiful summer day? Are you grateful for the laughter that came from your belly when a co-worker made a joke? Are you grateful for the person who let you into the flow of traffic? There are so many things to be grateful for, and they are all personal and unique to you—what you are experiencing on that day and what comes to mind in that moment.
  2. You flex the self-reflection muscle.

    When thinking about what you are grateful for, you become present, slow down, and reflect on things that have occurred. Then, you often move into noticing how you feel. What emotions were evoked by whatever you are feeling grateful for? We can often be moving so fast in our daily lives that we do not even take the time to reflect on what is happening in our lives. Reflection is a powerful tool for growth and learning. When we reflect, we are able to zoom out a bit, pause, and view things from a balcony. Just the practice of self-reflection is one that when used repeatedly, can help us to be more attuned. Also, when we listen to other people reflect on what they are grateful for it often will prompt us to think of other things and reinforce this skill around reflection.
  3. You become vulnerable and courageous.

    Gratitude helps to show your human side. During Gratitude Rocks! individuals will often share something new and unknown. Especially when they choose their personal, unique “rock.” Since they do not know what their rock will be, they are forced to share what comes up for them. That takes courage. The vulnerability to be open with others is powerful. It helps connect the individual to themselves as they process the thoughts and emotions that come up for them with their unique word. It also helps connect them to others as they share and show their human side in an organic and natural way.
  4. You build trust and community.

    As you share, your authenticity and vulnerability build trust with the others in the group. This trust then spreads, and there is a sense of community among the group, something that connects the group to each other. Imagine if you continued to do this practice on a regular basis. Each time you would be deepening the connection and allowing for more opportunities to connect with others around you. Your connection breeds a new sense of belonging. You are organically building trust and creating community.

Mindful Gratitude

While fleeting moments of gratitude can certainly brighten our day, the impact of intentional gratitude practices extends far beyond these spontaneous experiences. Intentional gratitude involves a deliberate effort to acknowledge and appreciate the positive aspects of our lives regularly. This practice not only heightens our awareness of the good around us but also rewires our brains to look for and focus on positive experiences, ultimately shifting our mindset towards greater optimism.

By setting aside time daily or weekly to reflect on and express gratitude, we create a consistent habit that builds upon itself. Over time, this regular practice can transform our outlook, improving mental health, boosting emotional resilience, and fostering stronger interpersonal relationships. A structured and intentional approach engrains gratitude into our daily routine, making it a permanent fixture in our lives. This sustained practice can lead to profound life changes, helping us navigate challenges with a positive mindset and deepening our sense of connection to those around us. In our complex and often challenging world, I've found that this small practice around gratitude has been driving more positivity and bringing people together.

I would encourage you to try it. You could start to just think of something you are grateful for every day. Then, try to start your day with gratitude and end your day with gratitude. The more you do it, the easier it becomes. It also seems contagious, so if you share your gratitude, others may just follow suit.

There are so many ways to bring Gratitude Rocks! to life. Can you do this as a team check-in? Can you use this as a fun and different icebreaker? How about at YOUR kitchen table? Play with it and experience the impacts of gratitude firsthand. It starts with you, but if we all get into the practice of gratitude, imagine what the world could look like.

About the author Beth Mercurio, Founder of MercurioConnect:

I partner with leaders and teams to connect and thrive. In our current complex environment, it is more important than ever to connect; connect to yourself, connect to your team, and connect to your organization. I am passionate about leadership growth, lifelong learning, and human development. I help leaders make choices and commitments that leverage connection, drive purposeful action, and ultimately ensure leaders shift from surviving to thriving. When individuals are thriving, they make choiceful actions that move them towards what is possible, their envisioned future. With this attitude and mindset, leaders contribute to and connect more fully with their teams and organizations, driving positive results.

Working together we create space to reflect on and uncover the importance of self-awareness, collaborative connections, and authentic communication to harness opportunities and drive lasting change. Rather than race into action, we ensure that actions are values aligned. We slow down to focus energy on the few things that will drive desired outcomes and results. Together we create unique and personal commitments that drive accountability and action.

As appropriate, I integrate embodied leadership into our collaboration for the sake of staying present and bringing our best selves to each day through wellness, mindfulness, gratitude, and centering practices. Tuning into our bodies is yet another way to stay connected to ourselves and align our actions with our values. Combining embodiment practices with the more classical expertise from Babson's FW Olin Graduate School of Business's MBA facilitates my unique approach to coaching.

In addition to coaching and development skills, I bring over 20 years of leadership experience in innovation, business operations, and strategic planning for both B2B and B2C organizations. I led a startup technology business and have a deep understanding of working in a fast pace, constantly changing environment where failing forward and having a learning mindset were critical to success.