Oct. 6, 2010 – Take a moment to think of your ideal client. She could be an architect, the general counsel of a large company, an owner of a mid-sized business, or an entrepreneur. Her work challenges you, yet is fun for you to do. You can’t wait to pick up her file in the morning, and you don’t fear her telephone calls at night. The work is profitable, and she pays on time. And though she may not resemble any of the clients you have now, she is the kind of client you wish you could build your practice around.

So what’s stopping you? What steps have you taken to attract clients like her? Does your marketing reach her when she’s most likely to need you? Is she more likely to look for someone like you on her smartphone while she’s watching her kids' ball game, or in the back of the phone book that’s sitting in her recycling bin? Do her friends and influencers know who you are and the ways you can help her?

And even if she finds out about you when she needs you, that’s not enough anymore. Once she learns your name, what does she do next? Ten years ago, she’d look you up in the phone book, call your office and set an appointment to see if she liked you enough to hire you. Now, thanks to the Internet and the power of Google, she’s forming her first impression of you before she sets foot in your office. Not only is she consuming the messages you control (your website, blog, LinkedIn profile, Twitter feed, and firm Facebook page), she’s also reaching out to a vast network of friends, followers, and even strangers to see what they have to say about you and the service you provide.

This is a dramatic change in the legal landscape. Where once you could win over potential clients with your wit, charm, and expertise during your initial consultation with them, now they’ve judged your ability to serve them well before meeting you.

So what do you do to attract your ideal clients in a world where the advice of strangers holds so much sway? It is simple: Identify your ideal clients and build your business to serve them well.

Start by looking to the people who are already serving your ideal clients best: the luxury car dealer, the concierge at your town’s top hotel, the best hairdresser in the city, and the barrista at Starbucks. Take them to lunch and learn what makes them so good at serving the clients you crave.

Next, reach out to your favorite current clients and ask them for ways you can serve them better. Ask them to name the things they’d change about your practice to make working with you easier and commit to fixing them.

Make a list of client commitments that focus on the service you promise to provide – and ask your clients to regularly grade you on your progress. Survey clients during your representation about how you’re doing, not just after their matter is done. Add one thing a month to your business to make clients happy (like upgrading your coffee or adding free WiFi) and make certain they know you’re thinking of them.

By constantly focusing on delivering great service, you can attract the clients you want to serve, delight your existing ones, increase their satisfaction, reduce your malpractice exposure and turn your clients into your best salespeople. It is the best investment you’ll make in your business – and will guarantee that when your ideal client goes looking for an attorney, you and your firm will be at the top of her list.

About the author

Matt Homann is the founder of LexThink LLC, an "Innovation Consultancy" for lawyers and law firms. He's been named a Legal Rebel by the ABA Journal, and his blog The NonBillable Hour has twice been named a Top 100 Legal Blog. He has spent five years as a solo practitioner with a true general practice that included divorce, real estate, estate planning, and collections. As a partner in a two-person law firm, he developed a unique business model that increased profitability, reduced time spent per matter, and did away with time sheets (and the billable hour) completely.

Matt will present at the Wisconsin Solo and Small Firm Conference, Oct. 28 – 30, 2010, in Wisconsin Dells. On Oct. 28, he will conduct a preconference workshop, Building the Service-centered Firm, 9:30 a.m. to noon, and the conference’s opening keynote, Real Innovation for Real Lawyers,” 12:45 p.m. – 2 p.m.

Attending the Solo and Small Firm Conference? Ask experts about your firm’s website and marketing plan

Review your firm’s website with Ken Majekta of LegalPPC, co-founder of a national online marketing site for lawyer referral services.

Bring your marketing questions to former law firm marketing director and founder of MarketYourLawPractice.com, Terrie Wheeler. Ask about your firm’s marketing plan, client development strategies, branding your law firm, gaining high-quality referrals – or any other business development topic that perplexes you.

Nina Steinbrecker from Fastcase also will be there to answer and demo questions. State Bar members have online access to free legal research powered by Fastcase. This member benefit offers free, unlimited access to a comprehensive 50 state and federal case law database.

Stop by the State Bar booth for times when Majekta, Wheeler, and Steinbrekcer will be available.