According to Sciambi, the road to credibility begins well before a lawyer even meets with a prospective client, assuming that person researched the attorney prior to making contact with their office. And, he says, maintaining it is an ongoing, albeit intrinsic, aspect of building a trusting working relationship with clients.
Does Trust Equal Credibility?
Alexis Neely is an attorney licensed in California and founder of the New Law Business Model. That company educates lawyers how to “love clients and be loved by them,” she says.
Her Colorado-based enterprise also seeks to teach attorneys the skills to become a trusted adviser to their clients. According to Neely, attorney credibility and trust are closely aligned.
If a client has developed trust in their lawyer, Neely believes he or she will seek legal representation from the counselor on an ongoing basis. If the legal work the client needs is outside the attorney's area of expertise, the lawyer can refer the case out to an expert in that area. Doing that impacts the lawyer's credibility among others practitioners, she says.
Hopefully, the attorney who received the referral will return the favor by referring work back, making the situation a win-win for everyone involved. Another benefit of developing trust and credibility with clients? “If a client trusts you, they are happy to pay your bill and refer others to you,” Neely says.
Creating Credibility Prior to a First Meeting
As mentioned above, the development of credibility does not have wait until the lawyer and prospective client first lay eyes on one another. In fact, says Barry S. Seidel, a probate and estates practitioner who also consults with attorneys seeking to re-energize their love of practicing law, the perception of credibility starts well before that initial meeting.
“Any lawyer nowadays should have a website in their practice area, and they should not skimp on the information contained on the site. Clients are really turned off by a static website that does not inform the reader or if it's all about the attorney,” says Seidel, who has been practicing law in New York for 32 years.
Seidel puts his money where his mouth is. While his law firm's website overflows with useful information for potential clients, his site is being revamped to refine its offerings. Seidel enjoys when potential or current clients tell him they learned something topical from the articles contained on his website. In fact, he's certain his incredibly informative web site has brought him more business.
“Clients often compliment me on the depth of information on my site and cite it as a reason they called me,” he says.
Meanwhile, Neely cautions lawyers not to make their web site tantamount to a cheer routine for themselves. “A lot of lawyers think you establish credibility by sharing information about their background or experience. Clients generally don't care where you went to school or where a lawyer clerked,” she says.
Keeping Credibility
There are definitely ways attorneys can maintain their credibility once they have met with a client. To retain his credibility, Seidel says he is “upfront and transparent about how my fee structures work. I also assure the client about what I can and can't do and what my services might cost.”
He also does not charge for his time explaining his fee agreements, since he does not think that would be fair or appropriate. But that's not all he does to maintain his credibility with clients. “Bill timely and return calls and emails” promptly, he says.
However, that does not mean Seidel will respond to client's calls and emails anytime. “I don't respond in off-hours because doing so reduces credibility,” he says. While he admits he often reads client emails, and even types a response, during off-hours, he won't press 'send' until the next workday. Weekends are generally off-limits, too, unless special circumstances arise.
Involving oneself in the community of prospective clients is a strategy Neely suggests for maintaining credibility. “Narrow down the focus of who you serve and become a rock star in that niche,” she suggests. Seidel agrees that volunteering is key to maintaining credibility. “People seeing you out there and participating (in the community) can help improve credibility,” he says.
Can Credibility Be Resurrected?
People, even lawyers, make mistakes. But, when that happens, one's credibility can and likely is, damaged. But does that mean it is beyond repair? Not necessarily, says Seidel. “Be upfront and take responsibility. Clearly state the steps you are taking to correct the problem and then do it.”
Neely agrees that honesty about one's shortcomings or missteps can go a long way towards regaining credibility. Her own life is an excellent example. After practicing law in California for several years, her financial picture got rocky and Neely eventually filed bankruptcy. She suggests sharing “how you've learned from those mistakes. Share in a way that helps your client understand how your credibility-losing experience actually benefits them,” Neely says.
But, says Sciambi, the road back is not an easy one. No matter what one does after credibility is lost, it is still difficult to resurrect. “Credibility is like integrity. Once lost, it is really hard to get back, he says.
Tami Kamin Meyer is an Ohio attorney and freelance writer. Her byline has appeared in publications such as Better Homes and Gardens, The National Trial Lawyer's magazine, Ohio Lawyer's Weekly, Ohio Lawyer and the American Bar Association Small and Solo Practitioner's newsletter.