A common query for lawyers, chief marketing officers and others in law firm business development is how thought leadership articles, website practice descriptions and other professional content influence whether a potential client or their in-house counsel hires them.

I learned some refreshing answers during a recent joint presentation of the Association of Corporate Counsel – Georgia Chapter and the Legal Marketing Association’s Atlanta chapter. A panel of three in-house counsel offered candid perspectives on how they select outside lawyers for new matters – sharing insight into their decision-making and what role content plays.

Balancing Lawyer Expertise and Client Relationships

An in-house counsel looking to assign a new matter may ask an outside firm already working with the company if they can handle another job. But what if the issue involves an area in which the outside firm has no experience? Should the outside firm attempt to work on the matter with no expertise, or should they refer the client  to another firm?

The answer will vary depending on the specific facts of the situation. Attorneys frequently expand their practices without risking their clients’ legal positions, and from the outside counsel’s perspective, sending a client to another firm may seem like just giving away good business. But arranging for a client to meet someone who can solve their problem could boost your client relationship. Nothing looks better than demonstrating your commitment to providing the best possible service.

Another approach comes from the opposite end of the relationship spectrum. In-house counsel facing a new type of legal problem may use a legal research service or even just Google to identify companies that have addressed similar issues. The in-house counsel may then contact those companies’ legal departments and ask who represented them and how the engagement went. Relatedly, if being sued, in-house counsel may search the plaintiffs’ lawyers’ other cases and find firms that fared well against these opponents.

The Role of Content in Shaping In-House Counsel Decisions

Here is where law firm content plays a role. Even if an in-house counsel has been referred to a firm by someone they trust, they are likely to review that firm’s website, read some of the referred lawyers’ professional articles, scan their biographies or notice whether they have won awards.

Which kind of content spoke the loudest? Thought leadership was the most convincing of an attorney’s mastery of a subject, according to the three counsel at the event.

Lawyer bios are helpful, too, as one speaker said he likes to get to know his outside counsel personally to develop relationships that encourage people to do great work.

The panel said they were generally not moved by professional awards but acknowledged that in occasional bet-the-company situations, board members or other influential audiences ask for big law firms that are replete with awards and other credentials.

Our view is that each type of content plays a role in an in-house counsel’s decision to hire and work with an outside law firm. Thought leadership articles convey subject-area knowledge and skills better than anything except a direct client reference. Practice descriptions and attorney biographies fill in important details about a firm and individual attorneys that an in-house counsel may want to know. In-house counsel may say they aren’t moved by awards, but awards and other credentials can support a hiring decision in a way board members can appreciate.

Make the Most of Your Thought Leadership Program

To stand out in today’s legal market, law firms should prioritize creating high-quality content that demonstrates their expertise and addresses the real challenges clients face. This can include:

• Refine your website and lawyer bios: Make sure your website and its content are clear, engaging and effectively highlights both individual and collective experience.
• Keep content fresh: Write regularly about current legal trends to demonstrate your passion for the subject area and your insights for your clients and prospects.
• Address niche/industry issues and client concerns: Create content addressing common questions or persistent challenges your clients face, positioning you and your firm as a solutions provider. This content is especially helpful for niche areas for which prospective clients may not know any attorneys.
• Distribute content strategically: Ensure your content reaches the right audience by sharing it across multiple platforms, including social media, newsletters, websites, industry publications and even simple emails to your clients with your recent articles.

Finally, don’t underestimate the power of personal relationships. While content is key, establishing a rapport with clients and in-house counsel through face-to-face meetings, calls or events can make all the difference. By combining thoughtful content with relationship-building efforts, your firm can become the trusted advisor that clients turn to for their most pressing legal matters.