For most people, reading an insurance policy, contract, or the text of a constitutional amendment is intimidating. Chalk it up to the uncommon vocabulary and the stilted sentence structure. Regular people often can’t understand the text regardless of how many times they re-read it.
Usually, when they visit an attorney, they hear the same pompous language, sometimes delivered with at least a touch of arrogance. They feel talked down to and overwhelmed. They hoped that whatever they eventually agreed to would be the right decision.
What’s the advantage attorneys have over their baffled clients? It’s law school. Most students were just as confused by the idiosyncrasies of legalese when they started classes. What made the difference is that they were educated in the law. And that allows them to perpetrate the mysteries of the legal process.
Few professions understand the value of a legal education more than lawyers. In turn, lawyers should understand how important it is to educate their clients in the law. Here are a few good reasons why:
It Sets Realistic Expectations
Many clients will walk into a legal practice with unrealistic expectations. Others will have absolutely no idea what they should expect from the lawyer or their case. It’s the law firm’s job to set realistic expectations from day one.
Of course, there are no guarantees, especially if the legal matter involves a jury. And attorneys should never prognosticate a specific outcome but rather, explain the range of potential ones. Most importantly, they should teach clients why.
More and more clients are using legal practice websites to choose a lawyer when they need one. That’s where their education about what a firm specializes in and what kind of results they get should begin. In other words, law firm digital marketing is the first class clients will take.
Websites are safe educational tools for browsers who want to learn about their type of case in private. The format gives them time and space to read and reread or view and rewind information. If a law firm’s website delivers, that client will walk into the office more informed and ready for more education.
The disparity between client expectations and their outcomes will make their attorneys heroes or villains. Education can help set them where they should be from the outset.
Education Elevates Decision Making
There’s a reason why lawyers are referred to as “counsel.” Their role is to provide sound advice and give direction based on their education, knowledge, and experience. However, ultimately, decisions must be made by clients.
Attorneys can’t expect clients to make wise decisions if they don’t understand their case or the legal system. Information helps them look at facts rather than relying solely on assumptions or random opinions. It helps them understand and address the problems with their case and to assess the risks posed by those issues. The process helps them make better decisions.
Of course, these are the things attorneys look at when they’re representing a client. But keeping that insight to themselves does not serve the best interests of their clients. Discussing them until the client fully understands them is how that client will be able to make sound and confident decisions.
For example, personal injury clients inevitably believe their claim is worth far more than it probably is. Educating them about what damages are and how they’re valued helps them be more realistic in their settlement demands. Moreover, helping them understand the pros and cons of jury awards versus settlement may be critical to a good outcome.
When clients don’t get the outcome they want, they will blame the attorney. That’s why lawyers must take the time to educate them fully before asking them to make crucial decisions. Better decision making usually means better outcomes.
It Builds Trust and Loyalty
A successful client-attorney relationship must be grounded in trust. But people are often wary of their lawyers, believing them to be motivated more by profits than client priorities. Education is key to earning that trust.
Trust-building client education is rooted in sufficient time and plain speak. Lawyers need to eschew big vocabularies and clock watching for time to discuss clients’ cases in terms they can understand. These exchanges make clients feel respected and informed, which reduces any feelings of distrust for their attorney.
Some lawyers struggle with this. If they do, they should bring in someone on their staff who can translate for them. A good paralegal or case assistant can be invaluable in breaking down language barriers and putting clients at ease.
A sense of trust builds loyalty. In the law practice context, it creates a connection between clients and attorneys that lingers long after their case is concluded. When they need a lawyer in the future, they will return to the one whom they trusted before.
In today’s digital world, trust is the stuff of positive reviews on social media. High trust ratings and positive reviews from clients are essentially referrals to legal practices. They cultivate solid prospects for the future.
Lawyer, Counsel, Teacher
Attorneys who recognize the value of client education have themselves learned a valuable lesson. Their teaching helps clients set realistic expectations and make informed decisions while earning their trust and loyalty. Those qualities create success for law practices and for their clients.
