In 2009, when we opened TorHoerman Law, finding clients meant talking to one of the large corporate legal marketing experts. It took only a few conversations with the “experts” before we decided there had to be a better way. That is when my legal career took a slight turn toward legal marketing and legal tech. And I haven’t looked back. It was during these years that I decided that the legal intake model is broken. But, with no other options, we continued to follow the model, fully knowing that, unless a potential client happened to get us on the phone, we had created a horrible user experience. In the non-legal world, people expect responses instantly. We rely daily on Amazon, Uber, and many other instant response services. Yet, law firms continue to place obstacles in front of valuable legal guidance. We pay services to turn our legal websites into a jigsaw puzzle of tools that delay legal guidance rather than assist potential clients. Without thinking twice, lawyers assigned the role of “first impression” of our law firm to a foreign chat agent who knows nothing about law, let alone our law firm. Today, there is a better way, and I am excited to be part of the solution.
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