Law Firms often don’t concentrate on the Low Bono cases, leaving room for the legal vertical disruptors. On the other side of the coin, multiple potential clients with smaller cases are afraid to get in touch with Law Firms. The question that arises here is if there is value for Attorneys in this increasing niche. 

In the last decade, legal professionals and researchers have seen a rise in the need for more affordable Law Firm services to middle-income clients who need practical solutions. In comparison to Pro Bono, Low Bono means charging fees but to the extent that a specific service is affordable and approachable. The majority of Law Firms disregard this category and rarely offer them. They might view them as not viable in the long run and an indicator of lower quality services. That has created room for tech disruptors to enter the legal vertical and offer platforms such as RocketLawyer, LegalZoom, and LawDepot. These online services provide an accessible platform for individuals or small companies. How can Law Firms react to this challenge? And are Low Bono cases something Attorneys should look into and potentially handle up to some extent?

  • Is there value for Law Firms in Low Bono cases?

If you see it strictly from a monetary standpoint, these prospective clients and cases are not the most profitable you can aim for as an Attorney. But what’s at stake when you disregard those case-types, and what can you expect in return if you take them?

  1. By not taking any Low Bono cases, you increase the distance between you and your next prospective client. If an individual calls your Law Firm and gets disheartened, the chances are that he might think twice next time that he believes that he needs legal services.
  2. As a result, this creates room for legal vertical disruptors to market their services. In recent years, we’ve seen multiple tech companies enter the niche. They’ve spotted a gap in the sector, and they’re trying to create a new standard for Low Bono cases. But guess what, a client who uses them might go there again for their next case, and it might not be as small.
  3. That being said, you might have started to see part of the value proposition of getting involved in some Low Bono cases. If your intake specialists handle them with empathy and take the proper steps, you might be able to spot some feasible cases. In other cases, you might end up referring those clients to another Law Firm or solo practitioner with whom you work. Does this sound small compared to the significant MVA cases you handle? Sure, but it can give back. Those people that you helped with their small cases are becoming your clients. You get their details, they can become part of your brand storytelling, and most importantly, they will be grateful, and you’ll stay on top of mind when they (or their family) need your services again. We’re sure that you already have cases from past clients, which can be an additional source of new cases.

Tip: Use your Law Firm’s client intake checklist to ensure that you’re handling every prospective client with the same level of empathy and support. It allows you to create all the personal bonds and connections that will leave them satisfied, no matter if they end up signing or not.

  • How can you market for the Low Bono niche?

We recently published an article with ideas for Law Firm digital marketing on a budget. In this article, you can get multiple ideas on how to market for the Low Bono niche, campaigns that will allow you to get in front of clients who need your help at an affordable price. At the same time, you don’t invest unrealistic amounts (or you do it organically).

Apart from that, we’ve come up with some additional guidelines that can help you stay on top of the challenge, using your existing infrastructure and capabilities.

  1. Email marketing: Decide what types of Low Bono cases you can take and get in touch with your existing clientele. That can be a useful tool that allows you to stay in touch with them while adding value to your email or newsletter. You keep them in your marketing loop while you also show that you care for your community and existing clients without concentrating on the significant cases. You might be surprised at how appreciative people can be towards such moves.
  2. Add a specific section on your website: Simply put, it can do wonders for your website traffic from relevant search queries. Consider adding a video explaining your motives and thought-process behind your decision to offer Low Bono services.
  3. Create a press release: Here, you can take the path of giving back to the community, offering your high-quality services for people that don’t come with million-dollar cases. Explain how Low Bono doesn’t mean low quality, but on the contrary, your Law Firm is around for the community’s needs. Don’t be surprised if this PR release ends up being republished in local media outlets.

What are our takeaways:

  • Low Bono cases have been trending in the past few years, and this has created an opportunity for tech companies to enter the legal vertical and disrupt the market.
  • One of the reasons is the reluctance of Law Firms to take such cases.
  • Following a sustainable Low Bono strategy can help you fight against these disruptors, satisfying the needs of existing clients, and staying in front of prospective clients who might need you again in the future for more significant and profitable cases.