We’ve previously talked about the reasons many attorneys undercharge for their services, and how increasing your fees won’t necessarily affect your conversion rate. The reason: People don’t buy on price—they buy on value. Build up your perceived value as a professional, and people will pay pretty much what you ask. In most cases, attorneys accomplish this goal by positioning themselves as an authority in their area of practice.
Forbes writer Stephanie Chandler puts it this way: “If your business is about you…it’s essential that you look for ways to stand out against the competition by establishing authority in your field.”
I’ve seen many attorneys effectively double their fees—while increasing their client load—simply by branding themselves as the definitive expert in their field. Let’s discuss several ways you begin building your authority and increasing your value.
4 Ways Lawyers Can Build Authority
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