All too often, who answers our phones is overlooked. Because we lawyers do not have time to stand at the front lines, the task of answering our phones is frequently delegated to others, or worse, a machine. Nonetheless, inbound phone calls are often the first impression potential clients have of our firms. This is a critical time from a marketing perspective. Here are some profiles of common “phone answer-ers” and the advantages and pitfalls to consider with each:
The recorded message: Whether it’s a mere anwswering machine, or recorded answering service message, this method of phone answering is low on the totem pole. In fact, the only time a recorded message is acceptable is after hours. Despite being impersonal, cold, and boring, the recorded message does have some advantages. It is reliable, consistent, and cheap. You have complete control of your marketing message and you can rest assured that you will being putting that message out there each time.
The receptionist/switchboard operator: While generally a step-up from the recorded message, the quality of a receptionist-answered phone varies greatly. We would like to think that our receptionists put our message out there just like we would. The reality is that answering the telephone is an extremely repetitive task, and as such, is subject to bad habits. Despite the risks of quality degredation and inconsistency, a good receptionist can be worth their weight in gold. With proper monitoring, this can be one of the best phone-answering solutions.
The paralegal: Using a paralegal at the front line on the phone is like using a screwdriver to hammer nails. Their simply the wrong tool for the job. At first-glance, the paralegal might seem like an attractive option for answering the phone. Practically speaking, they are not. Typically, paralegals do a lot of heavy lifting around the firm. From research to memo preparation, paralegals usually stay quite busy throughout the day. This make them prone to either not answering the phone or falling behind in their other work. On the other hand, with proper training, paralegals can be successful with conducting client intake interviews. They usually have at least a some basic legal knowledge. Like the receptionist, paralegals need to be monitored for quality assurance.
You the attorney: I know, I know, you don’t have time to answer the phone. And for the most part, I agree, answering your own phone is not an efficient use of your time. On the other hand, who better to convey your firm’s voice than you, its actual voice? If the opportunity presents itself, and time permits, talking to potential clients directly will result in the most efficient conversion of those potential clients to actual clients. As the lawyer, and provider of the professional service, you are best equipped to build the professional relationship. You also have the most to lose from poor client development.
No matter what method you implement at your firm, taking the time to analyze how incoming phone calls are handled at your firm is as essential as continuing legal education. Always remember, your law firm is a business. Treat it like one.
AttorneySync is a law firm Internet marketing consultancy that specializes in law firm websites, legal blogs, and professional law firm seo strategies. 
