Use Case Studies to Demonstrate Value

I love a good story, don’t you? 

In my last video, I talked about a quick and easy way to develop content for all of your firm’s marketing needs, by answering your clients’ frequently asked questions. Today, I want to talk about another kind of content – case studies.

Most people love a good story, so why not take advantage of that by telling the stories of your clients in your marketing materials in case studies?

Why Should Lawyers Create Case Studies?

  • Case studies help to educate your potential clients by showing them what you do and who you do it for.
  • They give examples of outcomes you’ve achieved with other clients in the past, and show how you did it.
  • They help build trust – a potential client will see that you have already handled a similar problem successfully.
  • They’ll see that you’ve already helped people like them achieve their desired results.
  • They illustrate your expertise, rather than just telling people about it.
  • They offer concrete evidence that the firm can do what it says.
  • They help demonstrate your approach and how you provide value to your clients.
  • If written properly, case studies are more engaging and entertaining than long explanations of legal concepts; they show how those legal concepts work in the real world.

How Can Lawyers Use Case Studies?

Case studies can be used to pitches or proposals for new clients, in addition to websites, blog posts, newsletters, and more.

And case studies don’t have to be just written text – consider having the lawyers in your office record video case studies, talking about matters they’ve handled for their clients. You might even use Videosocials to record them! (That’s how I record almost all of mine – email me if you want to come as a guest to a Videosocials meeting).

Watch Out for Ethics Pitfalls

As always, if you don’t have consent from your clients to talk about their case, you should be sure you don’t include client names or other identifying information in your case studies, and you should include any disclaimers that might be required in your jurisdiction.

I’m Allison Johs from Legal Ease Consulting, and if you want to learn more about how to create compelling case studies for your law firm, stay tuned for my next video. In the interim, you can see more on legal marketing at any of the links below:

Counteracting Negative Online Reviews

You may have heard that the best way to counteract negative reviews online is by outnumbering the bad reviews with good reviews – as a matter of fact, I mentioned that in my last video. But did you know that there is a right way and a wrong way to do that?

One big no-no in responding to a negative online review is to post fake positive reviews to counteract the negative review. This is one tactic that has been frequently employed by some reputation management companies. It is an absolute no for lawyers. It violates what I sometimes call the “golden ethics rule” for legal marketing: lawyers are prohibited from disseminating false or misleading information about themselves or their practices. Fake or made-up reviews fall squarely into this category, whether they are posted by the lawyer themselves or by a reputation management company or other third party.

And that brings me to the next question: should a lawyer write the review for the client, and have the client approve or “sign off” on the review? This is a bit more of a grey area, but I wouldn’t recommend it, even if a client asks you to just “write something for them and they’ll sign it.”

The most effective reviews or testimonials are those that are written in the client’s own words, and are based on the client’s experience. But you do want to make it as easy as possible for clients to write you positive reviews, and there are several ways that you can do that. For example, you might consider one or more of the following:

  • Having a third party (like Legal Ease Consulting) interview the client for you
  • Establish a firm interview team that conducts post-matter interviews of clients
  • Suggest areas clients they can discuss in their review (such as responsiveness, timeliness, etc)
  • Send clients links to your Google Business Page to leave a review
  • Request LinkedIn recommendations from clients

If you want help getting some great client reviews, testimonials or case studies, send me an email to see how I can help.

See more about marketing:

How to Ask for a LinkedIn Recommendation

 In my last video, I talked about why LinkedIn Recommendations are useful for lawyers and covered the mechanics of asking for them. But I know that some lawyers are just uncomfortable asking for recommendations. They don’t want to appear to “salesy” or to diminish their professionalism.

There are ways to approach clients for recommendations or testimonials that aren’t pushy or overly promotional. The most important thing is to be genuine. If you truly believe that you have helped this client and that you can provide value to others with the services you provide, and you approach asking for recommendations with that attitude, it may be less uncomfortable.

By far the easiest way to ask for a LinkedIn Recommendation is to do it when a client says thank you or otherwise expresses appreciation for what you have done for them. An appreciative client will always be happy to spread the word about the good work that you do.

Tell the client you were happy to help them, and then ask if they can help you reach others in a similar situation by writing a Recommendation for you on LinkedIn. You can send them a link in an email or simply tell them that you’ll send a recommendation request and that they should look out for it in their LinkedIn account.

But you don’t have to wait for a client to say thank you before you ask for a recommendation. Y ou can make recommendations a part of your regular process. Build a procedure that automatically triggers a request for a recommendation at the end of every client engagement. You can make it a part of your closing documents or email including the link and instructions, or just add to your file closing checklist to hop on LinkedIn and send that recommendation request.

If the client is an ongoing client with no specific end to their engagement, such as a client you perform outside general counsel services for, you could ask for a recommendation every so often, for example at the end of the year, at the completion of a big project, or in conjunction with a certain event every year.

Say something like, “It was a pleasure working with you. Thank you for choosing me to help you with … I have found that potential clients like to read about what it was like to work with me, so I would be grateful if you would be willing to leave a recommendation on my LinkedIn profile.” You can leave instructions right then and there about how to do so and tell them you’ll be sending a request, or wait for the client to respond that they are willing to do it and then send them a recommendation request.

As always, you’ll want to check your jurisdiction’s ethical rules with respect to recommendations and testimonials, and review any LinkedIn recommendations you receive before you post them to make sure that they do not contain prohibited language. If they do, you can always ask your client to revise the recommendation before you post it. And if your practice area doesn’t lend itself to client recommendations with a name attached, you can use these techniques to ask a client for a testimonial that you can post on your website without their name attached.

Be sure to follow up with a thank you after the client leaves you a recommendation!

For more LinkedIn video tips see below:

Should I Request a LinkedIn Recommendation?

Earlier this year I was invited to join a Zoom meeting with estate planning attorneys from all across the United States to talk about how they could use LinkedIn better. We had a great conversation that covered a wide range of topics, but one of the questions generated a significant amount of discussion, and it was a question about recommendations on LinkedIn.

Anyone you are connected to on LinkedIn can leave you a recommendation on your Profile. The lawyers  on the call generally said that they tended to pay more attention to recommendations on LinkedIn than endorsements, which they felt were not particularly valuable, and they thought their clients and referral sources might feel the same way. One of the questions that arose around this topic was whether lawyers should ask their clients for recommendations on LinkedIn, and if so, how to do that.

I think recommendations on LinkedIn are useful for a number of reasons.

A LinkedIn recommendation is like a testimonial on your own website – it’s third-party proof that you provide value for clients.

It is an opportunity for potential clients and referral sources to see what other people say about you, not just what you say about yourself and to tell their story about their experience with you.

And the way LinkedIn is set up, only your connection can write the recommendation – you can only post a recommendation on your LinkedIn Profile is if that recommendation was written by someone else. It takes a bit of time and effort for someone to write a recommendation, so it tends to have more value.

So how do you ask clients for a recommendation on LinkedIn?

First, you need to be connected to them on LinkedIn. Then you can request the recommendation in several different ways:

You can navigate to their LinkedIn Profile, scroll down to their recommendations section and click on “Request a Recommendation.”

Or, you can go to your own LinkedIn Profile, scroll down to your recommendations section and click on “Ask for a recommendation.” You’ll get a popup that will walk you through identifying who you want to ask for the recommendation and then sending the request.

You could also send an email or other request outside of LinkedIn with instructions that make it easy for them to recommend you – send them the link to your profile and tell them how to find the recommendations section. Then they can click on the “Recommend” button and write their Recommendation.

You should always carefully review any recommendations you receive on LinkedIn before you post them to your Profile to make sure that they comply with the ethics rules in your jurisdiction. If they don’t, you can always ask the client to revise it so that it does comply.

Now that you know why to request recommendations on Linkedin and how it can be done mechanically, you’re probably asking yourself (as the lawyers on the Zoom call did), “What is the best way to ask a client to recommend me on LinkedIn?” We’ll talk about that in a future video.

But for now, grab a copy of my book, Make LinkedIn Work for You on or check out my other LinkedIn videos:

Lawyers’ Anonymous Online Activity Still Subject to Ethical Rules

Anonymous lawyer
Anonymity won’t necessarily shield lawyers from ethical obligations

I’ve said it before, but apparently, it bears repeating:

Don’t say anything online that you wouldn’t say in a room full of people.

But perhaps we need to add an addendum, “…even if you think you are making your comments anonymously.”

Case in point: in December 2018, the Supreme Court of Louisiana issued an opinion disbarring an attorney because of anonymous posts he made on the internet.

The lawyer in question had been an Assistant United States Attorney in the Eastern District of Louisiana for 27 years. But despite his experience and seniority, he was disbarred after it was discovered that he made numerous anonymous posts on the website of a New Orleans newspaper between 2007 and 2012.

The posts commented on cases being handled by lawyers in his office at the U.S. Attorney, including cases he himself prosecuted, and in many of those posts, he opined on the guilt or innocence of parties involved.

As lawyers increase their participation on the internet, both on social media and on other sites that allow commentary and discussion, more and more seem to be getting into trouble because they are forgetting that, as lawyers, they have ethical obligations and other restrictions on their behavior and even on their First Amendment rights.

In this case, in addition to the ethical rules, both Department of Justice and U.S. Attorney’s office regulations restricted or forbid attorneys from making statements outside of the courtroom about both criminal and civil proceedings.

When you join the profession, particularly if you take a job representing the government or the people, you voluntarily agree to be held to a higher standard. You take an oath to abide by certain ethical rules and standards that govern your behavior, both online and off, and these standards apply even when you are not in the office or the courtroom. These ethical obligations need to be taken seriously.

In this case, the lawyer admitted that he was the author of the online comments, but claimed that he posted the comments as a means to alleviate stress, and that he did not intend to influence others or the outcome of the cases, nor did he expect that his actions would do so since he posted anonymously and did not identify himself as an AUSA. Accordingly, he did not believe he had violated the Rules of Professional Conduct. However, he later filed a stipulation in which he admitted to violating Rules 3.6 (regarding trial publicity), 3.8 (responsibilities of prosecutors and other government lawyers), and 8.4 (misconduct in attempting to violate the Rules of Professional Conduct or engaging in conduct prejudicial to the administration of justice).

The office of disciplinary conduct claimed that making public posts about pending cases and investigations had a substantial likelihood of prejudicing the proceedings and heightening public condemnation of the accused, in violation of Rules 3.6 and 3.8, and that his actions also violated Rule 1.7.

Rule 1.7 is the conflict of interest rule, specifically where a lawyer’s professional judgment could be adversely affected by the lawyer’s own financial, business, property or personal interests. In this case, it was found that the attorney violated this rule by putting his own needs and interests above those of his client, (the U.S. Attorney’s Office) who had an interest in those cases being investigated and prosecuted without interference or impediments.

The fact that one of the cases the attorney commented on resulted in a mistrial which was granted at least in part due to his comments, that his online commentary had received “significant media attention”, that his actions were found to have negatively impacted New Orleans’ recovery after Hurricane Katrina, and that they caused delay and additional expense in several pending proceedings were further evidence that his online commentary caused actual harm or the potential for harm. Coupled with the extent and number of his postings, the Supreme Court found that these facts justified a more significant sanction than suspension.

Although the disciplinary committee recommended that the attorney be suspended with a one year deferment, the disciplinary board ultimately determined that disbarment was the appropriate penalty because, despite the fact that the attorney did not intend to cause a mistrial, “his conduct with regard to Rule 3.8(f) was intentional, as there is clear evidence that respondent intended to heighten public condemnation of various individuals being investigated or prosecuted by the USAO. As recounted in the formal charges, respondent’s comments speculated on the guilt of various individuals subject to prosecution or investigation and cast these individuals in a very negative light.”

The disciplinary board also found that the attorney was, in fact, attempting to influence others about the guilt of individuals involved in the investigations or prosecutions being discussed.

The respondent filed an objection to the disciplinary board’s decision, and in its opinion, the Supreme Court of Louisian stated, in part,

” In this age of social media, it is important for all attorneys to bear in mind that “[t]he vigorous advocacy we demand of the legal profession is accepted because it takes place under the neutral, dispassionate control of the judicial system.” Gentile v. State Bar of Nevada, 501 U.S. 1030, 1058 (1991). As the Court in Gentile wisely explained, “[a] profession which takes just pride in these traditions may consider them disserved if lawyers use their skills and insight to make untested allegations in the press instead of in the courtroom.” Id. Respondent’s conscious decision to vent his anger by posting caustic, extrajudicial comments about pending cases strikes at the heart of the neutral dispassionate control which is the foundation of our system. Our decision today must send a strong message to respondent and to all the members of the bar that a lawyer’s ethical obligations are not diminished by the mask of anonymity provided by the Internet. In summary, considering respondent’s position of public trust as a prosecutor, his knowing and intentional decision to post these comments despite his acknowledgment that it was improper to do so, and the serious harm respondent’s conduct has caused both to individual litigants and to the legal profession as a whole, we must conclude he has failed to comply with the high ethical standards we require of lawyers who are granted the privilege to practice law in this state. The only appropriate sanction under these facts is disbarment.”

Although the respondent attorney claimed that his PTSD, diagnosed by a treating psychologist who testified at the disciplinary hearing, should be a mitigating factor in the determination of the discipline to be applied, the court found that his claims did not rise to the level of a mental disability because the psychologist testified that the respondent operated at a high level and knew right from wrong, and the attorney himself testified that he knew he should not be posting extrajudicial comments.

The court’s opinion notes,

“When asked why he engaged in commenting in a prohibited way, respondent candidly admitted that he was angry over public corruption and he vented this anger in the caustic criticism leveled against all who, in his judgment, warranted accountability, even though he knew this was improper. Respondent’s own testimony reveals he was aware that he should not post these comments, yet he decided to do so anyway. Clearly, any mental disability from which respondent suffered did not prevent him from knowing his actions were wrong.”

As a result, the court found that the respondent did not and could not prove that his mental disability (PTSD) caused the misconduct in question.

Bottom line: don’t put your career and your license in jeopardy. If you need to “vent” – which can be perfectly legitimate in a stressful profession such as law – pick another way to do it instead of posting online or in any other public venue. Seek professional help, if necessary.