Law is a moving target. So is legal marketing. In an age of commoditized legal services, new business models for law, legal services on the internet, Legal Zoom, Trademarkia and so many others, lawyers sometimes may make the mistake of getting caught up in the “lowest price” game.
There is a danger to focusing on the “deal hunter” niche of the market. These are people who are always shopping around. For them, price is the most important factor irrespective of quality. These are not the prospective clients that any lawyer or their law firm should be trying to attract.
Instead, focus on long-term relationships. If a client is overly consumed by price, they may not be around for long anyway. Even if you offer a lower price, they will push the next attorney to a slightly better discount.