The legal industry is a people-based business, and if you want your law firm to succeed, you need to provide client-centric services. One way to achieve this is by figuring out the correct rates and pricing models to use. Unlike larger firms, small law firm billing rates are flexible and allow you to explore multiple payment methods for your business.
Your goal should be to find the ideal pricing and pair that with a suitable billing model for your law firm. In this article, we’ll discuss how to price your services and how you can maximize your earning potential.
How to calculate small law firm billing rates
Before determining which billing model to use, you should determine your pricing first. Your law firm expenses should always be lower than your revenue. To make a fair calculation, start with your target annual earnings. Figure out your ideal earnings per year and tally all your expenses like internet, phone, rent, etc.
For example, if you want to earn $100,000 a year, and your annual operating expenses are around $30,000, your monthly income should be at least $10,835 to hit your yearly earnings. It helps if you have a good idea of how much you’re paying for each client to help them. We can calculate this by dividing your clients by your monthly income.
That means if you have ten clients, your ideal price range should be $1,085 to generate profit in a month. Keep in mind that these calculations are just a rough guide to give you an idea of what your billing rates should be. The real challenge is how you can reach your monthly earning target.
Ultimately, your legal fees are determined by how much value you provide to each of your clients. Some of the most important factors to consider when determining your billing rates are:
- Your effort in handling your client’s needs
- Your experience
- The practice area you specialize in
- The nature of the case
- How complex the case is
Lawyers who charge an hourly rate will have to adjust their annual income targets as your earnings are bound to how many cases you can reasonably take. Those who charge a flat fee will need to determine a price that’s profitable to the law firm yet reasonable to their clients. The beauty of owning a small law firm is that you can try out different pricing models and adjust your legal fees accordingly.
Law firm pricing models
To get a better sense of what your billing rates should be, let’s discuss the several different pricing models available for law firms. Each one has its advantages, so make sure to weigh each one to determine which model best suits your law firm.
1. Hourly rate
An hourly rate is what most lawyers use when working in a small law firm. While this has been the go-to pricing model for many attorneys, an hourly rate has its limitations. First and foremost is that it’s unscalable. Your earnings are capped based on how many hours you work, making it difficult to generate steady cash flow. You work according to your schedule which limits the number of opportunities you acquire.
Secondly is that clients may feel uncomfortable being charged by the hour because they have no idea how much their total costs will be. Clients value your services based on the legal help you provide and not the hours you put in.
Thankfully, there are alternative pricing models for you to explore and we’ll mention each one below.
2. Capped fee
A capped fee is quite similar to an hourly rate wherein the client pays you depending on the number of hours you work. The only difference is that your hours are capped to a certain limit. Once the hour limit has been reached, the client will pay you in full.
The advantage of a capped fee is that it assures the client that they won’t be paying for excess hours. The downside, however, is that you are required to settle their legal needs within the capped limit. If you don’t end up resolving the matter, your client may end up disappointed with your services.
Capped fees are great if you have significant experience on a particular matter. If you feel confident in meeting the capped time, you can use this pricing model to charge your clients.
3. Flat fee
A flat fee is completely different from an hourly rate and a capped fee. In this pricing model, you charge the client for a set amount before you take on their legal needs. For example, a client will pay you $1,000 upfront to handle a legal case. It’s an excellent pricing model that appeals to both the lawyer and the client because both parties agree on a set price.
Charging a flat fee allows you to work on your schedule. If you’re efficient in handling specific legal matters, you can scale your services pretty quickly. Your clients will be more than happy to have their cases resolved promptly.
At first, it can be difficult for a small law firm to adopt a flat-fee pricing model. But as you gain more experience using it, you’ll learn how much to charge a client upfront and how to manage your schedule.
4. Sliding fee
A sliding fee is a pricing model that charges the client based on their income. A sliding fee can be applied to both an hourly rate and a flat fee, thus giving the client financial flexibility. It’s a great pricing model for small law firms because of the value it provides. But a sliding fee isn’t exactly an ideal option if you want to maximize your earning potential.
You’ll want to look at the average income of the residents in your area if you wish to use the sliding fee model. If you live in a prime area with middle and upper-class residents, you can earn a lot using this pricing method. Of course, you’ll still need to charge your clients in other ways to ensure you reach your revenue target.
5. Subscription pricing
With subscription pricing, your clients will pay you at regular intervals in return for your services. Think of it like Netflix, but for law firms. The great thing about subscription pricing is that it generates a steady income for your business and you get to develop long-term relationships with your clients.
This pricing model works best when you have clients who need ongoing help with legal matters. Small businesses are a perfect example where you can charge them monthly for consultation and document reviewing.
6. Contingency fee
A contingency fee is a pricing arrangement where the client pays a percentage of their payout when you settle their legal matters. You’ll see this pricing model in personal injury or insurance cases where the client obtains a form of compensation and uses that to pay the lawyer.
The more complex the case is, the higher the percentage you will receive from your client’s payout. The percentage is also determined by who pays for litigation costs and when they get paid. If the client cannot pay upfront and they require your legal services, you can use a contingency fee to charge them. Just make sure you’re confident in settling their case to secure the money.
A retainer is a form of billing rather than a pricing model. The way it works is that your client pays a lump sum to a trust account and you send them regular invoices as the case moves forward. Retainer fees are used to guarantee your availability as a lawyer, so make sure to consider the amount of work involved when handling a case as you will enter a commitment with the client.
Planning your billing rates
When it comes to pricing your services, you need to understand the client’s point of view. Will they find it reasonable if you charge them an x amount for an hourly rate or a flat rate? When your prices are too high, your clients won’t be able to afford your services. When your prices are too low, you’re limiting your law firm’s earning potential.
It’s about finding the perfect balance between profitability and practicality. You may want to look at the average cost of legal services within your area and know how much your clients are willing to pay for them. This takes time to figure out, but the more you study your clients, the easier it’ll be for you to plan your billing rates.
Take the time to explore different pricing models and see which one works best for your law firm. Lawyer rates don’t have to be complicated, they just have to make sense. From there, you can start scaling your law firm and provide value-based services to your target audience.
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