How Lawyers Can Move Beyond the Billable Hour
Gwen emphasizes that lawyers are not building their firms to work nonstop for less money. Whitney notes that the goal is freedom, fulfillment, and a practice that genuinely supports one’s life. Together, they co-host Off the Clock, a podcast for lawyers and law firm owners ready to break up with the billable hour and build a profitable, client-focused practice.
Gwen and Whitney, both lawyers and founders of ADVOS Pro, share strategies to help attorneys stop merely surviving and start thriving on their own terms.
What is deliverables-based pricing, and how does it differ from flat fees?
Whitney explains that deliverables-based pricing does not mean billing by the hour, providing a “not-to-exceed” price while still tracking hours, or offering discounted packages of billable hours. It is also distinct from flat-fee billing.
Through over ten years of trial and error, Gwen and Whitney refined this approach. Flat-fee pricing proved exhausting and inflexible. Clients often changed their minds, projects evolved unexpectedly, and lawyers had to continually rescope, which led to frustration and inefficiency. Deliverables-based pricing solves these challenges by allowing dynamic adjustments while providing clients a clear framework of what the project entails.
How does deliverables-based pricing actually work?
Deliverables-based pricing breaks a project into components, which are then “sized” into points reflecting complexity. This system allows clients to see the comparative value of each task—similar to buying tokens at an arcade, where some activities require more tokens than others.
Gwen highlights that law is not a machine: productivity varies depending on energy, focus, and external factors. Clients care about results, not hours. This approach prioritizes outcomes, giving clients confidence in cost and deliverables without tracking every minute.
How can lawyers build client trust from the start?
Whitney stresses the importance of setting expectations upfront with potential clients. She explains her process: clarifying that billing is not by the hour, understanding the client’s needs and risk tolerance, and providing a clear scope of the project.
Gwen adds that understanding the client is crucial. Lawyers often provide technically correct but misaligned solutions. By tailoring advice to the client’s situation—such as delivering concise guidance to a CEO rather than a lengthy explanation—they build trust and demonstrate value.
How does deliverables-based pricing strengthen client relationships?
By removing hourly billing, lawyers encourage clients to call freely, creating opportunities to provide value and identify additional needs. This builds high-trust relationships where clients
act as advocates, referring others to the firm. Both Gwen and Whitney note that this approach transforms client interactions into a virtuous cycle of trust and revenue.
What are the first steps to implementing deliverables-based pricing?
Whitney recommends that law firm owners start small: choose a common project type and price it on a deliverables basis. Even providing a range rather than precise points allows clients to understand the value of the work and complexity involved. Lawyers should be comfortable with minor adjustments as they gain experience.
Gwen emphasizes that this approach frees lawyers from tracking every minute and shifts the focus to delivering value to clients while increasing firm profitability.
Final thoughts: How can lawyers build a practice that supports their lives?
Gwen and Whitney encourage lawyers to build a practice that supports their life, not just their clients. Deliverables-based pricing allows flexibility, transparency, and trust-building while making legal services more predictable and client-friendly.
For those interested in exploring this model, Gwen and Whitney invite listeners to visit ADVOS Pro to access tools like the Promance Scorecard and the Path to Promance program. A profitable, joyful, and client-centered practice is achievable when lawyers design systems around value, not hours.
