In today's legal landscape, relying solely on your legal knowledge and acumen, will not grow your practice.
Although optimizing your website for SEO, paid digital advertising, and having a great social media practice are all important, the best and most effective marketing is word-of-mouth.
Referrals and online reviews hold considerable weight in people's decision to hire you:
According to Clio’s 2019 Legal Trends Report, 59% of individuals seek recommendations from friends, family, or other lawyers.
Moreover, a whopping 80% read online reviews before making the crucial decision of who to hire
It's clear that people talk So, how can you leverage word-of-mouth marketing? The answer lies in building a client-focused practice.
A Client-Focused Practice Defined:
Client-focused law firms designing all of their processes, communications, and systems based on their clients' needs, not their own. It means they understand how they fit into their client's entire lives. These firms also have a proactive mindset, meaning they evolve with changing preferences and technology. It might mean that some things are a little inconvenient for you or your staff because it makes things better and easier on the client.
What Clients Care About:
Now that we've defined what client-focused means, we can look at what factors clients care about before they hire legal counsel.
Source: Clio Legal Trends Report
You can address many of these factors and exceed people’s expectations in these areas by putting a client onboarding system in place. This essential step bridges the gap between signing the agreement and the initial meeting, seamlessly welcoming new clients into your firm and instilling confidence in their decision to work with you. This isn't merely a formality; it's an opportunity to reinforce crucial information discussed during the consultation and in your engagement letter. Click here to read our onboarding guide.
Here's how to take your onboarding to the next level:
Having something in place already makes your experience better than your competition. Many lawyers are not even aware of onboarding. There is also a misperception that client onboarding is client intake or they believe it's another word for client intake. Here are some tips for taking your process to the next level.
Communicate Your Responsiveness to Questions:
Shockingly, 60% of law firms fail to respond to new client inquiries. Of course, you need blocks of uninterrupted time in order to solve your clients legal problem. Tell them that. Communicate your availability clearly, managing client expectations regarding response times for voicemails and emails. Pad the timeframe to under-promise and over-deliver – a simple yet effective strategy.
If you have staff, introduce team members to your new client and mention that they will likely be able to respond to questions faster. We recommend keeping the introduction to no more than two people, so your client isn't overwhelmed and confused on who to include in communications.
Offer online bookings for the convenience of potential clients who may not have a traditional 9-to-5 schedule.
Price Transparency:
Confusion over your fee, especially if your clients end up paying more than they expected will guarantee that your clients will give you a bad online review and proactively tell their family and friends about their bad experience.
Be upfront about your fee, avoiding any ambiguity. Clearly state what is and is not included. It establishes trust and eliminates potential misunderstandings down the road. A clear fee structure is a testament to your commitment to an open and honest relationship with your clients.
Ban Legal Jargon:
Clients, understandably, might not grasp all the legal jargon presented in the engagement letter on the first go. Creating a welcome guide that includes everything they need to know in plain English is a nice touch and something you can refer back to later should any misunderstandings arise.
Create Visual Aids:
Create visual aids make it easier to digest complicated legal concepts. You can include them in your welcome guide or even keep as separate documents to show your clients where they are in the process or better explain outcomes.
Other Ways to Stand Out:
Exceptional onboarding is just the beginning. To truly stand out, go beyond the legalities. For family attorneys, can consider introducing clients to therapists, coaches, or reliable childcare providers. Business attorneys can offer strategic introductions, while real estate attorneys might provide insights into handymen, organizers, cleaners, and local hotspots.
And when the case is closed, a thoughtful gift can leave a lasting impression.
Do you want to elevate your client experience but are either too busy or don't know where to start? Click here to learn about our Referral Booster Reviews.