The world is changing. Since 2008, legal services have evolved drastically from a seller’s to a buyer’s market. Client expectations are growing daily, and the same-old, same-old tactics for maintaining client relationships just don’t hold up anymore.
The truth is, if your law firm doesn’t invest in customer relationships, they will be one-time clients. That means trouble for your firm’s growth, profits, and long-term health.
75%of consumers look online for an attorney at some point during their search.
The best way to ensure that your firm exceeds a client’s expectations is to take customer experience to the next level. Below, we go through four simple but overlooked steps that your law firm should take to build strong, lasting relationships with your clients. Your client interaction doesn’t end when they walk out the door, and it doesn’t begin when they walk through it.
1. Engage Clients Online
Humans are naturally social creatures; we value the opinions of people we care about. If a friend recommends a restaurant, we trust their opinion. Online engagement helps law firms demonstrate commitment through meaningful communication, building a foundation for successful client relationships and customer loyalty.
“In the digital age, with almost every American in possession of a mobile device that they carry with them everywhere, it is difficult to imagine how lawyers can compete for clients without engaging online.”
-American Bar Association, 2019
Customer loyalty is paramount in establishing a strong client relationship based on trust.If a potential client visits a law firm’s website and notices dozens of positive reviews, testimonials, feedback, and responses from the law firm itself, they feel more connected to the firm. They’ll be more at ease about making the financial decision of hiring a lawyer.Your firm should try these tips to invest in existing customers and engage with potential clients.
- Encourage Client Reviews
- Claim your Google My Business (GMB) page. Any reviews left by clients on your GMB listing help rank your website on Google. Other platforms like Yelp have review sites, but Google My Business is by far the most popular, so your firm should start there.
- Ask for reviews and give easy-to-follow directions. You can ask clients for reviews through email or a link on your website.
- Respond to reviews. Address concerns humbly or be gracious with compliments. Remember to respond to both positive and negative reviews. This will show clients that you are genuinely interested in their feedback and want to improve.