A Closer Look at the Client Journey to Maximize Your Law Firm’s Marketing Strategy

Taking some time to look at how people with legal questions or issues search for and select an attorney will enable you to implement strategies that meet potential clients where they are and increase the chances of them deciding to enlist your services.

Small and mid-sized law firms rely on a steady stream of incoming clients to ensure the stability and sustainability of their businesses. By now, most law practices understand the importance of building and maintaining a user-friendly website, requesting and responding to online client reviews, and investing some effort into implementing a digital marketing strategy to reach more clients. However, designing an effective digital marketing strategy requires an understanding of the client’s journey from start to finish. Taking some time to look at how people with legal questions or issues search for and select an attorney will enable you to implement strategies that meet potential clients where they are and increase the chances of them deciding to enlist your services. Below is a brief overview of the typical client journey to help you get started.

When the Search Starts With a Legal Question

First, it’s important to recognize that many people do not begin their search for an attorney with that goal in mind. In many cases, they simply have a question about a legal matter they wish to learn more about, so they perform a quick Google search to find an answer. As most people do not go beyond the first search results page, it’s important to follow search engine optimization (SEO) best practices to ensure that your website is visible to those looking for information about a legal topic in your area. Once visitors click on your site to locate the information they are looking for, they may decide to schedule an appointment with you to discuss the matter in further detail. With this in mind, consider your website’s design, layout, and content from the client’s perspective. Is your website easy to navigate? Is the content clear and straightforward? Also, be sure to invite visitors to contact you for more specific information about their legal matters. Streamlining this process as much as possible will make it easier for site visitors to gather information and move forward with exploring what your firm can offer them.

The Power of Referrals

Many people begin their search for an attorney by asking for referrals. Your current and former clients are powerful sources of informing others about your services, making it more likely that their friends or family members will decide to enlist your services. People trust personal recommendations highly, so a glowing review from a close friend or acquaintance can boost your chances of attracting more clients. Building strong relationships with your clients by communicating clearly and honestly, treating them with care and compassion, and listening closely to their unique needs and concerns makes it more likely that they will pass your name along when someone in their life is looking for an attorney.

The Role of Online Client Reviews

The ever-evolving digital landscape has made it possible for customers and clients to write reviews about products and services. These reviews play a critical role in ensuring a steady stream of new clients, as poor reviews have the power to dissuade potential clients from enlisting your services. People trust online reviews, considering them to be nearly equivalent to personal recommendations from a trusted friend. When people are exploring law firms in their area, they often look at various review pages to learn what your clients thought and experienced when they worked with you. When it comes to addressing client reviews as part of your law firm’s digital marketing strategy, it’s helpful to break this topic into two pieces: Requesting online reviews from your clients and responding to client reviews—both positive and negative.

Requesting and Monitoring Online Reviews From Clients

It’s important to implement a simple process for asking your clients to write online reviews. While the idea of making this request to your clients can seem awkward, the benefits greatly outweigh the clunkiness of the pitch. The more streamlined you can make the review process for your clients, the more likely they will follow through with your request. Many firms set up automated texts or emails that provide clients with a simple link to the review site, allowing a client to write and leave a review in a matter of minutes. You can also incorporate this request into your concluding session with a client, underscoring how much you have appreciated working with them and asking them to help you continue to provide excellent service to others by writing you an online review.

Responding to Positive and Negative Online Reviews

Most people write positive reviews, so make it a regular practice to monitor the review sites and see what your clients have said about their experiences with you. Additionally, writing a short response to each positive review both acknowledges that you appreciate the time your clients have taken to write their reviews and shows site visitors that you are genuinely invested in the client experience. If someone leaves you a negative review, take some time to form a response that shows you hear and value their feedback and that you remain committed to providing client-centered legal services to those throughout your community. In many cases, those who write negative reviews simply want to be heard; inviting them to discuss the matter further with you privately usually resolves the issue.


If you are looking for ways to take your law firm’s digital marketing strategy to the next level, give the friendly team at LegalRev a call today at (800) 893-2590.

September 10, 2022