As an attorney, attracting and retaining clients is essential. People rely on you to help them resolve any number of legal matters, but you are providing them with much more than a professional service. From the first email exchange or phone conversation you have with a new client, every detail counts. In the marketing world, the term “customer experience” (CX) refers to the perception a consumer or client has of your brand. Factors that can influence CX range from the accessibility of your website to the compassionate words you provide to a client who is struggling with a difficult situation. By finding intentional ways to improve your firm’s CX, you will likely see an uptick in positive reviews, referrals, and lasting relationships with clients. Below are a few concrete ways to boost CX.
Focus on Client Relationships
While it’s important to work with your client to understand their specific needs and develop an effective legal strategy to help them obtain their desired outcome, try not to lose sight of the emotional aspect of this process. When clients reach out to an attorney, they are likely struggling with a complex issue that involves a number of emotions. Family law attorneys, criminal defense attorneys, and estate planning attorneys are particularly likely to serve clients who are grappling with sensitive and personal issues. When appropriate, try to express compassion and empathy for their situation. Even the mere acknowledgement of the tough time they are going through can make clients feel seen and valued. As a result, you’ll build a reputation as a trustworthy attorney who treats clients with respect and care.
Check in With Your Clients
Sometimes, you may feel that working with a specific client is going well, but the client may have a different impression. Asking simple questions, such as, “Is there anything else I can do for you?” or “How can I better serve you?” can encourage clients to provide you with honest and helpful feedback. By checking in with your clients periodically, you’re showing them that you genuinely care about their experience. In turn, you’ll come across as an empathetic attorney who is actively striving to provide client-focused and personalized legal guidance.
Broadcast Your Values
Most clients develop their first impression of you based on your website or online reviews. If your website looks outdated, is too difficult to navigate, or the voice seems inauthentic or impersonal, potential clients may close the window and look elsewhere for legal help. It’s important to review your website and make sure that it inspires trust in your firm, from the colors you’ve selected to the words you use to describe your legal services. Articulating your firm’s mission statement or central values somewhere on the homepage can go a long way in projecting how committed you are to providing an outstanding client experience.
