As an attorney, you may have noticed the latest marketing trend in which law firms promote themselves as “client-centered.” This term may sound redundant—isn’t the legal profession inherently there to serve clients and help them resolve their legal issues? However, it’s worth noting that this buzzword actually refers to an effective marketing strategy to better connect with and engage clients. As more people search for legal services online, they gravitate toward firms that describe their approach as “client-focused” or client-centered. Potential clients want to know that their attorney will put their satisfaction first and see them as individuals, not just legal cases that need solving. Let’s look at what the marketing term “client-centered” means and the steps your law firm can take to put this promise into practice.
Inspiring Trust and Confidence in Potential Clients
In the ever-evolving context of digital marketing, people are increasingly using review sites to determine whether they should purchase a product or service. Comments from those who have worked with a particular law firm can shape a potential client’s perception dramatically—in fact, many people consider online reviews to be just as important as a referral from a trusted family member or friend. Channeling your law firm’s marketing efforts into positioning your practice as client-centered can set you apart from other firms in your area providing similar legal services. By incorporating this term into your website and digital marketing campaigns, you are showing your former, current, and potential clients that you care about their experience above all else. People appreciate brands and companies that seem invested in their well-being, so consider highlighting your law practice’s commitment to prioritizing the client experience. Including this statement can go a long way in inspiring consumer trust and confidence in your services.
Understanding the Client Journey
Understanding the typical client journey is the first step in transforming your website and marketing strategy to align with your client-centered approach. The client journey refers to the path someone takes, from their initial impression of your law practice to closing their case (and all the mileposts along the way). By taking the time to understand how someone starts their search for legal advice or services and ends up selecting an attorney, you can adapt your marketing strategy to anticipate their needs and meet potential clients where they are. Below are a few tips for using the client journey to build better and more effective marketing strategies that draw more clients to your law firm.
Know Who’s Looking For Your Services
An effective marketing strategy relies upon recognizing the needs and goals of your ideal client. Take some time to picture the types of clients your law firm hopes to attract. What is their approximate age? What kinds of legal questions do they typically ask? What is their desired outcome? Once you’ve identified the important characteristics and qualities of your target audience, you can use this information to create more effective and impactful marketing strategies that speak directly to your ideal client. Think about how they communicate; younger demographics gravitate toward text, social media platforms, and messaging apps, while older clients may prefer to contact you by phone or email. Understanding who your clients are and what their needs and preferences are can help you channel your marketing efforts to better serve them.
Create a Positive First Impression
When someone is searching for legal services in your area, they typically put a question or phrase into a search engine and click on the top results. This means that your law firm’s website makes an initial impression, so it’s essential that your website is inviting, informative, and engaging. If it takes too long to load (i.e, more than three seconds), searchers may click on another site instead. Or, if your website is too packed with dense blocks of text, difficult to navigate, or overly focused on the attorneys (rather than how they serve clients), people are more likely to abandon your site in favor of a more welcoming legal website. Invest time and energy into crafting content that speaks directly to potential clients to show them that you care about their experience and outcomes. Think about what message your clients most want to hear, then use your homepage to convey it.
Interact With Client Reviews
As more people turn to client and customer reviews to help them make a decision, it’s essential to request, monitor, and respond to the online client feedback you receive. No law firm enjoys a negative client review, but they do happen. Take some time to craft a response that acknowledges their feedback and invites them to contact you to discuss their matter in greater detail. Even if potential clients read the negative review, they will appreciate your thoughtful response, as it highlights your genuine concern for your client’s experience. Make sure to also thank those who leave you positive feedback, as site visitors will see how engaged and invested you are in client satisfaction.
Call the LegalRev team today at (800) 893-2590 to discuss marketing strategies your law firm can use to attract more clients and grow your practice.