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Understanding Your Clients
- 2. Overview How Clients Look for a Law Firm Reputation Management and Client Satisfaction Clients Shop around Client's Willingness to Travel for a Solicitor Factors Prioritised by Clients While Selecting a Solicitor
- 3. How Clients Look for a Law Firm • 55% of consumers search for solicitors online, and 8% find them through social media. • 52% of customers search for local solicitors. • To be found locally, law firms must consider SEO, Google Business optimization, social media, and paid search ads. • Optimising these factors improves online visibility, attracts potential clients, and grows the business.
- 4. Reputation Management and Client Satisfaction • Almost a third of respondents looked into three law firms before choosing one. • Reputation management plans should include promoting positive reviews and boosting rankings on different review platforms. • Asking for feedback from every customer can help improve the overall customer experience. • Encouraging customers with positive feedback to post online reviews can help improve online reputation. • Prioritising reputation management and customer satisfaction can help law firms attract and retain clients.
- 5. Clients Shop Around • 30% of clients contacted only one law firm, while 25% spoke with two, and 22% reached out to three firms. • Surprisingly, 70% of customers contacted multiple law firms, while only 30% contacted just one. • Reasons why clients contact multiple firms: • Looking for specific services or pricing options • Impatience or need for immediate assistance • Poor initial experience with a law firm • Difficulty reaching or lack of response from a law firm 77 63 117 44 53 0 20 40 60 80 100 120 1 2 3 4 5 Law Firms Researched Law Firms Researched
- 6. Clients Willingness to Travel • 39% of respondents preferred their solicitor to be within 5 miles • 25% were willing to work with a law firm within 5 - 10 miles • Almost 20% were willing to work with any law firm in the UK • [Conclusions] • Law firms need to promote themselves locally and improve their website's search engine ranking • Failing to make the law firm accessible to everyone in the UK may result in losing potential business. 0 20 40 60 80 100 120 <1 mile 2-5 miles 6-10 miles Over 10 miles National Distance
- 7. Factors Prioritised by Clients While Selecting a Solicitor Client Priorities: • Price • Reviews • Recommendations • Testimonials • Blogs • Flexible Contact • Location 0 20 40 60 80 100 120 140 160 Rating 3 Rating 4 Rating 5
- 8. Summary • Law firms need to prioritise their online presence • Online elements like SEO, PPC, Google business profiles, and social media are crucial for drawing in new clients • Positive customer experience is crucial as recommendations and online reviews impact decision-making process • Managing internet reviews requires careful consideration
Editor's Notes
- Good day, everyone. Today's presentation is entitled "Understanding Your Clients." As a law firm, it is crucial to understandthe factors that influence consumers' decision-making when choosing a solicitor. We collated data from over 500 individuals, combining polls and surveys from QualitySolicitors' clients, to gain a better understanding of the factors that influence clients' decisions when selecting a law firm. By doing so, we aim to provide you with valuable insights that you can use to improve your client engagement strategies and deliver a better experience to your clients. In this presentation, we will be sharing our findings, exploring the most critical aspects that clients look for in a law firm, and discussing how you can leverage this knowledge to better understand and serve your clients.
- It is critical that law firms understand how and why consumers choose a solicitor. Some law firms rely solely on word of mouth and recommendations, with no social media presence, no LinkedIn page, and no website - they can be found just off the high street, with only a brass name plate on the door. Other businesses choose to be everywhere on social media, posting every day, spending thousands each per year on paid ads, and spreading their brand through every available channel. Which is correct the correcy, or should both be aiming for a happy medium? We set out to discover how clients select a solicitor and what factors they consider most important.
- In today's digital age, it is essential to understand how people search for a law firm when they need legal services. Based on our survey, approximately 55% of consumers polled searched for a solicitor online. This demonstrates that law firms must have a strong online presence to reach potential clients. In addition, 8% of respondents found a solicitor through social media, further highlighting the importance of having a robust digital marketing strategy. Our data also revealed that 52% of clients found a solicitor by searching for a local solicitor. This emphasises the significance of local search for law firms. To be found locally, law firms must consider several factors, such as SEO, Google Business profile optimisation, social media marketing, and paid search advertisements. By optimizing these factors, law firms can improve their online visibility, attract more potential clients, and ultimately, grow their business. In summary, it is essential for law firms to understand how consumers search for solicitors and to optimize their online presence to ensure they can be found both online and locally.
- Our survey revealed that almost a third of respondents looked into three law firms before choosing one. This highlights the importance of having a reputation strategy in place. A reputation management plan should include promoting positive reviews and boosting rankings on different review platforms to ensure potential clients see positive feedback about your law firm. To increase customer satisfaction, it is crucial to ask every consumer for their feedback on the service they have received. This feedback can help identify areas for improvement and enhance the overall customer experience. Encouraging client who offer the best feedback to post a review online can also help improve the law firm's online reputation and attract more potential clients. By having a reputation management plan and prioritizing client satisfaction, law firms can increase their chances of being chosen by potential clients and ultimately grow their business. In summary, a reputation management plan and customer feedback strategy are crucial for law firms looking to attract and retain clients in a competitive market.
- 30% of clients contacted only one law firm, while 25% spoke with two, and 22% reached out to three firms. What this means is that 70% of clients contacted multiple law firms There’s a number of reasons why a client would shop around: When clients are looking for a law firm, they may not always know exactly what they're looking for. As a result, they may contact multiple firms to get a better sense of what services they provide and how much they charge. This is particularly true for clients who are unfamiliar with the legal system or who have never needed to hire a solicitor before. Additionally, some clients may be price shopping and contacting multiple firms to compare prices and find the best deal. Others may be impatient and looking to quickly find a solicitor who can help them with their legal issue. These clients may not be willing to wait for a response from one firm and may contact several firms in the hopes of finding someone who can help them immediately. Poor initial experience with a law firm can also prompt clients to reach out to multiple firms. If they're not satisfied with the level of customer service or responsiveness they receive, they may quickly move on to another firm. Lastly, difficulty reaching a law firm or a lack of response can also lead clients to contact multiple firms. If they're not able to get through to someone at one firm, they may try another until they find one that's available and willing to help. Given these reasons, it's crucial for law firms to provide excellent customer service and be responsive to clients' inquiries. This will increase their chances of being selected by clients who contact multiple firms. Additionally, providing a positive initial experience can help establish trust with clients and encourage them to choose the firm for their legal needs.
- During our survey, we asked what they considered an acceptable distance when looking with a law firm. The results were quite revealing. A staggering 39% of respondents indicated they wanted their solicitor to be within 5 miles, with 25% willing to work with a law firm within 5 - 10 miles. Interestingly, almost 20% of respondents said they were willing to work with any law firm in the UK, regardless of the distance. These results suggest that a law firm's location plays a critical role in the client's decision-making process. Clients want to work with a law firm that is easily accessible, and it is essential for law firms to understand this need to stay competitive. One of the key takeaways from this study is that a law firm needs to promote itself locally and make sure its website is highly ranked in search engines. Local SEO strategies, such as creating content that focuses on the area the firm operates in, can help a law firm's website rank higher in local search results. It's important to note that local search results are prioritized based on proximity, relevance, and prominence, and businesses that can meet these criteria are more likely to appear at the top of search results. Moreover, if a law firm does not make itself accessible to everybody in the UK, it may be losing out on business. With advancements in technology, clients can work with law firms remotely, and physical location should not be a barrier to delivering legal services. Law firms can leverage technology to offer virtual consultations, online case management systems, and video conferencing to make it easier for clients to work with them, regardless of their location. In conclusion, law firms must recognize the importance of accessibility and location when it comes to attracting clients. By focusing on local SEO strategies and leveraging technology, law firms can increase their reach and attract more clients.
- Do you know what consumers are truly concerned about when choosing a law firm? As a business owner or legal professional, you may think that case studies and testimonials are more valuable than recommendations. However, it's essential to understand what factors truly matter to clients when selecting a law firm. To better understand client priorities, we conducted a survey and asked to rank the importance of several factors, including price, reviews, recommendations, testimonials, blogs, flexible contact, and location. The findings of our survey show that the most crucial factor that clients consider when selecting a law firm is price. This isn't surprising given that legal services can be expensive, and most clients want to ensure that they get the best value for their money. However, the survey results indicate that it's not quite that straightforward when it comes to selecting a law firm. Reviews and recommendations also have a significant impact on client decision-making. In other words, even if your law firm has competitive pricing, if you don't have a good reputation online, it could be challenging to attract new clients. Positive reviews and recommendations from past clients can go a long way in establishing trust and credibility with potential new clients. It's also essential to note that having a blog and flexible contact options are not as critical to consumers as pricing, reviews, and recommendations. While these can be helpful for building your brand and establishing your expertise, they may not necessarily be the deciding factors for clients when selecting a law firm. Lastly, our survey showed that location is not the most critical factor for most consumers. Still, it's essential to note that a significant percentage of respondents, particularly those in urban areas, prefer to work with law firms that are within a reasonable distance from their location. In summary, to attract and retain clients, law firms must prioritize pricing, online reputation, and recommendations. Additionally, having a well-designed website and effective online marketing strategies can help your law firm stand out from the competition.
- This study demonstrates a number of elements that law firms should take into account when expanding their operations. According to the findings, businesses need to prioritise their online presence in a number of ways. Due to the large number of people searching for law firms online, elements like SEO, PPC, Google business profiles, and social media are all crucial for drawing in new clients. Additionally, it is crucial to offer customers a positive experience given the importance of recommendations and online reviews in the decision-making process. Although relying on recommendations is nothing new, managing internet reviews requires careful consideration.