Every satisfied client is a potential referral source. With nearly seven years of running my own law practice, I’ve learned that a significant portion of my business comes from referrals and returning clients. Therefore, creating a client experience that makes my clients feel cared for, attended to, and confident in your abilities is essential for my business.
Indeed, not every legal matter will result in a favorable outcome, but you can still ensure a positive client experience. In this post, I’ll share my top 10 strategies on how to achieve this, starting from the moment a potential client first interacts with your firm, even before they officially become a client.
- Responsive Lead Intake Process:
Always make sure to start your potential client relationship with a user-friendly lead intake process. I use an intake form on my website where I collect information about leads (most importantly, where they heard about me, which offers a lot of marketing insights) and let clients book an appointment. Behind the scenes, I have an automated client management system in place that creates a new client project and promptly confirms the consultation via email, providing an instant response to the client. While there are various ways to go about setting this up, regardless of your chosen approach, just make sure it’s very user-friendly and that clients are getting a quick response.
- Be Friendly and Provide Value During Consultations:
This may sound obvious, but it bears repeating: during your consultation, it’s crucial to be friendly and personable, as first impressions really matter. Always provide valuable information and don’t gatekeep; equip prospective clients with knowledge and options to make informed decisions. Even at a high level, if clients feel a connection and are well-informed, it significantly increases the likelihood of conversion.
- Manage Expectations:
From the initial consultation and throughout your engagement, clearly communicate what is possible, response times, document delivery, and overall timelines, along with any other relevant information, to equip clients with knowledge about the process. The old adage is true: promise less, deliver more.
- Streamline Client Onboarding:
When a client retains you, my tip is to make the client onboarding process as streamlined and easy as possible. Don’t create unnecessary obstacles, as they may deter clients even if they really want to work with you. Simplify the process with electronic agreements and simple payment options. I recommend having a client management system in place where you’ve automated the entire process with onboarding forms, agreement templates, and onboarding emails. This makes it simple for you and fast and easy for clients to proceed.
- Deliver Excellent Work:
I’m sure you already know this and plan to do it, but commit to providing top-notch service and products. Again, you won’t always be able to control the outcome, but part of your job, as you know, is communicating to your clients all the risks and, in your legal opinion, their likelihood of success, depending on the matter. Remember, it’s not just about the outcomes you achieve, but also about how you make your clients feel.
- Communicate and Explain:
Make sure that you communicate and explain everything by stepping into the shoes of a teacher. Your goal should be to ensure that clients understand their situation and options. Although it may be hard, avoid legalese and instead aim for clarity and empowerment.
- Initiate Updates:
Don’t wait for clients to follow up. Be proactive in providing updates on the progress of their case or matter. Even if the process is lengthy, there are always milestones you can update clients on and explain their significance. This demonstrates attentiveness and reduces the risk of client anxiety.
- Conclude Engagements Gracefully:
Don’t just deliver and abandon. When your engagement concludes, tie a bow on things. This doesn’t always need to be a gift – you can provide a case summary, offer a follow-up session for questions, or outline ways you can continue to support them in the future, ensuring they feel supported.
- Follow Up Periodically:
Check in with clients after some time to see how they’re doing and if they need further assistance. This keeps the relationship warm and may lead to future business.
- Express Gratitude for Referrals:
If a past client refers new business to you, consider sending a small thank you gift, always adhering to the ethics rules in your jurisdiction.
Creating an amazing client experience is crucial for building a referral-based business in law practice. By prioritizing responsiveness, clear communication, and managing expectations, you can ensure your clients feel valued and supported throughout their journey with you. Implement these tips to lay the foundation for future referrals and sustained success.
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