The Law Firm Marketing Club(LMFC) have released their fifth edition of their comprehensive ‘What Clients Want’ research, which has grown to become one of the leading studies of its type in the UK legal sector.
The research delves into the minds of over 600 potential clients of legal services, providing invaluable insights into their wants, needs, and expectations.
LMFC’s aim is to help law firms understand what clients look for when choosing a law firm, their experiences while dealing with a law firm, and the broader expectations and key issues that matter to them.
This year, they have explored several new aspects, including the onboarding process and the reasons why clients may choose different law firms for various legal needs. LMFC share the overall view and findings as well as digging a little deeper to understand the differences by age groups, client types and previous experience of dealing with a law firm.
Participants were asked: If they had used a lawyer or law firm, the type of matter, and the frequency of their instructions. They were also queried about their most recent legal matter, including the type of matter, initial contact impressions, and the onboarding process. The research explored the importance of various elements when choosing a law firm, expectations from online presence, and the significance of sustainability and diversity. Additionally, it covered client expectations during dealings, feedback methods, and overall value and experience.
Key findings of the report included: 63 per cent of participants used the same firm more than once, 37 per cent did not. Some clients switched firms because they didn’t realise their original firm could handle different legal areas, highlighting the need for better communication about services.
Law firms should keep in touch with clients after a matter concludes, cross-sell services, and ensure clients know how else they can help. LMFC said: ‘ It’s essential to prioritise this despite challenges like databases and internal pressures.’
In choosing a lawyer/law firm, how important are the following to clients?
The survey found that being close to here the client lives is a priority when choosing a law firm. 80 per cent of respondents said it would be a deciding factor. Online reviews were important, with 75 per cent of clients seeking law firms with positive feedback from previous customers. Legal directory rankings and a strong website were also factors when considering a firm. Social media presence, Google rankings and the ability to meet in person were also seen as important. Clients were also seen to prefer in person meetings once onboarded to online meets and sustainability was seen to be more important than in previous years.
How did clients first contact the law firm and what was their first impression?
A high number of clients had a good impression of a law firm when first contact was made on the phone. By contrast, the least favourable impressions were on web chat and social media. However, a higher number of potential clients made first contact on social media than five years ago. The most popular ways to contact remain telephone and email/letter. Walking into a firm’s office has remained a constant way to start a consultation.
In choosing your law firm, how important is a law firm’s approach to diversity & inclusion?
Sustainability started off as a ‘nice to have’ factor, but has soon become more important for clients. Businesses are increasingly expected to demonstrate their social responsibility. Clients want to see firms with a diverse team, and 35 per cent said when it comes to business and personal matters, diversity and inclusion were important.
Sponsor Anna Lake said: “With the location of the firm being lower on clients’ priority list, this now means firms are competing
against not only firms in their area, but firms nationally. The ability to carry out activities such as conveyancing entirely remotely, clients can choose any firm offering this service.
“Talking from my own recent experience, it was speed of completion which drove our choice of law firm and we ended up
engaging a firm over 100 miles from where we lived to keep things moving forward. This now means firms are competing against not only firms in their area, but national firms.
“Firms are expected to keep up with an ever-changing landscape and a plethora of client wants and needs. Personal clients who can be more transactional in their dealings with firms can often be treated very differently from business clients who pay higher, and recurring fees. But is that right? Only 49% of respondents were definitely asked for feedback by law firms and a further 21% couldn’t
remember if they were asked or not. Firms are missing a huge opportunity by not asking all clients about their experience, you can gain so much from happy and less than satisfied clients alike. “
To find out more about the Law Firm Marketing Club please visit www.lawfirmmarketingclub.com
