As an attorney, you are focused on your client’s legal needs. But if you work on many similar cases over many years, it can be easy to forget what the client is looking for. Take a look at the list below for a reminder of what your clients look for from their lawyers. When you provide what your clients seek, they will be more satisfied and likely to spread the word about your services. If you want to spread the word about your law firm even more, Forward Lawyer Marketing can help today.
Clients frequently complain if the attorney does not communicate with them enough about their case. If your client needs to call your firm regularly for a case update, you probably are not reaching them enough. You or your paralegal should contact clients regularly to let them know what is going on with their case. Even if nothing is new, clients like to hear from their attorneys to feel in the loop. Remember that if you have to apologize for taking so long to call a client back, they only hear that someone else is more important than they are.
Also, communication should not stop when the case is over. Your happy client can be an excellent source of referrals, so staying in touch with them is wise. Several ways you can do that include:
Another important communication point is communicating efficiently with your legal team. Everyone who deals with that client in your law office should be current on their case. The client should not have to tell you and three other staff members the same information. When giving you or a staff member information on the phone, that should be shared with everyone.
Most people do not talk to a lawyer because of something extraordinary that happened to them. Usually, they have a legal problem, whether a car accident, child custody problem, or business matter. Whatever the issue is, they are facing hardship and usually want an attorney to treat them like human beings. You may deal with divorce cases every week of the year, but most people only go through one divorce, so make sure you give the client the understanding and empathy they want.
Unfortunately, many in the public see attorneys negatively, so you may have to work harder to make the client feel like you care and have empathy. But if you make a consistent effort to show compassion, it will bring benefits to your business.
The client wants their legal problem solved, but what they want may differ from what you have in mind. That is why communicating with your client clearly and openly is essential. For example, many clients often want the best settlement for their car accident.
However, sometimes clients want to have their day in court and go to trial. Make sure that the legal problem you are solving is the one they want to be solved. Again, understanding their needs and goals comes down to regular, effective communication in person, by phone, email, text, etc.
Furthermore, many clients are in pain, such as in the middle of a divorce or a criminal charge. The longer the case takes, the more pain they feel. If they feel like you are doing everything you can to solve their problem quickly, they will remember that and probably give you the referrals and positive reviews you want.
Your client has a legal problem and you may not be seeing them at their best. Clients need to know they can trust you and that you have their best interests at heart. No one wants to feel like their lawyer is not being straight with them.
How can you make a client trust you? Never overpromise and underdeliver. Tell them from the beginning what you can and cannot do, and always stick to your word. If you say you will call them every week with a case update, do precisely that. Not following through on what you say you will do will damage trust, affecting your referral business.
Meeting with a lawyer can be intimidating when you have a legal issue, whether it is a car accident or business problem. You might be the nicest person in your town, but clients can feel nervous about talking to a lawyer. Consider if you see a medical specialist about a medical problem you have; you could feel nervous in that situation. That may be how your clients feel when meeting with you.
So, clients want to feel at ease and be reassured about dealing with you. Remember, no one likes to feel stupid or silly; some attorneys can make their clients feel that way.
You can reassure your clients in person and on the phone by focusing on their concerns and addressing them quickly. For example, as the lawyer, you may better understand their legal problem than they do. So, explain the legal issue in layperson’s terms and lay out the steps to address it. Remember that you may need to repeat this routine several times for them to remember, and that is ok.
Of growing importance is the technological capability of attorneys and their firms. Many lawyers leverage technology effectively, but some still need to. If your competitors offer Zoom case updates every week without fail and you only call your client by phone when something happens, you may need to update how you use technology.
Different clients will have varying attitudes toward your prices. Some clients think all lawyers are expensive and cost far too much, but others may see things differently. But every client, whatever the size of their bank account, wants to see transparency in pricing. They want to know what you cost, what they will have to pay when, and what additional costs there may be, if any.
Even if the client is less price sensitive, they still want value for the money they pay you. So, you need to provide a high standard of service that matches what you charge per hour or case. You must also look at reducing costs, such as outsourcing administrative work.
Whatever you charge, clients need to understand when and how they will be billed clearly. For example, if you charge your client every time they email you a question, ensure they know that and list that charge in the contract.
Even the best attorneys can fall into a rut and get into back habits with clients. You should watch out for any of the following bad habits with clients:
Have you ever noticed that you usually remember when you have a negative interaction with a business or employee? If someone was rude to you in a store, you might remember it a decade later. If you are rude to clients or come across as short or impatient, people will remember it.
Some clients complain that attorneys can come across as unsympathetic or callous. Of course, many lawyers do not have this problem, but it is easy over the years to forget what it is like for the person walking into your office for the first time. This is often because the attorney has often dealt with that legal issue, but it is usually the client’s first time. Try to come across as caring and sympathetic, and remember that this could be your client’s first time dealing with this legal problem.
Attorneys are busy litigating and growing their businesses, so it is understandable if you are busy. But one of the biggest complaints is when an attorney is always unavailable and does not return calls or emails. Of course, the most successful attorneys are often challenging to reach, so have an administrative assistant or paralegal get back to your clients when you cannot.
Multitasking can be useful, but not when you should be listening to what your client is saying. Your client wants to feel like they are the most critical person in the world when you are with them. Make sure you devote all of your attention to your client when they are in front of you or on the phone.
Happy clients are every attorney’s goal. After all, most lawyers got into the business to help people deal with their legal problems. Remembering the tips above will help you give your clients what they want, leading to better case results and referrals. Of course, getting referrals is fantastic, but most law firms need legal marketing to keep their businesses profitable. Forward Lawyer Marketing can assist you with everything involved in law firm marketing, from PPC to SEO to content writing, so contact us today at (888) 590-9687.
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