Posted by Kate Roberts, head of marketing at Legal Futures Associate Perfect Portal
Roberts: Client experience is becoming a key differentiator
Law firms are facing growing pressure to place greater focus on client experience or risk falling behind in an increasingly competitive legal market – not due to a lack of legal expertise but because the overall client experience no longer aligns with modern expectations.
As the provider of an end-to-end new business management platform for law firms, we have seen a growing disconnect between how clients expect legal services to operate and how many law firms still function. These expectations have been shaped by experiences across other industries, and the modern client is now accustomed to instant confirmations, clear communications, transparency around next steps, and easy access to information.
These expectations are now influencing how clients choose, assess and remain loyal to legal providers.
First impressions are formed long before an initial meeting or phone call. Website interactions, enquiry submissions and response times play a critical role in shaping confidence. When these early touchpoints feel slow, unclear or disjointed, potential clients may quietly begin exploring alternative options.
Negative experiences can carry significant weight. A single delayed update, unclear process or unnecessary friction can undermine trust, even when legal outcomes are strong. Such moments can influence not only repeat instructions but also informal recommendations and referrals.
Some firms are already responding by taking a deliberate approach to client experience. Efforts include simplifying the quoting and intake process, smoothing out onboarding processes, and easily and quickly keeping clients informed throughout a matter.
Client experience is increasingly being designed intentionally by law firms that know they need to stay ahead, rather than simply left to chance.
In a market where clients have greater choice and higher expectations, law firms are being encouraged to evaluate how their processes, communications, and client interactions measure up.
Delivering a clear, efficient, and well-structured client experience is becoming a key differentiator, and attention to client experience is no longer optional – it is central to a firm’s continued success.
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