Posted by Dave Seager, consulting adviser to Legal Futures Associate SIFA Professional
Seager: Firms need to look approachable and accessible
Last autumn, the Solicitors Regulation Authority (SRA) reaffirmed the position of transparency at the centre of its agenda by issuing new guidance for law firms.
The guidance – thinly disguised as continued support for COLPs, firms and individuals – was without doubt also borne out of regulatory frustration. Not surprising really, given the regulator is still issuing fines for firms failing to comply with rules that are now over six years old.
As an interested, and not wholly impartial observer, I find it difficult to grasp an ongoing reticence to embrace the principles of transparency, given the SRA’s stated purpose for the rules: “The aim is to help people, who currently struggle to shop around for legal services, more easily find the information they need to help them find the right legal help for them.”
If you are the right safe pair of legal hands, why would you not want help new clients find you?
Whilst personal and professional, often financial planner recommendations remain king. Consumers, without such a referral or an existing solicitor relationship, and in need of legal advice, will commonly research online before approaching a provider. The Legal Services Consumer Panel annual tracker survey confirms this every summer.
Consequently, the more approachable and accessible you look compared to your competitors, the greater your chance of winning new business. It is not rocket science and importantly is not actually difficult.
From my own reading, research and experience of working closely with financial planning firms that partner with solicitors, as well as working with the SRA and indeed the Law Society, I am setting out what I believe are 10 top tips for turning ‘transparency’ into a positive for your practice.
In truth, this was something I wrote about five years ago, but little has changed to my mind, so the SRA has prompted me to revisit.
Beyond compulsion: Consider applying the principles of transparency across all services you provide. To offer detailed information on price and service in some areas and not others, depending on what the SRA rules require, might simply look suspicious to a researching consumer.
Value: A decision will be made on value rather than price, so portraying everything involved in the likely cost is critical. Whilst fixed prices are certainly not essential, be aware that SRA research does indicate that consumers like them.
Plain language: Avoiding legal jargon or, if you must use it, explaining it, is fundamental to the audience. Detail each step of a process in an easy-to-understand way.
Staff biographies: Detailed biographies of your staff involved in the delivery of a service – not just the solicitor but their supporting team too – is important. These should include details of not only qualifications and experience but also some personal background. Such attention to detail helps personalise the experience and give confidence at outset.
Write blogs: Encourage your key staff to write the occasional blog, which is an extension of the biography in that it demonstrates approachability and competence to the researching consumer.
Social media: A profile demonstrating your firms and individual solicitors’ credentials and expertise linking back to your website could be a differentiator. Do not underestimate the power of social media to bring people to your improved website.
Video: Short, concise videos are an excellent way to explain the stages of a legal process. They can bring your services to life, whilst simultaneously introducing the solicitors who clients may be dealing with. These can also be used on social media to attract visitors to your site.
Accreditations and awards: Be proud of your professional achievements and the quality of your firm and your people, as well as key accreditations such as the Society of Later Life Advisers or Resolution, which demonstrate you require and attain elevated levels of professionalism.
Testimonials: Do not be shy of having a testimonial section on your website. The knowledge that you have contented clients in similar circumstances can give a new researching potential client confidence.
Holistic service: So much of what solicitors do for clients, requires complementary advice from fellow professionals. The modern client requires holistic problem solving and support, so ensure your website highlights that your firm will work closely with carefully selected colleagues, whether accountants or financial planners such as our SIFA Professional members.
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