
Feedback: Most firms did not ask clients about their experience
Fewer than two-thirds of consumers who needed legal services more than once used the same firm, according to new research.
It also found that three-quarters saw positive online reviews as important when choosing a law firm, slightly more than those who cite recommendations from friends and family.
“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,” the report said.
“Law firms should keep in touch with clients after a matter concludes, cross-sell services, and ensure clients know how else they can help. It’s essential to prioritise this despite challenges like databases and internal pressures.”
Researchers said five key themes mentioned by consumers when changing law firm were a different legal need, convenience and location, costs and availability, specialisation and personal recommendations.
The Law Firm Marketing Club report, What do clients want, need and expect?, was based on responses from 644 consumers across the UK, more than a quarter of whom had never used a law firm. A similar proportion had sought advice on business, as well as personal, matters.
The two factors ranked highest by consumers in choosing a law firm were being able to meet a lawyer in person and the firm being close to where they lived, both cited by 80%, just ahead of a professional recommendation.
The next most important factor was positive online reviews on Google Reviews, Trustpilot or ReviewSolicitors. This was cited by 77% of consumers, a little more than those who mentioned recommendations by family and friends, along with the firm having “a strong website and profiles for lawyers”.
More than six out of 10 consumers aged 44 or younger described a presence on price comparison websites as “vital” and a majority of this age group said an active online presence was equally critical.
“While personal interaction remains crucial, law firms should also focus on maintaining a strong online presence and clear pricing,” the report said.
Only three in 10 clients considered sustainability very important when choosing a lawyer, while 17% said it was not important at all.
While sustainability was growing in importance, law firms should balance it with “practical client needs”, the report said.
There was a similar lack of enthusiasm to take a firm’s approach to diversity into account when finding a firm, with 22% viewing it as very important, and 13% not important at all.
Seven out of 10 consumers preferred face-to-face for their initial meetings, as opposed to the phone (67%) or emails and letters (62%). Web chat or messaging on social media were the least popular options.
“Digital channels were the worst performing, perhaps because they feel impersonal and lack the depth of interaction clients expect.”
When it came to onboarding, there were some issues with “unclear communication and jargon”, but 83% of clients found the fee agreement and engagement letter clear.
Researchers commented: “The onboarding process is generally good, but there’s definitely room for improvement.
“Clients want clear and efficient communication, especially when it comes to welcome documents and timelines. Any confusion or delays can really mess up that initial good impression.”
Clients had high expectations of their lawyers, wanting same-day responses (84%) and weekly updates (82%), together with online accounts and the ability to speak to someone 24/7.
Only three out of 10 consumers were asked to provide feedback, although the proportion could be higher because 21% did not remember.
Law firms achieved generally high satisfaction rates, with service getting the highest ratings at 79% and price the lowest, at 63%.
Leave a Comment