What Clients Truly Seek in the Lawyers They Hire

Key Insights:

• Clients’ expectations from their lawyers go beyond a single attribute, focusing on a combination of exceptional service and trustworthiness.
• Feedback reveals what drives client satisfaction, inspires referrals, and prevents negative reviews.
• While law firm profitability is essential, meeting clients’ demands for quality interactions and support is critical. Investing in tools and strategies to make a strong first impression is vital—Array Digital can help with this.
• In the dynamic legal industry, understanding clients’ needs is pivotal for law firm success and reputation. With many clients finding lawyers online, standing out to potential clients is more important than ever.

This article explores the key qualities clients value most when choosing legal professionals, including trustworthiness, expertise, clear communication, and affordability. Drawing from extensive research, it offers actionable insights for lawyers and law firms aiming to surpass client expectations and build lasting relationships.

What Sets a Law Firm Apart for Potential Clients?

To address the question, “What do clients value most in law firms?” we must examine why clients choose one provider over others in a sea of options. Here’s what we’ve found matters most:

• Transparent Pricing: Clients want clarity on costs upfront. Is it easy to determine the price of a consultation or appointment?
• Online Presence: With 96% of people seeking legal advice starting their search online, having a strong and visible presence is essential. Clients research extensively before making contact.
• Professional Website Design: A poorly designed, confusing, or jargon-filled website sends the wrong message. Potential clients prioritize attorneys with professional, accessible, and easy-to-navigate sites.
• Convenient Online Tools: Modern clients expect accessibility. Features like online booking, chat tools for quick questions, and email support can make a significant difference in meeting their needs.

Reflecting on these key factors, does your legal practice address them effectively? Simply listing practice areas on a basic website isn’t enough in today’s competitive online legal market. There’s much more to consider to attract and retain clients.

What Ensures New Clients Choose Your Firm?

Now that visitors are on your website, how can you convert them from prospects into leads ready to engage your legal services? Here’s how:

Provide Exceptional Communication

• Respond Promptly: Answer calls and emails quickly, even if it’s just to confirm receipt and promise a follow-up.
• Show Patience and Empathy: Make each client feel valued and understood by prioritizing their unique situation.
• Be Fully Present: Dedicate your full attention to every interaction, ensuring clients never feel like they’re competing for your time.

Create a Positive Client Experience

• Showcase Proven Results: Highlight past cases where you’ve successfully helped clients in similar situations, including settlements or positive outcomes.
• Display Qualifications: Share recognitions like SuperLawyers® awards or other distinctions to underscore your commitment to excellent client service.
• Leverage Testimonials: Use reviews from former clients to demonstrate your track record and inspire confidence in new ones.

Offer Transparency

• Clarify Pricing: Provide clear and upfront details about your billable and hourly rates.
• Avoid Hidden Fees: Build trust by being transparent about all costs from the outset, ensuring no unpleasant surprises later on.

By combining clear communication, a strong client-focused approach, and complete transparency, you can create a seamless experience that turns potential clients into loyal ones.

What Causes Potential Clients to Look Elsewhere?

Several factors can hinder business growth before you even have the chance to make a strong impression on potential clients. When someone visits your website or reaches out, these unmet client expectations can derail your success:

Outdated Website

• Slow Loading Speed: Clients won’t wait long; a sluggish site causes them to move on within seconds.
• Lack of Visual Appeal: Overly flashy designs, intrusive ads, or a lack of personalization make clients feel disconnected and disengaged.
• Poor Navigation: If clients can’t easily find information or figure out how to contact your firm, they’ll quickly lose interest and look elsewhere.

Perceived Rudeness

• Lack of Patience and Empathy: Clients expect understanding and care, regardless of their legal issues. A dismissive or rushed attitude can drive them away.
• Divided Attention: Multitasking during client interactions signals that you’re not fully present, which diminishes their trust and confidence in you.
• Punctuality Matters: Being late to appointments or court appearances suggests a lack of respect for your clients’ time and business, regardless of your expertise.

Addressing these common issues can help ensure you meet client expectations and avoid losing potential business opportunities.

What Encourages Clients to Refer Your Firm to Others?

In the legal field, referrals are invaluable, but securing them is more challenging than ever. Even if you meet all client expectations and deliver what they need, they may not necessarily recommend you. Word-of-mouth referrals are crucial, with around 59% of clients seeking recommendations from family and friends when looking for a lawyer. So, what makes clients actually refer attorneys?

Key Factors That Drive Recommendations:

Quality Service

• Responsiveness: Clients want reliable, timely communication and the confidence that their attorney will be there when needed.
• Transparency: Clear information on services, costs, and expectations helps clients feel informed and secure.
• Accessibility: Clients appreciate easy access to their attorney and prompt support when they need it.
• Efficiency: A quick turnaround in handling legal matters boosts clients’ satisfaction.
• Cost-Effectiveness: Clients often consider the cost-to-value ratio, weighing their perceived experience against the price.
• Personal Attention: Taking the time to communicate empathetically and explain complex issues fosters trust and strengthens client relationships.
• Industry Knowledge: Clients value expertise, especially in specific areas of law.
• Attention to Detail: Thorough, high-quality counsel ensures clients don’t second-guess their decision to hire you.
• Creative Solutions: Clients appreciate attorneys who think outside the box to meet their needs.

Ease of Experience

• Timely Communication: Fast responses (within hours, not days) increase client satisfaction and the likelihood of recommendations.
• Convenient Technology: Online booking, payments, and document signing appeal to clients—46% prefer paying by credit card over checks.
• Flexible Payment Options: Offering alternative fee arrangements, including payment plans, can improve client retention, as 49% of firms see higher revenue with this option.

Relationship Building

• Ongoing Engagement: Maintain connections post-case, whether for general counsel or simply staying in touch.
• Client-Centric Newsletters: Tailored email content that meets the client’s needs helps keep the relationship active.
• Follow-ups: Occasional calls or emails show clients that they are valued beyond just the case.
• Personal Touches: Simple gestures, like sending holiday cards, help build lasting client loyalty and satisfaction.

By focusing on these elements, you increase the chances of clients recommending your firm to others.

How a Digital Marketing Agency Can Help Position Your Law Firm as a Top Choice for Clients

As a managing partner, law firm owner, or any professional in the legal industry, you’re likely aware of the challenges in meeting client demands. While most attorneys would agree that these expectations are reasonable, managing all the moving parts and ensuring everything is handled efficiently over time can be overwhelming, especially when your focus needs to be on client work.

According to the Clio 2023 Legal Trends Report, 33% of attorneys’ non-billable hours are spent on business development. That’s time better spent on billable work, which could be outsourced to a marketing agency.

Our digital marketing agency can relieve much of this pressure by providing a tailored solution that addresses gaps in your client experience. We specialize in creating strategies to tackle your firm’s challenges, using our expertise to develop a plan that positions your practice ahead of the competition.