The power of superior client service delivery: Fueling growth and success for your small law firm

Think about why you became a lawyer. Maybe one of your parents practiced law and you grew up always knowing you’d follow in their footsteps. Perhaps you discovered early on that you excelled in certain academic classes and loved debating with your peers. You may have even decided to go into law because you wanted a prestigious and successful career. Whatever the reason, as you actually started practicing law, it likely became clear that being a lawyer is really about helping people. All the tedious tasks, long days, and time spent away from family are somehow worth it knowing you were able to successfully help someone move through the stressful legal issue they faced. 

Today, clients are at the center of everything you do in your practice, and you always strive to provide exceptional client service at your law firm. But did you know that your clients are also your law firm’s most powerful marketing resource? Keep reading for a few strategies on how to leverage your clients’ voices and feedback to effectively promote and grow your firm’s brand and business.

Develop a process for capturing client feedback

Clients routinely express how much they appreciate your law firm’s service and all the hard work you put into helping them resolve their legal issues. They thank you in person, send complimentary emails, and even recommend your law firm to their friends and family members. How does your firm capture that positive feedback? And what mechanisms do you have in place to encourage and make it easy for clients to provide testimonials or leave positive reviews?

If you haven’t already developed a process, start doing the following:  

• In email communications, ask clients for feedback and get their permission to use quotes and testimonials on your website. 
• Ask clients if they’d be willing to be the subject of a case study to help promote your firm’s services.
• When interacting with clients in person or via emails or texts, ask if they’d be willing to leave a review about their experience with you and your law firm. Make it easy for them to do so by including links to your Google My Business Page and Facebook account.

Amplify your clients’ voices via digital marketing strategies

Once you start building momentum for gathering client responses and reviews, it’s time to put that feedback into action to enhance client service. Be strategic and develop a concrete marketing plan for how and where you plan to promote testimonials, positive reviews, case studies, and general client feedback. 

Websites

Highlight your clients’ responses throughout your website like on your homepage, specific matter pages, and your firm’s about and contact us pages. Their words help reinforce the marketing messaging on your website and really drive home the positive impact your law firm makes in their lives.

Social media channels

Develop a regular cadence for sharing client testimonials and positive reviews via your social media channels. An easy and effective way to use clients’ words on social media is to include a visual snapshot highlighting something positive they said, then writing a short post thanking them for trusting you and your firm to help resolve their legal matter.

Email campaigns

Communicating through email is a quick, easy, and highly effective way to build and maintain positive relationships with current and past clients. Providing examples of past client testimonials and reviews in your email can be especially helpful when the intent of your message is to kindly ask for similar feedback.

Client newsletters

Taking the time to write and publish a monthly client newsletter is a great way to not only broadcast your firm’s news, achievements, and community involvement, but also amplify your clients’ voices. Keep in touch with current and former clients, highlight their success stories, and include a couple positive testimonials and reviews to reinforce your firm’s brand proposition. Don’t be shy about asking them to recommend your law firm to family members and friends who may need your legal services.

Your firm’s most valuable marketing resource

The relationships you build with clients are at the heart of your practice. For attorneys like you, providing exceptional client service isn’t just a goal – it’s a given. Start implementing processes to regularly request and capture their feedback, then be strategic in how you highlight their words to boost your firm’s presence for long-term success.

Want to learn more about how to manage your firm’s online reputation? Download our white paper about leveraging the power of online ratings and reviews.