The Client Experience and Law Firm Growth
Clients are looking for attorneys online, more and more. So, as we have said so many times before, it's critical to be found online. But, it's critical to understand what the client experience is and how they complete the search process. There are far more steps than you may think. As connecting with potential clients becomes even more focused online with limited in-person interactions, it's more critical than ever.
The Need
People generally aren't sitting around wondering what they can hire an attorney to do. It isn't like scrolling through Amazon or your favorite online shop. The first step in the process is based on need. Certainly, some legal topics can be 'generated' so to speak. Everyone really needs a Will, even if it's just basic. For some, being reminded that it's a good idea is enough to add that to their to-do list. But for most legal issues, something happened to create the need. As such, the law is generally a reactive market, based entirely on individuals reaching out.
The Question
Generally speaking, the first thing an individual does is use Google to ask a question based on the need. Although only 14% of ALL Google traffic is posed as a question, 92% of searchers use a longtail keyword. Let's pause on that and explain what is meant by that and give an example.
Longtail Keyword: A longtail keyword is a phrase that is generally made from three to five words which gives Google more specific terms than a generic query. As an example:
Generic Keyword Search: Lawyer
Longtail Keyword Search: Family Lawyer Downtown Chicago
Individuals generally use a question or longtail keyword when searching for an attorney. Let's go with the same example as shown above. Let's say an individual had a minor car accident with someone who did not have active insurance. That person will google something like 'car accident with uninsured' or 'what if I had a car accident with uninsured'. You get the idea.
From there, the individual will see what comes up as a result of their search. At the top of the page, Google displays the links to pages that their algorithm believes are the best answer to that question or search. Paid ads are shown above that content if specific keywords or longtail keywords have been purchased. We would be here for days if we start the discussion about Google ads. That's a different blog.
From there, potential clients read through a few articles. This is why providing content on your website is key. And remember, both you and Google want the same outcome: Answer the persons' questions. So it's critical to create content that answers your potential client's questions. Just like we do in this blog. The goal is to answer YOUR questions about your law firm.
The Attorney Search
From their reading and learning, potential clients decide whether or not to hire an attorney. If the content they read supports further action, individuals once again use Google to find an attorney. At this point, again, individuals use longtail keywords, such as 'Divorce Attorney in Chicago', 'Immigration Attorney in Cincinnati', etc. This is the next step where it's important to be found. The trick here is how to be close to the top of the results. Being in the top spot results in a 31% click-through rate (CTR) which is the percentage of individuals who see a link and actually click through to the page). The average CTR is 3%, so the top spot is key.
So, if you want your firm to grow, it's critical to be found through Google Search. There are options other than Google Ads, of course. But which terms? Luckily, Google is happy to help. Check out Google Trends to see what keywords and longtail keywords are most used in your area. From there, be sure to use those keywords selectively on your website. Google will absolutely mark your content as junk if you use the keywords too often. Make sure the keywords make sense. And use several options, not just one. It will take time to build up your ranking, but it isn't impossible. The trick is consistency.
Above all, be sure the content you create answers the users' questions. If you do that, you will do fine. Again, consistency is key though. Don't expect to put out a blog or content every other month and expect to see an immediate uptick.
The Criteria
Based on what the individual reads from their various searches, the person creates a criteria list. This step may or may not be a conscientious step. It may be something that just happens due to their search and reading.
Some things are consistent, however. Location is key, for obvious reasons. Many types of law follow specific requirements by jurisdiction, whether local, state, or federal. Others are the availability of the firm or lawyer. These days, individuals look for law firms that are tech-enabled. So if you offer case management software, like SimpleLaw, be sure to make that visible to potential clients. Even before Covid, clients started demanding greater visibility and access to the status of their case. Since Covid? Well, we are all online. The comfort level of the client has grown. And it's a demonstrated fact that law firms that use software grow faster than those that do not.
Put yourself in your client's shoes. What would you want to know? Be sure you make it easy to find and easy to read on your website.
The Shortlist
From there google search and visiting various attorney websites, the individual puts together a list of three to five or more law firms to contact. Make it easy for potential clients to contact you. Sure, the phone is great. But offering a chat feature, like on this website, is critical. I simply can't stress enough that offering that chat feature is a game-changer. There are free options out there, too. We are huge fans of HubSpot who offers a free full CRM including a chat tool for your website, up to a certain number of contacts. Be sure to check them out and tell them SimpleLaw sent you. But I digress.
The key here is to make it easy for clients to connect to your firm. From there, be sure to be responsive. We hear, over and over again, that clients are frustrated as they reach out to attorneys and never hear back. Most, over 50%, say they don't even expect a return call from some. So don't be that guy. If you get a message, return it.
Equally as important is having a review site. Google, again, remains the most trusted review site. If you don't have a Google Review page, make sure to create it. Reach out to past clients and ask them to post a review. Ongoing, add the request to the process of closing a case. It's critical to not only have a review page but to have recent reviews.
The Selection
This step is the trickiest of all from a timing perspective. Some individuals, based on their legal needs, are ready to hire an attorney right now. Some will put it off a bit and come back to it after a while. So patience and staying in touch are key here. Don't call or email daily. But if you don't hear back from a potential client after answering their questions after say 3 to 5 business days, it's ok to call or email them and see if they have any other questions or if they have made a decision.
Don't be afraid to ask why they selected a different firm if indeed they have. It could be they replied faster, or just felt more comfortable with the individual. But sometimes it has to do with information access, availability, and even tone. Be sure to track this feedback and consider adjusting your approach based on that feedback. Don't take every suggestion to heart, however. When you try to please everyone, you please no one. But if you are consistently hearing that a different lawyer offers software the client can access to stay in touch with their case, well, maybe it's time you do that, too.
The trick to growing your firm is to be found online in as many places as possible. But that's only one piece of the puzzle. Providing a client-centric experience, practicing law in an understanding and supportive way, and of course, being an expert in your field of law are all critical. But the only way to demonstrate that is by working with clients.
