Family lawyers are always in need of not only more instructions, but also instructions of a higher value. In order to know how to attract and convert more customers, you need to know more about them. Possibly the most important thing lawyers can know about their customers is the factors affecting their choice when it comes to choosing their solicitor. This post looks at 5 things customers consider when choosing a divorce lawyer, and how you can easily take advantage of these insights to drive greater profitability.
Consumers are more sophisticated than ever before. Where once they may have just used the one high street lawyer for all their legal needs, the internet allows customers to do a bit of research. For high-value or contentious divorces, the customer is likely not just to be looking for “a lawyer” but a lawyer with a divorce specialism, and even a specialism in their particular circumstances. Demonstrating your expertise, skill and past work on your website through strategic content can be an excellent way of demonstrating your specialism in that area. Furthermore, if you are a member of a professional organisation, or have won any awards or recognitions, you should put these trust icons on your website. These are called trust icons for a reason and can be very persuasive when it comes to customer conversion.
Testimonials and reviews hold a lot of power when it comes to consumer decision making. After all, when was the last time you bought something online without checking out the reviews? You should aim to implement a process for gathering reviews and testimonials. For example, create a template email asking past clients to review your service on Google. Legal reviews can be difficult, because often clients will focus on the outcome – which may have been out of your control. Try to guide the client by asking them to focus on service. Were you easy to contact? Were you upfront about costs? These are things within your control and can help persuade potential customers that you are good to work with.
Your website is now your shopfront, and if that shopfront is looking tired, this can be dissuading to customers, particularly those that are facing a difficult divorce and want to feel secure. Having a well-designed, easy to use website that provides clear information about your services puts potential clients minds at ease. You should aim to not only describe your services, but your customer service too. This may be the first time the client has ever dealt with a lawyer, so they want to know what to expect. Similarly, keeping your blog and social channels regularly updated shows that you are active online, and are likely to respond promptly if the call or email you.