Law Firm Growth Strategies: Client Retention

Introduction

Good client retention strategies can help law firms of any size turn one time clients into returning ones. Clients often return to law firms where they have had a good experience. To optimize the odds of a good experience for clients, firms can rely on some key approaches.

The Importance of Establishing Trust

How should an attorney work to develop the client's trust? There are some fundamental elements that apply regardless of the area of law or type of matter. Honestly,  they are just good basic human behavior approaches.

• Respect Client Boundaries: Some clients are more open than others. Ask your clients as part of the matter closing process if they would consider returning to the firm for future legal needs. Make sure it's easy and secure - provide a method for them to answer the question anonymously. 
• Take Proactive Action: Review client feedback. Like what you see and hear? Great. Don't like it? Time to make some changes. Take the feedback and consider the specifics of the client and/or matter. Sometimes a not so great response reflects more on the resolution of the matter versus the law firm itself. But not always. 
• Be Consistent: Periodically reach out to former clients. However, this communication needs to provide value to the client. Are there changes to the law for their type of matter? Is the firm doing something in the community? A good PR effort, even if it's persona, is always good. Participating in a 5K? Food pantry? Whatever it is, it's a great way to keep the firm top of mind for past clients.

At the end of a legal matter, be proactive. Ask the client if they are open to ongoing communications. If they are open to it, make sure the firm provides helpful information. Some firms provide updates to the legal areas they offer, alongside community updates and events. The goal is to keep the communication lines open. That way the client can easily contact the firm if they need legal support again.

Deliver High-Quality Service

When actually working on the client's legal matters, be sure to give them high-quality legal service. Effective retention strategies attorneys can use during the client work cycle include:

• Responsiveness: Answer the client's questions or requests in a timely manner. The last thing any client wants to be is ignored. Show them the firm is taking their needs seriously and making an effort to reach their desired outcome.

• Transparency: Be upfront about expectations from the beginning. If the firm ends up not meeting those expectations, explain why. Always address the client's viewpoint without insulting or invalidating it.

• Involvement: Clients want to be involved in their matter, so let them! From intake forms, uploading documents, adding notes, and even communicating more securely through the portal chat features, give them chances to be part of the solutions to their own legal problems.

Delivering the best legal service shows clients that they're at the top of the firm's priorities, and that they're more than just another paycheck. Doing these simple things can easily set the firm apart from competitors.

Communicate with Clients

Communication after closing a case should be respectful and consistent. There is a fine line between being present and annoying. Remember, it's all about providing helpful information.

• Latest Legal News: Providing legal support is what the firm is all about. In conversational language, provide unbiased updates to the practice area the firm offers. 
• Success Stories: Provide anonymous information about recent successful matters, highlighting how the firm worked to support the client.
• Neighborhood Information: The firm is part of the community, after all. Are there summer events, activities, or volunteer opportunities? Highlight firm involvement in the community, too. 
• Referral Requests: It can't hurt to ask! Keeping it very brief, remind the recipients the firm is there to provide legal support as needed. 

Ongoing communication should give clients helpful information. If it's just a sales pitch, the firm simply won't see the results. Remember, this doesn't need to be a weekly or even monthly effort. Quarterly is great, too.

Conclusion

Law firms that treat client relationships less like business agreements and more like ongoing partnerships are more likely to see one-time clients turn into returning clients if they have other legal issues. If they don't, they'll at least be more willing to point others with similar problems in the firm's direction.

SimpleLaw makes it easy with an all-in-one case management solution designed for law firms desiring an easy way to improve client retention with legal software—all without the learning curve.

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