When it comes to legal services, clients aren’t just seeking competence—they want excellent client service, clear communication, and an experience that aligns with their needs and values.
At the Law Firm Marketing Club, we’ve spent five years listening to thousands of UK clients to understand exactly what they’re after. The insights we’ve gathered reveal where law firms are excelling—and where they’re falling short.
Here’s what we found:
➡️ Of those who have used a law firm multiple times, 59% stayed with the same one. That means 41% moved on. Loyalty in this sector isn’t guaranteed, suggesting cross-selling isn’t happening effectively either.
This clearly shows that client retention is a challenge in the legal sector. Even when clients have had a good enough experience to return, a significant number are still willing to try a different firm the next time they require legal services. This suggests law firms aren’t fully capitalising on opportunities to cross-sell additional services, which could help strengthen client loyalty. Firms should focus on building deeper relationships with clients by offering more comprehensive solutions to meet their evolving needs.
➡️ Only 53% of law firms are getting that crucial first impression right. Yes, half of firms are falling short from the very start.
With nearly half of law firms missing the mark from the outset, it’s clear that initial interactions—whether through a website, consultation, or phone call—are critical to client retention. A lack of immediate responsiveness, poor online presence, or an unwelcoming reception could be costing firms potential clients. Law firms need to invest in improving these first touchpoints to increase their conversion rates.
➡️ Communication is a major issue: clients often find it difficult to get through to their solicitor on the phone. This is more than just an inconvenience—it’s a deal-breaker for many.
Clients need to feel their solicitor is accessible and responsive. A solicitor who is hard to reach creates frustration, erodes trust, and could result in clients leaving the firm. This highlights the importance of having good communication systems, whether through regular updates, clear availability, or adopting modern communication tools to keep solicitors connected with their clients.
➡️ There’s a noticeable generational divide when it comes to digital interactions.
Younger clients, in particular, expect a strong social media presence—66% of under 30s compared to just 18% of those over 60.
Younger clients are not only looking for competence but also for firms that are digitally savvy. Law firms aiming to attract a younger clientele must invest in a strong social media and online presence. In contrast, this may not be as crucial for older clients, who may prioritise different factors, such as personal recommendations or the firm’s reputation. This calls for law firms to tailor their marketing and communication strategies depending on their target audience.
➡️ Sustainability is becoming increasingly important. Clients are now considering a firm’s approach to sustainability when making decisions.
This reflects a shift in consumer values. Clients, particularly younger ones, are factoring in the ethical practices of the firms they engage with. Law firms that adopt sustainable practices—whether in terms of office operations, community involvement, or the types of clients they represent—can stand out and attract clients who prioritise these issues. Firms must adapt to this growing expectation to remain competitive.
These insights are just the beginning of our 2023 findings. And we’re gearing up for even more revelations this year.
Clare Fanner and I are deep into the research, with Anna Lake kindly sponsoring this year’s survey. Want to know what really matters to clients?
On 4 December in our webinar we explored:
➡️ The key factors influencing how clients choose a law firm.
➡️ The emotions they experience throughout their legal journey.
➡️ What they expect when engaging with a firm.
➡️ Their first impressions—and how much that initial moment counts.
➡️ Whether firms are meeting, or missing, the mark.
Connect with me for all the latest for LFMC: https://www.linkedin.com/in/sophiastancerlawfirmmarketing/