Live chat is a common occurrence on most websites these days – that’s because people want immediate answers, no matter the time of day. Many people will be scrolling and browsing via their laptops or phone in the mornings on the way to work or in the evenings.
This isn’t any different for law firms. So, if in 2025 one of the firm’s goals is to improve client engagement and capture more leads, live chat could be one solution for your firm. With digital-first strategies dominating in 2025, a well-implemented live chat can significantly enhance your law firm’s online presence.
One of the biggest challenges with live chat is dealing with users just looking for free advice rather than serious legal representation. In this article, we explore the best practices to optimise live chat for client conversion while gently disengaging those unlikely to convert.
Why Live Chat Matters for Law Firms
As mentioned, clients expect instant responses. With law firms juggling many responsibilities and clients at a given time, it can be challenging to reply within a client’s preferred timeframe – and how do you even know what that timeline is? A well-managed live chat function takes over the stress of checking emails 24/7, allowing clients to receive help immediately. Research by the Law Firm Marketing Club collated the timescales clients expect a response dependent on different demographics. You can download a summary of the findings here.
What are the Benefits of Live Chat for Law Firms?
There are many, but the key things to consider are:
Increased engagement: Many potential clients prefer typing a quick message over making a call or sending an elaborate email. Ensuring that your firm’s live chat is easy to locate will help boost client engagement and lead to quicker results.
Higher conversion rates: Immediate response often means higher chances of securing a consultation, giving you more time to handle serious enquiries with less chance of leads falling through.
Competitive advantage: Firms that offer instant communication stand out in a crowded market. With technology becoming crucial to law firm marketing in 2025, staying ahead of the curve will keep potential clients interested in your firm’s services.
How to Avoid Attracting Free Advice Seekers
Unfortunately, with the open nature of live chat on your law firm’s website, you are bound to expect ‘free advice seekers’ who can waste valuable time and attempt to get information from you instead of putting through a serious enquiry. So, how can you deal with these situations when they arise?
1. Set Expectations Early
Ensure that your live chat widget clearly states its purpose. For example, instead of a generic "How can we help?", consider:
"Speak to our team to find out how we can assist you with your legal matter. We do not provide free legal advice over live chat."
Setting the expectation early will deter people who want an answer to their situation without enlisting the help of your law firm, and allow your firm to direct its time to important fee-earning work.
2. Use Pre-Qualification Questions
Rather than allowing open-ended enquiries, you could use structured questions to determine intent:
“What type of legal issue do you need help with?”
“Are you looking to engage a solicitor or gather general information?”
This helps filter out users who are unlikely to convert. You can then signpost users who are just looking for general information to your service pages, blog posts or direct them to send an email or book in a call so someone can answer their query in detail.
3. Implement AI-Powered Screening
AI chatbots can handle initial enquiries, providing basic information and assessing whether or not the enquiry can convert into a consultation before handing leads over to a human agent.
For example, a chatbot might say:
“We are happy to offer a free 10-minute consultation for serious enquiries. Would you like to book one?”
Users looking for free, detailed advice may drop off at this stage, but those who are gathering information and are looking to proceed once they’ve found it will be happy to book in a call to discuss their case further.
How to Disengage Free Advice Seekers Without Risking Bad Reviews
Some users may become frustrated when they realise they won’t receive free legal guidance. These users could potentially leave harsh reviews and negatively impact the reputation of your law firm.
Here’s how to end the conversation professionally and maintain your positive reputation:
1. Offer a Paid Consultation Option
If a user is pushing for free advice, redirect them to a paid consultation.
“We’d love to assist you properly. Our solicitors offer a [30-minute consultation for £X]. Would you like to schedule a session?”
This maintains a professional tone and reminds them that your legal advice is a paid service.
2. Provide a Helpful Resource Instead
To avoid outright refusal, direct them to a blog post, FAQ page, or government website. This keeps them happy without giving away critical free guidance.
“We can’t provide legal advice via chat, but you may find this article useful: [Insert Link]. If you need tailored guidance, we’d be happy to arrange a consultation.”
This approach feels helpful rather than dismissive.
3. Close Conversations Courtesy
If a user continues pushing for free advice, end the chat with courtesy.
“It sounds like you may need in-depth legal guidance. Our team would be happy to assist through a formal consultation. Let us know if you’d like to book one. Have a great day!”
By presenting a helpful, professional, and warm tone, your firm can exit conversations smoothly while leaving a positive impression.
If you are still experiencing people turning to Google to leave a negative review, have a look at this blog post on a guide to Google reviews for law firms. And, in more serious cases where you believe you have been left an unfair review, you can try out Google’s Unfair Review Tool.
Final Thoughts: Turning Live Chat into a Revenue Generator
When used strategically, live chat can be an excellent tool for law firms to convert high-quality leads and grow their practice. The key is balancing accessibility with clear boundaries to filter out free advice seekers. By setting expectations, pre-qualifying enquiries, and politely disengaging non-paying users, your firm can maximise the benefits of live chat without wasting valuable time and resources.
One of our partners, Melu, offers Conscious clients a no-strings-attached 28-day free live chat trial (normally 14 days for non-Conscious clients). Get in contact at sales@conscious.co.uk or call 0117 325 0200 to find out how to take advantage of this offer.