Tag: branding

Legal Branding

How Client Reviews Help Law Firm Branding

Do you go to a movie or restaurant without checking its reviews? Thanks to social media, our purchases are often influenced by reviews and ratings. Today, reviews are an important part of legal marketing.

Hiring a lawyer is a big decision. Many potential clients rely on word-of-mouth and reviews to help with their decision. A happy client is a law firm’s best advertising.

Your law firm may be familiar with review-based websites like Martindale and Avvo. But, you can use client reviews in a more active way. Your clients’ opinions and experiences can be a powerful way to extend brand identity.

Reviews on Third-Party Sites

Reviews on Third-Party Sites

Sometimes, clients will voluntarily post a review. These reviews often appear on third-party sites like Facebook or Yelp. These reviews can be sporadic and unreliable.

Everyone loves a positive review! But, your client’s positive review may lack detail and marketing value. Which of these reviews do you prefer?

  • “My lawyer was great!”
  • “My lawyer kept fighting, even when things got tough. She always listened to me. I was surprised how quickly the other side settled! I have already sent friends to my law firm for help. Thank you.”

Both clients were happy with their lawyers. Clearly, the second review gives more information to potential clients. You can’t edit a client’s online review. But, you can encourage happy clients to post detailed online reviews.

If you receive negative reviews, write a prompt and empathetic response. Encourage the unhappy client to meet with you, and work to resolve the issue. While you cannot make everyone happy, prospective clients will notice your quick and courteous response.

How to Create a Client Questionnaire

How to Create a Client Questionnaire

You should also create your own client questionnaire. At the end of a case, send each client this questionnaire. Information from a client questionnaire can be used both internally and for marketing purposes.

A client questionnaire is simple to make, and should ask open-ended questions. Potential questions include:

  • What did our law firm do best?
  • How would you describe your relationship with your lawyer?
  • How would you improve our law firm’s services?
  • Would you hire our law firm again? Why?
  • Would you refer friends and family to us?
  • Would you like a free subscription to our email newsletter?
  • Can we publish your review on our website?

If you want to publish reviews, you must get the client’s permission.

Client Reviews Can Show Strengths and Weaknesses

When you use a client questionnaire, you should analyze the responses, and look for trends.

Internally, these client reviews can be used to highlight a law firm’s strengths and weaknesses. If a staff member is providing exceptional service, it should be recognized and rewarded. Similarly, if clients regularly complain of communication delays (or other problems), you should improve your processes.

Your clients’ experience should always be consistent with your marketing message.

Client Reviews and Website Marketing

Client Reviews and Website Marketing

Again, a well-branded law firm’s reviews will reflect its mission or identity. You can use these reviews to extend your brand.

Prospective clients value reviews. If the reviews are consistent with the law firm’s message, they build trust. So, publish client reviews that express elements of your brand or mission.

For example: A personal injury firm prides itself in both its compassion and fierce representation. These characteristics are the pillars of its marketing message.

On its client review page, the firm has published these comments:

  • “I always knew I could call my lawyer for help. The firm helped me through my darkest hour—and negotiated a great settlement!”
  • “The insurance company couldn’t push my lawyer around. I was in good hands. He never stopped fighting for me.”

These client reviews match the law firm’s message—and are particularly persuasive because they come from clients.

A well-designed law firm website should include published client reviews. Give your prospective clients insight into your firm culture and mission through client reviews.

Legal Branding

Use Buyer Personas to Get Better Legal Clients

Lawyers know their clients, right?

Lawyers think about their clients every day. You understand their daily challenges. You guide them through complicated legal processes. You celebrate their successes and victories. But, do you ever see your clients as buyer personas?

In today’s competitive legal market, lawyers and law firms need to think strategically about client marketing. Buyer personas can bring your law firm the best possible clients.

What is a buyer persona?

Marketers build “buyer personas” when developing a marketing or branding strategy. A buyer persona describes part of your client base and helps you create targeted marketing messages.

Each of your law firm’s buyer personas has different goals and perspectives. A message that convinces a father of a disabled child to hire you for an SSI appeal may differ from than that of a business professional facing a drunk driving charge. Your marketing plan for these two personas should be different.

Your client base contains multiple buyer personas. You need to understand who they are. Once you identify your firm’s personas, you can create branded messages that speak to them.

How to Identify Law Firm Buyer Personas

How to Identify Law Firm Buyer Personas

Since you work closely with your clients, it should not be difficult to identify your firm’s buyer personas. It does, however, take some time.

First, go through your law firm files, and build demographic profiles. Use the data you already have to spot trends.

  • Do you clients tend to be men or women?
  • What are the average ages?
  • What are their average incomes and educational backgrounds?
  • Why did your clients hire you, and not your competition?

Your intake interviews probably contain a lot of this information.

You should also consider who you want your clients to be. Do you want higher income clients? Do you want to expand a practice area? Or, do you want to extend your law firm’s geographic reach? You will create profiles for these desired clients too.

Finally, you need to do market research. If your intake interviews are lacking information, ask your clients for more information. You can send a client survey, or perform a follow-up interview.

You will also want to evaluate your competitors. Examine their marketing materials. Do other law firms target different buyer personas?

What Does a Buyer Persona Look Like?

What Does a Buyer Persona Look Like

Next, build profiles that summarize your client demographics. Your buyer personas may resemble these:

  • Name: J.Q. Public
  • Average Age: 45
  • Job: Skilled laborer/electrician, union steward
  • Goals: Resolve workers’ compensation dispute and protect financial stability.
  • Fears: Losing home and other assets, not getting back to work, tension at home.
  • Attitudes: Not tech savvy, but okay with email. Prefers face-to-face meetings. Experienced with union negotiations and basic employment law.
  • Name: Marta Smith
  • Average Age: 60
  • Job: College Professor
  • Goals: Needs help with estate planning.
  • Fears: End-of-life expenses.
  • Attitudes: Travels often for research. Prefers email and video conferencing. Likes long-form explanations.

Again, your law firm should always have more than one buyer persona.

How to Use Buyer Personas in Law Firm Branding

Now that you have buyer personas, both for your current and desired client base, apply them to your marketing strategy. Think about how you have successfully marketed to a buyer persona in the past. Build a strategy that speaks specifically to each persona.

A marketing strategy for J.Q. Public may include:

  • Both digital and printed workers’ compensation brochures.
  • Discussion of your ties to labor unions.
  • A targeted email campaign about workers’ rights.
  • Offers to run free workers’ compensation and FMLA training sessions at union steward meetings.
  • In-house family law and bankruptcy referrals.

In comparison, Marta Smith’s marketing may involve:

  • A detailed estate planning blog.
  • An electronic client portal, allowing easy access to documents and information.
  • E-books and downloadable forms.

Modern marketing focuses on building a buyer’s trust and confidence. By using buyer personas, law firms can convey expertise, and help build that trust.

Do You Need Marketing Help?

Do You Need Marketing Help?

Lawyers’ time is valuable. Many law firms do not have the time or resources to handle their own branding and marketing. If you need help, contact an experienced professional.