When a client chooses a law firm to represent them, they’re not just buying a service — they are trusting your firm to take care of them through high-stakes and sometimes life-changing situations.
It’s often a scary, unfamiliar process for them. And in a field where trust is everything, if you want to attract more clients, then your marketing efforts have to go beyond just showcasing your firm’s expertise; they also need to showcase empathy, trustworthiness, reliability, and a true understanding of your client’s situation.
In other words, they need to be client centered.
Because your clients want more than just impressive credentials, they want a firm that understands their needs and can help them feel seen and supported.
So, whether you’re a personal injury lawyer, a corporate legal advisor, or in family law, if your firm is looking to attract more new clients and connect with them on a more meaningful level, then today’s blog has the strategies you need.
Let’s dive into the six steps that will help you develop a client-centered legal marketing strategy that resonates with your clients, strengthens their trust in you, and positions your law firm as the place to be.
Why a Client-Centered Approach is So Important to Legal Marketing
There are plenty of reasons why a client-centered approach isn’t just nice to have; it’s essential.
Here are just a few reasons why prioritizing a client-centered strategy can boost your firm’s marketing success:
- Builds Trust and Credibility — Legal matters are personal and, very often, stressful to your clients. They’re looking for firms they can trust. A client-centered approach demonstrates your firm’s empathy and reliability and helps to build credibility from the start.
- Boosts Client Loyalty — When clients feel valued and understood, they’re more likely to return for future services and refer friends and family to your firm.
- Improves Client Satisfaction — By focusing on client needs and addressing their concerns, a client-centered strategy makes for a more satisfying and positive experience. This leads to positive feedback and testimonials that can boost your firm’s reputation.
- Differentiates Your Firm — Many firms focus solely on promoting their expertise, but a client-centered approach sets you apart and makes your firm more memorable by showing that you truly care about your clients’ well-being.
- Drives Long-Term Success — Happy clients are more likely to recommend your firm to others, which can lead to a steady stream of referrals and long-term growth for your practice.
6 Steps to a Client-Centered Legal Marketing Strategy
So, are you ready to refocus your legal marketing strategy to one that your clients can better connect with?
Here are 6 steps you need to take to create a client-centered legal marketing strategy that builds trust and connects with your audience.
1. Understand Your Ideal Client Profile
Before you can start building a client-centered marketing strategy, you’ll first need to have an understanding of who your clients are.
And if you want to do it right, you’ll need to go beyond just basic demographics like age, location, or type of service needed.
Instead, dig a little deeper into their motivations and preferences.
What practice area are they looking for? Do they need immediate help with a family matter? Some legal guidance for their business? Are they looking for a firm with a strong track record or one known for its empathy and client care? Are they familiar with the legal process at all or will they need some extra guidance along the way?
To get some deeper insight, conduct surveys, interview past clients, and analyze any client feedback you have to get a better understanding into your ideal clients’ priorities.
It also helps to build out a detailed user persona (or fictional representation of your ideal client) that includes not only their demographic information but also their goals, concerns, and decision-making factors. This will give you a clearer picture of who your marketing efforts need to speak to to make it easier to create messaging that builds trust from the get-go.
*If you need some assistance building out detailed user personas, click that link. We’d love to help you out.
2. Build a Brand that Speaks to Client Needs
Your firm’s branding has to be more than just your logo or the slogan you use in your ads.
Your brand has to be the promise and impressions that your clients will associate with your name. A client-centered brand should reflect qualities like empathy, dependability, and dedication to a client’s well-being.
Make sure your branding materials — everything from your web design to your printed brochures to your social media profiles — communicate loud and clear that your firm is committed to understanding and addressing client needs.
Here are some tips to get that done:
- Use Compassionate, Client-Centric Language — Make your messaging empathetic, accessible, and approachable. Stay away from legal jargon and, instead, use language that reassures clients that you understand their concerns and focus on how your firm can support and guide them through whatever challenges they’re going through.
- Showcase Client Success Stories — Use testimonials and case studies on your law firm’s website and marketing materials to show real-life examples of how you’ve helped clients in the past. This adds credibility to your brand and shows prospective clients that you genuinely care about what happens to them.
- Design a Welcoming Visual Identity — Your brand’s color palette, fonts, and imagery should convey both your firm’s professionalism and approachability. Use warm, calming colors and friendly imagery to help clients feel at ease from the moment they visit your website or see your marketing materials.
- Emphasize the Core Values that Resonate with Clients — Clearly state your firm’s values, like integrity, compassion, and client commitment, in all of your marketing channels. When clients know what your firm stands for, they’ll be more likely to trust and connect with you.
- Provide Value Through Educational Content — Create and share helpful content (blog posts, videos, guides, etc.) that answers common client questions and simplifies legal topics. This demonstrates that your firm isn’t just interested in securing clients but is also dedicated to providing them with the knowledge they need to make informed choices (more on this coming up next!).
- Optimize Your Legal SEO — Use SEO strategies to make your content easier for clients to find online. By using relevant keywords, your firm can not only drive more organic traffic but make sure that clients searching for information on legal topics can quickly find your resources. This boosts your visibility and showcases that your firm is dedicated to providing valuable and accessible information to anyone who needs it.
*If you need some assistance in designing a welcoming visual identity and tone of voice, then click this link to check out our brand guideline services page!
3. Create Content That Educates and Empowers
In legal marketing, content is a great strategy for building trust and differentiating your firm among competitors.
Client-centric content is content that educates clients about the legal processes they might be facing, informs them about their rights, and lets them know about any common pitfalls to avoid.
When your clients see that your firm is willing to provide helpful information, they’re more likely to see your firm as their advocate and a go-to legal resource, not just a service provider.
If you’re looking for client-centric content marketing ideas, here are some to get you started:
- “Know Your Rights” Guides — Break down legal rights related to specific areas, like family law, criminal defense, or personal injury, in easy-to-understand language that potential clients can follow. This can help clients feel more informed and empowered.
- Step-by-Step Process Guides — Outline what clients can expect during common legal processes (divorce, filing a personal injury claim, drafting a will, custody dispute). This transparency can ease clients' anxieties and help them feel more prepared.
- FAQ Pages — Create an FAQ section on your website that answers your most common client questions about your services, processes, or fees. This is a great way to address initial concerns and show that your firm is approachable and transparent.
- Explainer Videos — Use videos to simplify complex legal concepts and procedures. A short video explaining “What to Expect in a Courtroom” or “How to Prepare for a Consultation” is a great way to give your clients some clarity and help them prepare.
- Case Study Stories — Share anonymous client stories that highlight how your firm has successfully helped past clients navigate similar situations. These real-life examples demonstrate your expertise and commitment to clients’ success.
- Checklists and Downloadable Resources — Offer your clients some helpful checklists or guides, like “Documents Needed for Estate Planning” or “Steps to Take After a Car Accident.” Downloadable resources can be valuable tools that clients return to as guidance in their legal journeys.
- Legal Updates and Blog Posts on New Laws — Keep clients informed of any relevant legal changes or new legislation that may impact their cases. This shows clients that your firm is knowledgeable and proactive in staying current.
- Tips for Common Mistakes to Avoid — Write content on common pitfalls clients should avoid during legal processes, including legal no-nos like posting on social media during litigation or missing important deadlines. This positions your firm as a supportive and helpful guide.
4. Personalize Client Interactions
This step may not seem like a big deal but trust us when we say that personalization goes a long way in building connections and earning client trust.
When clients feel that you know and value them, they’re more likely to have a positive experience with your services and refer you to their friends and family.
So, personalize all of your interactions!
Start by segmenting your email list so that you can deliver more tailored messaging based on that specific segment's needs or past interactions. For example, if a potential client has shown interest in family law, you can then send them relevant content and updates specific to that area.
You should also use personalized greetings and responses in your emails and train your team to show empathy and attentiveness in every client interaction, whether it’s through email, in-person, or over the phone.
Small touches like remembering client names and details from previous conversations can leave a lasting impression and make your clients truly feel like you value them for more than their legal fees.
5. Build Credibility with Testimonials and Case Studies
Word of mouth sells, especially with something as pricey and potentially consequential as legal services.
Clients want to see social proof so they know they can trust you. So, make sure that your firm is building up your good name with client testimonials and case studies, two powerful tools that can effectively showcase your success and reassure prospective clients.
Start by collecting testimonials from satisfied clients. If you have to incentivize those clients into leaving you testimonials with things like branded swag, gifts, exclusive content, then do it!; whatever it takes to get that marketing gold! Then share your positive feedback in places like your website, your email campaigns, and social media to provide real-life examples of how your legal experts have helped others.
Case studies also add some depth to your social proof. Use anonymous case studies to walk potential clients through the process, outcomes, and the positive impact your firm has had on clients’ lives.
Together, authentic testimonials and case studies are great for building credibility and trust, giving clients a clear picture of what to expect from your services and the peace of mind they need to take the next step with your firm.
6. Measure Success with Client-Centered KPIs
As always, to make sure that your client-centered strategies are having the effect you’re looking for, you’ll need to track your metrics, especially those that reflect client satisfaction and engagement.
Beyond typical campaign metrics like lead generation or web traffic, you should also consider some crucial KPIs like client satisfaction scores, retention rates, and referral rates.
These client-centered KPIs can provide valuable insight into what’s working and what’s not to help your firm continuously refine your approach and keep up a strong connection with clients over time.
<div class="c-blog_comp-cta cc-component-1"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/6369722e59155470b6840033_Potential-clients.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Want to save money without sacrificing the quality?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Say goodbye to traditional, expensive agencies and unreliable marketplaces. Say hello to Designity.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="/pricing" target="_blank" class="c-button cc-primary cc-inverted w-button"><strong>Get Your 2-Week Trial</strong></a></div></div></div>
Looking for a Partner to Help You with Your Client-Centered Strategies?
Of course, it’s easier said than done to develop the content, design, and strategies to bring your client-centered marketing to life.
It takes time, resources, strategies, and creative talent. So, if that’s what’s holding your law firm back, then we have one more recommendation to make.
Why not partner with Designity?
Designity is much more than a marketing agency, it’s an innovative Creative as a Service platform that is made up of the top 3% of all of the talented folks who apply each year, meaning that our creative community consists of the best of the best in fields like graphic design, branding, copywriting, web design, search engine optimization, (SEO), social media marketing, digital marketing, and more — everything you need to increase your law firm’s visibility and credibility and start seeing the results you want.
And with each account led by a designated Creative Director — a law firm marketing and design expert — who sources your creative team, assists you with strategies, and makes sure you have what you need when you need it, you can get all of the assets you need without having to take time from the rest of your duties.
Why not check out our legal marketing page and portfolio to see how Designity has been the answer for marketers just like you looking to elevate their law firm’s marketing efforts?
If you like our style, then go ahead and book a demo call today. We’ll get you started with a two-week, no-obligation trial so you can see firsthand why Designity is the best design and marketing partner a law firm can have!
Are you ready to boost your client-centered legal marketing strategies?
