Changes to the legal services market: Can your firm keep up?
It won’t come as surprise to you that legal service delivery has evolved over recent years, with firms having to acclimatise fast.
No different to any other sector, the legal world has had to quickly adapt to tighter regulation and advancements in technology, not to mention the changing demands of consumers.
Whilst practices have largely kept up with the pace of these changes, there is one particular area where they tend to fall down – making the most out of the services offered.
It might seem obvious, but it’s the one thing which is fundamental to maintaining existing business as well as attracting new clients.
‘We’ve got that covered’, you might be thinking.
‘Our website already lists all the services we offer.’
The key word here is ‘lists’.
From a consumer perspective, simply describing the services you provide isn’t very enticing, and even less so is a skeleton list of terms that they’ve typed into google.
With the internet at people’s fingertips, consumers are open to a world of choice when it comes to legal services. Good news for them, but for you it means more competition and a greater need for you to make it clear why they should choose your firm.
Rather than simply being made aware that you offer a particular service, consumers want to know why your services are more suited to their needs than those of a competitor. Whilst this might be obvious to you, the same can’t be said for the consumer that has just stumbled upon your website.
Even if your firm are specialists in client communication, have implemented the newest technology, or are experts in a particular niche, this can effectively be rendered useless if potential clients aren’t made aware of it. So you need to make sure that they are.
What’s the best way to do this?
Boosting awareness of the attributes that make your firm stand out is a key marketing technique, and can be done effectively in numerous ways.
As social media platforms are one of the best places to directly engage with potential clients, launching a campaign on Twitter or Facebook could be an effective way of generating awareness of your firm.
One of the newest tools to have been adopted by firms, videos can quickly build intrigue in a business as interested consumers search for your brand to find out more.
Stay ahead of the game
As well as generating awareness in your specialisms, the way in which you describe them can also be key when it comes to boosting business. As well as avoiding complex legal jargon, it’s important to make sure that wording on both your online and offline marketing materials is both informative and engaging.
As well as boosting business, improving clarity around the services you offer can be beneficial for consumer transparency. Having been highlighted in the report from the Competition and Market’s Authority, improving the description of legal services has grown in importance and is likely to feature in proposals put forward by regulators. Why not get ahead of the game and take action sooner rather than later?
What’s more, if you’re not making clients aware of the attributes which differentiate your firm, you could be missing out on a huge opportunity.
This article was submitted to be published by Solve Legal as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.