The total number of regulated law firms in the UK hasn’t changed much over the past 10 years; even taking into account the COVID pandemic which has caused a drop of around 2%. However, the way in which consumers transact and choose a firm is now notably different.
What makes consumers choose one firm over another?
One of the top sources of new business over the years had come from word-of-mouth, but now consumer voices and opinions are broadcast online. People are reading what others have to say on review sites – like Trustpilot – before making even the smallest of purchases.
78% of people trust online reviews as much as a recommendation from a friend or a family member.
From fast fashion to fast food, consumers have come to expect a never-ending stream of cheaper, faster and better products passing through their hands via their online devices. Decisions are made quicker than ever before because the information is more accessible now. Due diligence can be carried out without even getting out of bed! If you are not already leveraging the power of online reviews, it is worth considering that:
When searching for a local business, over 60% of customers check Google My Business for reviews.
Businesses rely on technology, and most are adapting their business models to incorporate the latest online solutions. The overarching goal being to drive website traffic and ultimately increase revenue.
Capturing the compliments online is key
Last year, due to the Covid pandemic, we saw an accelerated uptake in lawtech.
Many firms managed this digital shift effectively and had clients verbally praising this new way of operating. But these firms were also potentially short-changing themselves if no follow-up email was sent to clients directing them to an online review option where a written endorsement could be left. It is crucial to be able to monetise any recommendations that can be gained, by amplifying them on consumer review websites.
It is anticipated the reliance upon technology will only continue to grow. From video calls with clients replacing face-to-face meetings, and chatbots assigned to field the repetitive FAQs, legal advice has never been more accessible. This is a huge leap forward when reflecting upon statistics from the SRA’s changing legal services market report in 2014. The top 3 frustrations then were: Failure to advise 18%; Failure to follow instructions 16%; Delays 8%.
The majority of problems clients previously experienced could be attributed to poor communication and slow administrative processes. The online solutions that are now available have been able to circumvent many of these common flashpoints.
Client review specialist for the legal sector, Chris Rodgers from Mr Chris Rodgers emphasises that “any form of technology that helps the client communicate and progress their case quicker and with more ease will stick in the client’s mind when they come to a leave a review about their experiences. This also covers how you ask the client for a review, if it’s seamless your star ratings will be higher.”
Lawtech worth shouting about
The lawtech companies innovating procedures to avoid these legal bottlenecks were able to deliver technology that transformed the process and raised client satisfaction rates.
Integrating online solutions has allowed leading law firms to:
- Expedite some of the mandatory administration, which had previously caused dissatisfaction for clients.
- Sign documents online, sending forms back and forth via secure portals & apps.
- Offer organisational tools that give a 24/7 overview and timeline for both parties to monitor progress – reducing the need for phone calls.
- Provide an additional layer of security around confidential documents and communications.
In that same timeframe, the power and reach of online reviews exploded. These bitesize opinions are enticing digital breadcrumbs that help new clients find widely recommended law firms. Offering real-time metrics on every aspect of client satisfaction – online reviews are a tangible way to gain and build trust, establish authority, and solidify a strong reputation in your areas of legal expertise.
The inCase mobile app is one piece of technology that encompasses all of the above; benefitting new client acquisition for firms up and down the country.
“From a marketing perspective it’s important because we’ve seen some better reviews coming through as a result – and those customers are predominantly using the inCase app, so as a result our Google ratings have just gone up to 4, which we are quite pleased about.
So that’s a benefit that I didn’t really foresee – but definitely when I’m looking at all the different areas of the business, it is touching on quite a few areas of the business and not just the customer and fee earners – it is having a knock on effect in a positive way.”
Jennifer Dougal – Michael Jefferies Solicitors
The quantifiable importance of online reviews
Online reviews are left by people who have engaged with services and have then been encouraged to leave a review online for the public to view. They can be in the form of short written reviews and/or stars out of 5. This information can then be used to measure customer satisfaction and provide compelling social proof to organically promote legal services through online searches.
While there are many different online review sites, Google is still one of the top choices for both users and businesses because it links so seamlessly with Google metrics and rankings for SEO (Search Engine Optimisation).
In recent months many firms have received praise online for managing the digital transition during the national lockdown. Paschal O’Hare capitalised on this unique period in their company’s history, and the opportunity to impress was not missed. By directing their clients to a review site, they created a positive feedback loop to assist future clients in the decision-making process.
“From start to finish Paschal O’Hare was excellent. Easy and fast access in communicating with them through the app, which I thought was brilliant.” https://uk.trustpilot.com/review/www.pjohare.com
The law firms that selected digital solutions with their client’s needs in mind were the winners. In retrospect, those online options and AI lifelines were much needed, perhaps more so by clients than law firms themselves. The pandemic was the catalyst that the law sector needed to accelerate a system that was more user friendly. Delays and miscommunications have been minimised as a result of apps like inCase and as people adjust to the new way of doing business, these frustrations should decrease even further. Evolve Law are clearly benefiting from this new way of operating, as this client testimony shows:
“All and any of our queries were answered in a timely and accurate manner. The service was as great as the price for them, we are so happy we bought and sold with such a positive forward-thinking and modern conveyancer.”
https://uk.trustpilot.com/review/evolvelaw.uk
When conversations and timelines are available at a glance day or night, it can reduce much of the anxiety that legal issues can commonly cause. For the legal professional, calls and interruptions to answer basic questions can be greatly reduced by having the information available through logging on to a secure portal.
When the new technology described above contributes to a much-improved customer experience with the potential for greater positive feedback, it would clearly be a huge missed opportunity not to harness the organic goodwill being generated.
How online reviews amplify your digital marketing
Getting to page one of Google is a priority for many businesses, with only 6% of clicks being made from page two. By leveraging the power of Google reviews, Facebook for business and other review sites like Trustpilot, it is possible to organically build trust with potential clients while also improving your search engine rankings.
According to MOZ’s Local Search Ranking Factors Survey, online reviews are thought to make up 10% of how Google and other search engines decide to rank search results. Reviews also contribute a greater quantity of keywords linked to your website, as clients will be using relevant keywords in their feedback. In that respect, it is a win-win situation overall even if the feedback is negative.
In addition to the SEO benefits, adding certain online review ratings to your Google, Bing or Yahoo PPC ad campaigns, can not only raise your quality score but ensure that cost-per-click on ads is lower while click-through rates increase. Therefore allowing you to spend less money on your ad than competitors and still win the placement.
It should now be clear that it takes a multi-layered approach to get the recognition a team deserves.
The future of recommendations
Businesses used to rely heavily on personal recommendations, law firms were no different. As their reputations grew so did their billable hours. These recommendations came from in-person exchanges, conversations, and networking events. The internet used to be a “nice-to-do” not a “need-to-do” platform but the future is now literally in our hands as we scroll through it every day.
Advertising and branding are no longer guiding our buying decisions. The advertising cookies we collect while browsing the web means adverts end up stalking us on many of the sites we visit. Their persistence is actually making us blind to it. Just look at paid ads on Google; staggeringly, they get less than 10% of the search clicks.
According to Edelmans Trust Barometer, three-quarters of people they asked said they no longer trust advertising. The sheer volume of ads and the amount of time we spend online seeing them, has made people sceptical of the claims and promises. Reviews are seen as more authentic (even when fake reviews are getting harder and harder to recognise) when they appear in a PPC ad – this gets a business out of the advertising blind spot, because it doesn’t look so much like an ad anymore. People need reassurance and guidance – especially in legal matters. By being able to access the first-hand experience of previous clients easily online, provides this reassurance and so much more. If your law firm would like to amplify positive feedback, just as Chadwick Lawrence solicitors has, then sites such as Trustpilot are a good place to start:
“Brilliant service! Prompt replies via email and great communication skills! I would recommend their services in a heartbeat and would use them if I move house again. Eleanor and Lisa are great at what they do!”
https://uk.trustpilot.com/review/chadlaw.co.uk
It is no coincidence that the top-rated law-firms such as Paschal O’Hare Personal Injury Solicitors, Evolve Law, Chadwick Lawrence and Watson Woodhouse, all embraced the possibilities that lawtech can provide, by using, for example, the inCase mobile app; and are all now ranked in the top percentile of UK law firms on Trustpilot.
There are many consumer review websites that any business can attach its profile to. Search engines usually have their own; Google, Yahoo and Bing all have this as a built-in feature. With all of these platforms creating a feedback echo chamber and making the setup simple, it would be a mistake not to capitalise on the positive client feedback that your firm has attracted by using the new lawtech technology.
From brand recognition to SEO, marketing can no longer be about PPC ads and crossed fingers! Gaining a strong reputation in 2021 requires a tenacious online presence, and by joining those that have already made virtual cheerleaders out of their clients, your law firm can grow from strength to strength.