5-star client reviews and client referrals are some of the most affordable ways to attract new clients and market your firm.  Here are 5 tips to gain new clients and keep them happy.

#1 Measure Client Satisfaction

In my post featuring an interview with Mary Juetten, she recommended small law firms track their NPS (Net Promoter Score) to measure client satisfaction and collect feedback from previous clients.  I’m reiterating that this is a must for all small law firms because without the NPS and feedback, you don’t know how you are perceived, what clients appreciate, or where you need to make improvements.  

If you want to, or think you need to, improve your client satisfaction, you need to act upon the negative feedback and address it in your firm so clients no longer see it as a deterrent.  

#2 Be Organized

Clients find it especially frustrating when attorneys can’t remember, or incorrectly recall, the outcome of a previous conversation.  Clients also don’t want to work with a lawyer that has a messy office or has to hunt through mountains of paperwork to find the important documents relevant to their case. And, you don’t want your lack of organization to lead to a malpractice claim due to an oversight.  

The best way to organize your firm is with a cloud-based legal practice management system.  Not only can you electronically store your client and matter information creating a paperless (or paperlite) office, but you can keep electronic notes and track your task list and due dates within each matter to make sure you are staying on top of your most important work. This demonstrates to your clients you value their matter and their time.   

#3 Communicate, Communicate, Communicate

Managing client expectations is a soft skill that is not taught in law school, but is becoming increasingly important. Clients expect responses within 6 hours. Document security is more important than ever. With current technology, there’s little excuse for not getting back to clients promptly. This isn’t merely a millennial trait: almost half of seniors are on the internet, also.

For improved client communication you can look to a built-in client portal within your cloud-based legal practice management system.  A client portal allows you to securely communicate and collaborate with clients.  You can easily send messages, documents, and forms to clients and they can share the same information with you.  Your doctor wouldn’t send you confidential medical documents over email – nor should you as a lawyer.

#4 Zero Billing Surprises

Unsurprisingly, clients are demanding more for less and looking for do-it-yourself solutions. Small law firms should ensure a transparent billing strategy and ensure that the client is well-informed of billing policies and procedures, thereby eliminating any billing disputes and ultimately, a poor client experience.

You can do this by setting billing expectations early and communicating with clients before doing additional work that will result in an unexpected expense.  A time and billing module within a practice management system, such as Firm Central, will allow you to track time as you work and easily create accurate, detailed and timely invoices so you can eliminate billing surprises for your clients.

#5 Take on the Right Clients

You need to focus on the “ideal” client for your expertise.  Do not get diverted from your core offerings and attempt to take on unrelated matters to your specific area.  Understand your strengths and anytime you feel a matter is not a good fit for you, you should immediately recognize it and refer the client to another firm.  Your clients will appreciate your honesty and care for their outcome.  

If not, you are putting all of your clients at risk.  Not only will the client of the new matter type probably have a poor experience because you are climbing the learning curve, but because this new matter type will consume a majority of your time your other matters and clients will often suffer.

A final word on getting 5-star client reviews: put the client at the heart of all of your decisions.  Not only will it help you create a competitive advantage, but it will also make you a better lawyer.

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Amy Larson is a Director in Small Law Firm Customer Marketing at Thomson Reuters. She has over 17 years of experience in technology marketing with extensive focus on learning how technology can meet the needs of attorneys. Amy has been involved in numerous product launches throughout her tenure, public relations efforts, interviewing customers and telling their stories, and often writes and distributes information on legal practice management.