At the recent Minerva 'Grow Your Business Conference',
Nick Jervis (Solicitor, non-practising)
, author of The Law Firm Growth Formula, shared his insights on effective strategies for growing a law firm. Drawing on years of experience to highlight the importance of momentum over perfectionism, the power of emotional engagement, and the need for diverse communication channels.
His advice focuses on building a sustainable approach to marketing that nurtures client relationships and maximises each opportunity for engagement.
Here are some key takeaways:
Consistency in marketing: momentum over perfection
- Avoiding perfectionism: Perfection can stifle marketing efforts, slowing down the process and hindering consistency. Aiming for regular, steady messaging is far more impactful than crafting a flawless message. Consistent, steady marketing builds trust with clients and keeps the firm top of mind.
- Focus on engagement, not flawless execution: Rather than waiting for “perfect” content, focus on useful, accessible information that answers client questions and demonstrates your expertise.
- Marketing requires momentum: Continual engagement is crucial. Content does not need to read like a legal document; in fact, straightforward, approachable information often has greater appeal.
The power of emotional connection in client engagement
- Showing empathy: Listening to and acknowledging a client’s unique needs and emotions sets a firm apart. For example, asking why a client is moving, what matters to them, and showing genuine empathy helps clients feel understood and valued.
- Meaningful conversations drive conversion: Engaging clients on a personal level enhances their experience and makes them more likely to choose your services. For example, a friendly, empathetic tone can convert an enquiry into a loyal client.
- Understanding the client’s journey: Recognising the emotional circumstances behind client needs—whether it’s a new start or a tough personal situation—demonstrates that the firm values their individual journey, not just the transaction.
Diverse communication channels to nurture client relationships
- Using multiple channels: Not all clients communicate in the same way. Providing multiple contact options such as phone, email, live chat, and WhatsApp helps the firm meet clients where they are most comfortable.
- Regular follow-ups: Consistent follow-up messages through varied channels like email, phone, and even traditional mail increase the likelihood of client retention. For instance, sending a personalised email reminder with context from the last conversation can make the difference in a client’s decision to proceed.
- Keep the client engaged with ongoing communications: Newsletters, email updates, and regular check-ins keep clients connected to your firm, making them more likely to return or refer others, even if they’re not immediately ready to convert.
Making the most of each opportunity with a data-driven approach
- Measure and improve: Understanding conversion rates and the effectiveness of each marketing channel helps optimise strategies. Track metrics such as response rates to Google Ads, client inquiries, and conversion rates to know where the real value lies.
- Client intent drives marketing efforts: Focus on platforms where clients actively seek your services, like Google searches and targeted email campaigns, rather than solely on social media where intent may be less direct.
- Referrals and repeat business: Recognising the value of referral partners, nurturing those relationships, and rewarding them regularly is a low-cost way to maintain a steady flow of qualified leads.
By focusing on consistent, emotionally resonant communication and embracing a multi-channel approach, law firms can build stronger client relationships and achieve sustained growth. Marketing doesn’t have to be perfect—it just needs to be consistent, client-focused, and adaptable. This approach will not only draw clients in but also establish the firm as a trusted partner throughout their legal journey.
This strategy balances client needs with achievable marketing goals, proving that authenticity and consistency are the real keys to successful legal marketing.
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