Many assume that client intake is the first step of building a relationship with your client–the time when you understand their needs so that both parties can decide if this is the right professional fit. However, this notion is quickly becoming outdated as the ever-evolving stream of internet marketing trends is shifting the first client touchpoint out of the office and into the digital sphere.
Far from being just a function of a well-trained receptionist, in the current era, client intake is, in fact, an outcome of your marketing. So, if you’ve been trying to figure out how to improve your client intake experience, but keep coming up short, then here are seven law firm internet marketing trends that are reshaping client intake that you need to know about.
Trend 1: AI-driven search + answers
It’s no secret that AI has taken the world by storm, with many using the tool to help them find the exact answers–or professionals–that they’re seeking. With AI, potential clients aren’t just getting a list of local legal experts, they’re getting profiles of your practice–and that of your competitors– with analyses on which firm seems like the best fit, based on what can be found online.
This means that clients may already be contacting you with a clear sense of whether you’ll be the right choice for them, and potentially even how they anticipate you’ll handle their case. Don’t let that throw you off guard. It’s useful to know what your clients are working with, so you can meet them exactly where they are and guide them on the path that is best-suited to their needs, as only a real human, ultimately, can. One of the best things you can do for your client intake process is let AI work for you, not against you.
Trend 2: Conversion-focused websites over brochure sites
In today’s era of short attention spans and over-saturated markets, one of the keys to success is ensuring your website is dialed in on conversion. Of course, your services and accolades are important, but what’s even more important is making any potential client’s life easier.
If it’s not immediately clear how a potential client can take the next step towards working with you, then you are leaving money on the table. Especially with so many options to choose from, any friction can close a door before it even opens. As a result, it’s critical that your firm makes conversion a priority. It’s one of the best investments you can make for your professional future.
Trend 3: Chat + instant intake tools
In a similar vein, why wait until someone calls your office–which happens less and less these days– before you pique their interest? There are a variety of chat and instant intake tools that are readily available and simple to add to your existing website. These tools create a feeling of engagement and availability, regardless of what time of the day or night a potential client lands on your site. Not only do these tools create a positive first impression with potential clients, they also start to gather information that is essential for you to better understand how your firm–and its capabilities–are being perceived. This is critical data for any firm looking to grow and get ahead in an increasingly chat-based world.
Trend 4: Hyper-local SEO evolution
While SEO is far from a trend, the evolution of hyper-local SEO is a trend worth getting ahead of. Instead of targeting a larger region, ask yourself: what is the neighborhood or county that you could specifically target? The more niche you become, the more likely you are to appeal to residents who live down the street or around the corner. Additionally, hyper-local SEO is excellent for building rapport right from the start. Instead of presenting yourself as a law firm too big to know any client on a personal level, hyper-local SEO positions you to be the household name to everyone in your zip code–an experience that will positively impact your bottom line.
Trend 5: Video-first attorney branding
These days, it’s not enough to write a strong blog post about who you are and what you do. We are living in a video-first era, which means that video-first attorney branding is going to give your team a leg up on the competition. By leaning into video, you allow potential clients to connect with you on a personal level and build rapport before the first ‘hello.’
Planting the foundations of a positive experience through video-first marketing may be a trend, but that doesn’t mean you have to learn a choreographed dance or lip sync to the latest hit. Instead, focus on providing useful information and staying top-of-mind for those clients who are digital natives and who expect that who you are online is an accurate representation of who you are in person.
Trend 6: Reputation signals (reviews, third-party validation)
It’s one thing to know you’re a good attorney. It’s another to have other people review and validate your practice. Those third-party reviews are much more valuable than anything you could say about yourself or any degree you could hang on your wall. In a world where everything might be a scam, consumers are more vigilant about checking out their sources to ensure that they’re reaching out to someone who can truly help.
While these reputation signals may be a trend, they’re also an extremely valuable way to communicate that you are, in fact, who you say you are, and that your clients are in good hands when they choose to work with you.
Trend 7: Data-driven intake optimization
Given the nature of digital intake, there’s no reason to guess what potential clients are seeking. With each intake touchpoint, your systems are gathering powerful insight into the desires of your clients. Don’t just leave that data floating around on an administrative portal–use it to your benefit. Set aside the time to review the data you’ve been receiving. Even if you think you know what clients are saying, do not skip this step. Once you’ve done this, take exactly what you’ve learned and adjust your positioning, marketing, and client intake accordingly.
There’s no need for client intake to remain a dinosaur of years’ past. Today, countless law firm marketing strategies exist that are paving the way for a new era of client intake. From a first digital touchpoint, your client intake sets the tone for the rest of the experience. And as these trends have shown, marketing and intake now go hand-in-hand. So instead of digging your heels into what worked a decade ago (or more), consider embracing these marketing strategies and making the most of what this new era of client acquisition has in store. When you do, the only thing you’ll wonder is why it took so long to get here.