A recent survey on what law firm clients want, need, and expect by Law Firm Marketing Club revealed some clear themes (and some shockers). Read on for some easy opportunities for firms and lawyers to improve their client relationships and retention.
1. Clients aren’t being asked for feedback
This isn’t surprising to us, but it is still shocking, nonetheless.
Nearly 50% of clients said they were never asked for feedback, and 21% didn’t remember. This means firms are clearly missing a huge opportunity to understand what clients actually think.
Practical fix: Make feedback a standard process – whether through short firm surveys, informal/ post-deal check-ins, or third-party interviews. The best firms don’t just assume they’re doing well; they ask. Don’t shy away from asking out of fear or hesitation; it’s a demonstration of how much you value the relationship (and in fact Gemma wrote a post on this recently – see here).
2. Firms are losing clients without realising why
37% of clients switched firms because they didn’t realise their original firm handled other legal areas. That’s a clear cross-selling failure, and money down the drain.
Practical fix: Be proactive in educating clients about your full-service offering. A simple email, LinkedIn post, or mention in a conversation could prevent them from looking elsewhere. Keep it tailored though – no one wants war and peace about practice areas or services that aren’t relevant.
3. Credibility matters (and directory rankings play a role)
66% of clients say Legal 500 and Chambers rankings are vital or preferable when choosing a law firm. External recognition is an important trust factor. There is a lot of chat about this in the market at the moment, and lots of conflicting research; our advice is not to boycott them unless you’re sure this isn’t important to your clients and prospects. Do your own research.
Practical fix: If your firm is ranked, use it. Showcase rankings on your website, LinkedIn, pitches, and email signatures. If you’re not ranked, focus on building client testimonials and case studies as alternative proof of expertise.
The bottom line? Most of these improvements require small tweaks, not overhauls. A few strategic changes can strengthen client relationships and stop business from walking out the door.
