Helen Cox Marketing Consultant Kent and London

How to play the law firm referral marketing game

To make your law firm as successful as possible, one thing you will need to get to grips with is the referral process. The very nature of the business you are running will need to have people on board who can show that you can do what they need you to do.   

While gaining referrals for your law firm may seem straightforward, this is not always the case. There are a variety of hurdles in the way that can cause you to stumble and need to work a new way around whatever that thing is.  

The good news is that just because there are some obstacles that you need to find a way around, this doesn’t mean that gaining law firm referrals is impossible.   

To help you to work out how best to approach your need for referrals, I have put together the best way for you to play the law firm referral marketing game.   

Give them an experience with your law firm that they will want to refer  

One of the most obvious ways that you can try to encourage your clients to refer to your law firm is to give them the type of service that they are going to want to refer to. When they feel that they have received a high level of service and have got the very best advice and support from you, how could they ever decide to do anything but tell others about you?   

Good service should come naturally to you as a lawyer; you want to help people as much as possible. However, sometimes we all need a bit of reminding just to ensure that the clients are always your focus.   

Make the process easy  

No one wants to take lots of time and energy trying to leave a review for a law firm that they have chosen. These simple logistical issues may sound like they are not that big, but they can put off a potential reviewer from wanting to share their thoughts, comments and experience of your law firm and what you have been able to offer them.   

You want to take a step back and put yourself in your client’s shoes. Think about how the referral process can be as easy and painless as possible. That way, they will be much more likely to leave a referral and encourage others to choose you.   

If you are not getting as many referrals as you may like, ask yourself why. The chances are that you will be able to pinpoint the main issues and then change them.   

Look at the professional relationships too  

You will want to make sure that you work on the relationships with your clients; this is true. However, you should never ignore the relationships you can build with other professionals.   

By this, I mean those professionals who are outside of the world of law but who could still help to influence and grow your client base. Having these professionals on board will give you another avenue, as a law firm, to market yourself, and you can ask them (once that relationship is built) to recommend and refer your name to their clients who may need your services in the future.   

Share the testimonials you get as a law firm  

It is essential to ensure you take the time to share any positive comments, feedback and testimonials you may have received from your previous clients. This shows others that you can deliver the service they are looking for and tempt them into choosing your law firm. 

Not only this, but when existing or current clients read a testimonial you have shared, they may feel that it matches their own experience of your law firm and want to share it with the broader audience.  

Don’t be afraid to ask  

Many clients will feel that they have to leave a review after using your law firm, simply down to the fantastic service they received. This is not always the case. Sometimes, those clients, even those who are as happy as possible with the service they received, need some prompting to leave their thoughts and experiences.   

You need to be brave and make sure that you ask your clients to leave a referral for the service that they have received. Some won’t feel that they want to leave anything, whereas others will be more than happy to leave some comments, all thanks to the gentle prompting that you have put out there.   

Be visible with your law firm  

You may think that lawyers don’t have to be visible in their community to achieve great things. But you do. It is essential to make sure that you, as a lawyer, are seen as an expert in what you can offer your clients, which will help you appeal to as many people as possible.  

This is easy enough to do; you just need to make sure that you are on social media, be that commenting on other posts. Or perhaps creating your own posts that showcase your own expertise and knowledge.   

Thank them  

One of the main things you need to remember when securing referrals for your law firm is that they should be thanked for their time. This shows them that you are grateful for their comments and encourages them to continue to leave you positive reviews and referrals in other areas and at different times.   

The thank you that you share doesn’t need to be a big gesture; sometimes, a simple and short email to show them that you have taken their comments on board is just enough.   

The main thing to remember regarding referrals is that they are incredibly important to try and get. They show those who may be thinking about using your law firm that you can do precisely what you say you can, and there is no better way to build your client database and grow your law firm than this. 

Take a look at some of my other blogs you may be interested in:

Blogging mistakes that law firms make – and how it impacts your SEO

Optimising your law firm blog for SEO – 8 things you need to know

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.