Increasing Client Conversion and Retention

Increasing Client Conversion and Retention

If you are reading this blog and running your own law firm, there can be little doubt that you are likely an entrepreneur. Heck, you are an entrepreneur if you are reading this blog and practicing law at a firm where your income is dependent on the cases that you close; regardless of whether you are an equity partner. As an entrepreneur, you are responsible for navigating the legal market place and looking for prospective clients to engage. Some potential clients call and disappear, some actually never call, but we all understand that the goal is to create and secure beneficial attorney/client relationships. So the question is, what can we do to increase client retention and create better client relationships?

Spray and Pray Shouldn’t Be an Option

If you have been in business for any length of time, you likely have a decent amount of information about your prospective client base, including who they are demographically, how they typically find you and what causes them to want to engage your services. Given what you know about the differing aspects of your diverse client base, you aren’t likely to be communicating with all of your clients using the same manner or message. If you are communicating with all of your clients with the same message… stop!

Regardless of how you are communicating with your clients, it is essential that you ensure that your communications are packed with personalization, including but not limited to name and address. I realized many years ago the benefits of personalized interactions with clients, both actual and prospective, using what you know and have discovered from them. When you know your audience, you can better serve their needs and you may be rewarded for that knowledge with a higher return on your advertising efforts or even relationships with those clients.

I understand that personalized communication may not be necessary or even beneficial in some circumstances; however, understanding which communications would benefit from personalization is crucial.

The Bribe

Consider for a moment how completely saturated certain legal markets are in North Carolina. Simply creating a place within the legal market place for yourself and your practice may take more than just undercutting the going rate for speeding tickets or absolute divorces in your area. If your entire approach to procuring clients involves trying to undercut the competition, your firm will likely gain clients who stick around just long enough to see the next best offer from your competition. This logic creates nothing more than a race to the bottom. It’s this reasoning why I tend to avoid sites like BernieSez.

Since it does not make sense to pay clients to be loyal to your practice, consider giving your client base or your potential clients a reason to buy into your practice’s philosophy and treat them as real people — not just as potential cases. I am sure that if you do give your clients a reason to ‘buy-in’ that you will see a better class of clients who stick with you and even refer cases your way.

If you aren’t sure what your clients are motivated by, begin by asking your satisfied clients what they valued most about your services. Was it your service? Constant communications? Convenience? Exclusivity? Create a list of what your clients are saying and gather as much data as possible. Be sure to get as many opinions as you can to assist you in determining what your clients actually value when looking to hire a lawyer.


It really doesn’t matter who you are or what areas of law you practice, it matters how you interact with your potential clients. With that said, it is more important than ever to know your audience and engage them in a manner that is conducive to building long-lasting and healthy client relationships. Whether your client engagement strategy involves email, newsletters or even a podcast, be sure to engage consistently.

Know yourself! Know your clients!


Jared Pierce hung his own shingle right out of law school and has spent every minute since then discovering the joys and difficulties of chasing success. Anyone who has ever met Jared will tell you h

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