Practical advice on growing your law firm, from Travelers and other expert suppliers to law firms. Watch this new site grow.

Key legal market trends. How to position and promote your law firm, practical partnership issues to take into account

How to approach winning new clients, making the most of existing relationships, encouraging referrals and generating new leads

How to approach creating a law firm website that works, from agreeing your objectives to making sure you get the results you want

Why lawyers need to know about social media, how to make the most of the opportunities and how to avoid potential pitfalls

PR

How to use PR to build your firm’s reputation: working with the media and getting involved with the communities that matter to you 

How traditional and online advertising can work for your law firm, and how to create cost-effective advertising that delivers results

This is a new section and only covers GDPR at the moment. More articles will follow.

This is a new section with seven articles at the moment. (Topics like finance and HR will have their own sections once we publish more articles on them.)

Securing testimonials from clients - top tips

Rich DibbinsRich Dibbins, digital strategy consultant at website and e-marketing supplier Conscious Solutions, offers his top ten tips on how to get testimonials from happy clients of your law firm.

  1. Just ask. Clients rarely volunteer testimonials, but happy clients are often willing to provide a testimonial once they know you would like one.
  2. Make it routine. Include asking for testimonials as part of your client feedback questionnaire after providing legal services.
  3. Guide the client. Encourage clients to comment on your key selling points (for example, quality of service).
  4. Edit carefully. Many clients are happy to let you edit what they say before signing off the final version, but over-edited testimonials can lack authenticity. Of course, never create fake testimonials.
  5. Encourage specific details. If you provided a great service, what was so good about it? How did you outperform client expectations? If possible, what (ideally measurable) results did you deliver for the client?
  6. Get snappy quotes. A relatively short quote that carries a single clear message works well, and is easy for a client to provide. Or you can pull out one or two key sentences from longer testimonials.
  7. Control the process. Be careful about asking clients to provide testimonials in public spaces (for example, online) – you don't know what they will say or how it will come across. Aim to agree the testimonial first before sharing it with the world.
  8. Mix things up. Get a variety of testimonials that make separate points – for example, one focusing on quality of service, another on value for money and so on.
  9. Relatability works. Clients are most influenced by testimonials from similar people (or firms). Testimonials from high profile clients (eg the leading company in the sector) also have an impact.
  10. Anonymous testimonials work too. Some clients aren't happy to have their names publicised – but a quote from ‘FTSE 100 Finance Director' carries weight as well.

... and for a bonus tip, don't forget to use your testimonials everywhere – throughout your website (not just hidden away on a testimonials page), in marketing materials, in individual emails, when you are talking to potential clients ....

Wayne Smart"Online reviews on social media and sites like Google My Business can be a big influence on potential clients searching for a lawyer. In an age where peer reviews mean so much, try and ensure you continually monitor and respond to build your profile in the market"
Wayne Smart, head of marketing, Travelers

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