Making it easier to grow your law firm

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Strategy

This section covers succession, specialisation, mergers, selling a law firm, becoming a partner, and business structure

Starting up

How to plan and execute the process of starting up a new legal practice that is compliant and financially healthy

Finance and accounting

How to set up your firm’s systems to provide the information that enables you to improve profitability and cashflow

Avoiding claims. Insurance

How to avoid professional negligence claims, with examples of common problems and suggested solutions. Plus FAQs on PII

Compliance

This section only covers SRA Accounts Rules and GDPR at the moment. Compliance for start-ups is covered in the Starting up...

Cyber security

How to protect your law firm from cyber attacks. What steps to take if your systems are hacked

Managing people

How to recruit and retain a team that is both happy and highly effective, dealing with the HR issues along the way

Marketing basics

In marketing, like anything, you need to get the basics right. Otherwise the time and money you invest in marketing will be wasted

Winning more clients

How to win new clients, make the most of existing relationships, encourage referrals and generate new leads

Your website

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

Social media

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

PR and advertising

How to use PR to build your firm’s reputation; and how to create cost-effective advertising – traditional and online – that delivers results

Securing testimonials from clients - top tips

Rich Dibbins

Rich Dibbins, founder of legal sector specialist Staxton Digital, offers his top tips on how to get testimonials from happy clients of your law firm. (Updated 5 January 2023)

 

  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. Timing is everything. Ask as soon as a matter has completed, or after a big win.
  3. Make it routine. Include asking for testimonials as part of your client feedback questionnaire after providing legal services.
  4. Guide the client. Encourage clients to comment on your key selling points (for example, quality of service).
  5. 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.
  6. 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?
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. Consider video testimonials. These can be as simple as a Zoom recording.
  13. Use your testimonials everywhere – throughout your website (not just hidden away on a testimonials page), in marketing materials, in individual emails, and when you are talking to potential clients.

 

"Testimonials are the best form of social proof. According to research from Nielsen, 92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don't even know. There's no easier or better marketing you can do to promote your work."
Scott Simmons, BD coach and trainer, Legal Balance


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