The actions that clients and prospects take when engaging with your brand is a critical part of your marketing success.
Observing client behavior allows you to customize your marketing message for measurable results. There are steps that law firms can take to improve client behavior and provide greater value while achieving the firm’s business goals.
Why Client Behavior Matters
What clients do once they’ve entered your sales process influences the decisions they make about your legal services or products.
Understanding client behavior helps you guide prospects towards your primary offer. But you have to provide the insight and resources they need to take the next step in the sales journey.
Their behavior directs the future marketing campaigns of law firms and other businesses. It lets you optimize your advertising, content creation, and lead generation tactics.
Client behavior is an indicator of the attitudes, interests, and pain points of your target audience. Using language that resonates with prospects improves your ability to convert them into paying clients.
What Do Your Clients Want?
Providing relevant information about your law firm and its key members establishes the trust required to sell your legal services in today’s marketplace.
Giving your brand a “voice” that’s recognized within your industry supports your credibility and builds brand loyalty among those whose needs your services address.
Clients must know that they can count on your firm to fulfill the promises it makes. This eliminates the need to go elsewhere for solutions to their legal problems.
If you can position yourself as the ideal solution, you’re more likely to retain them over time and increase the lifetime value of each client.
Factors That Drive Client Behavior
Your online presence is a powerful tool for understanding and influencing client behavior. A well-designed website impacts the ways in which your audience views your practice and responds to your marketing messages.
You must provide the most relevant information that users want when they land on your website.
Every page should include a call to action (CTA) that gives users a “next action” to take. Failing to include CTAs on all pages is one of the biggest mistakes that law firms make when designing their websites.
If you’re directing traffic from an advertisement, article, or social media post, create a consistent brand experience when a user moves to your website.
Your site’s content should be consistent with the original message. You can do this through the use of brand logos and colors as well as making sure that your site’s content matches the intention of inbound users.
Colors elicit emotional responses. Bright bold colors can be used to emphasize certain elements and give users a feeling of urgency. Colors like blue and green can have a calming effect and create feelings of trust in your users.
The navigation elements you provide are essential to influencing client behavior. It should be easy for users to access the information they need most.
Your website’s copy may be the most important element in influencing client behavior. Copywriting isn’t just about selling. It’s about attracting the attention of your target audience and turning that attention to an interest in your offer.
The language you use must match that of your audience. But this can only come from having a deep understanding of and engaging directly with your audience over time.
The more you understand their needs, questions, and interests, the better you can optimize your marketing strategies for better conversion rates and have a lasting impact on client behavior.
