First impressions are critical, especially for law firms. Clients often approach with high-stakes concerns, looking for more than just expertise – they want empathy, professionalism and reassurance. The Law Firm Marketing Club’s What Clients Want 2024 research posed a key question:
“How did you first contact the law firm, and what was your first impression?”
Respondents not only selected multiple-choice options, as shown in the graph below, but also shared additional comments to provide deeper insight into their experiences.
These insights are more than just anecdotal; they’re a reminder of how critical the client experience is from the very first interaction. Whether it’s a quick email reply or a meeting that feels more like an interrogation, every detail shapes the perception of your firm.
So, what might your clients be saying about you? Let’s take a closer look at what the research revealed – and explore how you can ensure your first impression leaves no room for doubt.
The good
- “It was never in person and all via the website or email, and it was all really good.”
A smooth digital journey leaves clients satisfied. In an increasingly online world, efficient email or website interactions can set the tone for a positive experience. - “They made the whole daunting experience very easy with minimal input from me.”
Clients value ease. Minimising the effort required on their end—while maintaining thoroughness—creates trust and reduces stress. - “The impression was great overall.”
Straightforward, but important. Leaving clients with a lasting positive impression should be every firm’s goal.
The not-so-good
- “They were fairly good to contact via email, but as soon as you tried to phone them or contact them any other way, they either didn’t answer the phone or the person you wanted to speak to was never available.”
Consistency is key. A lack of responsiveness across channels frustrates clients and suggests disorganisation. - “The email I sent to the law firm was replied to swiftly. At a nerve-wracking time in my life, I felt like I was just another client. I felt I was shown no sympathy.”
Efficiency isn’t enough. Clients need to feel cared for, not like just another file in the inbox. Empathy should accompany every interaction. - “I couldn’t believe how bad their grammar was.”
Attention to detail is non-negotiable. Poor grammar or typos can undermine a law firm’s credibility in an instant.
The awkward
- “I had a meeting once, and some of the questions put me on the spot a bit. Maybe some guidance on the sort of things that are going to be discussed.”
Preparation is everything. Helping clients know what to expect before meetings shows respect for their time and builds confidence.
Is this what your clients are saying about you?
It’s a wake-up call for law firms. The client journey begins the moment they reach out—whether by phone, email, or website. From responsiveness to grammar, from empathy to preparedness, every detail contributes to their perception of your firm.
Sophia Stancer is the Community Manager at Law Firm Marketing Club