We all like personal service. It suggests quality and inspires loyalty.
So why are so many professional services firms, and I am thinking particularly of the legal market, still writing almost all their content (website text/articles etc) from their own point of view? Structuring their websites in line with how they run their own operations rather than thinking of their service from their clients’ point of view?
It is even stranger when one considers how law firms and chambers are usually keen to inform you about their excellent customer service.
The problem seems to be that that many legal organisations are concentrating on customer experience in relation to the conduct of any actual instruction rather than on personalising their marketing to suit their clients. Business success is all about being relevant to the client. Client experience is not simply how well you have dealt with running a case. It is about the perception clients are receiving about your organisation through all parts of your operation.
There is therefore real scope for standing out from the crowd by ensuring all your content and website text is customer-centric. Here are some easy tips to help you in this regard:
- How much of the “we” is about you any your clients? Clients are looking for advice but want to work as partners.
- Have you thought about how your customers structure their websites?
- Are you finding out issues that are worrying your clients and which you can help resolve? Or are you making assumptions?
- Are you targeting your events and content or is it “one size fits all”?
You don’t have to be a large organisation to make this shift in approach. And, if you do, you will reap the rewards. Good luck!