How To Attract and Engage a New Generation of Clients
As you plan the future of your law practice, it’s crucial to recognize the growing importance of younger generations as potential clients. Law firms need to focus on future-proofing their brand and legacy by connecting with this demographic in meaningful ways.
Here’s how you can build a practice that resonates with younger audiences:
1. Embrace a Digital Media and Marketing Strategy
- Be present where they are. Younger audiences are highly active on social platforms and consume tons of content through Streaming television and audio. They watch and listen to what they want when they want.
- Utilize sequential retargeting, a digital marketing tactic using online ads to target users who have already interacted with your firm on a digital platform but didn’t follow through in that initial interaction. Again, be present where they are.
2. Mobile-Friendly Communication
- Ensure you website is your top performing employee! Make sure it’s mobile-friendly and easy to navigate and quick to load.
- Offer online consultations via Zoom or other platforms and offer online booking for appointments.
- Utilize text & email communication for appointment reminders, updates, and quick questions.
3. Education is Key
- Create engaging content by including video content (such as FAQs or testimonials), infographics, and blogs to explain legal issues in simple, relatable language. Use a conversational tone that is clear and concise.
- Consider adding a “Did You Know” element to your advertising strategy and online activities. Many potential clients, have no idea what their rights are after an accident. By educating your audience on some basics of what to do (or NOT do) after an accident, you remove a great deal of their fear of the unknown and they’re more likely to trust you.
4. Reviews and Testimonials
- Leverage online reviews.
- Showcase testimonials featuring younger clients.
5. Showcase your values
- Highlight your social responsibility by sharing your firm’s commitment to diversity, community involvement, and/or causes.
6. Be Responsive & Accessible
- Ensure your firm responds promptly to inquiries through chatbots, email, or social media messaging.
- Consider offering extended hours for consultations or weekend availability.
7. Address Their Fears Directly
- Speak to their common fears, like the cost of legal services, long processes, or lack of legal knowledge.
- Younger clients are often overwhelmed by the idea of legal battles. Provide a sense of peace of mind by demonstrating how your firm is there to guide them every step of the way.
8. Focus on User Experience
- Streamline client intake by making it easy for potential clients to get started with online intake forms, quick consultations, and simple onboarding processes. Make it easy for them to HIRE you.
9. Explain how the Law Firm gets Paid
- Sounds obvious right? It’s not. Understand that a large percentage of your potential client base have probably never been in an accident, so they don’t know how the process works. Research shows that a significant number of accident victims who need a lawyer don’t call one because they “can’t afford” one. It is imperative that you are transparent in every aspect of your marketing and other communications regarding how your fee structure works, especially if you work on a contingency basis.
Attracting a new generation of clients requires innovation, empathy, and a forward-thinking approach. By focusing on authenticity, transparency, accessibility, and personalization, your law practice can resonate with a demographic that increasingly values client relationships and aligned values.
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