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How to Generate New Business
With Client Reviews
Applying Learnings From the Legal Trends Report at Your Firm
Housekeeping
● Session length: 60 minutes
● Use to engage with fellow meetup attendees
and select “everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session
3
Agenda
● Meet the panelists
● Power of 5 star reviews
● Marketing spend
● Asking for reviews
● Navigating reviews
● Helpful tools
● Additional resources
● Q&A
4
Jocelyn O’Neill
Senior Virtual Events Manager, Clio
jocelyn.oneill@clio.com
Geeta Daswani
Founder at The Daswani Law Co.
geeta@thedlc.co.uk
Today’s Speakers
Allen Rodriguez
Founder, ONE400
allen@one400.com
5
How many of you
actively ask for reviews?
a. I do
b. I don’t
c. I don’t know how
d. I don’t because I am
worried about negative
reviews
Legal Trends
Findings
Power of a
5 Star Review
Client Journey
1. Someone experiences a compelling event
2. They confide in a friend or family member
3. They conclude they need legal help
4. Absent a referral from a personal trusted source, they turn to
the internet for help
5. This is where marketing and reviews begin to have a really
fast and big impact on hiring decisions
Evaluating a lawyer, what is easier?
1. How many cases like mine have you litigated in the
past year?
2. Do you maintain malpractice insurance?
3. What will be the experience like for me once I hire your
firm?
4. What percentage of your practice is dedicated to
solving problems like mine.
5. What administrative support do you have?
6. How much caseload do you have now? Do you have
capacity for a matter like mine?
7. How does your office manage appearance conflicts?
Will you be using of counsel or appearance attorneys
on my matter?
This Or this?
Edging out your competition
1. People would rather interview past clients than continue interview an attorney
2. Reviews are your past clients real (mostly) stories about their experience with you
3. How they left “feeling” about the consultation
4. Price might also likely be a factor
If all things were equal (i.e., price, qualification) what would a lay person rely on to make a final
decision?
Edging out your competition
Which rating has the greatest influence on purchasing decisions?
Edging out your competition
2018 study published in the Journal of Consumer Research found
that four-star reviews can be more persuasive to potential customers
than five-star reviews — increasing the likelihood of a purchase by
19%.
Boston University’s Associate Professor Daniella Kupor, also explains,
“We found that when people saw the four-star review, they thought
that the review was more through and that the reviewer’s evaluation
was more accurate… A very thoughtful, moderately positive
review can more greatly persuade people to purchase a product
than an extremely positive review that clearly didn’t result from a lot
of thought.”
4 Star reviews with plenty of context are best.
Accountability partner
● Reviews are real feedback about how your office is performing
● You can use that feedback in the same way an athlete uses workout data to improve their
performance
● Improving your client satisfaction/delight will result in more referrals and less marketing
spend
● Before soliciting reviews, I recommend using Net Promoter Score (NPS) for measuring
client satisfaction
For more on NPS read:
https://hbr.org/2003/12/the-one-number-you-need-to-grow
Lower Your
Marketing Spend
Law firm marketing is expensive
According to Wordsteam, the keyword “Attorney” and
“Lawyer” hold the 4th and 6th position for most expensive
keywords.
“Attorney” average cost per click is $47.07
“Lawyer” average cost per click is $42.51
When you take conversion rates into account:
The cost per lead can range from $90 to $600.
Law firm marketing is expensive
● It is much more cost effective to provide your clients with a delightful experience than it is to outspend
your competitors.
● Friends and family referrals are highest quality leads (presold)
● Organic search also provides high quality leads, but can also be expensive
Positive reviews are your new referral sources
1. Someone asks a friend or family member for a referral
2. They provide a name and then tell the person in need to
use Google for contact information
3. The person in need starts forming an opinion about your
firm based on those search results
Positive reviews are your new referral sources
Asking for
Reviews
Geeta’s process
1. Once a matter is concluded we get in touch with the client to check in. We ask them
- if they have any further questions or if we can provide any further support
- If they are comfortable with the deliverables and donʼt need further support can we close the file and
send over the invoice
- to leave us a review. We make sure we include the link to our Google Reviews page so that the client can
submit their review as seamlessly as possible
2. Once a client has left us a review we make sure to reply to it within 24-48 hours
Have a process and follow it
1. Choose a survey cycle - conclusion of every deliverable
2. Ask if the client/prospect is finding the interaction valuable
3. Let the client/prospect know that youʼll be asking for a review
4. Attempt to delight the client/prospect
5. Send a follow up communication along with the review request
Case study
1. Incoming call goal, be helpful
2. They aim to be a resource
3. They focus on service to the caller
4. They have dedicated staff to focus on clients
5. They aim to provide value
6. They ask for reviews
526 reviews at an average of 5 stars
Navigating
Negative Reviews
Negative reviews are not the end of the world
1. Respond to negative reviews
2. Take ownership of actual shortcomings
3. Take ownership of normal processes and procedures
4. DO NOT REVEAL ANY CONFIDENTIAL INFORMATION
Negative reviews
Negative reviews
Negative reviews
Helpful Tools
3rd party applications
Or build your own using Google Forms:
https://www.youtube.com/watch?v=d_0483jfcRU&t=52s
Have a process and follow it
https://bit.ly/3AEdSa3
Have a process and follow it
Have a process and follow it
34
Clio’s Offerings &
Additional Resources
Clio Manage
Legal practice management software
Our most popular product—the industryʼs leading solution
to help manage clients, organize cases, and automate tedious
tasks like getting paid and month-end billing.
Clio Grow
Client intake and legal CRM software
Standardize the client intake process with online intake
forms, email automation, and e-signatures to build strong
relationships, and get powerful data insights to grow your firm.
Lawyaw
Advanced document automation
New software for solo, small- and mid-sized legal practices that
streamline information gathering and document assembly with
programmable templates, built-in e-sign and other features.
Clio’s Offerings
Polls: Participate to win a $25 Starbucks card ☕
Poll 1: For Non-Clio Users
Would you like to learn more about:
a. Clio’s offerings
b. No, I’m not interested or already
use Clio
36
Poll 2: For Clio users
Would you like to learn more about:
a. Adding Clio Grow for client intake
b. Adding Clio Payments
c. No, I’m not interested or already
use Grow/Payments
Additional Resources
37
● Google my Business in Clio
● Clioʼs App Directory for Review Tools
● Report: 2022 Legal Trends Report
● Webinar Series: Applying Learnings From the Legal
Trends Report at Your Firm
● CLE-Eligible Webinar: 2022 in Review:
What's Working for Your Firm and What Isn't
● CLE-Eligible Webinar: Legal Tech Roundup: Tools and
Services Your Firm Needs in 2023
38
Additional
Questions
39
Thank You

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How to Generate New Business With Client Reviews

  • 1. How to Generate New Business With Client Reviews Applying Learnings From the Legal Trends Report at Your Firm
  • 2. Housekeeping ● Session length: 60 minutes ● Use to engage with fellow meetup attendees and select “everyone” in the dropdown ● Use to ask questions directly to panellists ● Please fill out the survey at the end of the session
  • 3. 3 Agenda ● Meet the panelists ● Power of 5 star reviews ● Marketing spend ● Asking for reviews ● Navigating reviews ● Helpful tools ● Additional resources ● Q&A
  • 4. 4 Jocelyn O’Neill Senior Virtual Events Manager, Clio jocelyn.oneill@clio.com Geeta Daswani Founder at The Daswani Law Co. geeta@thedlc.co.uk Today’s Speakers Allen Rodriguez Founder, ONE400 allen@one400.com
  • 5. 5 How many of you actively ask for reviews? a. I do b. I don’t c. I don’t know how d. I don’t because I am worried about negative reviews
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  • 8. Power of a 5 Star Review
  • 9. Client Journey 1. Someone experiences a compelling event 2. They confide in a friend or family member 3. They conclude they need legal help 4. Absent a referral from a personal trusted source, they turn to the internet for help 5. This is where marketing and reviews begin to have a really fast and big impact on hiring decisions
  • 10. Evaluating a lawyer, what is easier? 1. How many cases like mine have you litigated in the past year? 2. Do you maintain malpractice insurance? 3. What will be the experience like for me once I hire your firm? 4. What percentage of your practice is dedicated to solving problems like mine. 5. What administrative support do you have? 6. How much caseload do you have now? Do you have capacity for a matter like mine? 7. How does your office manage appearance conflicts? Will you be using of counsel or appearance attorneys on my matter? This Or this?
  • 11. Edging out your competition 1. People would rather interview past clients than continue interview an attorney 2. Reviews are your past clients real (mostly) stories about their experience with you 3. How they left “feeling” about the consultation 4. Price might also likely be a factor If all things were equal (i.e., price, qualification) what would a lay person rely on to make a final decision?
  • 12. Edging out your competition Which rating has the greatest influence on purchasing decisions?
  • 13. Edging out your competition 2018 study published in the Journal of Consumer Research found that four-star reviews can be more persuasive to potential customers than five-star reviews — increasing the likelihood of a purchase by 19%. Boston University’s Associate Professor Daniella Kupor, also explains, “We found that when people saw the four-star review, they thought that the review was more through and that the reviewer’s evaluation was more accurate… A very thoughtful, moderately positive review can more greatly persuade people to purchase a product than an extremely positive review that clearly didn’t result from a lot of thought.” 4 Star reviews with plenty of context are best.
  • 14. Accountability partner ● Reviews are real feedback about how your office is performing ● You can use that feedback in the same way an athlete uses workout data to improve their performance ● Improving your client satisfaction/delight will result in more referrals and less marketing spend ● Before soliciting reviews, I recommend using Net Promoter Score (NPS) for measuring client satisfaction For more on NPS read: https://hbr.org/2003/12/the-one-number-you-need-to-grow
  • 16. Law firm marketing is expensive According to Wordsteam, the keyword “Attorney” and “Lawyer” hold the 4th and 6th position for most expensive keywords. “Attorney” average cost per click is $47.07 “Lawyer” average cost per click is $42.51 When you take conversion rates into account: The cost per lead can range from $90 to $600.
  • 17. Law firm marketing is expensive ● It is much more cost effective to provide your clients with a delightful experience than it is to outspend your competitors. ● Friends and family referrals are highest quality leads (presold) ● Organic search also provides high quality leads, but can also be expensive
  • 18. Positive reviews are your new referral sources 1. Someone asks a friend or family member for a referral 2. They provide a name and then tell the person in need to use Google for contact information 3. The person in need starts forming an opinion about your firm based on those search results
  • 19. Positive reviews are your new referral sources
  • 21. Geeta’s process 1. Once a matter is concluded we get in touch with the client to check in. We ask them - if they have any further questions or if we can provide any further support - If they are comfortable with the deliverables and donʼt need further support can we close the file and send over the invoice - to leave us a review. We make sure we include the link to our Google Reviews page so that the client can submit their review as seamlessly as possible 2. Once a client has left us a review we make sure to reply to it within 24-48 hours
  • 22. Have a process and follow it 1. Choose a survey cycle - conclusion of every deliverable 2. Ask if the client/prospect is finding the interaction valuable 3. Let the client/prospect know that youʼll be asking for a review 4. Attempt to delight the client/prospect 5. Send a follow up communication along with the review request
  • 23. Case study 1. Incoming call goal, be helpful 2. They aim to be a resource 3. They focus on service to the caller 4. They have dedicated staff to focus on clients 5. They aim to provide value 6. They ask for reviews 526 reviews at an average of 5 stars
  • 25. Negative reviews are not the end of the world 1. Respond to negative reviews 2. Take ownership of actual shortcomings 3. Take ownership of normal processes and procedures 4. DO NOT REVEAL ANY CONFIDENTIAL INFORMATION
  • 30. 3rd party applications Or build your own using Google Forms: https://www.youtube.com/watch?v=d_0483jfcRU&t=52s
  • 31. Have a process and follow it https://bit.ly/3AEdSa3
  • 32. Have a process and follow it
  • 33. Have a process and follow it
  • 35. Clio Manage Legal practice management software Our most popular product—the industryʼs leading solution to help manage clients, organize cases, and automate tedious tasks like getting paid and month-end billing. Clio Grow Client intake and legal CRM software Standardize the client intake process with online intake forms, email automation, and e-signatures to build strong relationships, and get powerful data insights to grow your firm. Lawyaw Advanced document automation New software for solo, small- and mid-sized legal practices that streamline information gathering and document assembly with programmable templates, built-in e-sign and other features. Clio’s Offerings
  • 36. Polls: Participate to win a $25 Starbucks card ☕ Poll 1: For Non-Clio Users Would you like to learn more about: a. Clio’s offerings b. No, I’m not interested or already use Clio 36 Poll 2: For Clio users Would you like to learn more about: a. Adding Clio Grow for client intake b. Adding Clio Payments c. No, I’m not interested or already use Grow/Payments
  • 37. Additional Resources 37 ● Google my Business in Clio ● Clioʼs App Directory for Review Tools ● Report: 2022 Legal Trends Report ● Webinar Series: Applying Learnings From the Legal Trends Report at Your Firm ● CLE-Eligible Webinar: 2022 in Review: What's Working for Your Firm and What Isn't ● CLE-Eligible Webinar: Legal Tech Roundup: Tools and Services Your Firm Needs in 2023