White Papers, Industry Updates, Thought Leadership

Our Brand-New White Paper, Choosing a Lawyer: What Drives Consumers, Is Here!

2 minutes

Shelley Schubert, senior marketing communications manager, October 21, 2020

Our last two white papers have examined how personal injury (PI) law firms convert the enquiries they spend so much time and money generating. This year, we have decided to focus on the customer and look at what it is that makes injured people choose to contact a particular firm in the first place.

Many personal injury law firms fail to understand what potential clients are looking for and are wasting their marketing budgets as a result.

The research shows that too many firms are making decisions based on gut instinct or anecdote, rather than data and hard evidence. For example, only half of PI focused firms surveyed analysed the performance of their marketing in the previous quarter or year when making spending decisions – which has not changed since the last time they were surveyed in 2017 – with only 25% of PI firms driven by competitor analysis.

The white paper warns that buying habits may well have changed for good as use of the internet to buy goods and services accelerated during lockdown. This is against a broader policy background of regulators wanting to make it easier for legal services consumers to compare providers and shop around online.

Qamar Anwar says: “It is clear that the PI market is only going to get more competitive – if next year’s whiplash reforms push firms out of low-value RTA, then there are going to be even more eyes turning to other areas of PI. Add in the regulatory pressure to encourage consumers to shop around and getting them just to look at you in the first place is only going to get harder.”

While more than two-thirds of solicitors polled believed that clients shopped around before choosing a lawyer, research shows that only around a quarter do. Similarly, recommendation from family and friends, as well as having a local office and a quality mark, do not rank as highly with clients as lawyers think, so what is it that consumers look for when choosing a legal services provider?

Click here to download our latest white paper

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