Client Relationships: The Key to Success

Firms need positive client relationships to succeed. Pretty self-explanatory, right? 

But when attorneys spend so much of their time practicing (not to mention constantly studying) law and handling stressful legal matters, client relationship management can become an afterthought. It requires soft skills that aren’t always obvious, and many firms miss out on the low-hanging fruit that can help them build long-lasting client relationships—and gain more referrals in the process.  

As it turns out, building client relationships isn’t always easy, even for the most experienced, skilled lawyers. But the right tools can make it easier.  

Three ways to improve your client relationships 

If the idea of adding “nurture client relationships” to your to-do list sounds overwhelming, don’t fret. Here are three ways to level up your client relationships at each stage of the game, without sacrificing billable hours.  

1. Streamline client intake 

Your intake process is one of the first interactions a potential client will have with your firm, and it’s often the deciding factor in whether they sign with you or your competition. Contrary to popular belief, the answer to a smoother client intake process isn’t more hands-on work from your team—it’s using the right tools and the right information to provide a seamless intake process.   

Think about how a potential client can express interest in your firm:  

• Do they have to call?  
• How could they approach you after business hours?  
• Is there an online form?  
• How do you respond to an expression of interest?  
• How quickly do you determine if this person is a qualified lead?

A legal client relationship management software (CRM) can help you build a seamless intake process that automatically qualifies and disqualifies leads and follows up accordingly with positive, action-oriented touchpoints.  

But that’s a lot of buzzwords. Let’s break it down.  

Legal practice management software, such as a CRM, allows you to build automated workflows—essentially “if/then” instructions for your system. Let’s say you’ve placed your client intake

form clearly throughout your website. Once someone fills out an intake form, your CRM can help determine whether they’re a qualified lead based on the questions you set and the instructions you give.  

After identifying qualified leads, your legal CRM can immediately send a call to action, such as scheduling a consultation call via email or text message using the contact information collected through the intake form (and which is stored in your practice management software).  

And if you set up your CRM to email your prospects with more information about your firm based on the service type they indicated, they’ll enter their initial consultation better educated about your firm.  

Setting up your system to naturally progress qualified leads through the intake process results in a stronger start to your client relationship—and it takes fewer billable hours, too.  

And if things don’t work out right away, you can use email campaigns to stay in touch, with the potential to convert that person at a later date. Nothing slips through the cracks. 

2. Strengthen existing client relationships 

Successful long-term client relationships are based on trust, transparency, and consistent communication.  

That said, it’s not exactly realistic to personally reach out to every client on a regular basis to check in or update them on your firm’s ongoing services. A legal CRM, however, can help firms provide personalized, consistent touchpoints that serve to strengthen existing relationships and retain clients for the long term.  

From a case matter perspective, legal CRMs can help you and your clients communicate more effectively. Through email and text message campaigns, you can automatically send clients reminders about appointments or court dates, share files securely, and even obtain eSignatures directly from their mobile device.  

This saves you and your client time, which helps everyone involved. It also increases your availability to your client, even if you’re occupied with other work. For example, if your client calls while you’re unavailable, Rocket Matter’s CRM can immediately send personalized follow-up messages via text or email to avoid the dreaded phone tag cycle.