Understanding the client decision process in legal services
The legal consumer decision process is a structured journey that clients take from recognising a need for legal services to instructing a solicitor. Originating from consumer behaviour research by John Dewey (1910) and later popularised by Philip Kotler in his book, Marketing Management, this model provides a clear framework to understand how clients move towards making decisions about legal services.
Typically, the legal consumer decision process consists of five stages: Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post-Purchase Behaviour. In practice, for law firms, these stages can be adapted to awareness, knowledge, liking, preference and action to align with the practical steps clients take when choosing a solicitor.
The client journey as applied to law firms
1. Awareness
Potential clients need to know your firm exists. Without this, your services will not be considered when a legal need arises. For law firms, this stage involves ensuring visibility in the right places so consumers are aware of your existence and the legal services you offer.
2. Knowledge
After becoming aware of your firm, clients begin to learn about your services. They are not forming opinions yet but are checking whether your firm can meet their needs, such as confirming that you provide conveyancing, family law, commercial advice or personal injury services.
3. Liking
At this stage, potential clients start forming opinions based on interactions with your firm. Every contact, from phone calls to your website, impacts this stage. Positive, clear and helpful experiences can build trust, while negative interactions can deter potential instructions.
4. Preference
Here, clients develop a positive view of your firm compared to competitors, seeing you as their preferred option for legal services. This reflects effective marketing and a strong client experience, positioning your firm favourably in the decision-making process.
5. Action
The final stage is when a client decides to instruct your firm. A clear website, simple contact methods and prompt follow-ups are essential to convert preference into instructions effectively.
Marketing requires a structured approach
Marketing is a structured process that plays a vital role in a law firm’s success. If your firm wishes to apply the buyer decision process effectively to attract and retain clients, we can assist. Contact Us to arrange a consultation with a legal marketing specialist.
