Imagine that you had an opportunity to attract and retain more clients simply by compiling a bit of research, making a few sketches, and consulting with a graphic designer. Sound too good to be true? Think again.

A client journey map can help your law firm move a greater number of prospects down the sales path to become clients. The following information explains exactly what a client journey map is, the multiple benefits of using one, and how to start sketching an effective map today.

What is a client journey map?

A client journey map is a lawyer marketing tool that outlines your client’s…

  • Motivations
  • Feelings
  • Frustrations
  • Questions
  • Goals
  • Experience with your firm 

Why should you create one?

A client journey map can accomplish several lawyer marketing goals.

  1. Identify your specific client profile
  2. Pinpoint the types of website copy and content that will appeal to your client profile
  3. Recognize pain points and wow moments
  4. Understand how to improve the client experience with your law firm
  5. Brainstorm ways to increase your conversion rates at various stages of the sales cycle

How do I make a client journey map?

Follow these steps to develop an insightful client journey map.

  1. Research

Because journey maps identify the types of people you’re trying to attract, their pain points, and ways to improve the entire client experience, you’ll first want to do your research on these elements.

For example, what have your clients complained about on your lawyer marketing surveys? What do they rave about in testimonials? Who typically utilizes your services and how do they find you? Be as specific as possible.

One helpful source for this information is your website back-end dashboard or Google Analytics dashboard. If you’ve been tracking analytics like bounce rates, you can determine where and when website visitors are falling off—possible pain points that you need to fix. Additionally, see what people are saying on social media. If five users commented on your law firm’s Yelp page that they love your firm because you always respond to emails within an hour, then you can tag that as an important differentiator for clients.

Download our free guide and learn about the importance of key performance indicators (KPIs)

  1. Outline your sales stages

Create the general framework for your client journey map by outlining your sales life cycle. For instance, your divorce law practice may find that a typical person goes through these stages.
Research -> Compare -> Contact -> Consult -> Client -> Retain

  • Research: After deciding upon a divorce, the potential client, Joe, researches legal services around him. He searches local firms’ websites, reviews attorney qualifications, and reads testimonials.
  • Compare: He then compares the five firms to see which would be the best fit for his particular situation based on his research and financial situation, and decides upon your firm.
  • Contact: Joe contacts your practice using the contact form on your website.
  • Consult: Your case manager calls to consult with him before the other four firms, and answers Joe’s questions.
  • Client: Satisfied with the case manager’s answers, Joe becomes a client.
  • Retain: After resolving Joe’s case, your firm keeps in touch with him via email to ensure that he stays engaged with your practice and loyal to your brand.
  1. Recognize emotional triggers

People make decisions based on emotion and use logic to justify them afterward—that’s why some lawyer marketing pieces like testimonials are so valuable. Identify the emotional triggers that move people down the sales path or cause them to abandon it, and jot down these feelings at the appropriate stages in your outline.

The panic of having a family member arrested, for instance, is a powerful trigger for someone to start researching criminal defense attorneys. On the other hand, frustration about the inability to reach a member of your team for a consultation will probably cause potential clients to abandon your firm in favor of another.

  1. Identify challenges and goals

What are your greatest challenges to converting clients? A poorly designed website? Not enough staff to field phone calls? Identify these “break” moments and brainstorm solutions to fix them, and then set actionable and measurable goals.

For instance, if your criminal defense practice hears prospects and clients complaining about long hold times (more than 5 minutes) when calling your firm, your goal could be to reduce wait times to less than 2 minutes in the next 6 months and implement a live chat feature on your website to ease call traffic.

Mark these metrics, such as time spent on hold, down on your experience map so you know which data points to track in order to measure goal progress.

  1. Invest in a graphic designer

After you’ve completed the rough draft of your map and asked for feedback from your team, partner up with a graphic designer to make the client journey map simple, clean, and easy to digest.

Not seeing many leads from your legal website? Grab your free website evaluation today to find out how to get more clients!  

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