How Law Firms Can Improve Their Client Experience Through Personalization | Good2bSocial media

When we put on our comfiest shoes or sit in our favorite chair, a warm, fuzzy feeling of comfort sets in, as if the shoes or furniture were designed especially for us. It’s so relaxing that we turn to it repeatedly when in personal need. When it comes to law firm marketing, it’s possible to meet — and hopefully exceed — this need by personalizing your client’s experience with all of your different marketing channels. While trying to tailor each piece of content specifically can seem daunting, technology is here to provide massive assistance in improving a client’s experience with your law firm and leave an indelible mark of approval in his mind about you.

Every customization is a snowflake

Personalization has quickly become an essential tool for reaching customers and making them feel appreciated in a way that speaks to them as individuals, not as part of a broad demographic. For clients, personalization has the potential to turn your law firm into that trusty old pair of slippers, positioning you as someone they can turn to for that warm, fuzzy feeling or when they decide on you. refer someone else who needs your legal assistance.

Spotify is a great example of how personalization works to deliver a positive and unique user experience. When you listen to music on Spotify, they rate the songs you like, download and revisit to create an idea of ​​what you want to hear. You may see these song suggestions appear as a “Daily Mix” on your homepage or in the random tracks you listen to throughout a session. In theory, the more frequently you use Spotify, the more accurately its algorithm recommends music you should enjoy.

Again and again, Spotify hits the mark, providing the user with pleasure and convenience that keeps them coming back every day. Improving the user experience is the magic of personalization. The magic created by your law firm increases the chances that your clients will have a better overall impression of their interaction with your law firm and your lawyers.

However, this method is not without flaws. The Spotify algorithm can be “tricked” when it deviates from our standard listening patterns. If you’ve ever created an entirely “Encanto” playlist for your kids or something else unusual on a lark, that’s why Spotify sandwiched “We’re Not Talking About Bruno” among the Beatles. Abbey Road. So how does Spotify achieve this often impressive and sporadically baffling feat? The answer lies in automated technologies.

Our flag means travel mapping (and cookies!)

Imagine the Internet as a vast ocean where users are aquatic life. In the past, technology limited the ability to track the activities of a solitary sea creature, widening the scope to track a school that could include tens of thousands of fish or more. In addition to a lack of specificity, this tracking in general – often referred to as third-party cookies – is so problematic from a security perspective that Apple and Google have nearly eradicated them in favor of first-party cookies. All “cookiesexist on a user’s computer, but unlike third-party cookies, first-party cookies are placed there with the user’s blessing. Now you can securely track very specific data about a user, and the information you retrieve is richer in value.

One of the ways first-party cookies are used is in ‘journey mapping’. Thinking back for a moment to our sea of ​​users, course mapping allows your law firm to see the ocean as closely as that lonely fish and learn what it likes to “eat”. Through all the websites, posts, likes, and information entered into search bars and dialogs, marketers can map a user’s journey and confidently glean insights that might help you decide how to personalize your content to attract potential customers.

I call this look “Blue Steel”

Despite the header, channeling your inner Zoolander isn’t necessary to effectively personalize content, but it doesn’t hurt either. Creating content not intended for mass appeal and consumption should drive your personalization efforts. Something as simple as an email blast with the customer’s name in the greeting is one way to make them feel special. Adding colorful graphics or other media to these emails/SMS improves the quality of your message. Some law firms might need to consider delving into video production, even going so far as to include interactive elements. Your law firm’s website can also provide relevant data and opportunities to deliver value to clients. Perhaps you are creating a webinar and asking users to register for the live stream.

If you’re worried about which direction to take, fear not. The data will dictate how much effort your law firm should put into creating content. Ultimately, pursuing an ongoing positive journey with your law firm will come down to fueling business and referral opportunities in the future.


Personalization is a critical factor in the ever-changing landscape of creating engaging content and can manifest in many mediums. The overall goal of personalization is to give the user or customer the impression that you have tailored the content for them, including items that match their interests, issues, or concerns. Companies like Spotify use personalization to deliver a positive experience that delights the user and establishes them as a trusted source of business convenience, enjoyment, and reliability. With the impending exile of third-party cookies in favor of more secure, data-rich first-party cookies, law firms have the resources to learn more about potential clients and hone their strategies to appeal to them. First-party cookies have also given way to a process called “journey mapping”, which allows websites to follow a lone user’s path to find out where they are going and even why. From this specific data, decisions on how to market to potential customers are more informed and can lead to increased success. Personalization can be as simple as an email blast with a person’s name in the greeting or something as grand as your budget allows.

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