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Five Reasons Why Law Firms Should Embrace Live Chat

Law firms are working hard to continue delivering quality client communications, grow their pipeline and maintain an increasingly digital presence.

Many firms are turning to live chat to provide web visitors with real-time messaging and offer a discreet alternative to the phone – in turn improving client experience, capturing website enquiries and boosting online leads both efficiently and effectively.

Bernadette Bennett, Head of Legal Sector at leading communications provider Moneypenny, works closely with firms to improve business agility and enhance digital presence. Here, she explains how live chat can transform legal communication and the sales pipeline.

1. Website concierge

When trying to juggle work, home schooling and life admin, people need to access information as quickly and seamlessly as possible. Live chat performs as a helpful website concierge to cut out the noise of a busy, content-heavy site and direct visitors directly to the pages they need.

Live chat technology generates six times more website engagement and encourages visitors who wouldn’t otherwise take the time to email or call, to engage with you. A well-timed ‘how can we assist you today?’ pop-up offers immediate, helpful support that saves visitors time, reduces the risk of them getting distracted or frustrated if they can’t find what they want and taking valuable potential business elsewhere.

2. Tailored messaging

One of the major benefits of live chat is the ability to tailor chat messaging to suit different service lines and sections on a firm’s website. Agents can start proactive conversations with personalised auto-prompts such as “are you looking for a quote for your next house move?”, “can we support with your divorce?” or “do you need help with a will?’.

This demonstrates to visitors that a firm is able to provide the appropriate expertise. It boosts consumer confidence and is proven to increase engagement too. 35% of chats result in a new enquiry, so making every effort to appear relevant and accessible is key to maximising the potential of this technology.

3. Be available around the clock

With the pandemic changing many peoples’ working hours and routines, being available around the clock is essential to maintain a positive brand image. The ability to capture and handle legal enquiries outside of office hours and at the weekend can transform a website’s ROI – 37% of our chats occur outside the 9-5, a figure that has increased since lockdown began. Live chat can be managed 24/7/365, to ensure that every opportunity is captured and give firms a chance to get ahead of competitors by capturing data first.

4. Live FAQs

Live chat can also be used as a live, interactive FAQ tool and its instant nature is what has made it so popular. Clients appreciate the opportunity to ask quick questions, right there and then, whilst browsing online. By creating a list of common queries relevant to different departments, firms can pre-empt where a visitor might need help and offer relevant, direct support based on the content they’re viewing.

This acts in a similar way to point two (tailored messaging) by starting a conversation, but delves deeper and allows firms to not only drive more enquiries into their sales pipelines, but also gather data on popular topics so they can update websites accordingly.

5. Build relationships

Choosing a solicitor is a considered purchase rather than an impulse decision and we know it can take several visits before people feel ready to buy. Firms can use live chat to welcome return visitors back to the website with a bespoke message, which offers a more personal, friendly service and could be the catalyst for converting a prospect into a client.

At a time when consumers need reassurance more than ever, it’s important to remember that people buy from people. Humanising your live chat service is a crucial step to best represent your firm and avoid appearing like a chatbot. You can easily do this through the tone of your live chat responses, by adding photos of live chat agents and using their names so customers can connect with the person behind the screen.

In today’s digital society, people expect a wide variety of channels through which they can communicate. Live chat provides an instant and easy way to get in touch and triages enquiries to keep volume away from the phones. The solution also stores important details securely, allowing for a more informed and seamless follow-up.

Live chat’s reporting metrics offer in-depth analysis of performance and integrate with Google Analytics. Areas monitored include chat volumes, agent response rates, chat durations and survey feedback – all of which arms firms with the information required to offer the best possible digital experience.

As well as being a quick and easy experience for clients, live chat is simple to set up and can be running within minutes. What’s more, chat data is logged and can be managed through the online portal or from the app on a smartphone.

For law firms keen to protect their client experience, convert more leads and bring brand values to life, live chat is an important communications channel. Moneypenny is currently offering a free one-week trial so firms can experience its benefits first hand.

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