PUTDP

I remember being sent a message a few years ago saying: PUTDP. I had no idea what it meant.

Pick up the damn phone.

According to recent research by the Law Firm Marketing Club, 67% of clients in the legal sector reported having a positive first impression when calling their chosen law firm. (Law Firm Marketing Club 'What Clients Want' Research 2024). But what about the other 33%?

As someone who’s currently in the process of selling a house, I can certainly attest to the frustration of trying to get things done quickly. When there are so many aspects to juggle, from dealing with agents to liaising with mortgage providers, the temptation to simply pick up the phone and resolve issues in a matter of seconds is strong. Email exchanges can often feel drawn out and less immediate, so a direct phone call is often the go-to option.

However, this isn’t always an option. This morning, for instance, I held on a call for 30 minutes, only to speak to my mortgage provider for just 30 seconds. While I was multitasking, the wait time felt frustratingly long for such a short conversation. And just last week, I spent nearly an hour on hold to HMRC for a separate matter, only to be cut off just as I was about to speak to a human representative. Needless to say, I didn't call back - it simply wasn’t worth the brainache of that hold music.

This brings us to an important point for law firms in the UK: If your firm invests tens or even hundreds of thousands of pounds into marketing but fails to answer the phone or makes it difficult for clients to get in touch, you're missing a significant opportunity.

In the legal sector, especially, a phone call might be the deciding factor for a potential client. A positive and swift interaction over the phone could make the difference between winning or losing a client, regardless of the quality of your website or advertising campaigns.

Law firms often focus on digital channels, such as social media, search engine optimisation (SEO), and email campaigns, because these are considered modern and efficient. But in the midst of all this focus on digital, it’s easy to overlook the human side of business: direct, personal communication through phone calls.

When clients are in need of legal assistance, they’re often dealing with stressful or time-sensitive situations. Being able to speak with a real person quickly is crucial to providing a good service. If your firm has a lengthy call waiting time or lacks a responsive customer service system, clients may feel neglected or frustrated, leading them to search for a competitor with a better phone system in place.

Investing in call management systems, training your staff to handle calls efficiently, and ensuring you have enough resources to deal with incoming enquiries can not only help to boost your client retention rate but also improve your overall client satisfaction.

In a world where everything seems automated or online, the simple act of picking up the phone, engaging with clients promptly, and resolving their concerns efficiently can differentiate your firm in a crowded market.

In summary, don’t underestimate the power of the phone call. While digital marketing is vital, so is the ability to respond quickly and personally when a client picks up the phone. A great first impression over the phone could be the very reason a potential client chooses your firm over the competition.