Your clients know what they want (and don’t want) from you and can give you insights into what you can do to attract more clients like them.
Which is why you should survey your clients and find out what they want, what they like, and what you can do to get more clients and increase your income.
You can use surveys to learn about
- Your image in the marketplace
- Your services, fees, offers, and benefits
- Your “client relations”
- Your content—what they like, what they want more of, what they want you to do differently
- Your marketing, advertising and social media—did they notice your ad? What did they like about what you said? Why did they choose you instead of other attorneys?
You can learn a lot by asking questions.
But surveys aren’t the only want to find out what your clients (and prospects) think about what you’re doing. You can also do interviews, going more in depth and asking follow-up questions, and find out what they “really” think.
Another way to do “market intelligence” is by tracking metrics—opens, clicks, downloads, sign-ups, how long a visitor stays on a page, etc.
Finally, you can find out what clients think by listening. Nothing formal, just listen to what they talk about, what they ask you, how they feel about their situation, and what they complain about regarding your competition (and about you).
It can be a lot of work, but if you have the numbers, it could be worth the effort. If you don’t have the numbers, or don’t want to invest the time or money, stick with surveys.
At the least, survey every new client, to find out what they want and why they chose you, and survey every exiting client (at the end of their case or engagement), to find out if they got what they wanted.
Surveys are easy to do and can tell you what you’re doing right and what you need to improve.
