Consistency and 9 Other Things that Help Firms Retain Clients for the Long Haul

You don’t need to have a Ph.D from Slick Marketing University to understand a basic truth in running a small law firm: it is cheaper, quicker and easier to hold on to a good client than it is to find a new one.

Now, I know… some practice areas have episodic engagements by nature. You don’t expect criminal or family law clients to be retained for the long term. But those practice areas do have long term referral sources and repeat clients, and a lot of what we’re going to discuss today applies there as well.

One of the things that is challenging about running a law firm is that the very things that we work so hard to perfect in our craft – the amazing negotiation that saves your client a fortune, or the razor sharp closing argument that sways the judge, or the industry-informed legal insight that gives your client a competitive advantage – are not generally the things that clients understand and remember about our work. Many clients simply can’t tell the difference between A+ legal work and B- legal work. 

They can, however, readily distinguish about all kinds of things about the way they are treated as clients at our firms. And those things, whether they ought to or not, end up looming disproportionately large in the decisions by those clients to stay on with our firms or to refer friends and colleagues to us.

When my wife and I were fresh out of law school lawyers (and therefore knew absolutely everything about everything) my wife went to work at this huge law firm in Boston. It was a relatively new firm, despite being one of the biggest firms in town, and the first named partner was still practicing there. One day, shortly after she started at the firm, the named partner popped his head in my wife’s office and said, “remember: it’s not enough to be great one day once in a while. We’re like newspaper delivery [people]; we need to be on time and get the job done every day. Consistency.”

(He also said that she should hang something on her bare office walls, but that doesn’t have much to do with this article.) 

We laughed that night about how basic and prosaic his advice was. How utterly un-oracle like the advice was, considering his lofty status in the legal market. He died some years later and the firm crumbled into dust in his absence. 

I’ve thought about that random pop in advice on consistency a lot over the years. And not unlike advice from your parents that seemed kind of dumb when you were young, that advice got smarter and smarter as time passed. Or more accurately, it just took my thick skull years for that to permeate.

Consistency, and the other 9 tips below, are the quiet things that help law firms retain clients and referral sources. You’re undoubtedly doing lots of them already. Take a skim through the list and see if any jump out that provide a good reminder for yourself or someone on your team.

1. Build Strong Relationships

At the heart of client retention is the ability to foster meaningful, long-term relationships. Clients are more likely to return if they feel a personal connection with you and your firm. Take the time to truly understand your clients—their personal goals, their business objectives, and the legal challenges they face. When you show genuine interest, it creates trust and loyalty. Regular check-ins, even when there isn’t a pressing legal issue, can keep the relationship strong and demonstrate that you care about their well-being beyond just their legal needs.

In addition, small gestures, such as sending a personalized message on a client’s birthday or congratulating them on a business milestone, can go a long way in making clients feel appreciated. Remembering key details about your client’s personal or professional life shows that you value them as individuals, not just as cases. By being approachable and available to discuss concerns beyond the immediate legal matter, you can deepen the connection, creating a lasting bond that encourages loyalty.

2. Provide Excellent Customer Service

Good legal work is expected, but excellent customer service can differentiate your firm from the competition. Clients want to feel heard, respected, and supported throughout their legal journey. This begins with prompt and attentive communication. Whenever possible, aim to respond to client inquiries the same day. Timely responses reassure clients that their concerns are a priority and that they can rely on you during stressful times. 

Ensure that your entire team—from legal assistants to partners—understands the importance of professional and respectful communication. Following up on meetings or calls with a summary or an action plan ensures that nothing is missed and that clients feel confident in your handling of their case. Practice management software can also help track communications and follow-ups, further enhancing the client experience. Patience and empathy are crucial when clients have questions or concerns. Taking the time to explain complex legal processes in simple terms can reduce client anxiety, making them more comfortable with your services.

3. Deliver Results Consistently

Consistency is key to maintaining client trust and satisfaction. While favorable outcomes are important, clients are looking for more than just winning cases—they want a lawyer they can count on to consistently deliver value. Setting clear expectations at the outset of a case is vital. Clients should understand potential outcomes, timelines, and the processes involved so that there are no surprises along the way.

Regular communication about the status of their case, even when there are no major updates, helps clients feel informed and involved. Transparency is critical, especially when things don’t go as planned. Proactively offering solutions to potential problems reassures clients that you are in control and working toward their best interests. Consistently meeting deadlines and documenting every step of the process demonstrates reliability and professionalism, solidifying your reputation as a dependable legal partner.

4. Be Transparent with Fees

One of the most common sources of client dissatisfaction is unclear or unexpected billing. To avoid misunderstandings, fee transparency should be a priority from the beginning. Providing detailed invoices that clearly outline services and associated costs helps clients understand exactly what they are paying for. During the initial consultation, take the time to discuss your fee structure and potential costs upfront, ensuring that clients have a clear picture of what to expect.

If a case is likely to exceed the original budget, inform the client as soon as possible, offering a thorough explanation for the additional costs. Transparent communication about fees fosters trust and prevents unpleasant surprises. Additionally, offering flexible payment options that align with a client’s cash flow, such as monthly payment schedules or installment plans, can further enhance client satisfaction and loyalty.

5. Offer Flexible Payment Options

Many clients, particularly individuals and small businesses, appreciate flexibility when it comes to payment. Offering flexible payment plans can ease financial pressures and make your legal services more accessible. Whether it’s breaking up payments into manageable installments or offering flat fees for certain services, flexibility allows clients to feel that you are working with them, rather than against them, to meet their legal needs.

In addition to flexible payment schedules, providing a range of payment options, such as credit cards, online transfers, or checks, adds convenience for clients. Some firms even offer discounts for early payments, which can incentivize clients to settle their accounts promptly. Being adaptable to clients’ financial situations demonstrates your willingness to accommodate their needs, fostering long-term loyalty.

6. Regularly Provide Value

Being a lawyer who only gets called when something goes wrong limits your opportunity to engage with clients on an ongoing basis. By regularly providing value, you can position yourself as a trusted advisor rather than just a crisis manager. One way to stay top-of-mind is to send out newsletters or updates that include relevant legal insights, case studies, or tips specific to your clients’ industries.

Hosting free webinars or workshops on legal topics relevant to their business can also provide value while reinforcing your expertise. Offering clients a yearly legal review, even when there’s no active case, keeps the relationship active and ensures they are thinking about their long-term legal needs. Proactively sharing legal developments that impact their industry or personal situation helps clients feel that you are looking out for them, even when they aren’t directly seeking your services.

7. Seek Feedback and Act on It

Clients appreciate being heard, and seeking feedback is a powerful way to improve your services while strengthening relationships. Regularly soliciting client feedback through surveys or direct conversations provides valuable insights into what your firm is doing well and where there’s room for improvement. This feedback should not just be collected but acted upon.

When clients see that their suggestions have led to real improvements in how you deliver your services, it builds trust and demonstrates that you value their input. If a client expresses dissatisfaction, addressing the issue promptly and professionally can help salvage the relationship. By showing gratitude for both positive and constructive feedback, you turn potentially negative experiences into opportunities for growth.

8. Be Approachable and Accessible

Accessibility is critical for client retention. Clients need to know they can reach you when they have urgent legal concerns. Setting clear communication guidelines at the outset of the relationship—such as when and how clients can best contact you—helps manage expectations and avoids frustration. Offering multiple contact methods, such as phone, email, and video calls, ensures that clients can choose the communication channel that suits them best. 

While maintaining a healthy work-life balance is important, being available during urgent situations outside of traditional office hours shows clients that you are committed to their needs. Encouraging clients to reach out early in the process, before issues escalate, also reassures them that you are a proactive partner in their legal affairs. A welcoming, comfortable environment for in-person or virtual meetings helps clients feel at ease, strengthening their trust in your firm.

9. Stay Engaged After Case Closure

The conclusion of a case shouldn’t mark the end of your relationship with a client. Staying engaged post-case is a great way to build long-term loyalty. Sending a thank-you note at the end of a case leaves a positive final impression and shows appreciation for their business. Following up six months to a year later with a check-in call or email ensures you remain top-of-mind for future legal needs. 

You can also offer referrals or connections to other professionals, such as accountants or consultants, to further add value to the relationship. Keeping clients on your mailing list for newsletters and legal updates helps maintain communication even when they don’t have an active legal matter. By acknowledging significant personal or business milestones, you demonstrate that you care about their success, which can lead to repeat business or referrals down the road.

Conclusion

Hopefully one or more of these worms its way inside your brain and gets you thinking about its role in the way your firm delivers service to its clients. Don’t hesitate to reach out and schedule a consult if you’d like discuss further.

And hang something on those office walls.