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律师事务所理想客户角色

是的:世界变了。你的理想客户可能与冠状病毒大流行之前略有不同。但这种情绪仍然存在:即使现在,如果你认为公司发展的最佳选择是尽可能多地聚集客户,不管他们是谁,那么考虑一下:

并不是每个潜在客户都是你的。

虽然你可能认为你需要为任何一位现在就拥有你的客户抢钱,但请深呼吸。在困难时期,你仍然可以保持敏锐的洞察力。这条古老的规则适用:质量高于数量。 

有些人会从中受益 来自您的法律服务。这些客户随时准备好找到你,转化并成为未来几年的忠实客户。

找到并吸引你想要的客户的最好方法是通过创建一个理想的客户角色来定义他们。

确定理想客户的重要性

您的法律服务是为有特定问题的客户提供的 可以解决。在过去的几周和几个月里,这些问题可能已经改变了,所以现在是时候从两个角度来思考了:你的客户有哪些常青树问题?还有什么 new problems have they developed?

Determining your ideal clients will help you:

  • Connect with your audience more deeply. Connection is a powerful thing. We especially need connecting right now. It’s what solidifies your relationship with your clients and makes them believe they chose right when reaching out to you. Your clients are looking to you to lead and help. 
  • Build a solid marketing strategy that works. A marketing strategy will only work when it’s targeted at the right audience. How do you find the right audience? You guessed it—by determining your ideal client.
  • Create an exceptional client experience. Did you know that 80% of consumers are more likely to purchase a service from a brand who provides a personalized experience? That’s because being seen and known are beautiful things. Offering an exceptional, personalized experience requires understanding your clients on a deeper level.
  • Attract the right clients, instead of the wrong ones. Many attorneys come to us with concerns about attracting clients they know will be difficult yet taking them on anyway. Being clear about who you want to serve will ensure you’re clear on who you don’t want to serve, too. As a result, you’ll begin to attract the right clients to your firm.
  • Decide which services to offer. If you’re a new attorney or an attorney starting a new law firm, defining your ideal client will help you decide which services, strategies, and delivery models to offer to serve them best.

How to Identify Your Ideal Client

To begin defining your ideal client, there are some important steps to take. 

  1. Define your services. First, clearly define what services you want to offer and what unique problems those services solve. This will help you pinpoint those clients who need what you offer the most. We know your services might be a little in flux now during this remote transition. That’s OK. Write down what you offer at this moment.
  2. 从现有客户那里收集信息。 如果你是一家成熟的公司,那么你可能已经有了你想更多接触的客户。调查他们,问他们为什么选择你胜过竞争对手。注意他们的人口统计、恐惧、需求等。询问他们现在的帮助是什么样子的。
  3. 调查谁在网上找到你。 查看您网站的 分析 看看谁在网上找到你。你的在线访问者来自哪里?他们用什么关键词和短语来找到你?在这段特定的时间内,客户现在在搜索什么?
  4. 看看你的竞争对手。 您的直接竞争对手是谁?虽然你无法看到他们的分析或直接与他们的客户交谈,但你可以看到他们试图在网上瞄准谁。

什么是客户角色?

一旦您了解了理想客户的一些背景信息,下一步就是构建客户角色。人物角色,也称为化身,是一种书面的个人资料,可以准确地描述您的目标客户。它们是对理想客户的详细描述。

律师事务所的客户角色在许多方面帮助您。它们指导您的营销工作 客户体验,等等。他们确保您的团队在了解您的服务对象时保持一致。人物角色确保你在努力吸引你想要服务的客户,而不是那些你不想服务的客户。

如何创建客户角色

您的客户角色应该位于您的团队可以快速访问的位置。我们建议您使用Word文档、电子表格,或者如果您想获得更多乐趣,可以使用视觉效果。接下来,开始构建您的角色:

  1. 给你的角色起个名字。 是的,一个真名。你的角色是你所服务的人的活生生的代表。为了使其尽可能个性化,请命名您的角色。
  2. 列出他们的定义人口统计数据。 接下来,列出定义他们的人口统计数据,如他们的年龄、居住地点、职业等。
  3. Identify their pain points. The most important service you can offer is one that eliminates your client’s pain points. Record these pain points in your persona and how you plan to solve them.
  4. Identify their goals. What will life look like for your persona after they work with you? For example, will they exit their marriage with confidence or continue to grow their business securely with your advice?

When creating your persona, the more specific you can be, the better. To dive even deeper, ask yourself these questions about your ideal client:

  • What’s the single most valuable thing a lawyer could provide for them right now?
  • What worries keep them up at night?
  • What are their hobbies?
  • How much money do they make?
  • Who do they follow on social media?
  • Do they have kids?
  • What does their daily routine look like?
  • Which influencers do they follow?
  • What news outlets do they turn to?
  • What might be getting in the way of them seeking help?

It is often helpful to think of actual people you know who would fit this persona. For instance, if you have already had clients, who were your favorites? What made them stand out? What other details about them should you record? Also, consider the clients that didn’t work out well. What about those situations that made your job difficult or made it impossible for you to deliver what your clients needed?

Don’t Accidentally Exclude Demographics

As you create your persona, be careful to avoid accidentally excluding the demographics of those you want to attract. Double-check your persona for biases as you move forward. This means making sure you’re thinking more about your ideal client’s needs and only using demographics to support your persona. 

Do Your Research

If there’s one thing to gather from this guide, it’s this: don’t wing it. You must put some elbow grease into developing your persona. Do your online research and get out and talk to people. Look at NextDoor and Facebook groups to research and talk to your ideal clientele. 

你能收集的信息越多,你的角色就越好,也就越全面。

使用我们的理想客户工作表

如果您需要一些额外的指导,我们已经整理了一份易于遵循的理想客户工作表,您可以使用它来定义您的角色。 立即下载理想客户端工作表并开始.

关于创建多个理想客户角色的思考

您可能已经在考虑为您的公司创建多个角色。也许这是因为你有不止一个实践领域(例如,家庭法和遗产规划)。或者可能是因为你在一个法律领域为两个截然不同的受众服务(例如房东和房客)。 

在您继续使用多个理想的客户角色之前,我们建议您首先真正擅长使用一个角色。按照我们在下面各节中概述的那样,完成定义一个角色的过程,然后使用该角色继续前进。 

如果,并且只有当,你开始真正与你的第一个理想的客户角色建立联系,你才应该考虑创造更多。

如何在战略、服务和营销中使用律师事务所客户角色

你新的理想客户角色就像一个指南针,可以用来指导你的战略、客户服务和营销。在你开始的每一个新计划和做出的每一个决定中,都要回到你的角色。

寻找并吸引您的律师事务所客户

你如何找到并吸引你理想的客户角色?很有可能,你已经做了足够的研究,知道你的理想客户在哪里在线和离线。现在,剩下要做的就是现身。

广告和在线内容

在理想客户面前露面的最佳方式是 律师事务所营销. 例如,在理想客户喜欢阅读的出版物中放置广告。或者,加入他们喜欢浏览的社交媒体平台。

The next step is to create content (blogs, ads, website copy, social media posts, etc.) that speaks directly to your ideal client. Use your persona to speak to your client’s pain points and how you can alleviate them. Speak to their goals, their dreams, their fears. Tailor your message to your ideal client and they will come. Be a resource.

Your Ideal Client Persona and the Client Experience

Around 84% of companies that work to improve their customer experience report an increase in their revenue. Why? Consumers crave experiences that make them feel special and safe. Your clients are no exception. 

Knowing who your customers are and what they expect is the first step in creating an unforgettable experience. And guess what? You’re already halfway there with your client persona. Using your persona, you can improve the experience you offer through personalization. For example:

  • Does your ideal client prefer email communication or phone calls? 
  • Do they like paper forms or do they prefer using electronic forms? 
  • Will they benefit from new payment systems such as subscriptions or flat-fee pricing?

Your Ideal Client Persona and Your Law Firm Strategy

Your ideal client persona will also directly affect your law firm’s strategy. In fact, your business plan should center around serving them to the best of your ability.

The Ideal Client Journey

Your law firm’s strategy is built around your mission, vision, and values. It’s also dependent on your clients and their journey to and through your firm. You must have a documented ideal client journey to properly steer your ship.

This journey will differ depending on your ideal client persona. The journey begins when they first see a legal problem on the horizon and continues through identifying potential solutions, selecting a solution, and experiencing the process of having their issue resolved.

在这一过程的每个阶段,确定您的客户从哪里获得信息,他们在寻找什么,以及您如何交付。有了persona,您可以将客户旅程的每个阶段(意识、评估、转化、入职、服务和忠诚度)映射到理想客户的特定需求。

定义你为谁服务,引导你的公司走向成功

作为一名新律师或准备成立自己的律师事务所的律师,很容易落入陷阱,与每一位从你门进来的客户打交道。然而,我们知道,当你定义并努力只吸引理想客户时,你将开始引导你的公司走向真正的成功。此外,你会对你的工作更加满意。

了解有关为理想客户服务的更多信息:下载 小公司路线图

定义理想客户是建立成功律师事务所的重要第一步。我们的新书, 小公司路线图,将教会您以最佳方式服务客户并保持公司发展所需的战略。今天免费下载第一章。