Client-focused marketing needs analysis for law firms

A client needs analysis is a simple list of all the things an ideal client should know about your area of law in order to make the relationship more fulfilling for both sides of the relationship.

All of us in professional services know how much more enjoyable it is to work with clients who have a certain base level of knowledge before they engage us. These kinds of clients tend to be easier to work with because they are familiar with the processes involved, and they often bring us more interesting and profitable work because they understand what is possible.

By educating new clients and prospects through our marketing, we can attract more clients who fit in to the ‘ideal’ category. The tool we’ve found to be useful in achieving this goal is the client-focused needs analysis.

How to do it

Think about your ideal client, perhaps using a client persona if you have made one. Now make a list of all the basic legal knowledge the ideal client brings to the relationship that makes working with them a more fulfilling and profitable experience. Aim for 12 items so you can focus on one item per month, and use this list to inform your marketing content over the coming months.

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