Client-centricity and branding in a virtual business environment

Client-centricity and a carefully curated virtual image will be key to staying competitive in the new normal, says Scott Brown at Accesspoint.

Although practices are now able to return to their offices and continue working as they once did, many firms have opted for the new normal of remote working, as they quickly realised the benefits of the virtual world and the opportunities it can bring. However, with changing demands from clients on their online journey, many firms are still finding their feet in this new era – resulting in costly delays and inefficiencies that could hinder growth. Perhaps now is the time to re-evaluate your firm’s position in the online world, and explore what is needed to stay competitive.

The number of prospects visiting a firm’s website has surely risen as the legal workplace goes virtual. Practices no longer have the luxury of going back and forth with prospects as well as having face-to-face meetings before a decision is made. As the world shifts towards digital and most new business is conducted through a website, critical decision-making happens in a few seconds. Within a short amount of time, clients need to be convinced to choose your firm over others, and your website is its best shot of doing that.

So, ensuring your website has been designed around the client experience is a necessity. Take a look at your website through your clients’ eyes. Does it appeal to you? If not, consider making the following changes. Firstly, ensure your site layout is equipped with a clear menu structure, strong headlines and clear branding with complementary colours – plus a sleek, user-friendly page layout to ensure your firm’s message and services are well covered, while also pleasing the eye.

Secondly, use time-saving content management systems (CMS) such as WordPress. These platforms can instantly provide your firm with a flexible template that can be seen effectively in the right format on various devices, as well as the ability to add new features to your site as you go. Finally, make sure search engine optimisation (SEO) is factored in and the content on your site is effective – buzzwords can no longer be thrown into the mix without careful consideration and strategic thinking. Popular search engines are now looking for precise wording, as well as expertise, to rank highly.

Seeking help from marketing experts who can help keep your website fresh and review it frequently can speed things up. Leaving it too late could cost a prospective client. Likewise, integrating payment methods into your website can offer a quick and efficient method to keep up with client expectations and demonstrate the forward-thinking direction of your firm. This area is often overlooked when reviewing transformation options, but when done right is a simple, effective method that can instantly streamline your payment collection processes.

Innovative standalone payment portals are available in today’s markets. They allow your firm to easily connect with a wide range of commonly used payment gateways such as Barclaycard, Stripe and WorldPay – making transactions across the world convenient for everyone. Some demonstrated benefits include streamlined processes, improved client satisfaction, eco-friendly transparent reporting, and elimination of cyber security risks. These portals are key pillars of the future business environment, and worth considering for your firm.

Lastly, take a moment to imagine how you choose to display your office in a face-to-face meeting. Extra care is usually taken to ensure little-to-no background noise, and that the office is a clear representation of your brand. The same care should be taken when it comes to Microsoft Teams and Zoom video calls. Unwanted mishaps such as messy rooms or background movement are likely, and although people on the other side of the call may understand – it still does not reflect the professionalism your firm has to offer.

Does your virtual background represent your firm in the best way? If not, we urge you to look for a legal marketing expert that understands the importance of maintaining a clean look, and that has taken the lead on designing professional, creative and high-quality corporate virtual backgrounds for your Microsoft Teams and Zoom meetings. This simple change will show your clients that your firm takes pride in what it looks like in any circumstance, and offers your firm a valuable marketing opportunity.

Staying ahead of continual changes can be exciting and full of potential for firms that are willing to explore the market and take the necessary action to gain that all-important advantage. Don’t get left behind.