How Law Firm Marketers Can Enhance User Experience Through Business Analysis

Law firms are increasingly recognizing the importance of improving user experience, and this trend presents significant opportunities for law firm marketers and business developers, according to an article by LawVision. General counsel have long emphasized the need for law firms to understand their clients’ businesses, which often involves extracting actionable insights from standard sources like SEC filings.

In contrast, at Big 4 accounting firms, marketing and business development professionals are expected to have a basic understanding of business analysis. However, many lawyers lack the temperament or time for such tasks. This reluctance among lawyers to personally conduct business research and analysis creates a professional opportunity for law firm sales and marketing professionals.

With affordable and accessible formal training, these professionals can become the bridge between legal expertise and business understanding. They can contribute to building relationships with prospective clients and deepening existing ones by providing valuable insights into client businesses.

While some research assignments may require specialized expertise, many can be handled with a lighter touch. For instance, during a lunch meeting with a prospective client or when sponsoring a Continuing Legal Education (CLE) event, basic business analysis can suffice. Professionals can use readily available resources like company websites, LinkedIn, SEC filings, and online industry reports to compile and synthesize relevant information quickly.

Embracing business analysis and understanding clients’ businesses is becoming increasingly crucial for law firms. Law firm sales and marketing professionals can seize this opportunity by gaining basic business analysis skills and becoming valuable contributors to enhancing user experience and client relationships. In an era where law firms are shedding the concierge image, these efforts can elevate their professional standing within the organization.