What do clients look for when choosing law firms?

In this newsletter, I offer some insights into the aspects of law firms that prospective clients consider when deciding which law firms to engage. This question comes up frequently during assessment centres and internships (e.g. where candidates are asked to pitch the firm to a prospective client). But first...

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So, what do clients keep in mind when selecting law firms to work with?

Well, clients won’t necessarily care about all the things that matter to the firm’s employees. For example, a client probably won’t choose a firm because of its approach to training junior lawyers, as long as the firm’s output is up to scratch. 

Instead, you need to think about the characteristics that will convince a prospective client that a firm is well positioned to meet its legal needs, that the two organisations could work together effectively, and that the client will receive value for money. 

Such characteristics might relate to, for example, a firm’s capabilities, reputation, relevant prior experience, fee structures and value-added services, approach to building and maintaining client relationships, and values.

A firm’s capabilities

Firstly, a client will want to know that a firm actually has the ability to meet its legal needs. This includes legal expertise in all the areas relevant to its business, an ability to carry out and effectively project manage work across all the jurisdictions in which the client operates, and its ability to flexibly resource large legal matters that might escalate on little notice. 

A firm’s reputation

Secondly, clients will take into account the reputation of potentially suitable law firms. Reputation is not the same as capability. “Capability” simply indicates that a firm can do something. A good reputation however can indicate that the firm does that thing well, which helps to create a sense a trust. 

This could include considering a firm’s rankings, awards, industry recognition, and reputation among other clients and lawyers, as well as the reputation of specific lawyers at the firm. 

A firm’s relevant prior experience

Linked to reputation is a firm’s prior experience. Clients will be more inclined to work with a firm that can point to its previous experience working within the client’s industry, for similar businesses, and on the types of legal matters that the client wants (or might need) help with. 

Value for money

Clients are ultimately paying for legal services, so will also care about fees, at least to some extent. Clients won’t necessarily seek out the cheapest firm, as cheaper firms might lack the requisite capabilities and experience. However, clients will want to receive value for money, which can mean different things to different businesses. Value for money might be derived from a firm offering unique expertise, low rates and fixed fees, value-added services, and integrated legal technology solutions. 

Approach to building and maintaining client relationships

Even if a firm meets a client’s expectations in terms of capabilities, reputation, experience and value for money, the individuals working for the client probably won’t choose a law firm if they don’t get on with the firm’s people and like the firm’s working style. After all, law is fundamentally a “people” (i.e. “client-facing”) business, so don’t underestimate the value of professional relationships. 

In general, clients want their lawyers to be friendly, courteous, professional, legally astute, pragmatic, commercial, flexible and responsive (which can mean willing to hit tight deadlines!). Clients also want their advisers to adapt to their working preferences.

In addition, decision makers at client businesses might prioritise working with lawyers with whom they have longstanding working relationships and have enjoyed positive personal interactions. 

Values

Finally, clients are now paying more attention to the values of their advisers (and prospective advisers), with some clients preferring to work with firms whose values align with their own. 

In this context, clients might pay attention to a firm’s commitment to diversity and inclusion, as well as its investment in pro bono and corporate social responsibility initiatives.  Alex McPherson has experienced all this first-hand, with a number of clients auditing Ignition Law’s ethos, ethical commitments and culture more generally before deciding whether to instruct the firm. 

For more information on this topic, check out our Interview case studies course to access a comprehensive video series on what clients look for from law firms, including a case study centring on a law firm pitch to a prospective high profile client.  

When working on this video series, I drew on my extensive experience advising law firms on their business development strategies and pitches, whilst also seeking guidance and feedback from a number of partners (and ex-partners) from leading law firms who have often contributed to law firm strategies in practice. 

On that note, I would like to sincerely thank the following legends for their incredibly helpful advice and reflections:

• Ben Staveley (ex-partner at Freshfields): check out his brilliant book designed to help lawyers improve their professional writing and drafting.
• Laura Brunnen (ex-partner at Fried Frank, Reed Smith and KWM): check out Laura's fantastic community for women in M&A.
• Alex McPherson (Ignition Law founder and partner): check out Ignition Law for more information on the great work carried out by the firm for the start-up and scale-up community.
• Christopher Stoakes (ex-Head of Knowledge and Learning at Hogan Lovells): check out his fantastic books focused on commercial awareness and legal careers.

As a reminder, Commercial Law Academy offers 20 in-depth courses, covering: insights into legal careers, firm profiles and interview insights, expert advice on writing applications and tackling psychometric tests, dozens of example (verified) successful cover letters and applications, resources to help you prepare for interviews and internships, example interview case studies, practical content to help you understand and confidently discuss commercial concepts and current affairs, plus tips on how to network, negotiate, deliver presentations and write professionally. Check out this animated explainer video for more information.