If you are a CILEx regulated firm providing relevant legal services you now have to publish price, service, complaints procedure and regulatory status on your website. The CILEx Regulation Transparency Rules stipulate that you must include this information from your website homepage. If you don’t comply, you will be missing an opportunity.
Sceptics might be surprised to find out that research shows that prospective clients assume the cost of using a legal professional is 22 percent higher than is the case and that law firms that explained pricing transparently and clearly were chosen 65 percent of the time.
There are actually a number of benefits to providing your pricing information upfront.
The key is how you present the information. If you produce a static, technical list you are providing a prospective client with nothing to differentiate you from the competition but price alone. However, if you use the opportunity to showcase your expertise and reputation, you are already helping the client to make the buying decision about more than just the cost of your service.
So, what do you need to consider to convert Transparency Rules into an opportunity on your website?
Anyone buying a product or service instinctively looks to price as part of the decision even though it often isn’t the deciding factor. If they can’t find a price, you’re not part of the equation. You need to shift the emphasis in your prospective client’s mind. Price is what you pay. Value is what you get.
Use your website to illustrate your law firm’s expertise, quality, service and client relationships, as well as price. If these crucial elements are presented well you will win the business and have a head start over your competitors!
This article was written by Rachel Tombs of Orion Legal Marketing, a full-service marketing agency that helps lawyers attract, engage and retain more of their ideal clients.