In this blog, legal industry expert Peter Webb, founder of Firm Performance, shares his expertise on why first impressions matter for plaintiffs law firms, playing a critical role in shaping the client experience and impacting law firm growth.

Click above to watch the video with Peter Webb now.

Your Reputation is Your First Impression

In today’s competitive legal market, first impressions aren’t just a branding exercise, they directly impact whether a potential client ever contacts your firm. Prospective clients often assess your firm before ever speaking with you. “How your firm is perceived will determine whether they even pick up the phone,” says Peter.

However, many contingency fee law firms struggle to balance growth initiatives with the need for personalized service, often lacking the resources to invest in additional intake support staff or technology.

When firms do invest in intake, it’s typically focused on marketing initiatives to drive leads to the firm. “Now here’s what’s wild,” Peter adds. “So many firms don’t even pay attention to what their reputation is. They spend all this money in marketing and advertising and their conversion rate [is low] because they’re driving people to this first impression of I am potentially horrible.”

Peter advises law firm leaders actually Google their firm to see how their firm is viewed online. He also recommends enlisting “secret shopper” consultants to evaluate the phone experience. “Record it and actually go through the whole process and really reflect in a vulnerable way. Would I hire me? And if not, take note of what those things are,” says Peter.

The Intake Process: A Make-or-Break Moment

It’s the intake process—how quickly and professionally your firm responds—that forms the first real impression of a law firm’s credibility, trustworthiness, and client experience.

According to Peter Webb, “[Even] if they don’t have a case, you still deliver an excellent experience.” This approach not only reflects positively on the firm but also encourages potential clients to recommend the firm to others.

“I’ve even seen rejected people with one case later come back and say, ‘I enjoyed that you treated me like a human being, and I really feel happy’. And they don’t even think twice, and they go to the law firm, and it becomes a case that they paid nothing for just by actually delivering a good client experience,” notes Peter.

3 Key Factors in Creating a Positive First Impression

Here are 3 key factors law firms should consider to create a positive first impression:

1. Deliver Excellence Regardless of Outcome: This demonstrates a commitment to client care and professionalism.
2. Actively Manage Your Firm’s Reputation: Monitoring and managing online reviews and testimonials is vital to maintaining a positive law firm reputation.
3. Pay Attention to a Holistic Intake Experience: Closely manage the messaging and experience your firm is providing to prospective clients.

Beyond the First Impression: Sustaining Client Experience

Peter stresses that the client experience extends far beyond the initial point of intake. Plaintiffs law firms often fail to maintain a high level of service after signing a client, treating them as just another number rather than individuals.

To avoid this, law firms should:

• Care deeply about their clients’ cases and well-being
• Regularly assess their own performance and client satisfaction
• Foster a culture that prioritizes client experience from top to bottom

According to Peter, “client experience stems from the top all the way down, but it’s internally and externally, which creates that culture.” By focusing on delivering exceptional client experiences and maintaining a strong reputation, plaintiffs law firms can differentiate themselves in a crowded market and drive long-term success.

For plaintiffs law firms, first impressions aren’t just the beginning, they set the tone for the entire client journey. Peter recommends intake should be evaluated as part of a broader, holistic client journey—not just an isolated process.

By doing so, firms can build trust, foster loyalty, and ultimately drive growth. As Peter’s insights demonstrate, a commitment to excellence and client care is essential for plaintiffs law firms looking to thrive in a highly competitive landscape.

Get More with Insights from Peter Webb

Click above to watch the full interview with Peter Webb.

Or, learn more about improving your firm’s intake efficiency by watching this video: https://lawyeriq.esquirebank.com/article/video/4-keys-to-boosting-law-firm-performance-with-smarter-intake-reporting/