Why Branded Touchpoints Are More Important Than Ever Before
With so much technology at our fingertips, individuals are inundated with information in the form of email, text messages, news alerts and social media notifications. As a business, it can be difficult to cut through all of the “digital noise” and connect with people; branded touchpoints are more important than ever. They can lend credibility to messages, convey professionalism and ensure your firm remains top of mind with clients and prospective clients alike.
Lawyers are constantly using email to communicate with colleagues, clients (both current and prospective), and other business partners. With such a prominent and important tool, having a professional email signature is an absolute necessity. This signature should include your contact information, a photograph of either yourself or your law firm’s logo, a link to your website (and perhaps your social handles, if you have an active presence on these platforms. The signature should be present if an email is sent from your work computer or a mobile phone, ensuring the email recipient knows that the message is coming from a trusted sender.
Intake forms can be a valuable tool in collecting information from both prospective and current clients. Digitized forms have become the norm in many practices and, whenever possible, should be a part of your firm’s practice management application allowing data to be imported to a new matter in just a few clicks. The appearance and ease of use of intake forms can help set the tone for your relationship with a new client. At the least, intake forms should prominently display your firm’s logo, contact information and, when appropriate, include detailed instructions for those completing them.
With cybersecurity breaches making daily headlines, clients are increasingly concerned about sharing confidential information via email (and rightfully so). Allowing your clients to upload and view documents through a secure portal isn’t just a nice-to-have, it’s a requirement for many savvy clients. This portal can serve as another opportunity to showcase your firm’s brand. This digital depository should be customized to look like an extension of your firm’s website.
Zola Suite offers this type of immersive brand experience through Zola Signature™ Web Portal. From a custom login page (inclusive of your firm’s branding, imagery, colors, etc.) to branded email notifications when new documents are added, your clients will continuously be reminded that your firm is efficient and accessible.
Having customized invoices can be another important branded touchpoint for your clients. In addition to your logo, firm colors and any special font treatments, invoices should provide clients the option to pay online (ideally through that branded client portal). Having an electronic payment option will speed up payments and save clients time.
While customization of the above touchpoints won’t take your firm much time, they can wield positive results for years to come.