5 ways to improve law firm pitch decks

Law firm pitch decks, presentations and proposal documents need to be laser focused on how you and your team can meet the client’s needs. Your pitch documents are your shop window, so it goes without saying that they need to look sleek.

When it comes to the content of law firm pitches, receiving standardised text, lengthy CVs and outdated experience lists is likely to underwhelm a prospective client. Much like any marketing document, you need to focus on what your firm can do to solve the client's problem, not just on how great your firm is.

With that in mind, here are 5 tips to improve the content of your law firm pitch decks:

1. Focus your law firm pitch deck on the specific opportunity

You don't get a second chance at a first impression.

Your law firm’s pitch is one of the first opportunities to show a prospective client why they should choose your firm, as well how you approach working with clients. However, many legal buyers report struggling to tell the difference between proposals they have received from different law firms.

Put your best foot forward by outlining how your capabilities and experience means you can understand the issues the client is facing, as well as the commercial implications of your advice.

Taking the time to tailor your pitch content to the opportunity at hand helps to differentiate you from your competitors, and show prospective clients that their business is important to you, and that you will go above and beyond in your engagement.

2. Experience lists are good, but case studies are better

As legal marketing professionals, we appreciate the importance of a strong experience list. But, it’s difficult to show the depth of your experience with a list. Not least because for a busy reader – after the first few bullets – the experience begins to blur into one.

Case studies allow you to tell the story of your firm from the perspective of previous clients. They provide the space to flesh out the intricacies and pitfalls only experienced lawyers are aware of, and give prospective clients a tangible example of why your clients are glad they chose your firm.

If you have third party recognition, such as a Chambers and/or Legal 500 ranking, then take this opportunity to show the prospective client. Anecdotally, we hear many instances where firms are being instructed on the basis of their respective legal directory rankings - speak to our legal directory consultants for more information on how to get ranked.

3. Be transparent in your pricing and limit assumptions

Your law firm is more likely to be instructed if you provide certainty on costs. While assumptions are often necessary in legal matters, if a client is unable to reasonably estimate the cost of instructing you, this could cost you their business.

When competing for work, assumptions need to be balanced with the client’s need for budget certainty. Ask clarification questions that mean you can limit assumptions, craft an accurate fee proposal, and demonstrate your commitment to understanding the client’s needs from the outset.

What generally works well is providing alternative scenario-based fee proposals are another great way to provide budget certainty in your law firm client pitch decks, while also protecting your profitability levels.

4. Give a clear execution strategy in your law firm pitch deck

If you aren’t sure how to make your proposal stand out from other law firms, don’t wait to be asked. Demonstrate your knowledge, experience and forward thinking approach by providing a roadmap of how you plan to approach the matter at hand.

This technique also demonstrates that you will hit the ground running, helping to put the client at ease in knowing what to expect.

5. Assign responsibilities for responding to client pitch requests

When input is required from various partners and/or departments, a clear action plan maximises your ability to craft a pitch that addresses the clients needs and requirements, and demonstrates the standard of work the client can expect from your firm.

Planning early ensures both you and your marketing team have time to digest the requirements of the pitch request and identify any clarifications needed from the client. Assign responsibilities and due dates which allow the submission team sufficient time to review and revise, maximising your chances of success.

Focusing on the needs of the prospective client, and maintaining a thorough understanding of your value proposition will help to ensure you prepare value-focused law firm client pitches which demonstrate the reason you are the partner, team and firm the prospective client should choose.

Final thoughts

We help law firms prepare winning pitch decks, proposals and presentations. Contact us today and let’s discuss how we can take your legal marketing to the next level.