The Alchemy of Authenticity: Clients know when you’re “faking it”.
Authenticity… that nebulous, elusive but all-important quality, is one of the most underrated assets in the modern legal world. In an age where clients are bombarded with polished marketing messages, AI-generated responses, and scripted interactions, what they crave is something real. Something human. The reassuring presence of someone who genuinely cares about their matter, their concerns, and their future.
Yet, within law firms, there is often a tendency to focus on the mechanics of service delivery - process & productivity - while neglecting the very thing that fosters deep, long-term client relationships: authenticity.
The Intangible Edge
Rory Sutherland, in his brilliant book “Alchemy”, makes a compelling case for the power of perception. He argues that people don’t always make decisions based on logic; they make them based on feelings, instincts, and experiences. The legal profession might like to think of itself as one governed by rationality and rigorous reasoning, but clients? Clients make decisions the way humans always have - by trusting their gut. And their gut can tell when a lawyer or advisor is simply going through the motions, versus when they are genuinely engaged.
Authenticity in client experience isn’t about what you say; it’s about how you make the client feel. Does your New Enquiry or Client Service Team sound like they actually want to help, or are they just reading from a script? Does the lawyer show real interest in the client’s case, or do they treat it like item #47 on their to-do list? Clients notice these things, consciously or otherwise, and they form opinions accordingly.
The Business Case for Being Real
Many law firms pride themselves on their expertise, their track record, their years of combined experience. And yet, a client will often go with the firm where they simply feel more comfortable. Where they sense they are being listened to, rather than processed. Where interactions feel genuine rather than transactional.
This matters because authenticity builds trust, and trust leads to loyalty. Clients who trust you will return. They will recommend you. They will stick with your firm even if a competitor offers a slightly lower fee. Authenticity isn’t just a ‘nice-to-have’ - it’s a business strategy.
How to Cultivate Authenticity in a Law Firm
1. Ditch the Legalese (Where Possible) - While precision is important, drowning clients in jargon creates distance. Speak clearly, simply, and humanly.
2. Be Present - Clients can tell when you’re distracted. Giving them your full attention in meetings and calls is a small but powerful act of authenticity.
3. Encourage Personality - A firm’s brand isn’t its logo; it’s the people who work there. Allow staff to bring their own warmth and character into client interactions.
4. Empower Staff to Solve Problems - Rigid procedures are the enemy of authentic service. Give your team the autonomy to make judgment calls in the client’s best interest.
5. Mean What You Say - If you tell a client you care about their matter, act like it. Follow up. Be proactive. Show that their concerns matter beyond the invoice.
Conclusion: The Real Magic
Ultimately, the secret to long-term client relationships isn’t a fancy CRM system or a clever social media strategy - it’s the ability to connect on a human level. Authenticity can’t be faked, but it can be cultivated. And in a profession that thrives on trust, the firms that prioritise real, meaningful interactions will be the ones that succeed.
Clients don’t just want legal representation; they want reassurance. They want to feel heard. They want to deal with people who are genuinely invested in their outcomes.
And the moment they sense that authenticity? That’s the moment they stop looking elsewhere.
David Price is Head of Client Experience, at Wolferstans Solicitors in Plymouth and LawNet's CX lead.
