Let’s be honest, we all like an easy life! So, it follows that lawyers will make their CCLs an easy read for their clients, doesn’t it? Well, actually, no. Many clients find the CCL they receive far from easy to engage with according to research published in November 2016.1
We have become familiar with communicating by sparsely worded texts and gathering information through infographics. Consequently, clients are ill-equipped to navigate a CCL resembling a chapter from War and Peace.
The research provides eight key principles to follow when preparing a CCL (see Figure 1). The principles have been built taking account of the EAST framework developed by the behavioural insight team. The framework describes four general principles that should be used to encourage engagement: make it Easy, Attractive, Social and Timely.2 We look at principles 6, 7 and 8 this month.
Make it Easy | 1. Show a clear purpose |
2. Keep it concise | |
3. Put it in Plain English | |
4. Prioritise information | |
Make it Attractive | 5. Personalise information |
6. Highlight key information | |
7. Make it easy to read | |
Make it Timely | 8. Consider additional opportunities to engage |
Simplify navigation through your CCL by making key information straightforward to pick out. Achieve this by:
A CCL that gives the initial impression of being easy to read is vital to getting your client’s engagement with the content. Aim to:
Use a font size of at least 12 This is more inviting to read. Individuals with visual impairments find a small font size a fundamental barrier.
Prepare short paragraphs Dense text is often skim read, or ignored, leading to vital details being missed.
Separate out content Breaking down information makes it more visually appealing, less daunting and easier to manage. There are various ways to do this, including:
- bullet points;
- tables; and
- a staged process for complex content (see Figure 3).
Figure 2: Example of clear cost breakdown being show in a conveyancing letter
COSTS | |
Our professional costs | £400.00 |
Administration charge for telegraphic transfer fee | £25.00 |
Telegraphic transfer free | £10.00 |
VAT | £87.00 |
In additon, there will be the following payments to other people: Official copy entries | £6.00 |
Total | £528.00 |
Consider alternative ways to provide information which clients view as less relevant at the beginning of a case, such as terms of business and details of your complaints procedure. While you cannot make clients read these details, it is essential that they are aware they are available, particularly because much of this information is a regulatory requirement. Clients’ interaction can be improved by:
Separating out information Remove generic information from the CCL by providing it in leaflets and signposting to the leaflet in the CCL. Avoid the dangers leading from your client discarding the leaflet by e-mailing a copy later.
Sending reminders Clients are more receptive to certain information as the case progresses. Details such as your complaints process may be more relevant once the case is underway, and particularly closer to completion when clients are more aware of the service they have received.
Steps in your divorce proceedings