It’s official: innovation isn’t just a box to check on an awards submission or a buzzword buried deep in a mission statement.
For today’s professional services buyers, it’s a true make-or-break factor. If your firm can’t show it’s evolving, you risk getting left behind.
Our upcoming 2026 Top of Mind Report, based on a survey of 100 legal services buyers, makes it clear: 65% think a firm’s approach to innovation is among the most important information on its website. Nearly 30% say they’d consider switching firms if innovation is lacking. The translation? Publishing a press release about a new “Innovation Initiative” won’t cut it. Buyers are on the hunt for real change and results.
What Counts as Innovation? Hint: It’s Not Just Gadgets
The word “innovation” can cover a lot of ground, and it means different things to different buyers. Some gravitate toward the new and shiny: AI, smarter project management, automation, and next-gen tools of the moment. But just as many see true innovation as deeply practical or refreshingly personal.
One buyer cited a legal chatbot that helped clear up what the client truly wanted. Another noted a firm’s “forward-thinking solutions” — not because of complex tech, but thanks to a team that listened and adapted. While there’s no single answer, in every example, innovation boils down to making things better for the client.
Show, Don’t Tell: Proving Innovation in Plain Sight
Talk is cheap. Legal buyers want proof that innovation isn’t just performative, but fundamental to how a firm works. What do they see as the strongest evidence? Here’s how the vote breaks down:
- Client testimonials (74%) — Nothing beats a story of how your new approach or tool made a tangible difference.
- Innovative project management (70%) — Buyers want to see that you actually run things differently, not just talk about efficiency.
- Thought leadership (69%) — Buyers follow those who set the pace.
- Industry awards and recognition (68%) — Trophy shelves matter, but only as one piece of a broader proof story.
- Dedicated innovation initiatives (67%) — The existence of an “innovation lab” doesn’t guarantee progress, but it does show commitment.
- Use of AI (65%) — AI alone doesn’t dazzle, but smart adoption signals a future-oriented mindset.
Still, “innovation” is only convincing if clients can see it solving real problems and creating better outcomes.
Make Your Innovation Visible
Good innovation, if hidden, is only half the battle. How can firms get the word out and make it believable?
Create an innovation hub. Don’t bury your best stories in pitch decks or PDFs. Bring them front-and-center — on your website, in annual innovation recaps, or a dedicated “What’s New” page. Be specific about what’s changed and how clients benefit.
Get social with your stories. Share bite-sized wins and behind-the-scenes moments on LinkedIn (or beyond). Show your people trying, learning and even failing and bouncing back. The goal is to humanize innovation, make it feel repeatable and real.
Refresh your digital front door. An old, hard-to-navigate website screams “stuck in the past.” Audit your own experience through a client’s eyes. Is your web presence as dynamic as you claim your firm is?
From Ideas to Impact
Innovation fatigue is real. Buyers are done with empty slogans and tech for tech’s sake. What gets attention now is impact: proof that your firm isn’t just keeping up but pushing ahead thoughtfully.
When clients can trace the benefits — clear efficiencies, risk managed, experience improved — they know your firm gets it. The firms that build a reputation as innovators will be the ones who not only make change but connect the dots for their clients with meaningful proof points.