[Infographic] A Closer Look at Client Journey Maps | Legal Marketing Association (LMA)

A client journey map is a visual representation of the process a client or prospect goes through to achieve a goal with your company. With the help of a client journey map, you can get a sense of your clients’ motivations — their wants, needs and pain points.

The power of journey mapping is that it encourages you to stop thinking about what you want your clients to know, and focuses instead on what your clients want to know. It helps you get inside their heads.

By understanding this relationship, you can understand how to structure your touchpoints to create the most effective and efficient process for your customers. Mapping the client journey can help the firm address gaps in its knowledge about its own clients and work toward a successful long-term relationship.

According to, as a result of the COVID-19 pandemic, firms are now beginning to focus on client experience by mapping the client journey at every point the client interacts with the firm, and finding ways to accommodate clients electronically.

What follows are the basics of creating a client journey map, to help guide your process.