The Attorney-Client Experience (ACE) is your only competitive edge.

“Our reputation protects us.”

It’s a comforting belief.
But it’s not a strategy for growth in 2025.

Clients aren’t loyal to a logo.
They’re loyal to how you make them feel.

🛑 If calls go to voicemail…
🛑 If your website confuses more than it converts…
🛑 If follow-ups take days instead of minutes…

Then your brand is losing trust in silence.
And no reputation can save a broken experience.

Even the biggest firms fall—not from lack of talent, but from lack of attention to experience.
Because today, the real brand is built in the tiny, invisible moments between “I’m curious” and “I’m convinced.”

It’s what we call the ACE Period™—when prospects are forming opinions before you ever speak.
It’s the first impression that never announces itself, but always decides the outcome.

Think of your client experience like an airport runway.
No matter how sleek the plane, if the runway is full of cracks—your takeoff won’t be smooth.

Reputation may get people to your gate.
But experience determines if they stay on board.

All the best,
~ Kellen

Kellen Bachman, Partner
ApricotLaw – The ACE Agency

PS: Curious if your brand is building loyalty—or quietly breaking it?
Reply to this email with the word “BLINDSPOT” and we’ll walk you through a real ACE experience audit.