I'm always on the lookout for ways to help clients differentiate themselves from their competitors. Client journey mapping is a useful addition to gathering feedback on the firm's entire performance that goes beyond requesting a Google review and holding your breath while you wait to see what the client will say. It also provides a gold mine of information on how a law firm can describe to a client what it is like to work with them, thereby answering the age old question "Why should I hire you instead of J.D. Lawyer down the street?"

This also fits nicely with using client personas which are invaluable to developing "useful, relevant content" for prospective clients.  Why does this matter? Well, if you want Google to like you and rank you high in search it matters. 

Check out Bernero & Press' whiteboard animation to see how this works.