Another survey, but the overwhelming evidence is that law firms who do not devote time and energy to their websites risk being overlooked altogether.
The latest survey released by LexisNexis in the US last month found that 76% of consumers seeking a lawyer over the last twelve months used online resources at some point in the process.
The usual suspects were rolled out; advent of social media, smart phones and most importantly, search engines.
All have had and are continuing to have a dramatic effect on the way clients research and choose their lawyers.
Law Firms: The train is leaving the platform
Last summer in a post "Law Firms Slow to Grasp Internet Opportunities" I digested research here in the UK about the increased usage of the internet in finding law firms. Yet, so few firms have grasped the opportunity to use internet marketing to promote and attract clients by way of their law firm website.
This latest Lexis Nexis survey from the US surely blows out of the water the argument that a website and internet marketing have no relevance for solicitors and law firms in the UK
Law firms need to get on board the internet marketing train or risk losing out to their internet savvy competitors, both law firms and new entrants via Alternative Business Structures.
Why the Internet Makes Choosing a Solicitor So Easy
Consumers have access to more information from more resources than ever before.
Potential clients will have no need to ask law firms directly for all their answers, when everything they might need to make a choice is at their fingertips.
In today's competitive legal landscape:
Clients can ask questions; Clients can read reviews, digest content( in the form of articles and blogs) start conversations with people they've never met.
And here's the thing: All of this will be done on the web, all on their terms and at a time day or night of their choosing.
The Internet has Changed Client Behaviour for Good
Put your self in the shoes or mindset of a potential client looking to instruct a firm of solicitors e.g. in a conveyancing transaction.
What would you do - ring straight away for a quote? Is that what you would do if you were booking a flight or a holiday?
My experience at my law firm Clutton Cox is that potential clients now use the Internet to get information about conveyancing services in advance of contacting conveyancing law firm.
Potential clients are looking for more depth and a more detailed understanding of the conveyancing process, what it entails and they would like that information at their fingertips -right here right now.
And what do you think would be the most obvious feature a client might be looking for from a Conveyancing website? Cost.
The Clutton Cox Conveyancing Calculator is a huge boon for potential clients and us!( by the way, contact me if you would like to have a Conveyancing Calculator on your law firm website)
Yet, so few law firms, are bold enough to put their fees out in the open for all to see ( misguided worries perhaps that its only other law firms who would check the fees and offer £5 less to win the client?)
Improve Potential Clients Buying Experience
Think about it.
Would you prefer to use a law firm who provides enough high quality content to answer all your questions. In the potential clients' eye would not the fact that such helpful content were available from you but not other law firms make you the obvious safe and trustworthy choice for conveyancing?
Validation by Testimonial
Let's face it we all have dipped into Trip Advisor to justify a choice of hotel or restaurant.
It would be natural to show testimonials from existing clients to ram home your advantage, yet again so few firms have sufficient testimonials on the law firm websites.
A Slow Death by Silent Cuts
At Clutton Cox we have great content, a Conveyancing Calculator and multiple testimonials.
No surprise then that a significant number of new clients see no need to go elsewhere or ring another of Conveyancing Solicitors - they are happy to instruct us on line!
Many traditional firms of Conveyancing Solicitors will not even get a phone call requesting a Conveyancing quote, the Conveyancing buying experience has already taken place elsewhere - on the internet!
The danger for traditional law firms is that if you fail to adapt to the new shift in buying patterns you risk a slow death by silent cuts. It is a risk to rely only on your pool of existing clients.
Are You Sitting Uncomfortably?
Most of you may not, some will be luxuriating in a warm glow of partial accomplishment
Never mind 8 out of 10 cats: 75% of existing clients and potential clients are showing you the direction your law firm must take.
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