How digitally effective is the UK’s legal sector in 2021?

The Drum 08 Apr 2021 07:30
By Andy Donaldson-08 April 2021 08:30am

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While some UK law firms have been fairly digitally capable for years now, others were undeniably lagging behind in their online presence and marketing strategies. 2020’s pandemic and subsequent lockdowns meant most of the new business leads coming from the legal sector’s traditional marketing channels and lead generation tactics disappeared overnight.

Networking events were cancelled, direct mail or coverage in the print media sent to offices had no staff there to see it and offline visual advertising saw a huge reduction in footfall eg bus shelters, billboards etc. Covid-19 essentially pushed law firms in the UK to focus online because it was and is still the only real way to bring in clients during this period of time.

What do we mean by digital effectiveness?

  • Mobile optimisation of the law firm’s website

  • Content marketing

  • Email marketing

  • Search marketing (organic and paid)

  • Social media activity

  • Website user experience

  • Website speed

  • Accessibility

What did the study find?

To give you a taste of what we discovered, some of our findings include:

What does digital effectiveness mean for the future of the legal sector?

People who pre-pandemic were perhaps more likely to visit a local law firm office in person have been forced to meet their solicitor over a video call. Whilst for some, going back to the old ways of doing things are important to them, others will have found video calls more convenient and probably less daunting than in-person meetings, which might mean they would choose this route again and it now won’t matter where in the country their law firm are based.

Don’t forget to download the full report into digital effectiveness in the legal sector to find out more about our research and how UK law firms have fared in the study.

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