What law firms can learn about communications from their lawtech competitors

A law firm’s reputation can be a double-edged sword. For many firms that have been around for decades, name recognition may be strong, and they may be able to rely on client loyalty to maintain the bottom line.  

However, there is no doubt that “the law” has some negative connotations in the public arena. Add to this the fact that in the digital age, online searches mean that law firms may remain associated with past cases, SRA investigations or misconduct allegations – long after the issue has been resolved. The reality is that the day-to-day activities of a law firm (bound as they are by confidentiality rules) are unlikely to be the stuff of column inches. This means that a law firms’ online profile may skew towards the negative.  

So, the communications tactics and approaches of new market entrants - from lawtech start-ups to alternative legal services providers (ALSPs) - can provide lessons for traditional law firms. DWF research from this year found that traditional law firms are failing to adapt quickly enough to new competitors. So why not make communications and marketing part of the adaptation plan? 

Of course, legaltech ‘disruptors’ can capitalise on their entry into the market, talking about what they offer in contrast to the traditional law firm. Meanwhile, a 150-year-old firm that claims to be a ‘challenger’ to the old school law model may get laughed off the court… Instead of seeking to match newer entrants on messaging, law firms should focus on the channels and approaches that these competitors take, and seek to learn from their examples.  

Make the most of your people  

Some potential clients may be put off choosing to seek legal advice from a new market entrant precisely because they value the face-to-face engagement that a law firm they know will provide. Keeping your owned and earned content focused on people will help to embed that trust. Your lawyers are also the best spokespeople because they are experts in their chosen legal fields. Most of that expertise will of course be channelled to client matters, but could some also be used as blog or social media content?  

This needn’t be only for the largest firms with in-house comms teams. A small team can create this content if they have a process for lawyers to share their views, for example on upcoming legislation or issues under consultation, and an agreed drumbeat for this activity. This focus on building thought-leadership on your owned channels is a great way to start without a significant time commitment.  

This trend is clearly picking up pace, as according to research in the US & UK Legal Digital Performance Index 2022, smaller law firms are better at thought-leadership than larger ones. The authors, from marketing platform Passle, suggest this may be down to the view amongst more traditional players that “legal advice comes at a price”.  

Get to grips with digital  

When it comes to online presence and a digital marketing strategy, lawtech firms again have a competitive advantage. They are more likely to be staffed by digital natives and have had to develop their customer base using online tools. Terms like SERP management, link-building and the MUM update may mean nothing to you, and this more in-depth work is best left to the professionals. However, there are many free resources available to help you to get to grips with Google and SEO basics.  

Reviewing (or creating) your keywords strategy is a good place to start. Evaluate what your competitors are doing, as well as any tech-driven businesses operating in the same space. Are there keywords that will help your firm be found that they are not already bidding for? They will be checking you for the same, so it’s important not to get left behind.  

There may be more of a ‘buzz’ around legaltech than traditional law, and predictions that the legal world is on the cusp of transformation abound. But there are still plenty of opportunities for agile law firms to create and own a niche in their communications, creating content that is authentic and helps bring in new business. Evaluating the way things have always been done, and identifying successful challenger brands you admire is a great place to start.