‘Most would be happy to consider using a legal advisor anywhere in the country’ 93%
That’s how many people would think about going national when choosing a law firm or solicitor.
According to IRN Research’s UK Legal Services Consumer Research Report 2021, for the first time since the survey began three years ago, most would be happy to consider using a legal advisor anywhere in the country. In 2019, 46% agreed with the statement.
The report also shows more adults than before are turning to digital sources when they are looking for a legal advisor, including search engines and comparison sites.
The trend is clear. But the question is, how can local businesses harness this?
If small businesses can take the things that make them great – personal service and expertise – and deliver it on a national scale, then they’re on the path to success.
1. Invest in SEO
Your potential clients are now everywhere. Your law firm should be too.
SEO remains an untapped opportunity. The IRN reports 25% of consumers are using search engines to find a lawyer.
Yet research shows the sector misses the opportunities offered by organic search and has been slow to adopt SEO best practice.
It’s the larger firms taking advantage, ranking for industry-relevant keywords and making SEO a priority.
Prepare your practice. If you thought the sector was competitive now, wait until more firms fully optimise their websites.
Leverage SEO to enhance your company’s relevance across various regions. Craft location-optimised pages and microsites to target individuals seeking specific legal services in specific areas.
Incorporate link building and local SEO tactics to strengthen your online presence and show potential clients you can assist them effectively from anywhere in the country.
2. Research large competitors
Every law firm watches their local competitors – but don’t neglect the big brands.
Consumer research shows only a handful of brands reach high awareness levels nationally.
Your SEO and marketing team should be watching these brands closely.
You may not be able to compete directly, but you can identify their strengths and weaknesses and position your firm to fill the gaps.
3. Invest in the tools you need for growth
In the past, geographical growth meant opening a new office or expanding physically into new towns.
Today, technology rules. The right tools help you scale your business and drive better results with less manual work.
Platforms like The Law Superstore allow you to reach clients across England and Wales while automating the lead delivery process.
Choose tools aligned with your objectives and wider business strategy. Wherever possible, invest in systems that integrate seamlessly.
Always invest wisely. Trial and demo new systems before full roll-out to avoid costly mistakes.
4. Build your network
If you’re not a major brand, your firm’s recognition may not extend far beyond your immediate vicinity.
With 38% of consumers relying on word-of-mouth referrals, expanding your reach is crucial.
Intensify your networking efforts and aim to acquire clients from at least five different sources.
Digital marketing channels, review and comparison sites, your personal brand, and community events are all valuable ways to broaden your reach and strengthen your reputation.
5. Join review and comparison sites
You may not have time to fully optimise your website yet, but there are other ways for potential clients to find you.
Start by updating your Google Business profile, then ensure your firm appears on relevant review and comparison sites.
Use of consumer review and comparison sites continues to grow year-on-year.
Comparison sites also highlight clear pricing. Research shows 83% of consumers would be influenced by transparent price information when choosing a law firm.
Displaying clear price bands gives users confidence to choose the legal advisor that’s right for them.
With flexible pricing and coverage settings, you can reach potential clients locally or nationally, scaling your business without diverting unnecessary time and resources.
Other quick tips:
Embrace digital marketing strategies such as social media advertising, email marketing, and pay-per-click campaigns.
- Ensure your website is mobile-friendly.
- Engage consistently on social media platforms.
- Publish informative, relevant blog content that showcases your expertise.
- Incorporate video marketing, such as client testimonials or informative snippets.
- Invest in strong web design and secure hosting.
- Monitor and manage your online reputation.
- Send regular email newsletters.
- Review analytics and adapt your strategy accordingly.
- Collaborate with local businesses and participate in community events to broaden your network.
