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Reviewing smaller firms online

In September 2018, the Law Society conducted a sample (10%) review of smaller firms (sole practitioners and firms with no more than five solicitors) to assess their website functionality and social media presence. From these findings, we developed some simple recommendations that are easy to implement and will hopefully have a positive impact on your firm’s visibility.

Websites

Our findings show 40% of those reviewed do not have a dedicated business website. A website is vital for increasing visibility and should be seen as an important marketing and business development tool. Of those that do have websites:

• 17% displayed a phone number or option for visitors to ‘request a call back’
• 25% have a news section or blog
• 3% have a newsletter sign-up option
• 25% displayed client testimonials, and
• 9% display the Law Society's Practising Solicitor logo

These percentages, while based on a limited sample, are surprisingly low. Reviewing your website to ensure they include the above elements is a good start.

For firms with no current website, we recommend getting quotes to develop a simple site, get a website address that is easy to remember and meaningful for your practice, and test thoroughly with family, friends and clients to make sure it's easy to use.

Social media

Our review of small firms’ social media presence found:

• 32% of firms have a dedicated Facebook page
• 18% have dedicated LinkedIn accounts
• 9% have dedicated Twitter accounts

There is no 'one size fits all' approach to social media marketing. Each firm will have its own target client, local environment, and unique selling point. As a general rule, to attract and win clients on social media, it is advisable to have a presence on the platforms used by your potential clients, sharing content that they find interesting or useful.

With that in mind, think about and talk to current and prospective clients. Work out what social media platforms they use, and the questions that you can provide helpful answers to. Then, set up a channel and start sharing that useful content.

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Marketing resources

Solicitors can access a useful online course to assist them in their use of social media:

• Suite of Online Social Media Courses

The Law Society Library also has a range of books and articles that can assist members in marketing their practices:

Advertising

When planning the development of a website and use of social media for your practice, don't forget to ensure that you comply with the Solicitors Advertising Regulations.