Post on 15-May-2015
description
LEGAL SECTORDIGITAL BENCHMARK©
2012
LEGAL SECTORDIGITAL BENCHMARK©
TABLE OF CONTENTS
2348
1011141618222527
INTRODUCTIONMETHODOLOGYTHE BENCHMARKEXECUTIVE SUMMARYMOBILEUSABILITY: CALLS TO ACTIONUSABILITY: SITE SEARCH ENGINESUSABILITY: LAWYER FINDER TOOLCONTENT MARKETINGRECRUITMENTREPUTATION MANAGEMENTSOCIAL MEDIA
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
“The fact thatincreased revenue is not
necessarily resulting in increased pro�ts shows
that law-�rm margins are continuing to be
squeezed. ” Tony Williams
Founder of Jomati, quoted in the FT, July 2012
“The use of social media for marketing of an
organisation's brand is inevitable, but it is not
to be feared. ” Danvers Baillieu & Kathryn Wynn
Social media strategy article, Pinsent Masons LLP
DIGITAL BENCHMARK©INTRODUCTION
P 2
LEGAL SECTOR
LAST EXIT LEGAL SECTOR DIGITAL BENCHMARK
The United Kingdom’s £23bn legal market is undergoing transformation. Law firms are facing
the worst financial crisis in a generation. The period of rapid profit growth in the legal sector
that had lasted since the mid 1980s is widely acknowledged to be over.
In this new era, costs are being scrutinised, there's pricing pressure from clients and ever
increasing competition between firms. Add in the liberalisation of the profession through the
Legal Services Act, and it's no suprise that companies are strategising, looking to growing
markets abroad, and demanding that their existing assets work ever harder.
It's our belief that a law firm website is a key asset. As an important, though perhaps neglected,
tool for marketing, reputation management, recruitment and generating new business, its
performance is increasingly important and deserves thought and attention.
The Last Exit Legal Sector Benchmark
Building on expertise gained contributing to digital industry think tank reports for L2, Last Exit
has conducted a study to benchmark the desktop websites, mobile and social presences of 30 of
the largest UK-based law firms, measured by worldwide revenues. Covering 34 different
touchpoints, the findings of the benchmark are summarised in this document.
For more detailed information and analysis please contact me.
Fred BrownPartner and Managing Director, Last Exit
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©METHODOLOGY
MobileResearch is no longer confined to desktop
computers. CEOs and chief legal officers own
iPads and smartphones. We looked for website
optimisation for mobile phones, and whether
the sites employed responsive design.
Mobile optimised template
Responsive design
Design, technology & marketingMultiple touch-points, delving into
technical excellence, organisation of
information, usability, content
quality, and content marketing.
Search engine excellence
User personalisation
Identification of user types
Recruitment sections
Calls to action
Thought leadership content
Topical communications
Excellence of rich content
Global credibility
Reputation management
Search engine optimisation
Social MediaWe looked for an understanding of LinkedIn,
Twitter and Facebook and the quality of
engagement in those spaces.
Social media and website integration
Share buttons
Scoring systemWe examined the websites of 30 leading UK law firms. Our three
main criteria are Design & technology, Marketing and Social
Media, which were then divided into 34 touch-points. Each
touch-point is given a score between 0-5 (5 being very good).
136+Excellent
135-102Good
101-68Mediocre
<68Weak
LEGAL SECTOR
P 3FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©THE BENCHMARK
RANK COMPANY SCORE DESCRIPTION
Ranks 5 – 13 overleafOverall ranking: 136+ Excellent, 102-135 Good, 68-101 Mediocre, 68– Weak
1= 126 / 170
GoodBLP’s web presence reached high scores in nearly
every category. Well organised and with clear calls to
action. Includes topical, rich, content and an excellent
graduate recruitment section.
1= 126 / 170
GoodA well laid out website. Contains an excellent lawyer
finder tool, great thought leadership content and
clear graduate recruitment sections.
3 125 / 170
GoodA clean, clearly laid out website that signposts
related content. Contains a rarity; an excellent
predictive search engine.
4 118 / 170
GoodAttractive careers pages, excellent thought
leadership content and multi-lingual facility but an
underwhelming presence on LinkedIn and social
platforms.
LEGAL SECTOR
P 4FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©THE BENCHMARK
RANK COMPANY SCORE DESCRIPTION
5
6
7
8
9=
9=
11=
11=
LEGAL SECTOR
Eversheds
Wragge & Co
Pinsent Masons
Squire Sanders LLP(was Hammonds)
Bird & Bird
CMS Cameron McKenna
Simmons & Simmons
Norton Rose
114 / 170
Good
108 / 170
Good
105 / 170
Good
104 / 170
Good
103 / 170
Good
103 / 170
Good
102 / 170
Good
102 / 170
Good
Excellent lawyer finder tool, good cross linking and thought leadership content. Lost points for some poor search engine optimisation.
Excellent trainee recruitment website with animated design and clear calls to action for their newsletters.
A stylish, easy to navigate website, that makes it easy to put a face to the expertise on offer, clear about its intentions. Little use of social media.
Comprehensive lawyer-finder tool and useful Services pages that refer to the firm's "Representative Experience". Limited integration with their social media presences.
Attractive explanation of the firm's history and the site signposts its sections clearly. Let down by a poor search facility.
Good search engine and excellent content demonstrating the firm's expertise. Few calls to action and sections are not always signposted clearly. Design looks a little dated.
Excellent elexica legal resource. Though the sector pages are clearly laid out, they do not encourage exploration as there is little related content offered. Recruitment pages are quite "dry" and text-heavy.
Site is optimised for mobile and features an excellent lawyer finder tool. Though the graduate recruitment website is stylish, the recruitment pages for other parts of the business are slightly dull.
13
Ranks 14 – 22 overleafOverall ranking: 136+ Excellent, 102-135 Good, 68-101 Mediocre, 68– Weak
Herbert Smith 101 / 170
Mediocre
Attractive recruitment sections, but the search engine returns irrelevant pages, there are few calls to action and social media is not integrated with the main website.
P 5FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©THE BENCHMARKLEGAL SECTOR
RANK COMPANY SCORE DESCRIPTION
Ranks 23 – 30 overleafOverall ranking: 136+ Excellent, 102-135 Good, 68-101 Mediocre, 68– Weak
14
15
16=
16=
16=
19
20
Irwin Mitchell
Withers
Clifford Chance
SJ Berwin
Macfarlanes
Linklaters
Ashurst
101 / 170
Mediocre
100 / 170
Mediocre
98 / 170
Mediocre
98 / 170
Mediocre
98 / 170
Mediocre
97 / 170
Mediocre
95 / 170
Mediocre
Clever search engine that returns results in a grid pattern. Lawyer interviews on their profile pages is a nice touch, but the library of publications appears to be out-of-date.
Excellent publications section that's easy to navigate, and an updated blog. Pages poorly optimised for search engines.
Useful search engine and excellent lawyer-finder tool, but the expertise pages are densely written, and inconsistent in navigation.
Expertise section could be easier to navigate, publications section relies on cumbersome .pdf files. Social media is being used but not integrated with the main website.
Excellent 'Practice Areas' pages, but dry recruitment section and few clear calls to action.
Good graduate recruitment section, but otherwise the website is text-heavy and the search engine did not return relevant pages.
Inaccurate search engine, publications section relies on .pdf files, but does have an excellent graduate recruitment section with high-quality video.
21 Field Fisher Waterhouse 94 / 170
Mediocre
Few calls to action for new business, lacks rich content and information about the firm's corporate culture. Reliance on .pdf files.
22 Nabarro 93 / 170
Mediocre
One of the few websites to identify client types 'Entrepreneurs and SMEs', but also one of the few sites that does not identify business support in its careers section. A very basic lawyer finder tool.
P 6FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©THE BENCHMARKLEGAL SECTOR
RANK COMPANY SCORE DESCRIPTION
23
24
25=
25=
27
28
29
Clyde & Co
Taylor Wessing
Slaughter and May
SNR Denton
DAC Beachcroft
Freshfields BruckhausDeringer
Addleshaw Goddard
92 / 170
Mediocre
91 / 170
Mediocre
89 / 170
Mediocre
89 / 170
Mediocre
86 / 170
Mediocre
85 / 170
Mediocre
82 / 170
Mediocre
Inaccurate search engine. Good tab system in the sector pages, but lacking in case studies. Too many .pdf files.
The lawyer finder tool works well, but the contact form uses quaint, unfriendly CAPTCHAs. Poor quality video and a remarkably thin recruitment section.
Lots of accessible publications, but some poorly search optimised pages and lack of social media presence cost S&M points.
Stylish site for trainee recruitment, but few calls to action and little rich content on the main site. Undeveloped LinkedIn presence.
Some poor search engine optimisation. Few calls to action. Sector pages subheadings include 'What our clients say', then doesn't mention clients.
A responsive website containing good CR content, but also featuring a poor search engine, lots of .pdfs and a rather dry graduate recruitment section.
Weak legal recruitment pages. Publications sections displays a lot of old content, has some broken links.
30
Overall ranking: 136+ Excellent, 102-135 Good, 68-101 Mediocre, 68– Weak
Holman Fenwick Willan 78 / 170
Mediocre
Site has been technically optimised for search engines, but then relies on too many .pdf files. Is not using its publications to efficiently market the firm.
P 7FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
In the current financial climate, law firms should ensure that their web presences are engaging, attractive and efficient at converting passing visitors into clients. Yet this admirable aim is complicated by changing best practice as the web grows in complexity. More and more firms are highlighting their creativity and client focus but our research reveals that these claims are undermined by the quality of their websites and digital presences.
The law may be dry to some, but that’s no reason for law firm websites to make their important
information difficult to find and digest. As the web evolves and customer expectations rise, we’ve found
that it’s common for law firm sites that were once “business-like” to now appear staid and unhelpful.
We are unable to grade any of the 30 sites belonging to the UK's top law firms as 'Excellent' overall.
Twelve are 'Good', 18 'Mediocre'. Mercifully, all have escaped being judged 'Weak'.
Why so many mediocre law firm websites?
Our benchmarking research and analysis has examined law firm website design and technology,
marketing and their use of social media. Findings, and recommendations, include...
Despite more and more business people owning smartphones ( just look around at any train carriage
packed with commuters) only five of the 30 websites we’ve ranked have optimised their websites for
mobile.
Visitors to law firm websites are often faced with too much information that is poorly presented. It’s a
confusing experience trying to navigate masses of information that is not clearly signposted.
Some in the legal sector may feel that marketing their services is a little unseemly, but we’d like to see
more clear calls to action on the pages of law firm websites. It’s not “pushy” to use web pages to clearly
highlight relevant experts or content that will assist the visitor.
If the visitor does not become disheartened and clicks off to a competitor, they will often attempt to use
the website’s search engine to find the information they want to locate. Whether they find the
information that they seek depends on which site they’ve landed on. We ranked only five of 30 law firm
search engines as “excellent”.
DIGITAL BENCHMARK©EXECUTIVE SUMMARYLEGAL SECTOR
ARE LAW FIRMSMAKING THE MOST
OF THE WEB?
WEBSITES CAN BE USED TOBUILD AWARENESS, TO ENGAGE AND
CONVERT VISITORS INTO CLIENTS
�
P 8FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
There have been many advances in search engine technology. But of the 30 websites we ranked, only
Allen & Overy are taking advantage of them, using helpful predictive search to assist their visitors.
Those looking for a named lawyer may be more fortunate. We ranked more of the lawyer finder tools are
excellent, as they should be.
Major law are firms are ideally placed to use their expertise and publications to engage clients and reach
new customers via the web and content marketing. All of the 30 law firms dedicate large sections of
their websites to their publications and news, but what is suprising is how difficult it is for users to
engage with this knowledge. Too many publication sections are poorly organised with a reliance on
search engine unfriendly .pdf files.
The widespread use of .pdf files points to a wider issue with legal sector websites; there seems to be
little acknowledgment of the wider web, of the user journeys that lead visitors to a website’s door. For
example, only nine sites display 'share' buttons, allowing visitors to easily tell others on their social
networks about the page they are visiting.
When researching legal services, many clients will turn first to their search engine of choice, probably
Google. But few of the sites we examined have been search engine optimised to a high standard. Only
two ranked as technically excellent in our benchmarking study; Nabarro and Holman Fenwick Willan.
This should be of concern to the legal sector, as it is currently possible for competitors, or even “brand-
hackers” to push certain law firms off the front page of Google.
Finally, we turn to social media. The arguments are well rehearsed, and we are not going to deride the
legal sector’s often half-hearted attempts at Twittering. Their Facebook pages aimed at graduates
indicate that they can “get” social media when they want to. As younger executives rise through the
ranks, and ROI becomes more obvious, social media is bound to become more important for major law
firms. But for now we point you at LinkedIn, as it’s been adding new features that few law firms are
taking advantage of. It’s worth investigating.
In conclusion, the web offers many opportunities to firms vying to be leading international legal
businesses, but our increasingly connected world also presents challenges. The legal sector is in danger
of appearing out of touch and overly introspective if its web presences do not move with the times.
DIGITAL BENCHMARK©EXECUTIVE SUMMARYLEGAL SECTOR
“A lawyer is aperson who writes a
10,000-word document and calls it a ’brief’.”
Attributed to Franz Kafka
“Users often leave web pages in 10–20 seconds,
but pages with a clear value proposition can
hold people's attention for much longer.”
Jacob Nielson
P 9FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©MOBILELEGAL SECTOR
P 10
Website optimised for mobile
NO
YES
Mobile version of website
Hogan Lovells / Holman Fenwick Willan /Slaughter and May / Norton Rose
Freshfields Bruckhaus Deringer / Hogan Lovells /Holman Fenwick Willan / Slaughter and May / Norton Rose
NO
YES
Responsive web design
Freshfields Bruckhaus Deringer
NO
YES
5
25
4
26
1
29
OBSERVE BUSINESS PEOPLE COMMUTING BY TRAIN, OR GATHERING
AT A CONFERENCE. THEY’RE CARRYING SMARTPHONES AND TABLETS.
Two fifths of UK adults now own a smartphone, with the same proportion saying that
their phone is the most important device for accessing the internet, reports OFCOM.
For UK businesses, allowing staff to work remotely on mobile devices is a priority,
according to research from the National Computing Centre (NCC). The NCC's 2011
benchmark survey finds that 72% of companies expect to see an increase in the use of
tablets in the next two years, 70% expect to see smartphone use grow too.
But of the 30 top law firm websites we've looked at, only five were optimised for
mobile. Many law firms are missing an opportunity to connect with potential clients.
100%
80%
60%
40%
20%
0%2007 2011 2015
73%
27%
43%48%
57%
73%
52%
Mobile web surfing is estimated to overtake desktop web surfing by 2015
Source: Morgan Stanley Research data
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: CALLS TO ACTIONLEGAL SECTOR
P 11
WE'VE LOOKED AT USER JOURNEYS AND EASE OF NAVIGATION. A website that makes it difficult for a visitor to find what they're looking for, is making it difficult for that site visitor to
become a paying client. Some law firms may feel that "laying out their stall" is a little unseemly, but surely that's no
excuse for not communicating clearly. Few of the websites we examined excelled at signposting their sections or "calls to
action", for new business and newsletters.
Of the 30 websites we analysed, Allen & Overy, Pinsent Masons, Berwin Leighton Paisner and Wragge & Co employed the
best calls to action.
A&O encourage exploration of their website in the footer of their pages.
Allen & Overy Pinsent Masons signpost their newsletters clearly.
Pinsent Masons
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: CALLS TO ACTIONLEGAL SECTOR
P 12
Berwin Leighton Paisner encourage their website visitors to get in touch.
Berwin Leighton Paisner Wragge & Co ask the site visitor to engage on their front page.
Wragge & Co
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: CALLS TO ACTIONLEGAL SECTOR
P 13
Allen & Overy
Pinsent Masons
Berwin Leighton Paisner
Wragge & Co
Eversheds
Linklaters
CMS Cameron McKenna
Taylor Wessing
Herbert Smith
Norton Rose
Bird & Bird
Irwin Mitchell
Cli�ord Chance
Hogan Lovells
Ashurst
Simmons & Simmons
Clyde & Co
Squire Sanders LLP (was Hammonds)
Nabarro
Macfarlanes
DLA Piper International
Slaughter and May
SJ Berwin
DAC Beachcroft
Holman Fenwick Willan
Withers
Fresh�elds Bruckhaus Deringer
Addleshaw Goddard
SNR Denton
Field Fisher Waterhouse
Aggregated scores for calls to action and section signposting, out of 15.
weak excellent
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: SITE SEARCH ENGINESLEGAL SECTOR
P 14
A&O's search engine is the only one in our benchmark study that assists users by offering a predictive search mechanism.
Allen & Overy Another top scoring law firm search engine belongs to Pinsent Masons. It's search engine works well and employs a friendly approach - it displays photos of staff members.
Pinsent Masons We believe that law firms could learn from the higher education sector. Universities are increasingly using advanced search technology to help make sense of their large, information-rich, websites. See City University London's search engine
City University London
LAW FIRMS PRODUCE A LOT OF PUBLICATIONS...Their websites often carry large archives. These archives are necessary, and they offer evidence of expertise.
Unfortunately, the sheer amount of information available can be challenging for clients and potential
customers if the documents are not organised clearly.
A technically excellent internal search engine will help site visitors to cut through the clutter and allow them
find what they're looking for.
We've found that with the exception of Allen & Overy, the top UK law firms are not making the most of
advances in search technology.
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: SITE SEARCH ENGINESLEGAL SECTOR
P 15
Allen & Overy
Irwin Mitchell
Macfarlanes
Nabarro
Pinsent Masons
Berwin Leighton Paisner
Cli�ord Chance
CMS Cameron McKenna
DAC Beachcroft
DLA Piper International
Eversheds
Simmons & Simmons
SJ Berwin
Slaughter and May
SNR Denton
Squire Sanders LLP (was Hammonds)
Addleshaw Goddard
Clyde & Co
Field Fisher Waterhouse
Herbert Smith
Hogan Lovells
Norton Rose
Taylor Wessing
Withers
Wragge & Co
Fresh�elds Bruckhaus Deringer
Linklaters
Ashurst
Bird & Bird
Holman Fenwick Willan
Below is a list of the law firms ranked by search engine excellence, scored out of 5.
weak excellent
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: LAWYER FINDER TOOLLEGAL SECTOR
P 16
The A-Z whole directory listing is one of the more stylish that we have seen. It displays senior staff in a user friendly grid pattern, complete with colour photos.
Berwin Leighton Paisner A clean design, based around a simple but comprehensive list of staff. It displays its list by default, allowing visitors to browse.
Herbert Smith Doesn't display its list of staff by default, but does offer a multitude of options for visitors. It's possible to search by language, courts, school as well as position and name.
Squire Sanders
PEOPLE ARE AT THE HEART OF EVERY LAW FIRM. Lawyer finder tools tend to be central to legal sector websites, reflecting the importance of the human
connection. On this page we want to highlight the best of the tools in use.
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©USABILITY: LAWYER FINDER TOOLLEGAL SECTOR
P 17
Cli�ord Chance
Fresh�elds Bruckhaus Deringer
DLA Piper International
Hogan Lovells
Herbert Smith
Eversheds
Norton Rose
Pinsent Masons
Berwin Leighton Paisner
Squire Sanders LLP (was Hammonds)
Linklaters
Allen & Overy
Simmons & Simmons
Clyde & Co
Taylor Wessing
SNR Denton
Irwin Mitchell
Holman Fenwick Willan
Wragge & Co
Withers
Macfarlanes
Field Fisher Waterhouse
Slaughter and May
Ashurst
CMS Cameron McKenna
Bird & Bird
SJ Berwin
Addleshaw Goddard
DAC Beachcroft
Nabarro
Law firm websites ranked by the excellence of their lawyer finder tools, scored out of 5.
weak excellent
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©CONTENT MARKETINGLEGAL SECTOR
P 18
WHICH FIRMS ARE MAKING THE MOST OF THEIR PUBLICATIONS? Documented expertise, properly presented, can become content marketing - attracting and converting site visitors into clients. In
the 'content excellence' section of our benchmarking report we looked at thought leadership areas, the use of video and
photography, topical communication and how the websites talk about a firm's expertise and employees.
A&O present their expertise in easily readable formats.
Allen & Overy Hogan Lovells use webcasts.
Hogan Lovells
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©CONTENT MARKETINGLEGAL SECTOR
P 19
DLA Piper offer a number of blogs.
DLA Piper International Simmons & Simmons operate a separate site for their publications, elexica.
Simmons & Simmons
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©CONTENT MARKETINGLEGAL SECTOR
P 20
Berwin Leighton Paisner scored highly for their engaging news section and rich content.
Berwin Leighton Paisner BLP's website also excels at explaining what the firm does, complete with slides.
Berwin Leighton Paisner
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©CONTENT MARKETINGLEGAL SECTOR
P 21
Berwin Leighton Paisner
Allen & Overy
DLA Piper International
Simmons & Simmons
Eversheds
Norton Rose
Withers
Hogan Lovells
Herbert Smith
CMS Cameron McKenna
Pinsent Masons
Wragge & Co
Cli�ord Chance
Ashurst
Slaughter and May
Irwin Mitchell
Fresh�elds Bruckhaus Deringer
Squire Sanders LLP (was Hammonds)
Macfarlanes
Linklaters
Bird & Bird
Clyde & Co
SNR Denton
Taylor Wessing
SJ Berwin
DAC Beachcroft
Field Fisher Waterhouse
Nabarro
Holman Fenwick Willan
Addleshaw Goddard
List of law firms websites, ranked by their content excellence. Aggregated scores, out of 25.
weak excellent
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©RECRUITMENTLEGAL SECTOR
P 22
TRAINEE, LAWYER & BUSINESS SUPPORT...We've examined how law firms use their web presences for recruitment. Most emphasis is placed, by the legal sector, upon trainee
recruitment. Many law firms operate separate graduate recruitment websites, designed specifically for students. Competition is fierce.
A&O operate a stylish website for trainees.
Allen & Overy A stylish lawyer recruitment section from Hogan Lovells.
Hogan Lovells
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©RECRUITMENTLEGAL SECTOR
P 23
Ashurst use video with high production values to enhance their trainee website.
Ashurst Berwin Leighton Paisner host an engaging game for potential employees on their graduate site.
Berwin Leighton Paisner
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©RECRUITMENTLEGAL SECTOR
P 24
Allen & Overy
Ashurst
Berwin Leighton Paisner
Cli�ord Chance
DLA Piper International
Hogan Lovells
Irwin Mitchell
Linklaters
Norton Rose
Pinsent Masons
Withers
Wragge & Co
Clyde & Co
CMS Cameron McKenna
Eversheds
Field Fisher Waterhouse
Herbert Smith
Macfarlanes
Nabarro
Simmons & Simmons
SJ Berwin
Slaughter and May
SNR Denton
Addleshaw Goddard
Bird & Bird
Holman Fenwick Willan
Squire Sanders LLP (was Hammonds)
DAC Beachcroft
Fresh�elds Bruckhaus Deringer
Taylor Wessing
Law firm websites ranked by the excellenceof their lawyer recruitment sections
Law firm websites ranked by the excellenceof their trainee recruitment web presences
Hogan Lovells
Allen & Overy
Berwin Leighton Paisner
Cli�ord Chance
Herbert Smith
Slaughter and May
Squire Sanders LLP (was Hammonds)
Withers
Ashurst
Bird & Bird
Clyde & Co
CMS Cameron McKenna
DAC Beachcroft
DLA Piper International
Eversheds
Field Fisher Waterhouse
Fresh�elds Bruckhaus Deringer
Irwin Mitchell
Linklaters
Macfarlanes
Pinsent Masons
Simmons & Simmons
SJ Berwin
Addleshaw Goddard
Holman Fenwick Willan
Norton Rose
SNR Denton
Taylor Wessing
Wragge & Co
Nabarro
weak excellentweak excellent
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©REPUTATION MANAGEMENTLEGAL SECTOR
P 25
Search engines are a popular research tool for potential clients, job applicants and the media. Google
calls it the Zero Moment of Truth, “that moment when you grab your laptop or mobile device and start
learning more about a product or service.” We looked at how UK law firms are managing how they are
portrayed on Google. Are they appearing on page one?
We searched for key terms, partners and five key clients/cases per firm, then examined whether their
website pages were search engine optimised.
If we focus on which law firms appear on page one of Google when we search for five of their key clients,
we find that 19 firms are found on page one. Which is a positive result.
However if we dig a little deeper into how many of the law firm websites are technically optimised for
SEO we find that only two firms reach the maximum score.
Or in other words, only two sites have been deliberately designed with SEO in mind. Which leaves many
UK law firms vulnerable to being pushed off Google's first page by canny competitors.
WHICH LAWFIRMS EXCEL AT
SEARCH ENGINEOPTIMISATION?
THE FRONT PAGE OF GOOGLEIS VALUABLE REAL ESTATE
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©REPUTATION MANAGEMENTLEGAL SECTOR
P 26
weak excellent
Addleshaw Goddard
Ashurst
Berwin Leighton Paisner
CMS Cameron McKenna
DAC Beachcroft
DLA Piper International
Field Fisher Waterhouse
Hogan Lovells
Irwin Mitchell
Linklaters
Nabarro
Pinsent Masons
Simmons & Simmons
SJ Berwin
Slaughter and May
SNR Denton
Squire Sanders LLP (was Hammonds)
Taylor Wessing
Wragge & Co
Allen & Overy
Bird & Bird
Eversheds
Herbert Smith
Macfarlanes
Norton Rose
Cli�ord Chance
Clyde & Co
Fresh�elds Bruckhaus Deringer
Holman Fenwick Willan
Withers
weak excellent
Which firms score highest at technical SEO excellence?Which law firms excel at getting found on page oneof Google, via searches for their work with key clients?
Holman Fenwick Willan
Nabarro
Berwin Leighton Paisner
Clyde & Co
Eversheds
Field Fisher Waterhouse
Hogan Lovells
Irwin Mitchell
Norton Rose
SJ Berwin
Slaughter and May
Squire Sanders LLP (was Hammonds)
Wragge & Co
Allen & Overy
Ashurst
Cli�ord Chance
CMS Cameron McKenna
DAC Beachcroft
DLA Piper International
Herbert Smith
Macfarlanes
Pinsent Masons
Simmons & Simmons
SNR Denton
Taylor Wessing
Fresh�elds Bruckhaus Deringer
Linklaters
Withers
Addleshaw Goddard
Bird & Bird
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
“Nearly half of survey respondents [US law �rms]
said that blogging and social networking initiatives had
helped produce leads for new matters or clients, and about
40 percent said that such e�orts had actually helped
them land new work.” ALM Legal Intelligence
Many major law firms are still not convinced of the merits of social media.
Of the 30 law firms we looked at, all but two operated Twitter accounts, 15 of the 30 maintained
Facebook pages and all have a LinkedIn page by default. But outside of graduate recruitment,
many of the law firm social media efforts look a little half-hearted, often just broadcasting a feed
of news stories. They’re present but often only in name. Only nine of the 30 law firm websites
link out to their social media pages. It’s almost as if they are reluctant to acknowledge their
existence.
New business is central to this debate. There’s still a lack of compelling evidence that social
media directly leads to new business for large law firms. The corporate legal sector knows who
their clients are already, and are experts at engaging them socially, just not through social
media. As younger executives rise through the ranks, the web's social networks are sure to
become more important.
For now, we’re favouring LinkedIn for the legal sector, over Twitter and Facebook. Recent research
reveals, for example, that LinkedIn is the one social network that Fortune 500 CEOs do engage
with. According to research by CEO.com, 25.9% of Fortune 500 CEOs use LinkedIn compared to
just 3.8% using Twitter.
We believe that the growing potential of LinkedIn is being overlooked by many major law firms.
LinkedIn is keen to facilitate connections between business people. As of the end of the second
quarter, professionals are signing up to join LinkedIn at approximately two new members per
second.
To help companies engage with potential clients and other professionals, LinkedIn has been
rolling out new interactive features that many law firms are not taking advantage of.
DLA Piper International is the owner of the most popular LinkedIn page in our benchmarking
report, and they use some of these more advanced features. They post status updates about
their expertise and news, they use extra pages and tabs, and are now followed by 11,488
professionals, thousands ahead of their nearest LinkedIn rival, Allen & Overy.
DIGITAL BENCHMARK©SOCIAL MEDIALEGAL SECTOR
P 27FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
DIGITAL BENCHMARK©SOCIAL MEDIALEGAL SECTOR
P 28
LINKS TO SOCIAL MEDIA SITE
DISPLAY OF ‘SHARE’ BUTTONS
FACEBOOK PRESENCE
TWITTER PRESENCE
LINKEDIN PRESENCE
DLA Piper International
Fresh�elds Bruckhaus Deringer
Cli�ord Chance
Allen & Overy
Simm
ons & Simm
ons
Norton Rose
Linklaters
Hogan Lovells
Herbert Smith
Bird & Bird
Pinsent Masons
Ashurst
Eversheds
Squire Sanders LLP (was Ham
monds)
Clyde & Co
SNR Denton
Berwin Leighton Paisner
CMS Cam
eron McKenna
Irwin M
itchell
Nabarro
SJ Berwin
Slaughter and May
Addleshaw Goddard
Taylor Wessing
Macfarlanes
Field Fisher Waterhouse
DAC Beachcroft
Withers
Holman Fenw
ick Willan
Wragge & Co
12.000
FOLLOWERS
9.600
7.200
4.800
2.400
0
WHICH LAW FIRM HAS THE MOST FOLLOWERS ON LINKEDIN? WHICH FIRMS ARE ACTIVELY USING WHICH SOCIAL MEDIA CHANNELS? WHICH LAW FIRMS ARE LINKING TO THEIR SOCIAL MEDIA PAGES?
FOR MORE INFORMATION, CONTACT US: LONDON@LASTEXIT.TV • +44 (0)20 7407 7666 // NEWYORK@LASTEXIT.TV • 1(646) 347 4340
London office
1st Floor, Building 1/2
The Leathermarket
Weston Street
London SE1 3ET
t +44 (0)20 7407 7666
f +44 (0)20 7378 6431
london@lastexit.tv
New York office
200 Varick St. #802
New York, NY 10014
t +1 646 307 4340
f +1 425 952 9597
newyork@lastexit.tv
QUESTIONS? COMMENTS?
How to reach us:
Last Exit is a digital agency with offices in New York and London. We exist to provide
unparalleled value to our clients through a rigorous, client-tailored planning process
and world class creative.
To discuss your digital challenges and initiatives, give us a call or email us using the
contact details below.