Law firms of the future

1. Be prepared for volatile times

Establishing a clear value proposition is crucial in differentiating firms from competitors and adapting to market changes. Surprisingly, only 48% of law firms currently feature their value proposition on the homepage, presenting a significant opportunity for improvement in conveying their brand identity.

2. Don't blend into the ‘blandscape’

Only 34% of law firms employ a distinctive visual language, leaving room for firms to create a unique and memorable brand presence. Strategic changes in visual identity can help firms avoid industry clichés and capture audience attention effectively.

3. Is your content clear, engaging and easy to consume?

Audiences’ attention is challenged by a distracting media landscape and diverse viewpoints within the legal sector. Focus on delivering high-quality thought leadership and insight while understanding the data behind your audiences' reading trends to shape your future content governance strategy.

4. Demonstrate your firm's expertise

Client engagement is crucial, yet 66% of firms fail to showcase their client impact through curated case studies on their websites. Compelling human stories exemplifying successful client outcomes can enhance online presence and serve as a valuable business development tool.

5. Humanity. It's not going away

Only 12% of law firms have well-curated biographies with an external audience in mind, while just 15% have a comprehensive 'people' landing page. Leveraging human connection and ensuring a seamless user experience presents a significant opportunity for firms.

6. Embrace AI. Embrace the future

Artificial intelligence (AI) is a pivotal tool to enhance firms' efficiency and client experience. Collaboration with agencies proficient in AI technology will improve content creation, user experience, and functionality.

The 2025 Living Ratings of law firms underscore the importance of leveraging strategic opportunities for brand differentiation, client engagement, and technological advancement. By embracing these insights, law firms can position themselves for long-term success and growth in a dynamic and competitive marketplace.

Want to be a law firm of the future?

Connect with one of specialists: Duncan Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong to find out how.