Living Ratings Online

Opportunity

In the crowded and noisy legal sector, building a strong brand and reputation isn’t exclusive to firms with the highest revenues, as the 2025 Living Ratings indicate. There are opportunities for all.

Five key components to stand out

Law firms of all sizes have the potential to stand out by focusing on five key components that drive meaningful connections, differentiate their brand and resonate with clients. These efforts not only elevate brand perception but also translate into tangible business outcomes, enhancing growth and client loyalty.

Value proposition:
Be prepared for volatile times.

A clear value proposition is essential for building brand recognition, standing out from the competition, and navigating market disruption.

It’s a significant risk to assume visitors inherently understand your firm without clearly signaling your brand’s position. Yet only 48% of law firms feature their value proposition on the homepage—highlighting a major opportunity for improvement at a time when law firm brands are under increased scrutiny.

Visual identity:
Don't blend into the blandscape.

With only 34% of law firms having a distinctive visual language there's a huge opportunity for your firm to stand out.

Use insight and data gleaned from your internal and external target audiences, and competitors to build a springboard for thoughtful change. And, please avoid the industry clichés when creating your new visual identity!

Data and content:
Is your content clear, engaging and easy to consume?

Your audiences’ attention is being tested by distracting media landscape and a sector where everyone has a viewpoint.

Focus on delivering high-quality thought leadership and insight, and understanding the data behind your audiences' reading trends to shape your future content governance strategy. Less is more and everyone will thank you.

The how not just the what:
Demonstrate your firm's expertise.

66% of firms fail to offer any evidence of what they do for their clients through curated cases studies, despite the content appearing in news articles.

Create memorable human stories that demonstrate how the firm has achieved a client goal and helped that business or individual. Online case studies can become a valuable new business tool.

Humanity. It's not going anywhere:
People buy people. Make the transaction easy.

We've said it before and we'll say it again, the lack of humanity and lack of quality people storytelling on some law firm websites is staggering.

Just 12% of law firms have high quality biographies that are curated and structured with an external audience in mind. Only 15% have a 'people' landing page that has more that just a search. A huge opportunity missed.

Tech savvy. Human Smart:
Embrace AI. Embrace the future.

Artificial intelligence is a tool we should all be using to help us work smarter. You should be asking your creative agency and website development partner how they are using AI and how this will improve technologies like search and personalisation.

Keep an eye out for AGI (Artificial General Intelligence), a type of AI that possesses, or even surpasses, human-level cognitive capabilities. The machines are coming!

Creating difference

For two decades we’ve used our deep sector knowledge, uncompromised thinking and award-winning creativity to help our clients in the financial, professional services and technology sectors. We create difference through branding expressions that engage, digital experiences that disrupt, and integrated advertising campaigns that drive results. 

Driven by our brand values of thoughtful, specialist, determined, genuine and independent since day one, we are passionate about what we do and continue to evolve and grow in an ever-changing business environment. 

Find out more about how we help our clients.

Would you like to learn more?

If you are interested in scheduling a meeting with our research and creative specialists to gain insights into your firm's performance or to explore how your brand and digital presence could benefit from a tailored Ratings analysis, please reach out to Mark Stephenson.

An in-depth look at our 'Top 5' rated law firms

No. 3

Bird & Bird

Evidence-driven brand and digital excellence.
See the report
No. 5

Pinsent Masons

Where strong UX and content equals longevity.
See the report

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