 | | Marketing Legal Services in the online Age  The World Has Changed. To meet the coming challenge of the Legal Services Bill and survive a deepening financial crisis, legal service providers must compete in the online marketplace. This article explains what has changed, the importance of being visible online, and where to start.
Twenty years ago this month, a physicist named Tim Berners-Lee handed a document to his supervisor at CERN Switzerland. It was titled Information Management: A Proposal and was to have a momentous impact on modern life. Needless to say, he got the go-ahead to work on the 'vague but exciting' project, and one year later the world-wide web was born.
Although Berner-Lee's conception of the world-wide web was mainly as a tool to help physicists share information, It became arguably the most important social development since radio. It's importance is reflected in the prolific growth of the web, from the historical first ever webpage in 1990 to somewhere in excess of a trillion today.
This information revolution has changed forever how people get the information, products and services they need, profoundly affecting what they expect from a business. Today around 80% of the UK population is online regularly, using computers, mobile phones and even games consoles to get the information they need when they need it. This online population is comprised entirely of potential clients, who will require a myriad of legal services during their lives.
With the advent of the legal services bill, large scale enterprises are moving into legal practice management and vying for these potential clients. New providers with mass-market consumer experience - such as Tesco Law - will bring unprecedented resources to bear on the legal services market, applying marketing muscle and economy of scale, combined with new approaches to public awareness and service provision. Media access, Online visibility, competitive pricing and ease of access for the legal consumer will change the solicitor's landscape forever.
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