In 2024, law firms will encounter a number of significant challenges, which could jeopardise profits and growth prospects if not addressed.


However, with the help of strategic digital marketing, these obstacles can be turned into opportunities. Lets address the Top 5 challenges facing Law Firms in 2024.

5. Not meeting client expectations

The modern client demands more transparency, accessibility, and online engagement from their law firm. Clients now seek a more personalised, value-driven service with transparent pricing and faster turnaround times.

They want a law firm that embraces technology, providing real-time communication, and adopting client portals to offer a more responsive and efficient service. Adapting to these expectations is crucial.

How can a law firm meet these expectations?

Law firms should invest in a robust online presence that showcases their expertise, services, and pricing. This involves creating a comprehensive, user-friendly website that includes detailed service descriptions, biographies of team members, client testimonials, and clear pricing structures. Utilising SEO techniques to improve search visibility can make this information more accessible to potential clients.

Developing a more personalised client service can be achieved with digital marketing tools like CRM (Customer Relationship Management) software to gather insights on client preferences and history. This information allows law firms to tailor their communication and services to meet individual client needs. Email marketing campaigns, for instance, can be customised to address specific client needs at the right moment in time, enhancing the perception of a personalised, value-driven service.

Adopting client portals and case management software can significantly improve the efficiency of communication and document exchange between lawyers and their clients. These technologies facilitate real-time updates, secure document sharing, and efficient case tracking, which aligns with the modern client’s expectations for speed and accessibility. Law firms can highlight their technological capabilities in their marketing materials to attract tech-savvy clients.

To drive long-term growth and increase revenue, law firms must embrace innovation. This includes taking a client-centred approach to everything from intake and communication to pricing models and beyond.

4. Standing out from rising online competition

The competition has significantly increased in the digital arena for law firms. With the internet becoming the primary medium for client acquisition and brand visibility, law firms of all shapes and sizes are now focusing more on digital marketing. This increased online activity has led to a highly competitive landscape, where simply having an online presence is not enough. To stand out from the rest, law firms need to be distinct and visible.

Many smaller firms feel that they cannot compete online with larger firms with higher  budgets for consistent investment into digital marketing. However, this is far from the truth.

Consistency is the key.

Investing in well thought out SEO strategies will increase your online visibility over time, which will eventually result in more new business enquiries at the lowest possible cost per lead.  We have dozens of examples of smaller firms outranking bigger ones in very competitive legal service areas, and we can help you do the same.

In 2023 Google’s Helpful Content update was implemented.  This new ranking factor awards high-quality, helpful content and downgrades low-value content, taking SEO strategies beyond just keyword optimisation. It’s also important to consider the use of Natural Language processing when creating online content as it can impact how Google perceives it. This technology aims to understand the context of search queries and the content on your website, beyond just the use of specific keywords.

How can law firms stand out from competition?

Firstly it’s worth making sure you dominate your local market.  This is a relatively easy and effective place to start as a lot of potential clients use search queries in the form of [name of legal service + location], for example, “divorce solicitors Didsbury”.

Focusing on keywords that include the locations where you have a physical office, is a rare SEO quick win.

For a firm looking to get more leads through the website, local clients are a great place to start.  Some effective local SEO tactics include optimising for “near me” searches, making sure your firm appears in local directories, managing your Google My Business profile, getting listed in local legal directories, and collecting positive local reviews.

In a crowded digital space, where there is a lot of competition, PPC campaigns can help you gain visibility quickly – although the costs can sometimes be prohibitive for small firms.

By placing ads in search engine results and on relevant websites, you can reach out to specific demographics and grab the attention of potential clients when they are actively looking for legal services. This targeted approach can be highly effective in generating more leads, but for long term success you’ll need robust internal processes that feed revenue results back into the advertising platforms.

3. Not taking Advantage of Google E-E-A-T

Google’s EEAT stands for Experience, Expertise, Authority, and Trust. It plays a crucial role in evaluating the quality and credibility of online content. EEAT is an essential component of Google’s Search Quality Rater Guidelines, which are used to ensure that potentially life changing information and advice comes from a credible source.

The EEAT metric is used to assess the value and trustworthiness of a piece of content, and it plays a significant role in determining the content’s search engine ranking. This metric is particularly important for content related to finance, medicine, and law because it falls under the “Your Money Your Life” category. Law firms should take note of this metric as it heavily influences how content is evaluated for search rankings based on the author’s experience, expertise, authority, and trustworthiness.

This is crucial for law firms to understand, as ensuring their website content follows EEAT principles is vital in the race against your competitors for page 1 rankings.

How can law firms utilise Google E-E-A-T?

This can be accomplished by producing high-quality and authoritative content that showcases your expertise in the legal service that you offer. This can be in the form of informative legal guides, articles or case studies that provide valuable and trustworthy information.

At Cure Digital, we keep a close eye on all the regular updates made to Google’s algorithm. We are always looking for ways to implement changes like Google E-E-A-T and help our clients rank higher on search engines.

We focus on strategies that will help law firms improve their E-E-A-T rating and enhance their viability in search results, ultimately giving them a competitive advantage over firms who haven’t heard of E-E-A-T.

2. Staying up to date with Artificial Intelligence

The year 2023 was marked by significant technological breakthroughs, especially in the field of Artificial Intelligence and the use of Chat GPT in workplaces. Although many people are aware of the benefits and capabilities of these technologies, not everyone has yet adopted them.

Goldman Sachs estimates that 44% of current legal work tasks could be automated by AI (all industries average is 25%). This doesn’t mean that generative AI heralds the demise of the profession, more that those who do not use AI will be displaced by those that do.

Used correctly, artificial intelligence is capable of boosting productivity and efficiency and increasing profit margins. However, when it comes to digital marketing for law firms, a word of caution is wise.

Earlier, we emphasised the importance of considering the Google E-E-A-T guidelines while creating online content, and this is where the use of AI may work against you.

If Google’s algorithms detect that your content has been mass produced by AI, without the benefit of human experience and expertise, your website may struggle for visibility in the search results pages as the systems select more credible sources for users instead.

How can law firms utilise Chat GPT?

AI can reduce the time taken to complete a wide range of different tasks.  It can carry out initial research, summarise documents, and explain complex topics in easy to understand language with ease. It can quickly scan lengthy legal documents and legislations, and provide a summary of what you are searching for. This frees up more time for lawyers to focus on tasks that require a human touch or take on more cases to boost profits. However, it’s important to note that careful validation and cross-checking with traditional sources are still crucial when using ChatGPT for legal document scanning.

While AI will automate routine tasks and assist with research, analysis, drafting and similar work, nuanced and complex aspects of legal practice require human expertise, empathy and judgement. This includes client interaction, relationship building, negotiation, strategy development and courtroom advocacy.

Legal professionals can ensure ethical standards, client satisfaction, and effective legal representation by understanding the benefits of AI and staying up to date as the technology evolves.

1. Attracting and Retaining Top Talent

Many work places in 2023 have been struggling to attract and retain staff and this is no different when it comes to law firms.

When a company experiences a high rate of staff turnover, it can have many negative effects on the business. Firstly, high employee turnover can have a significant financial impact on law firms, as the cost of recruiting and training new staff members can be substantial. Additionally, the loss of experienced staff can negatively affect the firm’s productivity, forcing law firms to operate with a smaller team. This, in turn, can impact the firm’s ability to meet client demands and maintain operational efficiency.

The shortage of skilled professionals and high turnover rates can have an adverse effect on the financial and operational objectives of law firms, which can, in turn, impact the overall performance and profitability of the firm. In a competitive job market, high turnover rates can put law firms at a disadvantage. This can make it challenging for firms to attract top talent, retain experienced professionals, and ultimately remain competitive.

Aside from the financial consequences, such issues can also have an effect on employee morale and productivity, resulting in a less collaborative and efficient workplace. This can increase the rate of employee turnover and diminish the overall performance of the company.

How can law firms attract the top talent? 

To attract and recruit top talent, law firms can leverage digital marketing strategies in innovative ways that highlight their culture, values, and unique selling propositions.

Your website is one of the first things a candidate will look at when considering a role with your firm.  Enhance your law firm’s website and social media platforms to reflect your firm’s culture, values, and success stories. Use these platforms to showcase awards, recognitions, and testimonials from current employees, emphasising a positive working environment and career growth opportunities.

Use LinkedIn and other professional networks to run targeted ad campaigns that reach potential candidates based on their skills, experience, and interests. Regular updates and posts about your firm’s achievements, culture, and job openings can also increase visibility.  Encourage your employees to share their experiences and job openings on their personal social media channels. This can extend the reach of your recruitment efforts and lend authenticity to your employer brand.

Build a talent pool by encouraging potential candidates to subscribe to a newsletter specifically designed for career opportunities and insights about working at your firm. Use this channel to keep potential applicants informed about new openings, firm news, and industry insights.

Ensure that the career section of your website is easy to navigate, mobile-friendly, and that the application process is straightforward. A seamless application experience can increase the likelihood of top candidates completing their applications.

Consider using paid search ads targeting specific job titles or career opportunities in your field. This can help your listings appear at the top of search results for highly qualified candidates.

By implementing these digital marketing strategies, law firms can effectively attract and recruit top talent, building a team that drives success and innovation. These efforts will highlight the firm as an attractive employer, showcasing the opportunities and culture that differentiate it from competitors.

Is your Law Firm prepared to make 2024 a Successful Year?

Cure Digital is a Digital Marketing Agency for Law Firms, and we are dedicated to keeping up with all the latest changes and trends that could impact the Legal Sector. Our goal is to find ways to help our clients improve their search engine rankings with strategies like Google E-E-A-T.

With 15 years of experience in creating successful campaigns for top 200 law firms, regional full-service practices, and niche lawyers across the UK, we have developed a unique set of skills in SEO for Law Firms.

Our focus is on implementing strategies that can help law firms improve their non-brand organic traffic, which can significantly increase their visibility in search results and generate more leads.

If you’re looking to take your Law Firm to the next level in 2024, by enhancing your online presence and generating more leads, please feel free to contact us today. We offer a complimentary consultation to get you started.


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