Solicitor comparison websites are an opportunity (though prices will fall)
The launch of the solicitors’ comparison website wigster.com, reported by the Gazette, is likely to engender polemic reaction from within the profession.
Many will see the site as another threat to contend with alongside ABSs, while others will view it as a means of fighting back.
But whichever side they take, no one though who has even casually considered the global market explosion over the last few decades, with added fuel from amazing advances in technology since the mid-1990s, can be surprised that these forces will now impact on the legal profession.
The lifting of the ban on solicitors’ advertising in 1987 was similarly polarising. I remember a district judge telling me that advertising was anathema to a profession, and that one would be rightly suspicious of any doctor who had to shout about his services in this way. Quite what that DJ would have made of the marketing of private medical services these days is not difficult to guess. Others welcomed the opportunity to compete openly on price, although usually proclaiming a high-quality service.
Conveyancing scale fees were abolished in 1972, but until the advertising ban was done away with, it was difficult for the public to compare prices. Even then, quality of work and service remained hard to differentiate, other than anecdotally.
Interestingly, wigster is part-owned by solicitors, perhaps as testament to the view that getting involved with the fight for market share is better than hand-wringing on the sidelines. In terms of public perception, a comparison website that scores firms on price, service and reputation could be of more interest than a Law Society campaign that seeks only to persuade people that solicitors in general are a good thing.
The kind of money that national TV coverage must cost is a sign that the profession can compete in marketing terms with the big companies that will surely emerge next year. Through this kind of initiative, solicitors can get a head start. This will inevitably mean a driving down of price, but there is no hiding place in an ever more transparent market.
If prices are to fall, then it is vital that firms look to the cost of production. That will mean a move away from outdated working practices that have no place in the modern world. Automation and delegation are key to survival. A repressed market has for too long enabled unjustifiably costly working methods to persist, and their days are surely numbered. The likes of wigster might just incentivise firms to act before it is too late.
Martin Langan is a former practising solicitor and founder of Legal Workflow Limited providing services tailoring practice and case management systems and legal IT strategy and operational advice and assistance
Comments
Comparison sites
Does the public really use comparison sites for anything other than conveyancing? Surely the issue is quality of advice and feeling comfortable your lawyer. Even with conveyancing aren't most people likely to just call their local firms for a quote or go to their websites? Nothing new - yellow pages has had non-local firms for years and they have made zilch inroads.
Note that Direct Line is not on any insurance comparison sites.
Is it not time to stop winding the profession up about the smaller risks and concentrate on things like insurance and the disgrace of the ARP and the referral fees to lenders threat - ie the pay us or we chuck you off our panel merchants?
Can't wait...
I see it's still under development. Fascinated to see how it turns out. Anything good for the public's perception of the profession is good for the profession.
Don't invest in the opposition
Virtually all of the comparison sites are not owned by solicitors -- but by middlemen. Their position is not dissimilar to the claims farmers. Ultimately comparison sites will have to make money - which I suspect they will do either by charging for advertising or charging for inclusion in the comparison list. If solicitors do support them [particularly if they have to pay for the privilege], they surely will simply been repeating the mistake they made with the likes of Claims Direct etc. -- paying the opposition to invest in a sophisticated marketing operation to outbid solicitors -- a classic vicious circle .
Price comparison - not news, another dot.com failure in sight
It is one of many website models doing the same thing and which will fail. It is a bad business idea for the proprietors, and incredibly bad marketing tool for the legal firms.
If I recommend a solicitor it is not because they are 'cheap'. I won't recommend Tesco Value when I can recommend Waitrose.
Never never market yourself on price, or you will fail big time. Bulk conveyancing law firms are the example.
'Service' is key and so many law firms are not delivering in the current climate.
I can see this website, like the rest, as for firms who stress price first.
Hey everyone I am cheap. Won't necessarily do a good job as corners have to be cut to be this cheap, but we are cheap.
A time to reflect
We need to realise that the general public are more savvy these days. Its a fact that you can get bad service if a firm of solicitors is cheap or expensive. In good and bad times people want value for money and such comparison site will be the future for most areas of legal services.
Anyone with a law firm should be happy about such facilities as it will allow them to compete with the 'big boys'. I genuinly wish the best of luck to everyone in these challenging times. Although times may seem hard we should look at the unfortunate people dying in Iraq, Pakistan, Africa and the rest of the world, I think this will make us realise how lucky we are.
If we all take a moment and think of such people and their struggles and give some chairty to them, then god will make all our lives better.
comparison sites bad for business - do not use!
It is one of many website models doing the same thing and which will fail. It is a bad business idea for the proprietors, and incredibly bad marketing tool for the legal firms.
If I recommend a solicitor it is not because they are 'cheap'. I won't recommend Tesco Value when I can recommend Waitrose.
Never never market yourself on price, or you will fail big time. Bulk conveyancing law firms are the example.
'Service' is key and so many law firms are not delivering in the current climate.
I can see this website, like the rest, as for firms who stress price first.
Hey everyone I am cheap. Won't necessarily do a good job as corners have to be cut to be this cheap, but we are cheap.
Crumbs - there's a better way!
Law firms seeking growth and a means to challenge their larger rivals and win bigger, better business are right to explore opportunity but wise to be cautious in committing budget in the crowded environment of comparator and find-a-law-firm websites.
If you’re seeking a seat at Top Table rather than a place in the shadows picking up crumbs, you’ll know your focus needs to be on personal recommendation, on business of a size that indicates it’s already in the hands of a rival law firm if it’s not in yours. Is this to say that web reference sites are invalid? Not at all. As in any marketing, you just need to ensure your resource is appropriate and best promotes your potential to benefit and delight, strong word, yes, but delight, clients and prospects.
How’s this done? Around the country progressive law firms are fast creating a core of syndicators for a new suite of business advice websites delivered by a specialist publisher and backed by Google. How does this work? The Law Donut syndicates with regional law firms, while sister sites, IT Donut, Start Up Donut and Marketing Donut, syndicate with Chambers of Commerce, Councils, other Professional Services and Enterprise Agencies. All the sites are linked and governed by postcodes captured in registration so creating expansive, leveraged local networks of SME business opportunities for those involved.
To check out how the Law Donut puts law firms in front of clients and prospects, link through to the massive legal resources on offer at the Andrew Jackson or Shulmans websites that you’ll find alongside the smiling faces of the fee earners.
Mike Owen www.lawdonut.co.uk
Comparison Sites
While I have not seen the wigster site, so am unable to make a fully informed comment, one thing that springs to my mind is that this site will rely on the person(s) looking for a quote to give details. So the accuracy the accuracy of the details given will be important to obtaining an accurate quote.
Take probate for instance. I often find that during initial telephone enquiries, clients are inclined to tell you how simple the matter will be. "Oh, only a small house, a few bank accounts and an insurance policy". Often, when I then meet them, it is clear there is more to it than meets the eye.
What then for the quotes given?
While sceptical, I can see how such sites may work for Wills, conveyancing, LPAs. Not so sure about other matters though.
Might work for slip and trip...
Comparison websites may well be the way forward for a tripper and slipper but when the claimant needs to find a specialist firm than the concept falls.
Can see the benefits and the
Can see the benefits and the pit-fallls and only time will tell but lets remember the issue of access to justice.
If comparison sites can improve this then I am all for it.
As online shopping trend is
As online shopping trend is growing fastly as comparison site business is also grown. In my view it the investment on comparison sites is not a bad deal. IT business man can earn as much as they can from that site as they had done from other niche. It's scope is growing with the passage of time.