As you correctly reported, the internet is about to overtake traditional channels for people to find a solicitor for simple legal work, such as conveyancing and writing a will. However, I would suggest that law firms need to look beyond this to ensure that they maintain, or increase, their market share.

Firms not only need to embrace the internet to sell their legal services, either directly or through a third party, they also need to understand how digital economics are changing the way consumers value and purchase products and services.

As technology develops, the effect on the price of a product or service is usually deflationary, and law firms will quickly need to understand the concept of ‘free’ to entice, and maintain, business.

Consumers now expect many services to be offered free. The skill in marketing a law firm’s services is to look beyond charging for every simple task and to offer a ‘freemium’ – providing the customer with a free service to ensure they maximise profitable cross-selling opportunities and grow their customer base.

Richard Harris, Joint managing director, Totally Free Wills, Bury