Legal Digital Maturity: Scoring Rationale

Legal Digital Maturity: Scoring Rationale

Learn more about the methodology behind the digital maturity of the UK’s top law firms

Aim

For Kagool to understand the digital maturity of UK legal websites, a wide range of data needed to be captured and analysed. The data for this report was collated on 9th and 10th of July 2018 and all information is accurate to the research period.

Our aim was to collate and analyse information on each of the UK’s top 62 legal firms to learn how each performs digitally. By measuring key metrics in 8 core aspects of the firms’ digital marketing activity, we’re able to calculate an overall digital maturity score (%).

The categories measured include:

  • Mobile Optimisation
  • Calls to action
  • Content
  • Email Marketing
  • Search marketing
  • Social Media
  • Website Speed
  • Utilities (client area)

The top 62 law firms are chosen based on The Lawyers’ 2017 ‘Top 200 UK legal firms’ by financial standing. Each company is given a score of 0-10 for each category and an overall score of 80. This is then converted into a percentage to give an overall view of how digitally mature the firm is.

Mobile Optimisation

We used Google’s, ‘Mobile-friendly test’ tool is used to test how easily a visitor can use a web page on a mobile device.  Each website was given a score based on the google test results:

  • 0 errors = 10 points,
  • 1 error = 7 points,
  • 2 errors = 5 points,
  • 3 errors = 3 points,
  • 4+ errors = 0 points

Calls to action

Each firm was given a score up to a maximum of 10. They were awarded 2 points for each of the following calls to action that were applicable to their site:

  • A link to contact page on the primary navigation
  • Online booking function
  • Live chat functionality
  • Clear call to action on homepage
  • A phone number on the main contact page or homepage

Content

The website’s blog / insights page was reviewed for the period April, May, and June 2018. For each month the amount of content posted was counted. This was then added together and divided by three to give an average amount of content posted per month.  1 point was given per average post up to a maximum of 10. A score of 0 was given if the company had no blog or posted no content.

Email Marketing

Each company was scored either 0, 5 or 10.

  • 0 = no option to sign up to email on the website
  • 5 = newsletter / email sign up on website however no welcome or confirmation email was received within 24 hours of registration
  • 10 = newsletter / email sign up on website and confirmation or welcome email received within 24 hours of registration

Search

We used SEMrush, a competitive intelligence suite for online marketing, to look at 9 different variables which would affect a firm’s search marketing.

  • Google UK organic traffic
  • Google UK keywords
  • Organic traffic cost
  • Google UK paid traffic
  • Google UK paid keywords
  • Paid traffic cost
  • Total domain backlinks
  • Referring domains
  • Referring IPs

For each variable we scored the companies that ranked in the top 20 positions 1 point. The next 20 companies received 0.5 points, and the bottom 22 companies 0 points.

The points for each company’s variables were then added up to a possible score of 9. The top company overall was given a score of 10.

Social Media

We looked at how each firm uses 5 social media platforms (Facebook, LinkedIn, Instagram, Twitter & Google+). For each social platform a company was given 1 point if they used the channel moderately (1-5 times per month (April, May, and June 2018)) they would be given 2 points if the posted more regularly (5+ times per month). An additional 1 point would be given if they had a clear link to any of their social platforms on the homepage. A maximum of 10 points was available per company.

Website Speed

Google’s website speed tool was used to test the mobile website speed of each website on a 3G connection. Each company started with a score of 10 and one point was taken off for every second a site took to load. For example, if a site took 7 seconds to load they would be scored 3. Any site which took 10 seconds or more to load was given 0 points and their time noted down to provide accurate ranking.

Utilities

The law firms were given a score of either 0 or 10. O would be awarded if a company didn’t have an online client portal and 10 if they did.

Additional information

Bryan Cave Leighton Paisner have recently been formed by the combination of Bryan Cave and Berwin Leighton Paisner. As they are still using the two individual websites the scores form both original companies were calculated and averaged for all the variables.

We have acted to ensure that the data is as accurate as possible. To ensure that the results were accurate we followed a rigorous and scientific process throughout the study. This included secondary individuals following the same rationale for a selection of legal firms to ensure that the same score was reached upon retesting.

Please note, this is a research piece. Not all the top 62 UK law firm’s websites have been designed and developed by Kagool. Any imagery taken from the legal websites and used as part of the report was taken in August 2018.

For further information please get in touch.