INSIGHTS
Understanding digital-first consumer behaviour
UK law firms must adapt to meet the growing demands for convenience, transparency, and seamless online services to stay competitive.
Key topics discussed
Why UK law firms must adapt to the modern digital-native client
MLT has always prided itself on keeping ahead of the curve regarding digital marketing for law firms. We invest time and resources every year to keep on top of evolving technologies, best practice and ROI to maintain this position.
The last 5 years has seen the rate of change accelerating considerably, and there’s no hiding from where society is now, in all aspects of digital-first behaviour.
COVID definitely accelerated the process with the rise of remote working practices, then AI in the last 2 years further challenged what ‘best practice marketing’ looks like.
The digital revolution has had a profound impact on consumer behaviour, fundamentally transforming how people engage with services across all industries, including legal services.
Over the last two decades, the UK has seen rapid adoption of internet use, mobile devices, and digital platforms. These changes have shifted client expectations, particularly in how they want to access and engage with legal services.
For UK law firms looking to remain competitive, it’s essential to understand the digital-first benefits for all businesses and digital-native client expectations.
These clients now demand and expect convenience, speed, transparency, and the ability to interact with firms online, at their own convenience. To meet these expectations, law firms must embrace digital transformation across all aspects of their service and digital-first brand behaviour.
“Embracing digital transformation is not just an option for law firms; it is essential to attract and retain the modern consumer”
The internet's growth and changing digital channels in the UK
In 2024, 98% of UK households had internet access, compared to just 27% in 2000, according to the Office for National Statistics (ONS)
The internet’s rise, coupled to the increasing adoption of smartphones, has changed how people interact with all types of services.
According to Global Digital Insights, 87% of UK adults now own a smartphone, enabling them to access services anytime, anywhere
This convenience has influenced how clients expect law firms to engage with them too – clients no longer want to visit a physical office or wait for office hours to seek legal assistance. Instead, they want immediate access to information, the ability to communicate with firms online, and self-service options for managing their cases.
For law firms, this shift requires a rethinking of how services are delivered. Firms that want to meet client expectations must ensure they are accessible across multiple channels, offering digital solutions like online booking, 24/7 chatbot support, and self-service portals.
Studies show that approximately 30% of law firm leads are never followed up. This is often due to poor lead-handling processes, or the front-office failing to appropriately capture or escalate enquiries.
The demand for immediacy and 24/7 service
A survey by Accenture revealed that 85% of UK consumers expect companies to offer self-service options that allow them to interact with services online, without the need for human intervention
Clients also expect faster response times – gone are the days when clients were willing to wait days or weeks for follow-up on their legal matters. However, Clio reports, 50% of law firm clients expect a response to their legal enquiry within 24 hours. However, on average, 35% of all lead calls to firms are lost due to poor management and response.
Law firms that fail to provide immediate engagement risk losing leads to competitors who can. Automated solutions like AI-driven chatbots, which can handle initial enquiries and book appointments, are becoming essential to meet these needs. 30% of legal consumers have interacted with AI-powered tools when dealing with legal services.
Law firms that respond to leads within the first hour are 7 times more likely to convert those leads into clients. Despite this, 42% of law firms still take more than three days to respond to new client enquiries, with some failing to respond at all. Failing to meet these expectations leaves firms vulnerable to losing leads to responsive competitors.
“Law firms that respond to leads within the first hour are 7 times more likely to convert those leads into clients.”
The digital-first mindset: how clients make decisions online
The rise of digital channels has fundamentally changed the way clients seek out and select law firms. Today’s clients are better informed, more independent, and conduct thorough research online before engaging with a firm.
This behaviour extends to legal services, where clients want to understand the firm’s reputation, pricing, and areas of expertise before approaching them.
Law firms need to be aware of how important online reputation is in this new landscape.
For law firms, this means that having positive reviews, testimonials, and case studies prominently displayed on their website and social media profiles can greatly influence a client’s decision to engage.
This shift toward digital trust signals that law firms need to focus on building and maintaining strong online reputations to attract new clients.
Transparency, control and speed
In addition to expecting responsive, digital-first services, modern clients also expect transparency in how law firms operate. They want clear communication about fees, timelines, and the process involved in their case.
For law firms, being upfront about costs and managing client expectations is key to building trust.
Clients also want more control over how they interact with their legal service providers. The ability to track case progress, upload documents, and manage their interactions through a self-service portal is no longer a nice-to-have feature-it’s a necessity.
Finally, speed is of the essence. Clients expect timely updates on their cases and fast responses to their questions.
“Transparency, control, and speed are no longer luxuries but essential elements that consumers expect in their interactions with service providers.”
What UK modern clients expect from law firms today
The rise of digital natives – particularly Millennials (b 1981-1996) and Generation Z (b 1997-2012) has ushered in a new era of expectations for how legal services should be delivered. These generations are accustomed to using digital tools and expect law firms to provide the same level of seamless, tech-enabled experiences they receive from other sectors.
So, for you to be a modern digital-first that appeals to these audiences, the expectation is:
1. On-demand access: Law firms to be available 24/7, whether through chatbots, self-service portals, or online appointments. Clients want to engage with legal services on their own schedule.
2. Fast and personalised responses: Clients demand quick responses to their enquiries. They want personalised communication, tailored to their specific needs and concerns.
3. Transparency and honesty: Clients expect clear communication about costs, timelines, and expected outcomes. They value transparency and want to feel in control of their legal journey.
4. Online reviews and social proof: Positive online reviews, case studies, and testimonials play a crucial role in influencing a client’s decision to hire a law firm. A strong online presence is critical for building trust with potential clients.
5. Seamless digital experiences: Clients expect law firms to provide a smooth, user-friendly digital experience, from booking an appointment to tracking their case progress. Firms that invest in modern digital solutions will stand out from the competition.
“Today’s consumers demand more than just services; they expect a digital experience that is efficient, accessible, and tailored to their needs.”
Adapting to the digital-first era
The digital revolution has transformed how clients interact with law firms. Today’s digital-first clients expect convenience, transparency, speed, and control over their legal services.
Law firms that embrace digital tools-such as AI-powered chatbots, automated intake systems, and self-service portals-will be better positioned to meet these expectations and thrive in the rapidly evolving legal market.
MLT continue to evolve and adapt marketing strategies and techniques to ensure relevance and effectiveness in our services.
Understanding these digital-first insights has led to the development of our latest digital-first tool – ReceptIO. This AI-powered intake tool (development started in 2023) can engage with clients 24/7, ensuring that no enquiry is missed. Its primary goal is to offer solutions to many of the issues and shortcomings now faced by firms.
ReceptIO is now entering its pilot phase as our latest tool for firms aiming for digital-first status. Saving firms money, making more money, minimising loss and repositioning firms with digital native appeal to embrace and engage with.
To discuss any of the information here and/or information regarding ReceptIO pilot, please contact Stephen Moore.
Gavin Clark
Managing Director of MLT Digital.
YOUR LAW FIRM SUCCESS
Transform your practice with ReceptIO
Explore how ReceptIO can not only improve your client interactions but also position your firm for long-term success. For more information or to participate in our pilot phase, please contact Stephen Moore.
