I-COM had the privilege of sponsoring the Lawshare Conference 2024 in October 2024. There are currently over 700 Lawshare members, with over 50 attending the conference on the 17th of October at The Lowry Hotel in Manchester.
Inspired by the 80’s card game, Top Trumps, I-COM used 5 variables to measure and compare the digital marketing success of Lawshare member Firms, attending the conference.
At I-COM we focus on integrated & tangible digital marketing recommendations that will drive growth for brands, in all sectors.
PAE is our planning framework and allows us to focus on activities that we know deliver value and outcomes, starting with Presence.
For our version of Top Trumps, I-COM focused on 5 key metrics, across the PAE framework for each of the Lawshare legal firm’s websites:
- Performance - Mobile page speed score out of 100. Measured using Lighthouse.
- Accessibility - Accessibility of a website, scored out of 100. Measured using Lighthouse.
- Domain Rank - The authority of a website, scored out of 100. Measured using Ahrefs.
- Monthly Visits - The number of monthly website visits. Measured using SimilarWeb.
- Engagement - A combined score reflecting bounce rate, time on site, and pages per session. Created using SimilarWeb data, where a score of >100 is considered strong.
Performance, Accessibility, and Domain Rank scores reflect the ‘Presence’ of a website, whilst monthly visits reflect ‘Awareness’ and Engagement reflects, perhaps more obviously, ‘Engagement’.
In the spirit of Top Trumps, the player can use any of the 5 metrics to win the hand. There were many law firm websites having strong individual scores, however, which websites were the strongest across all PAE metrics? After all, sustained marketing growth depends on all PAE aspects working together to create the most value.
9 legal firms scored highly, from an integrated perspective across the 5 metrics.
The Top Trumps:
Whilst there’s always room for improvement www.vardags.com, www.harrison-drury.com, and www.ringroselaw.co.uk have a strong balance across all metrics - which suggests a higher PAE score and a historic focus on sustainable growth. However, they will need to consider investing in ‘Presence’ and specifically a mobile-first website to ensure future sustainable growth.
Tier 2 Trumps:
www. psg-law.co.uk, www.rowlinsons.co.uk, and www.tuckerssolicitors.com have started to create a ‘Presence’, but could consider improvements in ‘Awareness’ and ‘Engagement’ activities to support sustainable growth - with a strong focus on SEO.
The best of the rest:
As with Tier 2 firms, www.poolealcock.co.uk, www.hedgeslaw.co.uk, and www.russellrussell.co.uk, have clearly invested in ‘Presence’ but need to ensure ‘Engagement’ is a consideration to make their website more relevant and congruent to the ‘Awareness’ activities - which could be wasted if they are targeting less relevant audiences with less relevant messages.
If you’re a Law Firm interested in learning more about PAE and your marketing growth opportunity or would like us to send a pack of Lawshare 2024 Top Trumps, then please contact us via email at info@i-com.net or phone: 0161 402 3170.
