In the fast-moving world of digital marketing, some industries are better at adapting quickly, whilst others take a little longer. The legal sector has traditionally been one of the latter.

But that’s changing.

A combination of digital innovation, stronger partnerships, and community-led learning is helping law firms step into the future.

A recent conversation between Sarah Sanderson, Head of Commercial Development at Footprint Digital and Adam Hall, Head of Partnerships at ReviewSolicitors, explored what’s shifting in the legal industry and how digital tools like review platforms and knowledge-sharing communities are playing a vital role.

Here’s how it all unfolded.

A New Era of Digital for Law Firms

Both agreed that Law firms are finally embracing digital marketing in a more meaningful way. When Adam first joined ReviewSolicitors, the business had only five employees. Today, they support more than 4,000 law firms across the UK.

That growth is a direct reflection of how many firms are recognising the importance of their online presence and social proof.

Like many industries, Adam explained that most legal websites sound the same, filled with claims about excellence, experience, USPs, and award wins. What they often lack is that vital social proof. 

Consumers now expect more than just promises from the brand. They want to see evidence from people like them who have interacted positively with that brand.

This is where impartial review platforms come in.

By showcasing client feedback, law firms can build trust in a way that a polished website homepage never could.

Social Proof Has Become the Standard

Social proof is no longer a nice-to-have. For any brand.

It has become an essential part of how people choose everything from holidays and restaurants, to their legal representation.

Adam shared a powerful insight from a pilot project conducted with the Solicitors Regulation Authority. It revealed that 88 percent of people who had recently instructed a law firm visited a review site before making their decision.

In emotionally sensitive areas such as family law, where trust and communication matter as much as legal expertise, a heartfelt client testimonial can carry more weight than any accreditation or glossy corporate brochure.

Clients Want to Know Who They’re Working With

ReviewSolicitors also offers individual solicitor profiles, allowing clients to leave feedback for specific lawyers rather than just the firm as a whole. 

This helps potential clients feel more confident in the person they’ll be dealing with, not just the name above the door. 

Adam pointed out that the most visited page on a law firm’s website is usually the “Meet the Team” page, which shows how important it is for people to feel connected to a real person.

Internal Insights Are Just as Valuable

The benefits of collecting reviews go far beyond marketing. 

Client feedback provides valuable internal insights as well. 

For example, if clients repeatedly mention slow communication or confusing processes, firms can use that data to  processes and services. 

Even negative reviews have value, as they demonstrate transparency and provide a more realistic, trustworthy image of the firm. According to Adam, a 4.7-star rating based on hundreds of reviews is often more convincing than a perfect five-star score, which can seem suspicious or overly curated.

What’s Holding Firms Back?

Despite the clear benefits, some firms are still reluctant to embrace client feedback. 

Adam noted that common concerns include a fear of receiving bad reviews, a lack of time, or the belief that their current referral-based model is good enough. 

Others simply haven’t taken the first step. Sarah compared this to the “head chef syndrome” that our agency often sees amongst digital marketing managers, where one person is trying to do everything, and important priorities like social proof gathering get bumped down the list because one person cannot do everything. 

The Power of Community in Legal Marketing

Over the last year, Sarah has been focused on building learning spaces for law firm marketers through Footprint Digital’s Legal Mastermind initiative. 

The initiative brings marketers, partners, and fee earners together for monthly sessions focused on digital strategy, data analysis, and marketing best practices.

What started as an educational series has evolved into something much more. Firms are now collaborating, sharing ideas and even referring clients to one another. 

Being in the room with like-minded professionals helps legal marketers realise they’re not alone and that there’s support available to help them move forward.

Peer Influence Drives Adoption

The community-driven model has proven especially effective in helping firms understand the power of tools like ReviewSolicitors. 

When marketers see their peers successfully collecting and using reviews, it sparks curiosity and encourages adoption. 

This peer-to-peer validation works because it’s not coming from a salesperson. It’s coming from someone in a similar role, facing similar challenges.

Traditional Tactics Are No Longer Enough

Many law firms are still overly reliant on traditional marketing methods. But as Sarah highlighted, staying the same means standing still and getting left behind. 

Firms that don’t engage with the next generation of clients will be overlooked by them.

Younger audiences expect digital fluency and seek out online reviews before making decisions. If firms aren’t visible in that space, they risk becoming irrelevant.

Adam echoed this sentiment, adding that review platforms have become part of the fabric of modern consumer behaviour. 

Whether someone is choosing a pair of trainers or a solicitor, the expectation is the same.

People want proof from other people like them who have already used that product or service that they’re making the right choice.

Getting Started: Advice for Law Firms

For firms just beginning to think about their approach to reviews, marketing or community, both Adam and Sarah offered the same advice: start now.

Embrace transparency. Use data to understand what’s working. Don’t be afraid to ask for help. 

Whether it’s outsourcing your client feedback processes or joining a peer group to upskill, the support is out there.

Looking Ahead: The Future of Legal Marketing

The future of legal marketing lies in collaboration, visibility and continuous learning. 

Platforms like ReviewSolicitors, supported by educational communities like Legal Mastermind, are helping firms adapt to the digital world while staying rooted in the values that matter most: trust, professionalism and client care.

As the conversation came to a close, Sarah summarised the opportunity perfectly. 

‘Whether you’re trying to attract new clients, retain existing ones, or recruit top talent, reviews and client feedback play a central role. They don’t just support marketing. They help tell your story.’

And in an industry built on reputation, that story has never been more important to share.

If you’re interested in finding out more about ReviewSolicitors, or carrying on the conversation about digital marketing and social proof, get in touch.