When we published our recent blog, ‘Law Firms, Social Proof and Digital Marketing: Why the Legal Sector Is (Finally) Catching Up’, we were blown away by the response.

It turns out, a lot of you are grappling with the same challenges: getting buy-in for digital and social proof, proving marketing ROI, and figuring out how to make online reviews actually work for your firm.

Our conversation with Adam Hall (Head of Partnerships at ReviewSolicitors) and Sarah Sanderson (Head of Commercial Development at Footprint Digital) was packed with insights, ideas, and honest reflections about the state of digital and social proof in the legal world. So much so, we couldn’t fit it all into one blog!

So, here’s part two.

Law Firm Marketing is Often a One-Person Job

Sarah has worked with dozens of legal clients over the years, and one pattern comes up again and again: there’s usually one or two in-house marketers trying to do it all.

From reporting on campaigns, to herding partners for headshots, to trying to convince leadership that digital even matters: it’s often a lonely and stressful role.

“You end up with head chef syndrome,” she said. “There’s one person trying to run the whole kitchen, and no one sees or really appreciates what they’re doing behind the scenes.”

If that sounds familiar, know that you’re not alone, and that there are ways to bring others on the journey with you.

Reviews are SEO Gold Dust

One point Adam made that we didn’t shout about loud enough the first time: ReviewSolicitors is integrated with Google, which means reviews often appear directly in search results.

So when someone Googles your firm’s name, those shiny five-star ratings show up in the knowledge panel, not buried on a separate reviews tab or third-party directory.

That’s not just a reputational boost.

It’s a trust signal at exactly the moment someone is deciding whether to click or keep scrolling.

Leadership Resistance is Still a Real Issue

While the legal sector is catching up in terms of digital marketing, there’s still resistance which often comes from the top – the Highest Paid Person’s Opinion. The HiPPO. 

Adam shared that one of the biggest blockers to review adoption is senior partners who are hesitant to open themselves up to public feedback. 

It’s understandable, especially in a high-stakes profession built on reputation.

But as he put it:

“People trust firms that are honest. A five-star review is great, but a four-star review with a thoughtful response? That’s even better.”

The future of law firm marketing isn’t about avoiding criticism. It’s about responding with transparency, care, and professionalism.

Still Not Using GA4? You’re Flying Blind

This one came through loud and clear from Sarah: if your firm still hasn’t made the switch to Google Analytics 4, or isn’t tracking conversions at all, you’re missing out on crucial insights.

“Without data, you can’t make good decisions. It’s not just about traffic. It’s about understanding what actions people are taking and what’s actually driving leads.”

In other words: if you’re investing in digital marketing, make sure you can properly measure its impact and use that to understand what to do next. Otherwise, you’re throwing money into the void.

The Power of Peer Networking 

One of the most unexpected outcomes of our Legal Mastermind initiative has been how much firms are learning, not from us, but from each other.

Seeing another firm share a positive result, whether that’s gaining 100+ reviews, running a successful LinkedIn campaign, winning an award, or launching a new website, gives others the confidence to try something new themselves.

Adam calls this “peer-powered change.” 

It’s not about external pressure. It’s about being inspired by people in similar roles, solving similar problems.

And it works.

Want More?

We’ll be continuing these conversations with marketers, managing partners and digital specialists across the legal and professional services world. If you’d like to hear about upcoming Professional Services Mastermind sessions, on demand webinars, or want to talk through how reviews or analytics could support your strategy, let’s chat.

Because the truth is, law firm and professional services marketing is changing fast, and no one should be left behind.