More searching, more finding, more solving, more refining, more efficiency – this is future law.

There was an interesting piece on the Legal Futures site that I read today, More people searching for legal terms online.

Why is this happening? Have people just discovered the law? Have people just discovered the internet? Or do people have a need and their first instinct is to go to that most valuable piece of digital real estate..that box in the top right corner of any browser and start searching out solutions to their problems.

What is going on is exactly what is going on everywhere. More searching, more finding, more solving, more refining, more efficiency. This is the ‘click:solve’ culture that all of you reading this now accept as the relative norm.

Law firms may think it is enough just to have a standard brochure website. But this is a crowded market and even with precision SEO, the market will make it’s own mind up.  And making up of minds is now moving into the time space of seconds…”see it, like it, want it.” So making your site a compelling capture tool is going to be strategically critical.

Remember -  just because a consumer starts finding online does not mean they always have to be served online <- VERY SIGNIFICANT

Consumers (you and me) will decide on this “more…” culture. We will all decide what works and what doesn’t because we are all part of the platform. Whilst law firms will have less control, they will have some and the smart ones will have a lot. So it is important to get your product and position right.

And when consumers find what they like leave it to them to spread the word through a myriad of social tools based on how you helped them, how you solved their problem. Don’t go and hunt them down and get in their face.

Human beings don’t like to be hunted they prefer to discover.

You don’t need to focus so much on the social, you need to focus more on the solution, making sure it is accessible, transparent and relevant.

Leave the choice to the market, just make sure option is more compelling than your competitiors.