How to conduct a competitive analysis for law firm

Read this complete guide to competitive analysis for law firm.


A competitive analysis is the process of identifying the brand’s main competitors and evaluating their strategies. Furthermore, it provides you with the opportunity to improve your marketing decisions. For example, it gives you insights in resources your law company could use to dominate the market.

Knowing what’s working for your competitors and what isn’t, will help you plan your brand’s social media presence. Once you’ve found areas that you can exploit, shape them to suit your brand and your audience. Here are 8 steps to conduct a competitive analysis for law firm:

1. Identify your competitors

The first step of the competitive analysis for law firm is identifying your key direct competitors. A direct competitor is a business offering the same service to audience you are targeting. As a result, knowing their market positioning will help you determine your position on the market. 

Start with analyzing two types of competitors:

Direct competition is a business providing similar services to the same target market at a similar price point. Here’s how to identify direct competition:

  • Analyze search engine results (SERPs) for similar product queries 
  • Look at market share statistics using Statista or a similar source
  • Furthermore, see who’s sourcing products from the same suppliers/wholesalers as you plan to use
  • Finally, note brands your target buyers use or mention the most during interviews

Indirect competition is a business offering services that differ in some way, but could also satisfy the same customer demand. Furthermore, it is related to more established brands, evaluating new product ideas or new markets. 

2. Perform a competitor SWOT analysis

SWOT is one of the tools for performing competitive analysis for law firm. By using the SWOT framework, you can identify your competitor’s weak areas and missed opportunities. Also, SWOT help you estimate other brand’s strengths and potential operational risks.

Once you’ve discovered your direct competitors, analyze their business from the perspective of Strengths, Weaknesses, Opportunities and Threats. 

Moreover, your analysis should cover the following areas:

  • Brand positioning
  • E-commerce website
  • Customer experience 
  • Sales strategy
  • Pricing strategy
  • Marketing strategy
  • Content strategy 
  • Discounts/Promo strategy

Contrast the competitors’ weaknesses against your strengths. Furthermore, pay attention to the opportunities they are missing. Consequently, strengths and threats will help you better measure the overall market conditions and prepare you for improvement.

Checking your competitor' online presence is one step in conducting competitive analysis for law firm.

3. Examine your competitors’ online presence

According to the research, 59% of US consumers will abandon a brand after several bad experiences. Therefore, treat competitor research as an opportunity to close the gaps on your website design roadmap. 

Use this 5-step UX research framework developed by Erin Sanders from the Research Learning Spiral:  

  • Set the objectives: Analyze the competitor’s navigation, service catalog, service listing, on-site marketing tools etc.
  • Create research hypotheses: Use the previous SWOT competitor analysis to create assumptions about their customers. For example: Does competitor’s content help buyers decide on the service? 
  • Select your research methods: Use both quantitative and qualitative methods for evaluating their UX/CX. Quantitative methods include benchmarks, user testing data, performance metrics, etc. In the other hand, qualitative methods include surveys, focus group interviews, customer reviews, etc.
  • Conduct the evaluation: Get as much data as you can during the set research timeframe.
  • Finally, use the obtained information to fill in the knowledge gaps and evaluate alternative design opportunities.

4. Determine their market positioning

Competitive positioning is your core “differentiator” from others. Hence, discover your competitor’s unique value proposition. In short, find the factor that attracts new customers to them.

To map which position competitive brands hold on the market, do the following:

  • Identify the primary group of customer needs that you plan to address. 
  • Choose a geographic region you want to study.
  • Decide if you want to track the entire market for a product or only a specific segment. 
  • Select a price range you want to analyze.
  • Identify what primary benefit the customer receives at different price point.
  • Furthermore, organize competitors by product price and its level of primary benefit on the map.

5. Look at their pricing and current offers

Perceptual mapping helps identify how different competitors price their services and where you could fit in. This data gives you insights on how much people are willing to pay for different types of services.

Moreover, as you analyze the competitors’ prices, pay attention to greater value they are providing. Read here how to get started with positioning maps.  

6. Learn about the technology they are using

When doing competitive analysis for law firm, pay attention to the following:

  • What type of e-commerce solution does the company use — open source, SaaS or headless commerce? 
  • Do they rely on any custom extensions/ plugins?
  • What types of supporting systems do they use — e.g., payment processors, email marketing service providers, 3PL integrations, etc.? 
  • Are they using any innovative technologies such as AI, chatbots, AR or VR to deliver an immersive shopping experience?
  • Finally, is there any way you can offer a better online experience by choosing another technology method?

For example, an easy way to learn about the competitor’s tech stack is to analyze their website with BuiltWith.  

Learning about the technology your competitors are using is one step in conducting competitive analysis for law firm.

7. Review social media performance

Social networks are valuable source for customer data you can leverage for service development and brand positioning. Here’s how to conduct a competitive analysis for law firm using social media:

  • For a start, browse mentions and hashtags to evaluate overall conversations.
  • Read the latest reviews. These could help identify weaknesses you could improve upon.
  • Check their content calendar: What types of visuals do they use?
  • Moreover, estimate their engagement levels per post.
  • Finally, discover if they partnering with influencers. Furthermore, who are they working with and why?

Additionally, if you have the budget, invest in social listening and sentiment analysis tools. Some good options are BrandwatchSocial Searcher and Critical Mention.

Social media listening brings deeper, more valuable digital consumer insights in real time. In fact, with the right tool you’ll understand how consumers feel about your competitors’ services. In addition, you’ll identify emerging trends and discover new brands.

Once you’ve established who the competition is, get started with collecting and analyzing data about your competitors.

8. Stay aware of your competitors

To keep your competitor research structured and easy to re-visit in the future, use the following competitive analysis frameworks:

Also, stay up-to-date by monitoring their:

  • Social media: Add them to your social media analytics tool to gather valuable insights.
  • Search engine results (SERPs). Analyse your competitor’s keyword ranking with tools such as Ahrefs and Semrush.
  • Online coverage: Set Google alerts for their brand to check when they get mentioned by the media.
  • Traffic volume and sources: Try SimilarWeb which provides free website traffic analytics.


In summary, knowing how to conduct competitor analysis becomes crucial for understanding how to effectively enter a growing competitive market. Competitor analysis not only helps you learn about others, but also identify areas where your brand can improve.

Including competitive analysis in marketing plan demonstrates that you’re aware of the competition and familiar with marketplace. Moreover, that you have plans to compete at the same level as established brands.

Finally, schedule a competitive analysis for law firm on a regular basis and consider it as on-going process. Only that way you can clearly understand your competition and evaluate your own market position. In addition, you can exploit their weaknesses to your competitive advantage and seek to improve your own marketing efforts.

A competitive analysis is an important part of your business strategy.

In order to properly develop and execute it, contact us today.

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