« I swear, as a lawyer, to perform my duties with dignity, conscience, independence, probity and humanity”. What role does the oath taken by lawyers play in attractiveness and competitiveness, both nationally and internationally ?
It’s a simple fact: the easier access to the law is facilitated by new legal tools and players (internet, legaltech, etc.), the tougher the competition. So it makes sense to use competitive tools. In this increasingly competitive environment, communication, more than ever, could well play a decisive role for law firms.
It’s no easy task to juggle the dual roles of law firm and entrepreneur. Serving the public and attracting clients: the two tasks seemed irreconcilable. For a long time, the French lawyer was imprisoned in the image of the disinterested professional, detached from pecuniary concerns. Although still strictly regulated, communication by lawyers in France now encompasses a wide range of activities: internet communication, personal advertising, personalized solicitation – the opportunities have multiplied in recent years.
Despite a relaxation of the rules and encouragement from the Conseil national des Barreaux, more than half of French people say they have difficulty finding a lawyer (56%, according to a survey conducted by mon-avocat.fr in March 2019). While word-of-mouth is effective, this search is mainly conducted via the Internet.
While the number of law firm websites is growing, a discrepancy is emerging. On the one hand, some firms stand out for their ability to offer innovative products on the market, but also to produce relevant content. On the other, some firms seem to have missed the digital boat, or at least are struggling to optimize their websites.
Between ethics and attractiveness
For example, while our German neighbors do so almost systematically on their websites, the French seem reluctant to disclose the amount of their fees. Yet recent studies into the relationship between lawyers and the public have shown that a lack of transparency can lead to reluctance. In fact, the CNB encourages fee transparency.
Citing references or “business cases” on the firm’s website also remains an ambiguous issue. Lawyers are bound by professional secrecy, but certain cases, known to third parties, fall outside this obligation. In practice, many law firms take the risk of quoting the names of prestigious clients, or “big cases”, as the recognition and trust placed in them by their clients is a guarantee of quality on the web.
Communication for international development
Lawyers also take advantage of other communication channels, notably social networks and press relations. As good business leaders, lawyers make themselves known to the general public and stand out from their competitors. However, while progress has been made, there is one area in which the French lawyer is still on the sidelines: global competition.
With websites and content mainly produced in French, the organization of international events too exceptional, partnerships with foreign players still rare, and a lack of visibility for participation in world-renowned conferences, French lawyers and players in the profession are arming themselves too timidly to take on their international competitors. By grasping the challenges of cross-border communication, French lawyers have the power to raise the profile of the profession abroad.
