Law Society debates the use of comparison websites in legal sector

3 November 2011

Legal services price comparison sites offer an accessible route to compare law firms, but consumers may not be comparing like-for-like.

A surge in consumers using online comparison sites for legal services has prompted the Law Society to analyse the complexities surrounding the ability to compare law firms online. A discussion paper, produced by the Society's Research Unit, acknowledges that the rise of electronic media has given consumers greater access to information about legal services and allows them to share their views on the provision of those services. The paper considers the challenges this presents to the profession and to the providers of comparison sites, to ensure that the information provided is useful and trustworthy.

The report notes that while price comparison sites may seem an easy and accessible way for consumers to assess services, consumers remain largely unaware that they are not always comparing like-for-like.

Law Society Chief Executive Desmond Hudson said; “Online comparison websites for legal services are a growing phenomenon and their emergence saves the consumer time. But price comparison sites need to be able to reconcile the public's desire for an instant quote with the reality that many areas of law are complex and cannot be achieved on a fixed-fee basis.

"A price comparison website cannot be fully effective without consideration of other areas such as quality of service; complexity of the case; interaction with the client and so on. How a comparison site can manage these aspects so that the information provided is not only useful to the client but also something they feel able to trust is a complex area of debate."

The Law Society this week hosted a seminar to coincide with the publication of the report. The discussion identified some key issues including;

-Why increasing transparency (driven by the proliferation of user review and price comparison sites) is helping to change the nature of the professional - client relationship

-Why a robust and proactive online strategy is vital in helping firms to win new business

-How embracing opportunities for client feedback (which such websites offer) can help firms to continually improve their client services.

Des Hudson, who chaired the event, said; "It was always our intention that this report would instigate thinking in this area, not arrive at a solution. It is clear from the discussions last night that the issues are complex and challenging. The Law Society will continue to work with members and stakeholders to take this debate forward."

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