The top 10 law firms in the UK are charging clients almost 40% more per hour than they were five years ago, a survey has found, as inflation and the continued growth of US firms in London pushes up fees.
The biggest UK firms charged an average of £449 per hour in 2024, compared with £321 in 2019, according to PwC’s annual law firm survey published during October, with double-digit growth in average rates across the whole of the top 100 UK firms.
This price increase is due to a competitive talent market driving up salaries, along with US firms generally charging higher hourly rates than UK firms, which has allowed UK firms to adjust their pricing accordingly.
I don’t know about you, but I struggle with the idea of paying more for the same service. Especially at a time when rising costs are affecting everyone. There’s a real risk of alienating consumers. Is there something law firms could do to soothe that particular burn? Funny you should ask…
The marketing “elephant in the room” for law firms
As an individual, when you need the services of a law firm, you’ve probably found yourself in a bit of a sticky situation, or at least a situation you are utterly unqualified to deal with yourself. You need advice, and you need it quickly.
You search Google for the legal service you need, you click to the website that seems to suit your needs and… everything is written in high-level English, with jargon and legal terms liberally scattered. You have no idea what any of it means, so you’re forced to get in touch.
Therein lies the problem, and the opportunity for law firms. As a marketing professional, I have worked with many law firms, and one of the hardest things to change is their content. There seems to be a real fear of referring to a service without using the correct legal terminology, whether it serves the client or not.
How could this situation change?
Enter the European Accessibility Act, a prime opportunity for law firms to reposition themselves. The Act, designed to make services and digital products more accessible to people with disabilities, extends beyond physical infrastructure to digital accessibility.
Law firms that embrace this shift toward clearer, more accessible language stand to benefit. It’s worth remembering that the average reading age in the UK is 9 years old, so by simplifying their communication and removing jargon, law firms can make their services more approachable to a broader audience.
This pivot to accessibility does more than just tick compliance boxes. In fact, it could serve as a justification for increased fees. Firms that make legal services easier to navigate and understand are likely to attract more clients who appreciate transparency and clarity—qualities that many consumers feel are currently lacking in the legal sector.
Moreover, law firms that invest in user-friendly digital platforms will not only comply with new regulations but also stand out in an increasingly competitive market. They can demonstrate that they’re not just increasing prices because they can, but because they’re offering a service that’s truly valuable, inclusive, and future-focused.
No objections to long-term growth
Law firms that get this right will position themselves ahead of the curve, not only attracting more leads but also justifying higher fees in a way that resonates with modern consumers. Those who fail to adapt, however, may find themselves struggling to differentiate, leaving their higher rates difficult to defend.
With the legal industry now at a crossroads, firms have a prime opportunity to rebrand as accessible, consumer-friendly entities. And in a world where transparency and inclusivity are increasingly valued, that might just be the key to long-term success.
If you need some help improving the accessibility of your site, whether you’re a law firm or not, why not get in touch with a member of our team, who will be happy to steer you in the right direction.