1 March 2010

QualitySolicitors

QualitySolicitors is a UK-wide network of c.200 independent law firms ranging in size from sole practitioners to 40-plus partner firms.

The aim of QualitySolicitors is to develop the first “household name” legal brand name. Our members increasingly share their own branding with the QualitySolicitors branding and our message to consumers of legal services being to search out their local QualitySolicitors firm for any legal need they might have.

Whilst we provide members with work, we are not, by purpose, another “referral organisation”. Our focus is on providing our members with a means to differentiate themselves from their local competition and, as our brand grows in awareness, for our members to be specifically sought out because of them being part of QualitySolicitors.

The organisation is founded on the belief that the fragmented legal market presents consumers with an unenviable task when choosing a solicitor with too much choice and too little meaningful differentiation. It is this that drives the increasing selection of law firms based on price and it is this that will ensure the legal market is ripe for exploitation by recognised brand names post-Legal Serivces Act. Faced with 15 local firms who all appear very similar why wouldn’t a consumer save themselves a lot of time and trouble of researching in more detail and simply gravitate towards Co-op or “Halifax Solicitors”?

Our goal is to provide a similar brand name but made up of high-quality, independent law firms. We select firms primarily on the basis of their customer service levels and require them to receive consistently positive feedback from the public in order to remain as members.

In 2010 we will be launching a revised website along with our national TV advert, as well as tie-ins with existing brands who wish to use our firms to provide legal services to their clients. We additionally provide our members with other opportunities presented by the economies of scale involved in an organisation of our size; ranging from everything from reduced PII to websites and SEO. Increasingly we aim for our members to be able to be competitive with the much larger organisations in these resource related issues.