Decoding Digital Footprints of the Legal Industry – Part 1

The article delves into the online presence of law firms in India and New Zealand and uncovers the diverse strategies employed by firms, offering valuable insights and a comparative roadmap.
Bhavya Bhatt
Bhavya Bhatt

In the legal industry, having a strong online presence is no longer a luxury, it’s a necessity. Imagine prospective clients searching for legal counsel, scrolling through page after page of firm websites and social media profiles. Will yours stand out? Will it grab their attention and convince them you’re the right fit for their case?

This carefully curated digital footprint serves as your silent advocate, shaping perceptions and influencing decisions before the first consultation even begins.

But how do you build an online presence that truly shines?

The answer is not one-size-fits-all. Cultural nuances and regional priorities play a significant role in what resonates with your target audience.

Our team at Commwiser researched and studied the online presence of law firms in India and New Zealand in 2023. The research was published as reports. In this article, we delve into these reports and uncover the diverse strategies employed by firms, offering valuable insights and a comparative roadmap to unlock the full potential of your online presence.

The analysis is divided into two parts. Part 1 discusses the methodologies employed and a general overview of the digital footprint reports.

Whether you are navigating the bustling legal market of India or the digital landscape of New Zealand, prepare to step into the online spotlight and make your mark.

The Law Firm Digital Footprint Reports 2023

These reports delve into the digital footprints of law firms, shedding light on nuanced strategies that shape their online presence. A detailed analysis reveals both commonalities and distinct approaches, underscoring the global recognition of the transformative power of digital engagement.



The methodology employed for the Digital Footprint Report in India involved a detailed analysis of 20 law firms during the January to June period of 2023. The selection of law firms was based on criteria such as previous rankings, reputation, and size to ensure diverse insights. Data collection focused on website metrics and LinkedIn performance as LinkedIn is the most preferred social media platform for law firms. Tools like SEMrush and LinkedIn Analytics were instrumental, with SEMrush used for website metrics analysis and LinkedIn Analytics for insights into social engagement.

The analysis encompassed parameters such as website strength, popularity, audience retention, and LinkedIn effectiveness. The report generated insights by combining data from website metrics and LinkedIn analytics, offering a comprehensive understanding of law firms’ digital performance. The strategic use of tools provided nuanced insights, enabling practical recommendations to enhance online presence and engagement.

New Zealand

The methodology for the NZ Law Firm Digital Footprint Report in 2023 involved a detailed analysis of 10 leading law firms in New Zealand from June to November of 2023. Data collection utilized industry-leading tools, SEMrush and LinkedIn Analytics, ensuring a comprehensive assessment of digital performance. Website metrics analysis included parameters like audience retention, backlinks, organic traffic, design, and ease of use of the website. SEMrush and LinkedIn Analytics were strategically used to extract meaningful insights relevant to the legal industry.

The report aimed to provide actionable recommendations by analyzing website performance, user engagement, and online visibility metrics. The methodology was geared towards offering valuable insights for law firms to enhance their digital presence and engage effectively with clients in the evolving digital landscape.

General Overview


In India, the Digital Footprint Report underscored the pivotal role of a strong online presence for law firms in the contemporary digital landscape. There were parameters where law firms were advised on how neglecting their digital presence risked falling behind competitors, and a robust online presence could serve as a competitive advantage.

Building brand awareness and reputation was highlighted, with the website playing a central role in showcasing services, team members, and expertise.

Networking opportunities on platforms like LinkedIn are crucial for international connections, and storytelling through consistent online messaging contributes to shaping the firm’s narrative. The report emphasized that a strong digital presence was no longer optional but imperative for law firms to thrive in the digital era, requiring focus on website optimization, social media engagement, and online reputation management.

New Zealand

In New Zealand, the Digital Footprint Report for law firms in 2023 revealed a distinctive approach to bolstering online presence.

The key takeaways emphasized the critical importance of client engagement through well-designed websites and an active social media presence. The report emphasized the humanization of websites through authentic content and real faces as a means to enhance audience retention and engagement.

Active engagement on LinkedIn was identified as crucial, requiring regular posts and thought leadership content to showcase expertise. A comprehensive content strategy was recommended, encompassing thought leadership, PR, legal updates, and firm news to establish credibility and attract clients. The importance of SEO optimization for improved visibility and generating organic traffic was highlighted.  

In conclusion, the Digital Footprint Analysis of law firms in India and New Zealand illuminates the pivotal role of a strong online presence in today's legal landscape. Through meticulous research and analysis, we have unveiled the diverse strategies employed by firms to navigate the digital realm, offering valuable insights and actionable recommendations. Stay tuned for part 2 wherein we explore commonalities and contrasts between the digital presence of India and New Zealand along with some tips to enhance online visibility.

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