LGC Blog ##LGC

The popularity of the legal profession in Africa combined with standardised legal practice has led to greater homogeneity amongst lawyers. Faced with this dilemma, the reality of globalisation and the growing presence of international players, how does a law firm business stand out of from the crowd in a market saturated with other great lawyers?

A key retention strategy for a successful African law firm must be partnership clarity i.e. transparency for rising legal stars on what it takes to make partner. That said many firms fail to clearly communicate their expectations or indeed the path to partnership.

According to the statistics, more than 60% of prospects who look for businesses online are more likely to use those who have an interactive and informative social media presence. Even in Africa where traditionally professional services marketing has been highly dependent on ‘in person’ business development, the power of technology means that increasingly online marketing and social media networking simply cannot be ignored.

According to a recent study by Citibank, by 2025, Africa will account for 12% of global legal spend. This represents more than double the amount of global legal spend just 5 years ago. In essence Africa presents a huge opportunity both for African law firms and for international law firms. Traditionally, the lion’s share of legal advice in connection with Africa-related matters has been performed in major capital cities such as London, Paris, Dubai, New York and Washington DC. However, increasingly law firms across African jurisdictions are securing engagements and accessing the legal spend of international clients. Consequently, as the legal market for Africa firms grows so too does competition for legal work given to both African and international law firms. In this challenging environment, how can African law firms protect their brand and relational capital with local and international clients?

Love them or loathe them, legal directories are a necessary part of the business development calendar for law firms. Whether your firm is intimately familiar with directories or grappling to understand the essential elements involved in gaining entry into sought-after rankings like Chambers, Lareine Gold Consulting (LGC) is experienced in helping law firms prepare successful directory submissions and develop a rankings strategy that takes the guesswork out of dealing with directories. Below we review a brief history of legal directories, discuss whether they are still worth the trouble and provide some best practice hints and tips.