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SRA mandate that law firms must display certain prices

View profile for David Gilroy
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As you know, the SRA are close to issuing their final guidance on the new ‘pricing transparency’ mandate that the LSB have given them.  Previous stories on this have been published by the Law Gazette and The Law Society , who have a guidance document you can download.

Put simply, if you advertise any one of the following seven areas of law impacted by the SRA ruling, you will need to display pricing on your website :-

- residential conveyancing
- probate (non-contentious)
- immigration (except asylum)
- road traffic offences
- employee and employer tribunal claims (unfair/wrongful dismissal)
- debt recovery (up to £100,000)
- licensing applications for business premises

Last week I had a call with Jackie Griffiths, Policy Manager, SRA. Here are my call notes.

Our Approach

We have a number of clients that already publish some price information and are reviewing how they provide pricing information already, but also coming up with some ideas of our own.  At the simplest level you can just put some text on each services page with pricing information.

The Psychology of Providing Prices on Websites

We’ve provided guide pricing on our website since we started the Conscious business 15 years ago. My gut feeling is that less than 50% of people ever check the page before contacting us.  Now, we do not have it shouting out on our home page, but it is two clicks away under our main menu.

But, in a world where it is mandatory to show prices, one thing I believe is that firms who put transparent pricing front and centre will do better than those who bury it.

For example, someone searches for ‘conveyancing’.  Your website is top in Google so they click through and right there at the top of the page is a ‘transparent pricing’ advert, button, panel.  They look at your pricing and they are given some ‘certainty’.  But if they do not know you, they probably go back to Google and look at the No.2 ranked site. They visit that site and there is no obvious pricing.  Who do you think they will trust more?

So, over the next few weeks we will be putting together a document that lays out a number of options for what we think ‘works’.  Much of the work a law firm will be able to do yourself via your website content management system, or, of course, if you want, we can take care of it for you.