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Thorntons Family Law
Sectors: B2C, Professional Services
Location: Dundee


Thorntons Law is one of the largest independent full service legal firms in Scotland. From its headquarters in Dundee it serves clients across the country and has a large expert family law team of solicitors.

The Thorntons Family Law team are instructed in a wide range of family law matters including divorce and separation work, child disputes, cohabitation matters, prenuptial agreements, dissolution of Civil Partnerships, adoptions and representations at children’s hearings.

Following its recent mergers, Thorntons was keen to exploit the depth of expertise and skills across its enlarged team and locations.  With competition ‘on the up’ and people increasingly searching online, Thorntons looked to Robertson Collaborate to work with it to shape its strategic direction, in particular its online presence.

The Challenge

Family law is more complex than ever and consumers are more inclined to seek routes that do not involve courts.  They also expect an ‘always on’ service and are increasingly searching online for information about family law and family law solicitors. With more consumer awareness of choice when selecting legal firms, and an expectation of greater transparency about costs, Thorntons needed to stand out from its competition and get found online.

The Solution

Robertson Collaborate first undertook a review of the family law sector in Scotland, including market research and competitor analysis. Then, having developed a strategic marketing plan, working closely with the Family Law team, Robertson Collaborate developed the Thorntons Family Law proposition, its online presence and a customer acquisition model. Importantly, every stage of the customer’s experience, from their initial online interest to enquiry and service delivery, was considered and improved. This ensured the customer experience matched the proposition.

The Result

Where Thorntons was previously getting only a few online enquires a month, online enquiries now represent almost 20% of all enquires.  And three out of every four cases are new clients that the firm has had no previous relationship with. Thorntons is now getting found online and being known for its family law specialism.

“Having worked with John for the past 12 months, I can say that what he does, works.  He has helped our team of lawyers to understand the importance of digital marketing and to ensure we are offering our prospective clients the content and information they are looking for.  The results have been impressive and I look forward to continuing to work with Robertson Collaborate in the future.” 

Amanda Wilson, Family Law Partner, Thorntons



"Having worked with John for the past 12 months, I can say that what he does, works." Amanda Wilson 

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