Leveraging AI to level the legal playing field
SME firms’ agility enables them to deploy affordable AI tools quickly, allowing them to win new clients and outmanoeuvre Big Law, says RLegal Engineering founder and director Rob Lankester
In the competitive legal market, SME law firms are discovering that agility and speed are their greatest assets against the behemoths of Big Law. As a veteran of Big Law with more than a decade of experience in Legal Tech (six of those as an independent consultant), I am passionate about using this experience to help smaller firms compete.
Big Law’s need to navigate extensive internal reviews and consensus-building makes them slower to adapt, whereas SME law firms benefit from their lean structures. This allows for rapid decision-making and implementation of technologies at a fraction of the cost, providing them the nimbleness to outmanoeuvre larger firms.
Central to this strategic agility is the adoption of low-cost, scalable, and easily deployed cloud-based technologies.
AI chatbots to generate leads and enhance the client experience
Artificial intelligence (AI) technologies, particularly generative AI, are at the forefront of this revolution. RLegal focuses on deploying AI-powered Legal Lead Generation Chatbots specifically tailored for SME law firms. These chatbots can be rolled out in a matter of weeks and are designed to enhance client interactions and streamline lead generation, all without the need for direct human intervention.
“We love our new digital assistant Sophie. We know our clients and potential clients are all incredibly busy people and, when researching legal services, want answers to their questions fast,” says Farringford Legal founder Sarah-Jane Butler.
What sets these AI chatbots apart is their ability to engage potential clients visiting a firm’s website, answer their inquiries in real time, and guide them through the initial stages of engagement — capabilities that drastically reduce response times from days to mere minutes. This not only improves the client experience — a critical factor, as highlighted by the 58% of SME law firm leaders in the recent LPM Frontiers report — but also significantly boosts conversion rates.
Moreover, these chatbots offer 24/7 accessibility, automatic lead qualification, and integration into existing client relationship management (CRM) systems, enhancing both the user experience on the website and the firm’s internal efficiency. They are also customisable to reflect the firm’s specific services and culture, further aligning with each firm’s unique brand identity. Early adopters and forward-thinking firms like Farringford Legal are reaping the benefits.
“We love our new digital assistant Sophie. We know our clients and potential clients are all incredibly busy people and, when researching legal services, want answers to their questions fast,” says Farringford Legal founder Sarah-Jane Butler.
“Having a chatbot enables visitors to find answers from our extensive knowledge bank within seconds. It’s a brilliant initiative which demonstrates our expertise, supports the agility sought by SME owners and allows us a softer, lead generation mechanic,” she adds. You can view and interact with their chatbot here.
“Embracing AI chatbots is more than just a technological upgrade — it’s a strategic enhancement to how we interact with clients and manage leads,” says Butler. This adoption represents a cost-effective entry into legal tech, equipping SME law firms with the tools to compete in a rapidly evolving marketplace.
For SME law firms looking to gain a competitive edge, the message is clear: the future is here, and it’s powered by AI. RLegal Engineering is at the forefront, ready to help these firms make a significant leap forward.
To discover how AI can transform your firm’s approach to client interaction and lead management, contact me for a free consultation and live demo at rob@rlegalengineering.com or connect on LinkedIn.
