This article suggests that a high volume of legal business is derived from online searches. Whilst there are progressive law firms such as LHS there is a huge opportunity for others to follow and build their online presence as a source of new business.

A more alarming reason to increase expert-led content within legal firms is benefit this deficiency is providing to the unregulated sector

With 20-30% of the unregulated sector accounting for total turnover a lot of this is attributed to firms not appearing on page 1 of Google (interesting the study did not look at Bing!). 

Why is this happening? The simple reason that not enough regular, fresh and expert-led content is being curated.