| # | Firm | Overall | Search&AI | Authority | Earned | Content | Social | Trust | Cov% | Tier |
|---|
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About the Digital 250
The Digital 250 scores 282 UK law firms across six digital marketing pillars: Search & AI Visibility, Authority & Rankings, Earned Media, Content Engine, Social & People, and Trust & Conversion. Each pillar contains 4-15 metrics drawn from Ahrefs, Apify scrapes, Google SERP analysis, Chambers/Legal 500 rankings, Glassdoor reviews, YouTube data, and curated media monitoring.
Each metric is normalised to a 0–100 score within the cohort (peer-percentile or log-normalised depending on the metric type), then weighted within its pillar. Pillars roll up to the overall score using fixed weights (Search 22%, Authority 20%, Trust 18%, Social 16%, Content 14%, Earned 10%).
Coverage % indicates how much of each firm's total metric weight has a populated value. Confidence tier reflects coverage: high (≥70%), medium (55-69%), low (25-54%), very low (<25%).
This page is a sample view. The 30 firms shown above are fictional, generated to illustrate how the framework looks across different firm archetypes (Magic Circle equivalents, regional powerhouses, boutique specialists, digital-native challengers, lagging traditionals, etc.). The methodology, pillar weights, and scoring scales are identical to the real benchmark. Real client scores are kept private.
Methodology v1.0 · sample of 30 fictional firms · 49 active weighted metrics across 6 pillars · sample median overall score: 50.6 · see the full methodology heatmap →