How to read this page
Methodology view (no firm selected): the six columns are the pillars of the Digital 250 score, sized by their weight in the overall score. Within each pillar, rows are the individual metrics with their weight inside that pillar and their effective contribution to the overall (pillar weight × in-pillar weight).
Heatmap view (firm selected): the same grid, now coloured by that firm's percentile-rank for each metric. Green cells are strengths, red are weaknesses, faded cells are missing data. The pillar headers show the firm's pillar score (0–100) for context.
What's behind a cell: each cell's value is the firm's normalised score for that metric, scaled 0–100. Most metrics are peer-percentile (so 50 = middle of the pack, 100 = best in cohort). A few use log-percentile (organic traffic, referring domains etc.) or custom scoring (Chambers, Legal 500, Google reviews, etc.).
Why this scoring framework
Most law-firm marketing dashboards focus on a single channel — SEO, or LinkedIn, or PR. The Digital 250 is built on the premise that buyers form a view of a firm from all six pillars at once, weighted to reflect how a real general counsel evaluates a firm online. A firm that is brilliant on Search but invisible on LinkedIn, or strong in the directories but missing a contact form, is going to lose work to peers who cover all six.
The 49 metrics inside the pillars are the ones we believe matter most. They are deliberately broad enough that a boutique tax firm and a Magic Circle giant can both be scored on the same framework — with the percentile normalisation handling the size difference.
What this view is for
This sample lets you see exactly how the score is constructed before you commission a benchmark for your own firm. Try switching the firm picker between the fictional firms above to see how different archetypes — Magic Circle equivalent, regional powerhouse, digital-native challenger, lagging traditional — light up the heatmap differently. The picker shows each firm's rank within the sample of 30. The real benchmark covers 282 firms and is refreshed monthly.