1. Law Squared

How Law Squared differentiates themselves from their industry with innovative proposals





Company size

11-50 employees

The Law Squared team

A law firm set on changing the legal world reinvents their sales process to create an unrivalled customer experience

Key Results:

  • Significantly shortened turnaround time for proposals
  • Eliminated manual design work and administrative overhead
  • Integrated interactive elements into proposals
  • Delighted clients and team members with modern technology and UX

Law Squared is a law firm that’s set on changing the way businesses across the world engage with legal counsel.

Founded in Australia and serving clients in Australia and the United Kingdom, Law Squared’s ambition is to change the legal profession for the better. And they’re succeeding. By offering a unique service model and building genuine friendships with their clients, they’ve delivered positive outcomes for clients since their launch in 2016.

Reinventing an industry like the legal profession doesn’t happen through dumb luck. Law Squared’s story is still unfolding, but they’re a perfect example of rigorously experimenting with new tools and processes to deliver a superior buying experience for their customers.

The challenge

Law Squared’s leadership team recognized that delivering their innovative service offering required rethinking the processes and technology that their entire industry relied on. To help with this transformation, they brought on Nam Truong to lead their Digital + Innovation team. Nam’s directive is to help Law Squared make progress on the road to digital maturity.

Nam’s first task was an initial review of the firm’s tools and processes. One thing became clear: they needed to invest in technology that was future-proofed and integrated. He quickly led the organization to pivot from relying on disparate systems into a centralized system with Salesforce at the core.

“Our philosophy is that we should use best-in-class tools to do exactly what they’re designed to do,” Nam explains. As part of this centralization process, one obvious issue stood out: the proposal process to close new clients was clunky and painful.

Law Squared wasn’t doing anything wrong. In fact, they were operating exactly how every other law firm operated. Most legal firms rely on a tried and true process for engaging with prospective clients:

  • An initial conversation (or several) takes place
  • The firm creates extensive proposals in tools like Microsoft Word and InDesign, then sends them to clients
  • Clients choose their preferred service option and reply via email
  • The firm puts the preferred option into a cost agreement—a service contract—and emails it back to the client
  • The client reviews and signs the contract using a tool like AdobeSign or PandaDoc
  • The firm signs the contract and the engagement begins

While it might get the job done, this lengthy and cumbersome process creates a horrible buyer experience. Law Squared knew they could do better.

The solution

“We were doing in two steps what we could have been doing in one,” he says. “We knew there had to be a way to combine the proposal and the cost agreement agreement into one easy step. But the normal process was slow and the method of delivery was limiting.”

This realization kicked off a two-month process of evaluating alternative options. Nam’s background is in product development, so he had high expectations of any potential tool he demoed. So did Trent Milvain, Law Squared’s Chief Operating Officer. Trent sums up what they were looking for:

“We have ambition to grow, so we needed a tool that would be able to scale with us and stand the test of time. We knew our existing tools added a large administrative burden to our teams, so we needed a tool that would lighten that load. We also knew that we had a sophisticated and unique service offering, so we needed a tool that would reflect our brand and our way of doing business.”

These three criteria meant most tools they assessed didn’t make the cut. After evaluating a number of document generation tools and various proposal softwares, they found Qwilr.

"It’s been a game changer for us…and within the legal community, which relies heavily on Word documents, it’s been really well received."

Nam Truong, Digital + Innovation, Law Squared

A tool for the future

“We evaluated tools based on factors like usability, templates, and integration capabilities,” explains Nam. “But there was one fundamental thing that was critical for me: the notion of a web document versus a web page. Most tools on the market today rely on web documents for collecting electronic signatures,” explains Nam. “These web docs are basically PDFs with a signature block. They capture signatures, but they’re limited.”

Web documents have been around for awhile. They were a big step forward from collecting signatures on paper contracts, but they’re no longer innovative. From Nam’s point of view, software that relied on web pages are the future.

“I see using web pages in these scenarios as the next evolution of web documents. Web pages have all the benefits of a web doc, but they offer more—hyperlinks, interactivity, built-in analytics, and responsive designs. One reason we ended up choosing Qwilr is because Qwilr is the only one actually using these things to their potential.”

Web-page based proposals transform proposals from mere documents into experiences. And that means you’re able to leverage best practices to make truly phenomenal user experiences. “Take collapsible sections,” says Nam. “They make things a lot more readable. In terms of design and UX, it’s just a lot prettier.”

Efficient and automatic

Law Squared also needed to lighten the administrative burden on their operations teams. Their existing tech stack and process meant users needed to copy client information into multiple tools before activating a new client, introducing a lot of room for errors. When designing new proposals, operations staff would need to assist lawyers in getting the design just right before sending them to the client.

More errors and slower processes were the opposite of what they wanted.

Moving Salesforce to the center of their tech stack helped reduce duplicate work, but it didn’t speed up the proposal process. That’s why Law Squared decided to leverage Qwilr’s Salesforce integration.

“We’ve built out templates in Qwilr and in Salesforce,” explains Nam. “Sending a proposal is now as simple as pulling up the appropriate template, customizing the text as needed, and sending it out. Once a proposal is signed, we can activate a new client in our system automatically, without any human intervention or back-and-forth required.”

Trent adds: “It’s really important, because it delights our team members. Our lawyers are freed up to do what they want to do—provide robust and helpful legal advice.”

Enhancing their brand

Law Squared’s brand is a big part of how they differentiate themselves from their competitors. It’s also an important piece of establishing trust and credibility with prospective clients.

They wanted a solution that would magnify their brand, demonstrating their expertise and their different way of doing business. Qwilr’s technology delivered on that need. Nam explains: “We get regular feedback from clients saying things like, ‘You guys are the first law firm that I’ve worked with that’s given me a proposal in this format. It looks incredible.”’

The response has been so positive that they’re now demonstrating their proposal process using Qwilr in presentations at legal conferences. Audience members are frequently amazed at how different the experience is to the widely-accepted proposal process in the legal industry.

The impact

Now that they’ve integrated with Salesforce, Law Squared is seeing at least 10-15 Qwilr proposals accepted every week. They’ve successfully embedded Qwilr into their workflows and processes, empowering their employees to spend time on work that’s meaningful to their business and their clients.

“Some aspects are hard to quantify, but Qwilr’s definitely helped us save time,” says Trent. “It presents our brand with polish. Each of these touch points help us be who we are as a company, while also making it easier to add value to our clients.”

The impact and adoption of Qwilr across Law Squared has been significant, but Nam’s got his sights set on the whole globe. “We’re launching our London office, so we’re planning to start using Qwilr’s multi-currency feature soon. Eventually, we’ll build out templates to be used across the entire globe.”

Watch out, world. A better way to get legal counsel has arrived.

To learn more about how Qwilr can save your team time, improve buyer engagement, and help you close deals faster, book a call with our sales team.