PAE framework audit — UK law firms

Where is your biggest opportunity to win more instructions?

Forty questions across four pillars. Mark each one as an opportunity or already in hand — we’ll turn the pattern into a priority list.

How effective is your firm’s digital presence?

Complete our free PAE (Presence, Awareness & Engagement) Audit and you’ll be automatically entered into our prize draw for the chance to win either:

  • A new legal website worth up to £15,000
  • Digital marketing services matching your current marketing spend up to £15,000

The PAE Audit is designed specifically for law firms and legal businesses looking to improve their digital performance, online visibility, and client acquisition strategy.

The competition opens on 13th August 2026 and closes on 7th October 2026. One winning firm will be selected at random from all eligible entries and announced at the Lawshare Conference on 8th October 2026.

Whether you’re considering a website refresh, planning a complete digital transformation, or looking to increase the impact of your marketing investment, this is an opportunity to accelerate your firm’s growth with support from legal sector digital specialists.

Complete the PAE Audit before 11:59pm on 7th October 2026 to enter.

PresenceQuestion 1 of 40

Can your team update the website without a developer?

What we mean by this

Is your website built on a modern, scalable platform (e.g. headless CMS or well-maintained WordPress) that your team can update without developer dependency?

Law firms often have legacy websites that slow down content updates and damage search rankings. Platform flexibility directly impacts your ability to publish timely content around new case types or regulatory changes.

Your answer

What’s Included in the £15,000 Website Prize?

The winning firm can choose a professionally designed and developed legal website worth up to £15,000.

The website package includes:

  • Discovery and planning workshops
  • One bespoke design concept
  • Design and build of key legal website page templates, including:
    • Homepage
    • Service pages
    • Sector pages
    • About Us pages
    • People/Profile pages
    • Blog & Insights pages
    • Contact pages
    • Standard landing pages
  • Mobile, tablet and desktop responsive design
  • CMS implementation
  • Quality assurance testing
  • Three rounds of design amends during the design phase

Exclusions

The website prize does not include:

  • Content writing or content population
  • Go-live SEO implementation
  • Bespoke functionality or development requirements (for example compensation calculators, portals or custom integrations)
  • Video production
  • Animation production
  • Photography
  • Hosting or third-party software licences

Additional requirements outside the agreed scope may be quoted separately.

Prefer Marketing Support Instead?

The winner may instead choose digital marketing services matching the winner’s current annual or ongoing marketing investment, up to a maximum value of £15,000 spread over a three to 12 month period.

This could include services such as:

  • SEO/AEO/GEO
  • Content marketing
  • PPC & Paid social management
  • Digital PR
  • Email Marketing

Marketing spend must be evidenced and approved in accordance with the competition terms and conditions.

PAE Audit Competition – Terms and Conditions

1. Promoter

1.1 The promoter of this competition is I.C.O.M. International Limited. (“I-COM”, “we”, “our”, or “the Promoter”).

1.2 Entry into the competition constitutes acceptance of these Terms and Conditions.

2. Competition Period

2.1 The competition opens at 12:01am BST on 13 August 2026 and closes at 11:59pm BST on 8 October 2026 (“Competition Period”).

2.2 Entries received outside of the Competition Period will not be accepted.

3. Eligibility

3.1 The competition is open exclusively to organisations that are current members of Lawshare at the date of entry.

3.2 Entrants must:

  • a) be aged 18 years or over;
  • b) be authorised to enter on behalf of their organisation;
  • c) provide accurate and complete information when completing the PAE Audit.

3.3 The competition is not open to:

  • a) Existing clients of I.C.O.M. International Limited at the date of entry;
  • b) Organisations that have an active contract, statement of work, retainer agreement, support agreement, or ongoing project with I.C.O.M. International Limited during the Competition Period;
  • c) employees, contractors, consultants, directors, or agents of the Promoter;
  • d) immediate family members of those individuals;
  • e) organisations currently engaged in insolvency, liquidation, administration, or similar proceedings.

3.4 For the purposes of these Terms and Conditions, an “existing client” means any organisation that has purchased, contracted for, or received paid services from I.C.O.M. International Limited within the twelve (12) months preceding the Competition opening date.

3.5 The Promoter reserves the right to verify Lawshare membership, eligibility and client status at any time.

3.6 Any entry submitted by an organisation that does not meet the eligibility requirements may be deemed invalid and disqualified.

4. How to Enter

4.1 To enter, participants must complete and submit the PAE Audit during the Competition Period.

4.2 Only fully completed submissions will qualify for entry.

4.3 Only one entry per organisation is permitted.

4.4 Multiple entries from the same organisation may be disqualified.

4.5 No purchase is necessary to enter.

5. Prize

5.1 There will be one winner.

5.2 The winner may choose one of the following prizes:

Option A – Website Design and Build Package

5.3 A legal sector website design and build package provided by the Promoter with a maximum value of £15,000 excluding VAT.

5.4 The website package includes:

  • Discovery and project scoping
  • One website design concept
  • Design and build of standard legal website page templates, including:
    • Homepage
    • Service pages
    • Sector pages
    • About Us pages
    • People/Profile pages
    • Blog/Insights pages
    • Contact pages
    • Standard landing pages
  • Responsive design for desktop, tablet, and mobile devices
  • CMS implementation
  • Quality assurance testing
  • Three (3) rounds of design amends during the design phase

5.5 The website package excludes:

  • Content writing, editing, migration, or population
  • Search engine optimisation (SEO) services, including go-live SEO implementation
  • Bespoke functionality or custom development requirements, including but not limited to compensation calculators, portals, integrations, quote tools, or client-facing systems
  • Video production
  • Animation production
  • Photography
  • Branding or rebranding services
  • Hosting, software licences, or third-party subscriptions
  • Ongoing support, maintenance, or enhancement work beyond agreed project scope

5.6 Any work requested outside the included scope will be subject to separate quotation and agreement.

Option B – Matched Digital Marketing Services

5.7 As an alternative to the website prize, the winner may choose to have their paid investment in eligible digital marketing services with I-COM matched by I-COM, up to a maximum value of £15,000 excluding VAT (“Matched Services”).

5.8 The marketing prize operates on a matched-investment basis. It does not mean that I-COM will reimburse, match or contribute towards marketing expenditure that the winner has incurred, or intends to incur, with another agency, supplier or third party.

5.9 To qualify for the Matched Services, the winner must enter into a new paid agreement with I-COM for eligible digital marketing services. The paid investment and the Matched Services must be delivered through a monthly retainer over a minimum period of six (6) months and a maximum period of twelve (12) months.

5.10 The value of the Matched Services will be equivalent to the value of the winner’s paid monthly retainer with I-COM, up to a maximum total prize value of £15,000 excluding VAT.

5.11 For example:

  • a) a £1,250 monthly retainer over twelve (12) months (£15,000 total paid investment) will qualify for £15,000 of additional Matched Services;
  • b) a £1,667 monthly retainer over six (6) months (approximately £10,000 total paid investment) will qualify for approximately £10,000 of additional Matched Services; or
  • c) a £833 monthly retainer over twelve (12) months (approximately £10,000 total paid investment) will qualify for approximately £10,000 of additional Matched Services.

5.12 The maximum value of the additional digital marketing services provided under the prize is £15,000 excluding VAT.

5.13 The paid retainer and the Matched Services must be provided concurrently over the agreed six (6) to twelve (12) month period. The prize cannot be accelerated, transferred, converted to a lump sum or redeemed retrospectively.

5.14 Eligible digital marketing services may include, subject to agreement with I-COM:

  • Search engine optimisation (SEO);
  • Answer Engine Optimisation (AEO);
  • Generative Engine Optimisation (GEO) Services
  • Content marketing;
  • PPC management;
  • Paid social;
  • Digital PR;
  • Email Marketing;
  • Conversion rate optimisation; and
  • Other digital marketing services agreed between the winner and I-COM.

5.15 The specific services, scope, delivery timetable and objectives will be agreed between the winner and iCom before work commences.

5.16 The Matched Services do not constitute:

  • a) a cash payment;
  • b) reimbursement of previous marketing expenditure;
  • c) a refund or credit against existing expenditure;
  • d) payment towards services provided by another agency or supplier; or
  • e) a contribution towards advertising media spend or third-party costs, unless expressly agreed in writing by I-COM.

5.17 Any advertising media spend, third-party costs, software, licences, platforms or other external costs are excluded from the prize unless expressly agreed in writing by iCom.

5.18 The winner must enter into I-COM’s standard service agreement and pay the agreed monthly retainer before the relevant Matched Services are delivered.

5.19 If the winner terminates or materially reduces the paid retainer before the agreed six (6) to twelve (12) month period has been completed, any undelivered Matched Services will be forfeited unless otherwise agreed in writing by I-COM.

5.20 If the winner fails to make any payment due under the agreed retainer, I-COM reserves the right to suspend delivery of the Matched Services until the account is brought up to date.

5.21 To claim the prize, the winner must enter into and sign an agreement with I-COM within ninety (90) days of accepting the prize.

6. Prize Conditions

6.1 The prize is non-transferable and cannot be exchanged for cash or credit.

6.2 The prize must be accepted within fourteen (14) days of notification.

6.3 The winner must commence the website or marketing project within ninety (90) days of accepting the prize.

6.4 If the winner fails to commence the project within this period, the Promoter reserves the right to withdraw the prize.

6.5 The winner may be required to enter into the Promoter’s standard service agreement prior to commencement of any work.

6.6 Project Suitability and Right to Refuse

I-COM reserves the right to refuse or withdraw the prize where it reasonably considers the proposed website or digital marketing project to present legal, regulatory, compliance, reputational or commercial risks, or otherwise falls outside the types of projects I-COM is willing or able to support.

Where I-COM determines a project is unsuitable, it may, at its discretion, offer an alternative use of the prize. If no suitable alternative can be agreed, I-COM reserves the right to withdraw the prize and select an alternative winner.

6.7 Any work exceeding the stated prize value shall be chargeable at the Promoter’s standard rates.

6.8 Website Prize Suitability - The website prize is intended for organisations requiring a new website project with a minimum commercial value of £15,000. I-COM reserves the right to determine whether the website prize is suitable for the winning organisation’s requirements and proposed project. Where I-COM reasonably determines that the website prize is not suitable, it may, at its discretion, offer an alternative use of the prize in accordance with these Terms and Conditions or select an alternative winner.

6.9 As an alternative to the website prize, the winner may choose the Matched Digital Marketing Services prize.

6.10 Delivery Methodology - The prize does not create a procurement, tender or competitive selection process. I-COM reserves the right to determine the methodology, technology stack, platforms, project delivery approach and resources used in delivering the prize. Acceptance of the prize does not oblige I-COM to comply with any procurement requirements, supplier onboarding processes or technology specifications imposed by the winner.

7. Winner Selection and Announcement

7.1 The winner will be selected from all eligible entries received during the Competition Period.

7.2 The draw will be conducted by the Promoter following the closing date.

7.3 The winner will be announced at the Lawshare Conference on 8th October 2026.

7.4 Attendance at the conference is not required in order to win.

7.5 The winner will also be contacted directly using the contact details provided within the PAE Audit submission.

7.6 If the winner cannot be contacted, declines the prize, is deemed ineligible, or fails to respond within fourteen (14) days, the Promoter reserves the right to select an alternative winner.

8. Publicity

8.1 By entering, entrants agree that the name of the winning organisation may be announced at the Lawshare Conference and through the Promoter’s marketing channels.

8.2 The winner agrees to participate in reasonable publicity relating to the competition, including:

  • Website announcements
  • Press releases
  • Social media content
  • Case studies
  • Conference presentations

8.3 Any publicity shall be conducted with due regard to the winner’s professional and regulatory obligations.

9. Data Protection

9.1 Information provided through the PAE Audit will be processed in accordance with applicable UK data protection legislation.

9.2 Information may be used to:

  • Administer the competition;
  • Contact entrants regarding their audit results;
  • Provide information about relevant services offered by the Promoter where permitted by law.

9.3 Entrants may unsubscribe from marketing communications at any time.

10. Disqualification

10.1 The Promoter reserves the right to disqualify any entrant who:

  • Provides false, inaccurate, or misleading information;
  • Breaches these Terms and Conditions;
  • Attempts to manipulate or improperly influence the competition;
  • Acts in a manner likely to damage the reputation of the Promoter, Lawshare, or the competition.

10.2 The Promoter’s decision regarding eligibility and disqualification shall be final.

11. Limitation of Liability

11.1 To the fullest extent permitted by law, the Promoter shall not be liable for any loss, damage, costs, or expenses arising from participation in the competition or acceptance of the prize.

11.2 Nothing in these Terms and Conditions excludes liability that cannot lawfully be excluded.

12. Lawshare

12.1 Lawshare is not the promoter of this competition unless expressly stated otherwise.

12.2 Lawshare accepts no responsibility for the administration of the competition, selection of the winner, or delivery of the prize.

13. General

13.1 The Promoter reserves the right to amend, suspend, or cancel the competition where reasonably necessary.

13.2 Any amendments will be published on the Promoter’s website.

13.3 These Terms and Conditions are governed by the laws of England and Wales.

13.4 Any dispute arising in connection with the competition shall be subject to the exclusive jurisdiction of the courts of England and Wales.