Legal Marketing — 19 March 2019
Legal Marketing Stats You Need To Know

Note: This article contains data from surveys done from 2012 to 2015. Although it is four years old, trends usually tend to increase as access to technology continues to grow. Either way, if you are thinking of modernizing your law firm for the 21st century, these are some things you need to know.

According to FindLaw U.S. Consumer Legal Needs Survey of 2014

  • About 74% of potential customers do research online and then end up contacting the law firm by telephone.
  • 87% of people who contact an attorney through internet searches go on to hire the attorney
  • 72% of people who contact an attorney through internet searches only contact one attorney
  • 38% of people use the internet to find an attorney
  • 62% of searches are non-branded searches
  • 71% of people looking for a lawyer think it is important to have a local attorney
  • 31% of all legal research comes from mobile search

According to Google Consumer Survey, Nov 2013

  • 96% of people seeking legal advice use a search engine

According to YouTube Internal Data 2012

  • 25% of people researching legal topics visit YouTube during the process

According to Google Legal Services Study, Sept 2013

  • 85% use online maps to find legal service locations
  • 69% use both a smartphone and PC for research

So what can we learn from this data? First and foremost, your website must be mobile friendly. Many people research and contact law firm websites directly from their smartphones. Make sure that all phone numbers are “click to call” so people don’t need to leave the website to call your office. Also, for those who find your website on desktop, make sure that your phone number is prominently displayed so people can find it easily and call your office. Since finding a local attorney is important, making sure your website features imagery of famous landmarks or mentions specific locations that are local to your office will help make clients convert.

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Dolores Obrien

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