Key takeaways from the 2024 U.S. Consumer Legal Needs Survey

As a small law firm or solo attorney, staying attuned to the evolving needs and behaviors of legal clients is crucial for your success. The 2024 U.S. Consumer Legal Needs Survey conducted by FindLaw offers valuable insights that can help you refine your marketing strategies and improve client interactions. Gathered from a poll of 2,000 adults who had a legal need within the past year, here are five insights that can guide your approach to attracting new clients and growing your practice.

1. Reviews are more important than ever

Reviews have become a cornerstone of consumer decision-making in the digital age, and the legal industry is no exception. FindLaw’s survey found that among respondents who contacted an attorney and learned about them online, 82% relied on online reviews. Moreover, nearly 40% of those who used reviews cited them as their primary source of information when deciding which attorney to contact. 

Legal clients often consult reviews to understand your expertise and what it’s like to work with you. Establishing a process to gather reviews helps you capitalize on past successes while enhancing your reputation. You can encourage satisfied clients to share their experiences after closing a matter, respond professionally to all feedback, and prominently display testimonials on your website and social media channels. 

2. Video content is on the rise  

One-in-six respondents who sought legal information online searched for online videos, with YouTube being the primary source at 79%, followed closely by social media sites (69%), then law firm/attorney websites (58%). Video content is an excellent way to add a personal touch to your marketing efforts. When potential clients see a lawyer on screen, it humanizes the professional on the other side, allowing viewers to feel a sense of trust and familiarity that text alone cannot achieve.   

You can address common legal questions through 60-second clips or elaborate on more complex topics in longer-form content, all while giving your audience a sense of your personality and communication style. Posting these videos across various platforms can also expand your reach and increase your chances of being seen by future clients. 

3. First impressions matter on websites  

The survey highlighted that among those who searched for information online, nearly nine-in-ten adults visited at least two websites before contacting an attorney. Websites serve as the digital front door for potential clients, and first impressions matter significantly.  

To make a strong impact, ensure your firm’s website is mobile-friendly, professionally designed, and fast-loading. A polished and responsive design conveys professionalism and attention to detail, reflecting the quality of your legal services. Feature engaging and informative blog content that showcases your expertise and instantly builds trust and credibility with readers. Additionally, make sure your contact information is prominently displayed, ideally with a click-to-call button for easy access.  

4. Search engines help maximize visibility 

Search engines, particularly Google, remain the go-to resource for legal clients. FindLaw’s survey found that 97% of respondents who searched for online information about their contacted attorney used search engines. 

To increase your firm’s online visibility, be sure to implement the best practices for search engine optimization (SEO) on your website. This allows search engines and AI search tools to notice your presence, giving you a chance to improve your organic rankings. Also consider investing in pay-per-click (PPC) advertising so your firm appears in search results and targets those who are actively seeking legal services. Combining these strategies can drive more traffic to your website and convert more leads into clients.

5. Clients move quickly — and so should you 

Survey results showed 56% of respondents take action towards their legal need within a week or sooner. Prompt responsiveness is key when it comes to capturing prospective clients, so incorporating web chat and call answering services on your website ensures that no lead is left unattended. These tools enable your firm to manage inquiries outside of regular business hours, facilitating quick connections with prospects while reducing time spent on pre-screening tasks. 

Understanding and adapting to consumer trends is an ongoing process. By regularly reassessing your strategies and staying informed about the latest developments in legal marketing, you’ll be well-equipped to capture new clients and expand your book of business. Learn how FindLaw can help you implement effective marketing strategies for your law firm.