Statistics on how people look for a lawyer
How do people look for a lawyer? In a word: Quickly.
Answering it so briefly, though, isn’t going to help small law firms or solo attorneys do what they really need to do — position themselves in a way that helps them attract new clients. To do that, let’s look at the four most notable conclusions that can be drawn from the latest Thomson Reuters U.S. Consumer Legal Needs Survey, a poll of 2,000 adults who had a legal need within the past year. After each, we’ll suggest an actionable step you can take to make sure you’re situating yourself as advantageously as you can.
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Time is of the essence for consumers
Consumers enthusiastically turn to reviews
Consumers put stock in expertise
Consumers find value in videos
Time is of the essence for consumers
56% of respondents said they acted within a week or sooner of realizing they had a legal issue, and 16% said they did so within a day. Clearly, legal consumers are comfortable moving like quicksilver. That makes sense — with high-speed internet and smartphones as widely available as they are, there’s no reason to deliberate.
What’s your play? It’s imperative that you give potential clients the tools they need to get in touch with you ASAP. At a very minimum, that means making sure your website has up-to-date information, that it’s mobile-adaptable, and that it has a click-to-call feature.
Consumers enthusiastically turn to reviews
Of the respondents who contacted an attorney and learned about them online, 82% used online reviews. 40% who used reviews said they were their primary source of information when deciding which attorney to reach out to. It’s clear that consumers who need legal representation are also looking for real-world experiences that your clients have had with you, including valuable insights into your communication style and overall client satisfaction.
What’s your play? Legal consumers turn to online reviews because they want to learn more about you and what it’s like to work with your law firm from real people. Whether you love or loathe reviews, ensure your law firm is effectively using them to your advantage.
The history of the legal consumer: What we've learned from the past and where we are headed
Things change a lot in 10 years, but they don't change entirely. This blog highlights some of the most noteworthy lessons to be learned from 10 years of the U.S. Consumer Legal Needs Survey.
Consumers put stock in expertise
When asked what factors they considered while deciding whom to hire, expertise and overall reputation ranked among the top factors considered. Reputation, licenses, and certifications were also identified as important additional information sources during the decision-making process. All together, these responses illustrate how much legal consumers value your reputation. Having a resource like a legal blog further highlights your authority and goodwill, helping you and your firm highlight your expertise.
What’s your play? By consistently publishing well-crafted, informative blog posts, you can reinforce your credibility, establish yourself as a thought leader in your practice area, and build a strong, recognizable brand. If a potential client has a question about their legal issue, your blog should have the answer.
Consumers find value in videos
One in six respondents who sought out legal information online searched for online videos. Of those, YouTube was the primary source searched at 79%, followed closely by social media sites (69%) and law firm/attorney websites (58%). It’s safe to presume videos are a valuable tool for people looking for legal help because they can quickly develop a concept of who they might be working with. Like social media, videos allow you to tell your own story while making legal advice more accessible and relatable to your audience.
What’s your play? Video content offers a versatile medium for you to highlight your expertise and build trust with potential clients. Whether you opt for professionally produced videos or create quick, informal clips, this format allows you to break down complex legal topics into digestible information. You won’t be just sharing information — you'll be building a connection.
Now, it isn’t likely that you are equipped to act on all the recommendations in this post at the same time. In fact, that probably isn’t even necessary. If you’d like help evaluating which tools make the most sense for you and which priority should be your highest, you can book a consultation with your local FindLaw marketing consultant.
10+ years of progress: Digital marketing lessons for small law firms and solo attorneys
A white paper for small law firms and solo attorneys who want to stay up to date with how consumers with a legal need think, research, and take action.
