The 2024 U.S. Consumer Legal Needs Survey: What attorneys need to know

If you want to build the book of business that your solo practice or small law firm needs to thrive, then you need to really know your client. There’s no better way to do that than with FindLaw’s 2024 U.S. Consumer Legal Needs Survey. 

This annual poll of 2,000 U.S. adults who had a legal need within the past 12 months is a treasure trove of information about how people search for and hire legal representation. We’ve selected some of 2024’s highlights as a guide to capturing their needs through your law firm’s marketing efforts.

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1. 82% of respondents who contacted an attorney after learning about them online used online reviews as part of their decision-making, and nearly 40% said reviews were their primary source of information.  

Online reviews are a robust marketing tool your firm can’t afford to ignore. Politely ask each satisfied client to leave you a rating or review so that future clients see them and choose you over the firm down the street.

2. One in six respondents who looked for legal information online searched for online videos. YouTube was the most popular source (79%), followed by social media sites (69%) and law firm or attorney websites (69%). 

Don’t be intimidated by videos! This might be one area that your competitor firms aren’t exploring. Whether you want to try 60-second clips or longer-form content, posting videos across various social media platforms can help you reach a wider range of potential clients.

3 effective online review strategies for law firms

Law firms that want to compete for new business must proactively cultivate their online presence and engage with reviews to remain competitive.

3. Expertise, specialization, cost, and overall reputation are the top factors people take into consideration when selecting an attorney, with expertise being the most important. 

Let potential clients know how qualified you are by talking about your experience and passion for your practice area. This can be done through a legal blog or articles that you regularly publish. If you’ve recently taken on any speaking engagements, you can share your efforts through social media posts or a client newsletter. 

4. For respondents who researched legal forms or DIY products, 60% wished to find a template to print and fill out. Nearly three-in-four adults (73%) who searched for DIY legal products also did so via the internet. 

Do-it-yourself methods have a lot of appeal, even if consumers eventually realize they need to hire an attorney after all. Help them out by providing free or low-cost checklists and basic educational information on your website, along with informative videos. If you earn their trust, they may turn to you when they realize they need a lawyer after all.

5. Research isn’t always done online – 48% of respondents who learned about the attorney they contacted said they used referrals from family members, friends, or trusted coworkers, making them the most popular offline resource. 

A referral program, even if it’s informal, can prime the pump for future work. It could be as easy as sharing positive testimonials on your website, being active in your community, or simply asking satisfied clients to refer you.

6. Nearly all respondents (97%) who searched for online information about their contacted attorney used search engines, specifically Google. 

It takes a lot of work to get search engines to realize you’re worth showing to readers. Make sure you have an optimized website that can rank highly in search results pages while appealing to prospective clients. 

Ready to get in front of potential clients faster? Schedule a consultation with the law firm marketing experts at FindLaw today. 

6 ways attorneys can make a great first impression online

Making a good impression online isn’t any harder than making one in person. It’s just different. Overall, you need to think about what prospective clients are looking for in your practice area and what differentiates you from other lawyers.