The legal consumer isn’t just any consumer

As an attorney, you’re accustomed to having the knowledge you need to do your job. But do you understand how prospective clients find legal information? What about the information sources they use to learn about their legal issues? Do you know the process they go through to find a lawyer and the qualities they want to see in their eventual choice of counsel? 

For over 10 years now, FindLaw has commissioned the U.S. Consumer Legal Needs Survey, a poll of 2,000 adults who had a legal need in the past year. The information this survey yields tells us a lot about how people look for information on legal matters and lawyers online — and how you as an attorney can take their needs into consideration along with other legal marketing trends.  

Legal consumers want an experienced, local, and responsive attorney

Legal consumers contemplate a handful of factors when it comes to contacting and hiring an attorney. Below are three key considerations from the 2024 survey:

• Expertise, specialization, cost, and overall reputation are the top considerations that go into selecting an attorney, with expertise being the foremost factor.
• Location matters, as 75% percent of respondents said it is important to hire an attorney based in their local community, no more than 26 miles away.
• 54% of respondents said they made initial contact with an attorney via a mobile phone call, and more than half took action towards their legal need within a week. 

So, how can you as an attorney meet these wants?

On the first point, it’s a good idea to make information on your law degree, certifications or qualifications, and any accolades you’ve received easily found on your website or in printed marketing materials. You should go further than that and talk about how you work with clients and your approach to handling matters, too. Qualifications get you in the door but describing what it’s like to work with you seals the deal.

Legal consumers move quickly, so be sure your website and social media channels display how to get ahold of you. At minimum, they should list your current phone number, email address, and physical address, and click-to-call features should be available for mobile viewing.

Along those same lines, attorneys should respond to calls and messages from all potential clients promptly. Of respondents who emailed, submitted an online form, or sent a text message to initially contact a law firm, 60% expected to receive a response within the same business day. Call answering or web chat services are a great way to stay ahead of the curve, helping you reduce time spent on pre-screening activities.

Legal consumers consult a variety of sources

There isn’t one surefire way to make sure you get in front of the right potential client. To catch the eye of someone moving quickly, be in multiple places at once. If you can take advantage of sources your competitor firms are neglecting, you’ll be in a great position to land new work.

Nearly 40% of respondents to the U.S. Consumer Legal Needs survey cited online reviews as their primary source of information on an attorney hiring decision. These consumers are looking for real-world experiences that your clients have had with you, so be sure to establish a routine process for asking clients for reviews to help you draw in new business.

Furthermore, one in six respondents said they searched for online videos to learn about legal issues, with 79% looking on YouTube, 69% using social media, and 58% using law firm websites. Many solo attorneys and small law firms may balk at the idea of creating videos, but it doesn’t need to be a tedious effort. Whether you opt for short-form content or longer, in-depth videos, they allow you to tell your own story while making legal advice more accessible. Plus, posting video content across different platforms can help you reach a broader spectrum of potential clients.

Legal consumers value recommendations

When it comes to learning about attorneys offline, referrals from friends, family, or coworkers were the primary source respondents used to learn about the attorney they contacted. Think about the ways you can motivate clients to recommend your services in your marketing efforts. Newsletters, for example, offer ways to integrate stories of client satisfaction while asking readers to recommend your firm. In person, engaging in community events can also prompt positive word-of-mouth. Trust plays a pivotal role in a potential client’s decision-making process, so show them the value of what you can offer as an attorney.

If you’re interested in learning more about the right way to appeal to consumers with a legal need online, browse FindLaw’s legal marketing services page. We work with attorneys and law firms and attorneys and law firms only, so we’re ready to help.