48 Insightful Legal Marketing Statistics & Trends


Legal marketing is an essential aspect of any law firm’s success.

In today’s digital age, legal marketing has become increasingly important, with more and more firms turning to online marketing strategies to attract new clients.

Did you know that 77% of consumers searching for attorneys start with online information?

This highlights how crucial it is for law firms to have a strong online presence.

As a legal professional, staying up-to-date with the latest legal marketing statistics is crucial to ensure that your firm utilizes the most effective marketing strategies.

With so many marketing channels available, knowing which ones to invest in can be challenging.

However, by understanding the latest legal marketing statistics, you can make informed decisions about where to allocate your marketing budget.

In this article, we will explore some of the most compelling legal marketing statistics to help you understand the current state of legal marketing.

Key Legal Marketing Statistics
  • According to the Legal Marketing Association, 70% of law firms aim to raise their digital marketing expenses by 2024
  • 83% of law firms engage outside marketing organizations to handle their marketing.
  • 70% of law firms aim to raise their digital marketing expenses by 2024.
  • 61% of law firms using Google Ads have an average click-to-call conversion rate of 43.4%.
  • Lawyers spend over 90% of their marketing budgets on Internet marketing.
  • 1.33 million attorneys practice in the US.
  • The global B2B legal services industry is expected to grow to $563.45 billion by 2027.
  • 94% of law firms have a website.
  • The average law firm spends approximately $150,000 on SEO.
  • 45% of legal firms spend money on remarketing to follow up with leads who didn’t become customers, and they consider this a good use of their marketing budget.

1. 83% of law firms engage outside marketing organizations to handle their marketing.

(Source: CallRail)

Attorneys usually do not have the time to dedicate to marketing efforts due to their 2000 billable hour requirement minimums.

Additionally, marketing isn’t billable, so it can be difficult to justify taking time away from client work.

Hiring an outside marketing firm can help law firms focus on their core competencies while ensuring the effectiveness of their marketing efforts.

External marketing firms can provide various services, including website design, SEO, social media management, content marketing, and more.

They can also help law firms stay up-to-date with the latest marketing trends and technologies, which can be difficult when you’re focused on practicing law.

However, choosing the right marketing firm for your law firm is important.

You should look for a firm with experience working with law firms, as they will better understand the unique challenges and opportunities of marketing legal services.

Additionally, you should look for a firm with a proven track record of success, as this will give you confidence that they can deliver results.

2. 71% of businesses state they are “somewhat” to “very” involved in their marketing activities and strategies.

(Source: CallRail)

This means that the majority of businesses are taking their marketing efforts seriously and are actively promoting their legal services.

Even if a business is not fully invested in its marketing efforts, it is still taking steps to promote its services and reach potential clients.

However, businesses that are “very” involved in their marketing efforts will likely see greater success and return on investment.

A clear strategy is important to ensure the effectiveness of your legal marketing efforts.

This may include tactics such as search engine optimization, social media marketing, email marketing, and content marketing.

By utilizing these tactics and tracking your results, you can make informed decisions about your marketing strategy and continue to improve your efforts over time.

3. 61% of law firms using Google Ads have an average click-to-call conversion rate of 43.4%.

This means that potential clients who click on your Google ad are more likely to call your law firm.

That is if you use Google ads.

One reason for this high conversion rate is that Google Ads allows you to target your ads to specific keywords and locations, ensuring that you’re reaching the right audience.

Additionally, Google Ads offers various ad formats, including call-only ads, which allow potential clients to call your law firm directly from the ad.

However, it’s important to note that the cost per click for legal services can be high, with an average of $9.21 for attorneys and legal services.

Therefore, it’s essential to carefully monitor your Google Ads campaigns to ensure a good return on investment.

4. 77% of consumers searching for attorneys start with online information.

(Source: CallRail)

This means that if your law firm doesn’t have a strong online presence, you could miss out on potential clients.

A visually appealing, informative, and easy-to-navigate website is important for capturing the attention of potential clients.

Your website should include information about your firm, your areas of practice, and your contact information.

Including client testimonials and case studies to showcase your experience and success is also a good idea.

In addition to having a strong website, it’s important to have a presence on social media platforms such as Facebook, Twitter, and LinkedIn.

These platforms allow you to connect with potential clients and share valuable information about your firm and practice areas.

Focusing on your online presence can increase your visibility and attract more clients to your firm.

So, invest in your website and social media presence to stay ahead of the competition.

5. According to the Legal Marketing Association, 70% of law firms aim to raise their digital marketing expenses by 2024.

(Source: Legal Marketing Association)

One main reason law firms invest in digital marketing is to increase their online presence.

With more and more people turning to the internet to find legal services, having a strong online presence is crucial.

This includes having a well-designed website, a strong social media presence, and a solid SEO strategy.

Another reason law firms are investing in digital marketing is to improve their client acquisition.

Digital marketing allows law firms to target specific audiences and generate leads more effectively. This includes using targeted ads, email marketing, and other digital marketing strategies.

Overall, the increasing trend of law firms investing in digital marketing is a positive development for the legal industry.

As more law firms recognize the importance of digital marketing, we can expect to see continued growth and innovation in this area.

6. The global market for legal services is expected to grow by a CAGR of 5.4%, reaching $1034.53 billion in 2027.

(Source: PR Newswire)

This growth is attributed to the increasing demand for legal services in various sectors, including real estate, taxation, labor/employment, and corporate law.

According to the search results, the legal services market is resilient to cyclical and seasonal fluctuations, enabling it to grow at a healthy rate.

The increasing adoption of advanced technologies and several macroeconomic factors drive the demand for legal services.

Moreover, the increasing number of pre-litigation cases drives the demand for legal advice and assistance before disputes escalate to formal legal proceedings.

Businesses and individuals seek legal advice and assistance to minimize the risks of potential legal disputes.

Legal service providers should focus on providing high-quality services and adopting advanced technologies to remain competitive.

7. 12.7% forecast CAGR for the global legal software market value is expected to reach $0.72 billion by 2027.

(Source: The Business Research Company)

Legal software is an essential tool for law firms to manage their practice efficiently.

The increasing demand for cloud-based legal software and adopting machine learning and AI technologies drive the market’s growth.

The legal software market is segmented into various types, including practice management software, case management software, and legal research software.

Among these, practice management software dominates the market, and it is expected to continue its dominance during the forecast period.

The legal industry is evolving rapidly, and law firms are increasingly adopting technology to improve their efficiency and productivity.

Legal software helps law firms manage their workloads, streamline their processes, and reduce their costs.

It also enables them to provide better client services, ultimately leading to higher client satisfaction and retention.

Law firms that embrace technology and invest in legal software will be better positioned to succeed in the highly competitive legal industry.

8. The legal process outsourcing industry is expected to be worth $38.13 billion in 2027, with a predicted CAGR of 26.7%.

(Source: The Business Research Market)

One area that’s been growing rapidly in recent years is legal process outsourcing (LPO).

This growth is driven by several factors, including the need for law firms to reduce costs and improve efficiency.

By outsourcing certain tasks such as research, transcription, and document management to specialized LPO providers, firms can save time and money while still providing high-quality legal services to their clients.

Of course, not all LPO providers are created equal.

It’s important to do your research and choose a provider with a proven success track record.

Look for providers that offer a wide range of services, have a strong reputation in the industry, and are committed to providing excellent customer service.

9. 41% of law firms employ blockchain technology for transactional legal services.

(Source: PwC)

Blockchain technology has been making waves in the legal industry.

This is a significant increase from previous years, and it shows that law firms are embracing new technologies to improve their services and stay competitive.

One of the key benefits of blockchain technology is that it provides a secure and transparent way to manage transactions.

This is particularly important in the legal industry, where transactions are often complex and involve multiple parties.

By using blockchain technology, law firms can ensure that transactions are completed securely and efficiently without the need for intermediaries.

Another benefit of blockchain technology is that it can help law firms reduce costs. By automating certain processes, such as contract management, law firms can save time and money.

This can help to improve profitability and make legal services more accessible to clients.

As more law firms adopt blockchain technology, we can expect to see further improvements in efficiency, security, and accessibility in the legal industry.

10. 45% of legal firms spend money on remarketing to follow up with leads who didn’t become customers, and they consider this a good use of their marketing budget.

(Source: CallRail)

Remarketing is a powerful tool that allows legal firms to stay in touch with leads who did not become customers. By using remarketing, firms can target these leads with ads and other marketing materials to try and re-engage them.

Remarketing is an effective way to reach out to leads who have already shown an interest in your services.

By targeting these individuals with ads and other marketing materials, you can remind them of your firm and encourage them to reconsider their decision.

This can be especially effective for firms that offer complex or high-value services that require a longer decision-making process.

One of the key benefits of remarketing is that it allows you to stay top-of-mind with your leads.

Even if they don’t convert right away, they will continue to see your ads and other marketing materials, which can help build trust and familiarity over time.

This can be especially valuable for firms that operate in competitive markets where it can be difficult to stand out.

11. Most legal companies agree that email is the most effective technique to contact unconverted leads.

(Source: CallRail)

Email is one of the most popular communication channels for legal companies to reach their target audience.

In fact, 95% of legal firms use email as a part of their marketing strategy. This is because email allows legal firms to send personalized messages directly to their target audience, which can lead to higher conversion rates.

Moreover, email marketing is a cost-effective way to reach a large number of people. The average return on investment for every dollar spent on email marketing is estimated to be $42.

However, it is important to note that legal companies must comply with email regulations when sending marketing emails.

These regulations vary by country and may include requirements for obtaining consent, including an opt-out option, and providing clear and accurate information in the email.

12. 43.3% of attorneys obtained new clients using Facebook.

This statistic demonstrates the power of Facebook as a tool for legal marketing.

It also shows that a good number of attorneys have successfully used the platform to acquire new clients.

If you are a legal professional looking to expand your client base, Facebook can be an excellent tool. With over 2.8 billion monthly active users, Facebook offers a vast potential audience for legal marketing.

Additionally, Facebook’s advertising platform allows for targeted marketing, allowing you to reach specific demographics and interests.

To effectively use Facebook for legal marketing, it is essential to have a clear strategy in place.

This strategy should include regular posting of relevant content, engaging with followers, and utilizing Facebook advertising.

It is also important to ensure that your Facebook page is professional and up-to-date, with accurate contact information and a clear description of your legal services.

13. On average, lawyers spend over 90% of their marketing budgets on internet marketing.

When it comes to marketing their legal services, lawyers are investing more and more in Internet marketing.

In fact, on average, lawyers spend over 90% of their marketing budgets on Internet marketing.

This trend is not surprising given that the vast majority of people looking for legal services are now using the internet to find lawyers.

This means that if you are not investing in Internet marketing, you are likely missing out on a significant number of potential clients.

There are many different types of Internet marketing that lawyers can invest in, including search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, email marketing, and more.

Each of these tactics has its own strengths and weaknesses, and it is important to choose the right mix of tactics for your law firm.

One of the benefits of Internet marketing is that it is highly measurable.

You can track exactly how much you are spending on each tactic, and how many leads and clients you are generating from each tactic.

This allows you to optimize your marketing budget and focus on the tactics that are generating the best return on investment (ROI).

Overall, investing in internet marketing is a must if you want to grow your law firm and attract more clients.

By focusing on the right mix of tactics and measuring your results, you can generate a steady stream of leads and clients for your law firm.

14. 1.33 million attorneys practice in the US.

(Source: Statista)

If you work in legal marketing, you must understand the size of the market.

The number of lawyers in the US has remained relatively stable over the past decade. This means that while there is a large market to target, it’s also competitive.

Law firms and legal service providers must find ways to differentiate themselves and stand out.

One way to do this is through targeted marketing campaigns focusing on specific law or industry areas.

For example, if your law firm specializes in intellectual property law, you might want to focus your marketing efforts on tech startups and other businesses in the tech industry.

Another way to differentiate yourself is by providing exceptional customer service.

Clients are more likely to refer others to your firm if they have a positive experience working with you.

This means being responsive to their needs, communicating clearly and effectively, and providing regular updates on their case.

Overall, while the legal market in the US is large and potentially lucrative, it’s also competitive.

To be successful, law firms and legal service providers need to find ways to differentiate themselves from the competition.

15. 50% of law firms use event sponsorship as a primary marketing channel.

(Source: ABA TechReport 2022)

While event sponsorship can be an effective marketing strategy, choosing the right events to sponsor is important.

Law firms should consider sponsoring events relevant to their target audience and aligning with their values and mission.

It is also important to measure the success of event sponsorship by tracking leads generated and the return on investment.

In addition to event sponsorship, law firms also use other marketing channels such as social media, print marketing, direct mail, radio, and Yellow Pages.

Social media marketing is particularly popular among law firms, with 86% of law firms having a presence on social media.

LinkedIn is the most popular platform, with 87% of law firms using it for marketing purposes.

Law firms should consider a mix of marketing channels to effectively reach their target audience.

By analyzing the success of each marketing channel, law firms can optimize their marketing efforts and allocate their budget accordingly.

16. 98% of legal firms say client intake software helps them make better marketing decisions.

(Source: CallRail)

This is not surprising, given that client intake software can provide legal firms with valuable insights into their client’s needs and preferences.

By tracking client behavior and analyzing data, legal firms can better understand what their clients are looking for and how they can better serve them.

Moreover, client intake software can help legal firms streamline their marketing efforts and make more informed decisions about which channels to use and how to allocate their resources.

17. 46% of clients of legal firms report making their initial contact by phone.

(Source: CallRail)

While it may be tempting to focus solely on digital marketing strategies, such as website optimization and social media advertising, remember that phone calls are still a valuable source of leads for law firms.

Phone calls can often lead to more personal and meaningful conversations with potential clients, which can help build trust and establish a strong client-lawyer relationship.

Consider implementing a system for tracking and managing incoming calls to ensure that your law firm is equipped to handle phone inquiries.

This can include training staff to answer calls professionally and promptly, using call tracking software to monitor call volume and quality, and providing clear and concise information about your firm’s services and areas of expertise.

By implementing effective phone management strategies, your law firm can ensure that it is equipped to handle incoming calls and convert them into valuable leads.

18. Mobile search accounts for 58% of law-related keywords’ search volume.

This statistic highlights the importance of mobile device optimization. If your law firm’s website is not optimized for mobile devices, you could miss out on many potential clients.

To ensure your website is mobile-friendly, consider implementing a responsive design.

Responsive design allows your website to adapt to different screen sizes, ensuring it looks great and functions properly on any device.

This can help improve the user experience for potential clients searching for legal services on their mobile devices.

In addition to responsive design, you should also consider optimizing your website for mobile search. This includes using mobile-friendly keywords and ensuring your website loads quickly on mobile devices.

Doing so can improve your chances of ranking higher in mobile search results and attracting more potential clients to your website.

19. 78% of clients choose a legal provider based on online reviews.

(Source: iLawyer Marketing)

To ensure your law firm is not losing clients due to a poor online reputation, actively manage your online presence.

This includes monitoring and responding to online reviews and ensuring that your website is professional and trustworthy.

In addition to online reviews, consider other digital marketing channels such as social media and email marketing.

These channels can help you reach new clients and build relationships with existing ones.

By actively managing your online presence and utilizing digital marketing channels, you can attract new clients and grow your law firm’s business.

20. The global B2B legal services industry is expected to grow to $563.45 billion by 2027.

(Source: PR Newswire)

This growth is expected to be driven by increasing demand for legal services from businesses, especially in emerging markets.

As businesses expand globally, they require legal assistance in navigating complex legal systems and regulations.

This has created a significant opportunity for law firms and legal service providers to expand their services and reach new clients.

However, the industry’s shortage of skilled workers is a challenge that could hinder the growth of the B2B legal services market.

This is because the legal industry requires highly specialized skills and knowledge, and a limited pool of qualified professionals is available.

21. Website optimization is law companies’ most popular internet marketing approach.

(Source: The Friedman Group)

A well-designed website that is user-friendly and informative can be a powerful tool for attracting potential clients and establishing trust with them.

According to a recent survey, 76% of law firms consider website optimization their top priority in Internet marketing.

One key benefit of website optimization is that it can help law firms stand out in a crowded market. By ensuring that their website is easily accessible and informative, law firms can establish themselves as experts in their field and attract more clients.

Another benefit of website optimization is that it can help law firms save money on marketing.

Unlike traditional marketing approaches, such as print ads or billboards, website optimization can be relatively inexpensive and can provide long-term benefits.

Investing in a well-designed and user-friendly website attracts more clients, establishes trust with them, and saves money on marketing.

22. 46% of legal firms believe cost-per-lead is a key barrier in online advertising.

This is not surprising, given that online advertising can be a costly endeavor.

With so many different advertising platforms available, it can be difficult to know which ones are worth investing in.

Additionally, the cost-per-click or cost-per-impression can quickly add up, especially if you’re targeting a highly competitive market.

However, it’s important to remember that online advertising can be a highly effective way to reach potential clients.

By targeting specific demographics and using the right ad formats, you can generate high-quality leads that are more likely to convert into paying clients.

To make the most of your online advertising budget, consider your target audience and choose the right advertising platforms.

Consider working with an experienced marketing agency to optimize your campaigns and maximize your ROI.

23. Legal firms that use video marketing experience a 200-300% boost in click-through rates.

(Source: Scala)

If you’re looking to increase your click-through rates, video marketing is a great tool to consider.

Video marketing provides a way to engage with potential clients in a more personal and interactive way than traditional marketing methods. It allows law firms to showcase their expertise and build trust with their audience.

By utilizing video marketing, law firms can expect to see a dramatic increase in click-through rates, making it an invaluable tool for legal marketing.

When creating video content, know your target audience and the message you want to convey.

The video should be informative, engaging, and relevant to your audience. It’s also important to optimize your video for search engines by including relevant keywords in the title, description, and tags.

24. 94% of law firms have a website.

(Source: ABA Tech Report 2023)

Having a website is crucial for law firms to establish their online presence, attract potential clients, and provide information about their services.

A website can also help law firms build credibility and trust with their clients.

It can showcase their expertise, experience, and success stories.

Law firms can use their website to provide helpful resources, such as legal articles, FAQs, and blog posts, that can assist their clients and establish their authority in the legal field.

Moreover, having a website can help law firms increase their visibility online.

With the right search engine optimization (SEO) strategies, law firms can rank higher in search engine results pages (SERPs) and attract more traffic to their website. This can lead to more leads and potential clients for the law firm.

25. 88% of law firms use their blog for client development.

(Source: ABA)

Blogging is an effective way to showcase your expertise and provide valuable information to potential clients.

In addition to attracting new clients, blogging can also help you retain existing ones.

By regularly publishing informative and engaging content, you can keep your clients informed and engaged with your firm.

But simply having a blog isn’t enough.

To maximize your blogging efforts, you must ensure that your content is optimized for search engines.

This means including relevant keywords, using proper formatting, and promoting your content through social media and other channels.

26. 48% of legal companies intend to raise their spending on popular online marketing channels.

(Source: CallRail)

One of the most popular online marketing channels for legal firms is social media.

While some attorneys remain skeptical about the effectiveness of social media marketing, the statistics tell a different story. In fact, studies show that social media marketing can be a powerful tool for building brand awareness and generating leads.

Another effective online marketing channel for legal firms is search engine optimization (SEO).

In addition to social media and SEO, there are many other online marketing channels that legal firms can use to reach their target audience.

These include email marketing, pay-per-click (PPC) advertising, and content marketing.

Ultimately, the key to success in online marketing is to choose the channels that are most effective for your specific audience and goals.

27. 84% of legal firms generate leads from organic social media traffic.

(Source: CallRail)

One reason for this is that social media allows law firms to reach a wider audience.

By creating and sharing valuable content, law firms can attract potential clients who are interested in their services.

Additionally, social media provides a platform for law firms to engage with their audience and build relationships with them.

However, it’s important to note that social media marketing for law firms remains a controversial marketing medium.

Some legal professionals are hesitant to use social media due to concerns about ethics and professionalism. Therefore, it’s crucial for law firms to create a social media strategy that aligns with their values and goals.

28. The legal industry has an average Google Ads conversion rate of 6.98%.

This means that for every 100 clicks on a Google Ads campaign, about 7 of them result in a conversion, such as a phone call or form submission.

However, this conversion rate may vary depending on factors such as the specific legal service being advertised, the ad copy and targeting, and the landing page.

In addition to conversion rate, other Google Ads benchmarks for the legal industry include an average cost per click of $9.21 and an average click-through rate of 6.11%.

These metrics can also be helpful in optimizing your Google Ads campaigns and ensuring you are getting the most out of your advertising budget.

Although Google Ads is a valuable tool for legal marketing, it is important to monitor your campaign’s performance.

29. 96% of those seeking legal counsel turn to a search engine for assistance.

(Source: Google Consumer Survey)

To ensure that your website appears at the top of search engine rankings, invest in SEO. This involves optimizing your website’s content, structure, and design to make it more visible and attractive to search engines.

Some effective SEO techniques include using relevant keywords, creating high-quality content, and building quality backlinks.

Another important aspect of legal marketing is pay-per-click (PPC) advertising.

PPC advertising allows you to place targeted ads on search engine results pages, which can help you reach potential clients who are actively searching for legal services.

In addition to SEO and PPC advertising, social media marketing can also be an effective way to reach potential clients.

By creating engaging content and building a strong social media presence, you can establish yourself as an authority in your field and attract new clients.

SEO, PPC advertising, and social media marketing increase your online visibility and attract potential clients to your firm.

30. 17% of surveyed law firms said that they did not outsource their digital marketing.

(Source: American Bar Association 2022 Tech Report)

Outsourcing digital marketing can have its advantages.

For example, outsourcing can provide access to specialized expertise and resources that may not be available in-house.

Additionally, outsourcing can free up time and resources for law firms to focus on their core competencies.

However, outsourcing is not always the best option for every law firm.

Some firms may prefer to keep their digital marketing in-house to ensure that their marketing efforts align with their overall business strategy.

Whether to outsource digital marketing or keep it in-house is a decision that each law firm must make based on their unique needs and circumstances.

31. 33% of law firms generate leads from online reviews like Yelp.

(Source: CallRail)

Online reviews have become an essential part of local SEO for law firms. They can help build trust and credibility with potential clients who are researching legal services.

It’s important to actively monitor and respond to online reviews, both positive and negative.

Responding to negative reviews in a professional and courteous manner can help mitigate any potential damage to your law firm’s reputation.

32. 41% of law firms get some traffic as clients look them up on digital professional directories to avail of legal services.

(Source: CallRail)

Digital professional directories are online platforms that allow clients to search for legal services based on specific criteria such as practice area, location, and ratings.

Having a profile on these directories increases your visibility and makes it easier for potential clients to find you.

Apart from digital professional directories, social media platforms like Facebook and Twitter are also essential tools for marketing legal services.

33. 33% of law firms use Facebook daily for marketing, while 16% market themselves on Twitter.

(Source: American Bar Association 2023 Tech Report)

Facebook is a popular platform for law firms to market themselves due to its large user base and targeting options.

Law firms can use Facebook to create targeted ads that reach specific demographics and interests.

They can also post updates about their services, share informative articles, and engage with their followers through comments and messages.

Twitter, on the other hand, is a platform that allows law firms to share short updates and links to their website or blog.

It is an effective tool for law firms to stay up-to-date with current events and news related to their practice areas.

Law firms can also use Twitter to engage with their followers and other industry professionals through hashtags and Twitter chats.

However, social media marketing should not be the sole focus of a law firm’s marketing strategy.

Law firms should also invest in other forms of marketing, such as search engine optimization (SEO), email marketing, and content marketing.

34. Only 28% of respondents’ firms use video for marketing, including 19% of 2-9 legal firms, 18% of 10-49 law firms, and 10% of solo practitioners.

(Source: American Bar Association 2022 Tech Report)

Video marketing is an effective way to reach potential clients and promote your legal services.

If you are not already using video marketing, it may be time to consider incorporating it into your marketing strategy.

Videos can help you showcase your expertise, humanize your brand, and engage potential clients more dynamically than text or images alone.

When creating videos for your legal practice, remember that they should be informative, professional, and tailored to your target audience.

Consider topics that are relevant to your practice area and that will resonate with your potential clients.

35. 51% of Law Firms Use Google Analytics, 45% Use Facebook Insights, and 37% Use Twitter Analytics to Plan Their Marketing Budget.

(Source: CallRail)

Google Analytics is a popular tool that helps law firms track their website traffic, user behavior, and other important metrics.

With this information, law firms can make data-driven decisions about their marketing budget and strategy.

Facebook Insights is another valuable tool that law firms can use to gain insights into their social media performance.

This tool provides data on engagement, reach, and other key metrics that can help law firms optimize their social media marketing efforts.

Twitter Analytics is also an important tool for law firms that use Twitter to promote their services.

The tool provides data on impressions, engagement, and other key metrics that can help law firms make informed decisions about their Twitter marketing strategy.

By leveraging these analytics tools, law firms can gain valuable insights into their marketing performance and make data-driven decisions about their marketing budget and strategy.

36. 78% of legal firms claim they use paid search marketing, yet 82% don’t believe the ROI is worthwhile.

(Source: CallRail)

This lack of faith in the ROI of PPC advertising could be due to a variety of factors.

For one, the legal industry is highly competitive, making it difficult to stand out in search results.

Additionally, PPC advertising can be expensive, especially for highly competitive keywords. This can lead to a high cost per click (CPC), which can quickly eat away at a firm’s marketing budget.

Despite these challenges, PPC advertising can still be an effective marketing strategy for law firms if done correctly.

For example, firms can target specific keywords and audiences to improve the relevance of their ads and increase their chances of generating leads.

Furthermore, firms can use ad extensions to provide potential clients with additional information, such as their location and phone number.

37. 25% of legal firms continue to market in print, 18% in direct mail, 9% in radio, and 8% in the Yellow Pages.

(Source: ABA)

While these numbers may seem small compared to digital marketing methods, the methods can still be effective in reaching a specific audience.

For example, print ads in local newspapers or magazines can target a specific geographic area and demographic.

Direct mail can be used to send personalized messages to potential clients.

Radio ads, on the other hand, can reach a local audience during specific times of the day. Yellow Pages can be used to target clients who are actively searching for legal services.

However, these traditional methods may not be as cost-effective as digital marketing methods.

Print ads and direct mail can be expensive, and it may be difficult to track their effectiveness.

Radio ads can be costly, and their impact may be difficult to measure.

The Yellow Pages may not be as relevant as they once were, as more people turn to the Internet to search for legal services.

Nevertheless, by combining traditional and digital marketing methods, legal firms can reach a wider audience and increase their chances of attracting new clients.

38. 13% of legal firms say that “no one” is in charge of marketing at their firm.

(Source: American Bar Association 2022 Tech Report)

When it comes to legal marketing, it’s important to have someone responsible for managing marketing efforts.

Not doing so can lead to a lack of direction and consistency in marketing efforts, which can ultimately harm the firm’s reputation and bottom line.

To avoid this issue, legal firms should consider designating a specific person or team to handle marketing responsibilities.

This can include tasks such as managing the firm’s website, social media accounts, advertising campaigns, and more.

It’s also important for legal firms to invest in marketing staff or outside consultants to ensure that their marketing efforts are effective and up-to-date.

For example, they can hire individuals with expertise in digital marketing, search engine optimization (SEO), content creation, and other relevant areas.

39. 24% of law firms hire marketers to handle their websites.

(Source: American Bar Association)

Hiring a marketer to manage your law firm’s website can be a smart move, especially if you lack the expertise or time to manage it yourself.

A good marketer can help you create a website that is both visually appealing and user-friendly.

They can also help you develop and execute a comprehensive online marketing strategy.

However, it’s important to choose the right marketer for your law firm.

Look for someone who has experience working with law firms or other professional services firms.

The person should understand the unique challenges and opportunities of marketing legal services online.

In addition, be sure to set clear goals and expectations for your marketer, and establish a system for measuring and evaluating their performance.

40. The average law firm spends approximately $150,000 on SEO.

(Source: First Page Sage)

Investing in SEO can yield significant returns for law firms.

SEO is a long-term strategy that requires patience and persistence. It typically takes around 14 months for legal firms to recoup the costs they invest in SEO efforts.

However, SEO’s benefits can last for years and can help establish a law firm as a trusted authority in its area of practice.

When investing in SEO, work with a reputable and experienced SEO agency that specializes in legal marketing.

A good agency can help a law firm develop a customized SEO strategy that is tailored to its specific needs and goals.

This can include optimizing the firm’s website for relevant keywords, creating high-quality content, and building high-quality backlinks to the firm’s website.

41. The average law firm has a three-year ROI on SEO of 526%.

(Source: First Page Sage)

Search engine optimization (SEO) is recognized as the most effective marketing channel for law firms in terms of ROI. For every dollar invested in SEO, the average law firm can expect to see a return of $5.26 within three years.

On average, law firms spend about $150,000 on SEO, and it takes them approximately 14 months to recoup the costs.

However, once they have recouped their costs, they can continue to reap the benefits of their investment for years to come.

Implementing SEO can also lead to a significant increase in organic traffic.

In fact, law firms that implement SEO can experience an average increase of 21% in organic traffic.

This increase in traffic can lead to more leads, clients, and, ultimately, revenue for the law firm.

42. In a 2020 law company study by BrandMuscle, 79% of questioned legal professionals ranked SEO as the most successful marketing and customer acquisition avenue.

(Source: BrandMuscle)

SEO involves optimizing your website and online content to rank higher in search engine results pages (SERPs).

By doing so, you can increase your visibility and attract more traffic to your website. This can ultimately lead to more clients and revenue for your law firm.

In addition to being the most effective marketing strategy, SEO is also preferred by potential clients.

According to iLawyer Marketing, 85% of potential clients prefer to use Google as their primary source for research when looking for a lawyer. This makes SEO even more important for law firms looking to attract new clients.

Stay current on the latest trends and best practices to build a successful SEO strategy for your law firm.

For example, using WordPress as your content management system can help improve your website’s SEO.

Additionally, regularly updating and adding new content to your website can increase your traffic by up to 400%, according to On The Map Marketing.

43. 13% of legal firms employ an attorney on staff to administer their business website.

(Source: American Bar Association 2022 Tech Report)

Having an attorney on staff can be beneficial as they can ensure that the website is up-to-date with the latest legal information and regulations.

However, it may not always be the best option.

For instance, an attorney may not have the necessary technical skills to design and maintain a website.

In such cases, outsourcing website management to an external provider may be a better option.

44. The most popular content on 99% of lawyers’ websites is partner profiles.

(Source: ABA)

Partner profiles are an effective way to introduce potential clients to your team and highlight your firm’s areas of expertise.

They typically include information about each partner’s education, background, and experience, as well as their areas of practice.

Some law firms also include testimonials from clients or other professionals.

When creating partner profiles, focus on the information that potential clients are most interested in. This may include your firm’s history, your areas of expertise, and your success stories.

You should also ensure that your profiles are easy to read and navigate and that they are optimized for search engines.

45. 55% of legal websites include examples of recent successful cases.

Potential clients look for evidence of success when searching for a law firm. This is why it’s crucial for law firms to showcase examples of their recent successful cases on their websites.

Including examples of successful cases on your law firm’s website is a great way to build trust with potential clients.

It shows that your firm has a track record of success and can handle a variety of cases.

Additionally, it can help potential clients understand the types of cases your firm specializes in and the outcomes you’ve achieved.

When including examples of successful cases on your website, be mindful of client confidentiality. Ensure you have permission from your clients before sharing information about their cases.

You can also provide general information about the types of cases your firm has handled without revealing specific details.

46. 56% of law firms outsource their SEO to outside marketing agencies.

(Source: CallRail)

SEO helps your website rank higher in search engine results pages, which can increase traffic to your site and ultimately lead to more clients.

However, SEO can be a complex and time-consuming process, which is why many law firms choose to outsource their SEO efforts to outside marketing agencies. It requires specialized knowledge and skills that may not be available in-house.

By outsourcing their SEO, law firms can benefit from the expertise of professionals who have experience optimizing websites for search engines.

When outsourcing your SEO to a marketing agency, it’s important to choose a reputable and experienced provider.

Look for an agency that has a track record of success in helping law firms improve their search engine rankings.

You should also consider the agency’s pricing structure and whether they offer ongoing support and reporting to help you track your results.

47. 86% of law firms are engaged on social media.

Maintaining a social media presence can help law firms build their reputations, share valuable insights, and engage with potential clients.

By sharing relevant content, such as blog posts, news articles, and case studies, law firms can establish themselves as thought leaders in their field.

This can help to build trust and credibility with potential clients, who are more likely to choose a firm that they perceive as knowledgeable and experienced.

Social media can also be a useful tool for generating leads and driving traffic to a law firm’s website.

By sharing links to their website and promoting their services, law firms can attract potential clients who may be searching for legal advice or representation.

However, it is important for law firms to use social media responsibly and ethically.

They should avoid making exaggerated or false claims, and ensure that they comply with all relevant regulations and guidelines.

48. 37% of law firms have a Twitter account. 13% of attorneys use Instagram. 61% of law firms use Facebook.

(Source: ABA)

Twitter is a great platform to share quick updates, news, and articles related to your firm.

It is also an excellent platform to engage with potential clients and other professionals in the legal industry.

However, if you are looking to target a younger audience, Instagram might be a better option.

Although only 13% of attorneys use Instagram, it has become increasingly popular among younger generations.

But you should know that having a social media presence alone is not enough.

You must also create engaging and relevant content that will attract potential clients.

You can use social media to provide valuable information about your firm, showcase your expertise, and highlight your successes.

Final Thoughts on Legal Marketing Statistics

After reviewing the legal marketing statistics, it’s clear that digital marketing is an increasingly important aspect of promoting a law firm.

You can’t talk about effective marketing in any industry without mentioning digital marketing.

As a legal marketer or practitioner, you need to improve your digital marketing strategies.

40% of respondents indicated that online marketing accounts for 76-100% of their marketing budget.

By creating high-quality, informative content, law firms can establish themselves as thought leaders in their field and attract potential clients.

Stay up-to-date on the latest marketing trends and techniques to position yourself for success in the years to come.

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