A Multifaceted Journey to Hiring Law Firms: Decoding the Consumer Research Process

The process of consumers researching which law firm to hire is more intricate than many Law Firms realise. While Google remains the dominant platform for most consumers, it is not the sole source they rely on when searching for law firms online. A combination of multiple resources often leads Consumers to make informed decisions and reach out to potential firms. With an abundance of digital options available to consumers, it becomes crucial to understand the platforms they use to conduct research when hiring law firms.

To delve into this inquiry, a comprehensive study involving 543 participants from across the United States was conducted.* The study aimed to unveil the digital platforms consumers prefer while researching law firms before making the crucial decision of hiring one. Participants, aged 21 to 65, were asked the pivotal question: "If you needed to hire a lawyer, which digital sources would you use to conduct research on which law firm to hire? Select all the ones you would use in your research process."

The findings uncovered a diverse array of platforms that consumers rely on for their research, underscoring the importance of maintaining a varied digital presence in 2023. For law firms aiming to generate more leads and cases through their online presence, these insights provide invaluable guidance to navigate the ever-evolving digital landscape.

Google Remains the Undisputed Leader in 2023:

As expected, Google continues to reign as the primary platform for consumers seeking law firms online. A staggering 90% of participants in our study indicated that they would use Google to conduct research on which law firm to hire. The dominance of Google remains steadfast, reflecting its unparalleled utility in the consumers' decision-making process.

ChatGPT: Limited Adoption:

Despite the buzz surrounding chatGPT, its impact on the process of researching lawyers is still relatively limited. Only 9% of participants expressed their intention to use chatGPT for law firm research. Trust in the output of chatGPT for such important decisions remains a hurdle, and while some may include it in their research process, it does not yet pose a significant challenge to Google's supremacy.

Facebook Continues to Hold Relevance:

Facebook emerged as a notable research source, with over 1 out of every 5 participants considering it for their law firm research. While particularly relevant to consumers aged 30 and above, it should not be ignored by law firms, as many potential clients fall within this demographic. Notably, our study also revealed that having a video about the law firm significantly impacted the decision-making process for 90% of people aged 30 and over, making video content crucial for conversion in 2023.

Yelp: Emphasising the Importance of Reviews:

Yelp's significance in 2023 lies in the power of reviews. With consumers attaching increasing importance to reviews, both on Yelp, Google, and Facebook, the quantity and quality of these reviews greatly influence decision-making. Maintaining a positive online reputation on Yelp and other review platforms can significantly impact a law firm's success in attracting clients.

YouTube: A Key Platform for Research and Discovery:

Video content is paramount to 4 out of 5 consumers researching law firms, making YouTube a prominent platform for obtaining information. The auto-completion suggestions on YouTube reinforce its relevance, with legal-related searches leading to lawyer and attorney suggestions. Utilising YouTube as a search engine and hosting law firm videos can be instrumental in generating leads and cases in 2023.

Bing: Utilised by a Minority:

Bing's integration of chatGPT has garnered attention, but it remains a minor player in law firm searches, accounting for less than 5% of search traffic for most firms. Focusing on Google optimization is essential, though running Bing ad campaigns alongside Google ads can enhance visibility for select firms.

Voice-Activated Digital Assistants: A Potential Yet Developing Avenue:

While only 10% of participants indicated the use of voice-activated digital assistants like Siri and Alexa for law firm research, their potential impact remains uncertain. With current digital assistants still lacking compared to chatGPT, future developments may alter their usefulness. Further research is needed to discern how consumers employ digital assistants during their research process.

TikTok: Gaining Traction in Legal Marketing:

TikTok's growing popularity among younger audiences positions it as a platform of interest for law firm marketing. As the user base expands, law firms have increased their activity on TikTok through organic posts and ads. For firms targeting specific demographics, TikTok could become a viable platform for running ads in 2023.

Key Takeaways for Law Firms:

To succeed in 2023, law firms must prioritise great visibility on Google, where 90% of consumers seeking attorneys turn for their research.

Reviews hold paramount importance in the consumer research process, necessitating a focus on Google, Yelp, and Facebook reviews.

Considering Facebook's continued relevance, maintaining an up-to-date and positive presence is crucial, especially for consumers aged 30 and above.

Leveraging YouTube's significance, law firms should invest in video content on this platform to influence consumer decision-making and generate more leads.

Bing remains a niche option, but it may be worth considering for targeted ad campaigns.

Voice-activated digital assistants offer potential, but their impact is limited for now. Continued developments may shape their relevance in the future.

TikTok's popularity with younger audiences can be harnessed for marketing through organic posts and ads, particularly for firms targeting this demographic.

* ILawyerMarketing Consumer Study 2023