How Many Sources Do People Use When Finding a Lawyer?

When searching for a lawyer, people typically rely on multiple sources to gather information, compare options, and make an informed decision. On average, individuals use 3 to 5 sources during their search process.

This behavior underscores the importance of a strong, integrated marketing strategy for law firms looking to attract and convert potential clients. Moreover, research suggests that prospective buyers need to see a brand 7 times on average before taking action.

This highlights the critical need for consistency across all marketing channels and a deeper understanding of the buyer journey. In this article, we’ll explore the most commonly used sources, how prospective clients leverage them, and why tracking only the last source might not give you the full picture.

1. Online Search Engines: The First Stop for Most Clients

Why Search Engines Matter

Search engines like Google and Bing are often the starting point for people looking for legal services. Studies indicate that 70-80% of prospective clients begin their journey with a search query, such as:

• "Best personal injury lawyer near me"

• "Affordable divorce lawyer in [City]"

• "Top-rated criminal defense attorney"

These queries highlight the need for law firms to invest in local SEO to ensure they appear at the top of search results when potential clients are actively seeking their services.

However, search engines are often only one touchpoint in the broader journey—clients may also engage with ads, reviews, or social media before making a decision.

Optimizing for Search Engines

To maximize visibility on search engines, law firms should:

• Claim and optimize their Google Business Profile: Include accurate contact information, office hours, and photos.

• Focus on local keywords: Incorporate terms like "[City] personal injury attorney" throughout your website and content.

• Build a strong backlink profile: Links from reputable legal directories and local businesses enhance domain authority.

• Integrate with other channels: Combine paid ads and organic strategies to ensure search engines work as part of a cohesive marketing plan.

2. Recommendations and Referrals: The Power of Word-of-Mouth

Trust in Personal Connections

One of the most trusted sources of information when hiring a lawyer is recommendations from friends, family, or colleagues. A 2021 study by Nielsen found that 92% of consumers trust personal recommendations more than any other form of advertising. While personal recommendations are invaluable, they often build upon other touchpoints, such as a lawyer’s online presence or reputation.

Building Referral Networks

Law firms can foster referrals by:

• Providing exceptional client service to encourage satisfied clients to recommend them.

• Partnering with other professionals, such as real estate agents, accountants, or healthcare providers, who may refer clients needing legal assistance.

• Leveraging content marketing to establish expertise and make it easier for past clients to recommend your services.

3. Review Platforms: The Digital Word-of-Mouth

The Role of Online Reviews

In today’s digital landscape, online reviews are as influential as personal recommendations. Platforms like Google Reviews, Avvo, Yelp, and Martindale-Hubbell allow clients to share their experiences, helping others evaluate a lawyer's reputation, professionalism, and success rate.

A study by BrightLocal in 2023 found that 49% of consumers trust online reviews as much as personal recommendations (BrightLocal Consumer Review Survey, 2023).

Managing Online Reviews

To maintain a positive reputation on review platforms, law firms should:

• Respond to reviews: Whether positive or negative, responding shows that the firm values client feedback.

• Ask for reviews: Politely request satisfied clients to leave reviews.

• Track reviews as part of the buyer journey: Recognize that reviews may not be the last step but part of a broader consideration process.

4. Law Firm Websites: A Hub of Information

Why Websites Matter

A law firm’s website often serves as the first impression for potential clients. It’s where people go to validate credentials, understand services, and assess whether the firm aligns with their needs.

However, the website’s role often complements other touchpoints, like ads or social media, rather than acting as a standalone decision-maker.

Key Website Features

To convert visitors into clients, law firm websites should:

• Be user-friendly: Ensure fast loading times, mobile responsiveness, and easy navigation.

• Showcase expertise: Include detailed practice area pages, case studies, and attorney bios.

• Incorporate trust signals: Display client testimonials, awards, and certifications.

• Include clear calls-to-action: Use buttons like "Schedule a Consultation" or "Call Us Today" to guide users.

5. Social Media: Building Connections and Trust

The Growing Role of Social Media

Platforms like Facebook, LinkedIn, and Instagram allow law firms to build relationships, share valuable insights, and showcase their expertise. While not always the first source of information, social media can reinforce trust and keep a law firm top-of-mind.

According to the ABA’s 2022 Legal Technology Survey, 35% of lawyers reported gaining clients through social media.

Best Practices for Social Media

To make the most of social media, law firms should:

• Share educational content: Post blogs, FAQs, and updates on relevant legal topics.

• Highlight client success stories: With permission, share anonymized case outcomes to build credibility.

• Integrate with other channels: Use social media to amplify your website content, ads, and email campaigns.

• Recognize social media as part of a multi-touchpoint strategy, not a single source of conversion.

6. Traditional Marketing: The Timeless Value of Offline Channels

Why Traditional Marketing Still Matters

While digital channels dominate today’s marketing landscape, traditional marketing methods like radio, billboards, and print ads remain valuable for building brand awareness and reaching specific audiences. These channels can serve as the initial or supplemental touchpoints in a multi-channel strategy, especially in areas where digital saturation is high.

Examples of Effective Traditional Marketing

• Billboards: High-traffic locations can boost brand visibility and remind potential clients of your services.

• Radio Ads: Target specific demographics by advertising on popular local stations.

• Print Advertising: Distribute brochures, flyers, or ads in local newspapers to reinforce your presence.

• Event Sponsorships: Sponsor community events to connect with local audiences and enhance your reputation.

Integrating Traditional with Digital

To maximize the impact of traditional marketing, law firms should:

• Include clear calls-to-action that drive prospects to your website or social media (e.g., "Visit [website URL] for more information").

• Use tracking methods like unique URLs or phone numbers to measure the effectiveness of offline campaigns.

• Combine traditional ads with digital retargeting to reinforce brand messages.

  
  

Why Tracking Only the Last Source Falls Short

Many businesses focus on the "last-touch" attribution model, which gives all the credit for a conversion to the final source a client interacted with. However, this approach often overlooks the multi-touch nature of the buyer journey. For example:

• A client may first see a Google Ad, read reviews on Yelp, visit the law firm’s website, and later call after seeing a post on Facebook.

• Focusing solely on the last source misses the influence of earlier touchpoints, leading to an incomplete understanding of what drives conversions.

The Need for Integrated Marketing Planning for Law Firms

An integrated marketing strategy ensures that all channels work together to create a cohesive experience. By tracking interactions across platforms and touchpoints, law firms can better understand:

• Which channels drive awareness.

• How different sources influence consideration.

• What combination of touchpoints leads to conversions.

Build Your Multi-Channel Marketing Strategy Today

In today’s complex buyer journey, no single source tells the full story. To attract and convert clients, law firms need an integrated marketing plan that connects search engines, referrals, reviews, websites, and social media into a seamless experience.

Ready to optimize your marketing strategy and ensure your law firm stands out at every touchpoint? Contact us today to learn how we can help you build a cohesive, data-driven approach that drives real results.