Legal marketing on the Internet reaches 57% of people searching for an attorney

Legal marketing on the Internet reaches 57% of people looking for an attorney, according to a study released by Lexis-Nexis

After 12 years of experience using online attorney marketing, I’ve told many people privately what I wrote a few months ago on this site about attorney marketing online: “If your mass tort cases come from TV ads and referring lawyers, there is an entire group of people who aren’t even hearing your message.

LexisNexis attorney marketing logo.

LexisNexis releases survey on how clients find lawyers Sept. 18, 2012. Click on the LexixNexis logo above to see the full survey.

I knew this was true because of my experience signing up thousands of mass tort clients nationwide using online attorney marketing. Many of those clients were people who were accustomed to using the Internet to research important issues. Some of them would never consider hiring an attorney to handle an important case based merely on a 30-second TV ad.

Now there is a new study confirming the importance of  online legal marketing for all lawyers, not just mass tort attorneys. The empirical evidence is found in a LexisNexis attorney marketing study released September 18, 2012. The LexixNexis study says:

The “Attorney Selection Research Study,” conducted by The Research Intelligence Group (TRiG), focused on consumers who sought an attorney in the past year. Results show that more than two thirds (76 percent) of adult Internet users in the United States seeking an attorney turned to online resources at some point in the process. While referrals from friends and family remain a key method for finding an attorney, the study finds consumers are now just as likely to conduct an Internet search as they are to turn to people they know during the information gathering phase of the attorney search process.

Other key findings of the attorney marketing study:

  • 60 percent of adult Internet users have sought an attorney at least once in their lives. This equates to nearly 110 million people.
  • One-third of respondents (representing roughly 58 million consumers) sought an attorney within the past year, and just under one third of total respondents did so more than one year ago.
  • A majority of respondents (57 percent) who sought an attorney in the past year hired one.
  • 57 percent of those who sought an attorney in the past year said they used online resources to check and compare the ratings/reviews of a lawyer or law firm. Among those, nearly two-thirds (65 percent) found the ratings/reviews to be extremely or moderately influential in their decision.
  • Google is the most commonly cited online legal resource mentioned by survey respondents who searched online for a lawyer in the past year, followed by Lawyers.com. Facebook was cited as the most-used social media site.

How reliable is the attorney marketing study?

It appears to be very reliable, given that 4,000 people were surveyed. Here’s the relevant information on how the study was conducted:

The Attorney Selection Research Study, commissioned by LexisNexis® Martindale-Hubbell®, was conducted by The Research Intelligence Group (TRiG). The third-party double-blind survey was designed to include a representative sample of adults who use the Internet. It was completed by 4,000 adults 18 years old and older, with quotas to reflect the demographic proportion of Internet users within the United States. The survey was conducted from February 9-15, 2012.

Follow this link to read the entire LexisNexis attorney marketing study.

Is online legal marketing helping new clients find you?

As the LexisNexis survey shows, 57% of people searching for an attorney are using the Internet. And these prospective clients give as much weight to the information they find on the Internet as they do to the advice of family and friends.

Some of these consumers are using the Internet looking for a lawyer exactly like you. Will they find you, or your competitor?

If your law firm hasn’t started online attorney marketing, or your online legal marketing efforts are failing to generate a significant number of clients, you need to to talk with someone who knows how to obtain legal clients using online attorney marketing.


If you’re a Facebook user, please “friend” our Attorney Marketing Online Facebook Page. Also, feel free to connect with Mike Evans on Google+ or Twitter. View my legal marketing page on Google+ at https://plus.google.com/+Mjevans/posts.  To make sure we satisfy ethics rules, allow me to point out that “No representation is made that the quality of the legal services to be performed is greater than the quality of legal services performed by other lawyers.”


If you enjoyed this post, make sure you subscribe to my RSS feed!