Law Firm Marketing Survey Reveals Executives Rely on the Internet to Find Lawyers

A new survey by branding firm Greenfield/Belser and The Brand Research Company, spotlights how, where and what executives search for online as they consider lawyers and law firms to advise them.

  • 85% of executives consider professional service firm websites important sources of information in their search for professionals.
  • Three in four say the quality of a firm’s site influences whether they put a firm on their short list.
  • 53% have put a firm on a short list based on the information found on the firm’s site.
  • Specific-industry experience tops the list of things executives find important on sites, with 78% saying it is must-have information.

Executive-level buyers are online, in droves

  • law firm marketing, find lawyers, online marketing94% are online daily for purposes other than email.
  • 82% report the Internet has replaced other methods of researching almost completely.
  • 76% told us the Internet has replaced other methods of receiving news almost completely.
  • 42% indicate the Internet has replaced other methods of securing business purchases almost completely.
  • 78% surveyed say they go online to search for outside legal, accounting and consulting professionals, but the majority (59%) do so less than monthly on average.

Search engines are a key tool for learning about professionals

  • 50% of executive decision makers say that search engines are important.
  • 48% say that being listed near the top on Google matters.
  • When they use search engines, one in two decision makers always include keywords with specific expertise and industry.
  • Other critical, but less important keywords include general practice areas, city and state.

Newer media tools gain traction 

  • Two-thirds of executives surveyed use social networking sites. For business, LinkedIn tops the list.
  • 75% read blogs, with 37% reading them on a daily or weekly basis.
  • Mobile phones are ubiquitous, but only 28% of executive decision makers view or listen to online content of any type on their phones; those who do, most often use it for news.


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Comments (4) Read through and enter the discussion with the form at the end
Tracy TC - December 1, 2010 3:48 PM

It was only a matter of time until the legal industry started catching up with the rest of the world. For every other industry, articles like this one were being posted in 2005. =-)

SEO Link Buildin - December 4, 2010 4:31 AM

Online Marketing should be a part of your overall marketing strategy. Although many companies still utilize more traditional methods of marketing,

Mark Sanker - May 26, 2011 1:53 AM

ABSOLUTELY! understanding the importance of the internet for precise information about a business or any other type of entity is essential.

Lawler Group - August 12, 2013 5:07 PM

The legal industry is quickly advancing into the digital age. This is just like the job search/executive recruiting industry. With more and more information being online, and more and more people being online it is only a matter of time until more industries are affected as dramatically as these two.

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