How do people find and hire lawyers?
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How do people find and hire lawyers?

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Ever wonder about how people search for lawyers? A recent Google Consumer Survey sheds some light on how many people begin their attorney search, what's important to them and what they're likely to do ...

Ever wonder about how people search for lawyers? A recent Google Consumer Survey sheds some light on how many people begin their attorney search, what's important to them and what they're likely to do first. We've added a few thoughts of our own too.

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    How do people find and hire lawyers? How do people find and hire lawyers? Document Transcript

    • How do people find and hire lawyers? What’s important to them? What are they likely to do? What they’re saying they want from you.Thoughts from AttorneySync How do people search for lawyers? 1
    • Recently, Moses & Rooth, Attorneys At Law created a Google Consumer Survey exploring how people start their search for lawyers, what’s important to them and what they’re likely to do first when searching for a lawyer. If you’re a lawyer, this survey provides some valuable insights into the minds of your potential clients. We’ve detailed some of our interpretations from the survey and what we think these survey respondents are trying to tell you. We hope you find this helpful.Thoughts from AttorneySync How do people search for lawyers? 2
    • When you need to find a specialty lawyer how would you start your search?Thoughts from AttorneySync How do people search for lawyers? 3
    • Learning from how people start their search to find a specialty lawyer • Even today, most people begin their search for a lawyer by asking people they trust. • Search engines are playing a significant role in how people start their search for specialty lawyers. • ~ 34% of the respondents used some internet tool to start their search. • Search engines were significantly more popular than social networks in this survey.Thoughts from AttorneySync How do people search for lawyers? 4
    • When 25-34 year-olds need to find a specialty lawyer how would they start their search?Thoughts from AttorneySync How do people search for lawyers? 5
    • Learning from how 25-34 year-olds start their search to find a specialty lawyer • 25-34 year-old respondents were slightly more likely to start their search via a search engine than by asking a friend. • People of this age group were more likely to look for a lawyer on the internet than in offline directories like yellow books. • Even the 25-34 year-old respondents to this survey were not likely to use social networks to begin their search.Thoughts from AttorneySync How do people search for lawyers? 6
    • 25-34 year-olds chose search 2x more than those aged 55-64Thoughts from AttorneySync How do people search for lawyers? 7
    • What they’re saying they want from you. • They want to hear good things about you from the people they trust. A reputation for doing good work remains most important. • They want to find you in search engines. If you’re not appearing in search engines, many of these folks simply won’t find you. • They want their lawyers to refer you to them. Build a reliable professional network. • They want to find you in a variety of places online. You need to grow visibility across different sections of the web.Thoughts from AttorneySync How do people search for lawyers? 8
    • If you search for a specialty lawyer on the internet what is most important to you?Thoughts from AttorneySync How do people search for lawyers? 9
    • Learning what is most important to people who use the internet to search for lawyers • The most important thing to the respondents was finding information about them elsewhere on the internet. • Reviews and endorsements, especially those on Google were also very important to these respondents. • Yelp reviews were not as important to these respondents.Thoughts from AttorneySync How do people search for lawyers? 10
    • What they’re saying they want from you. • It’s important to them that they’re able to find information about you on a variety of web sources. Don’t take a one-dimensional approach to your web marketing. • They want to see what your clients and colleagues are saying about you online. Encourage happy clients and referral sources to leave reviews of you online. Especially on Google. • They want to see reviews of you on other sites too. Don’t just send happy clients to Google. Send them to other popular sites that allow for reviews (i.e. Facebook, Yelp, Avvo, etc).Thoughts from AttorneySync How do people search for lawyers? 11
    • If you searched for a specialty lawyer on Google, what would you do first?Thoughts from AttorneySync How do people search for lawyers? 12
    • Learning what people who search for lawyers online would do first • While the impression a lawyer’s website makes was not that important to these respondents, most are still likely to visit the lawyer’s website first. • Again, the importance that reviews play is undeniable. • Most people are likely to spend time researching the lawyer first, as opposed to, calling immediately.Thoughts from AttorneySync How do people search for lawyers? 13
    • If 25-34 year-olds searched for a specialty lawyer on Google, what would they first?Thoughts from AttorneySync How do people search for lawyers? 14
    • Learning what 25-34 year-olds who search for lawyers online would do first • For this group, reading Google reviews is the first thing that they would do. • Almost half of this group would read some kind of online review first! • Office proximity appears to be less of a priority for this group.Thoughts from AttorneySync How do people search for lawyers? 15
    • What they’re saying they want from you. • They’re screaming at you about the importance of reviews. Make your clients happy and help them understand how they can appropriately sing your praises. • Make your website informational. They want information about your knowledge, skill and experience. Share it. Don’t hide behind nebulous marketing copy. • They want to talk to you. Answer your phone. Don’t let a machine be your potential clients’ first impression of your firm.Thoughts from AttorneySync How do people search for lawyers? 16
    • Giving them what they want. People who use the internet to search for lawyers and information about lawyers have clear expectations. They expect to find information about you and your practice. They insist that you demonstrate your knowledge, skill and experience. They also expect to be able to see what your clients and colleagues have to say about you. While there’s no doubt that the majority of people start their lawyer search with people that they trust (i.e. family, friends, their current lawyer), many of these people will seek additional information about you before even contacting you. At this point, there’s little doubt that if you’re invisible online, you’re losing out on potential clients. And it’s likely that you’ll never even know about the opportunities that you’re missing. Today, more than ever, it’s imperative that you supply your potential clients’ demands for information about you, your practice and the news and topics related to your practice.Thoughts from AttorneySync How do people search for lawyers? 17
    • Thanks & Feedback Thanks for tacking the time to read our thoughts on this important survey. We encourage you to leave questions, comments and feedback below. You’re also welcome to contact us directly: info@attorneysync.com OR (877) 619-5775 Thanks, Team at AttorneySyncThoughts from AttorneySync How do people search for lawyers? 18