Understanding modern legal consumers

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To be successful, attorneys at solo and small law firms must understand who their potential clients are and find ways to connect with and engage them. Today, that means figuring out how to use technology to your advantage.

In our recent white paper on legal consumers, we compared a decade’s worth of data from Thomson Reuters U.S. Consumer Legal Needs Surveys. Not surprisingly, advancements in technology have had a tremendous impact on legal consumers’ behavior. Chiefly, consumers with legal needs are more tech-savvy and empowered than those of a decade ago.

To reach and win over modern legal consumers, law firms must find a way to both get noticed and make a connection. How? The following tips are a good place to start:

Prioritize SEO

It won’t matter how amazing your website looks if legal consumers can’t find it. Today, it’s crucial to prioritize ways to make your website visible. When thinking about how to get search engines’ attention, start by researching the keywords and phrases used by legal consumers who need your help. Once you have a good list, work to incorporate these and similar words and phrases throughout your website’s content and metadata. Additionally, adding new content to your site on a regular basis via a blog is not only beneficial from a search perspective but also allows you to present yourself as the legal expert you are.

Pay attention to website messaging

Once potential clients find your website, think about how you talk to them. Is your website laden with legal jargon and information about legal publications and awards? It’s especially important that the messaging on your home page resonates with potential clients. You need to draw them in, build trust, and keep them engaged. Much of your messaging will be tailored to your specific practice area(s) and those attributes that make your firm distinct. For example, the tone and key messaging on the website of a law firm that practices primarily family law is going to be very different from that of an intellectual property attorney. Know your audience, address their concerns, and find a way to continue the conversation via strong calls to action and engagement vehicles like your blog and social media channels.

Additionally, to ensure your messaging is accessible and viewable regardless of whether someone visits your firm’s site from their smartphone, tablet, or laptop; take steps to make sure your website is mobile-responsive.

Dial-in on online legal directories

In addition to prioritizing SEO to boost your website’s visibility, today many legal consumers rely on online legal directories to research their legal issues and find an attorney. Think of online legal directories as virtual phone books, but much more robust in content and capabilities. Having your firm listed in a reputable online legal directory adds instant credibility and puts you in front of potential clients who are actively searching for answers and help with their legal matters.

However, simply having your firm listed in a directory likely isn’t enough. Take steps to make sure your listing stands out from competitors.

Connect with your next client today

As technology continues to advance, attorneys would be wise to stay informed. Regardless of what the future holds, it’s a safe bet that legal consumers will continue to adopt new tech and ways of researching and resolving their legal problems.

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