Legal Marketing Statistics

Internet Marketing Statistics Law Firms Need to Know


“If you torture the data long enough, it will confess to anything.”

– Ronald H. Coase (1910-2013) Essays on Economics and Economists 

Online Legal Marketing Statistics

As Legal Marketers, we ensure that opinion, strategy, and tactics are supported by accurate and updated research. With this in mind, it is worth noting the following statistics when launching an online legal marketing campaign.

 Internet Marketing Statistics

50% of all mobile searches are conducted in hopes of finding localized results, and 61% result in a purchase. (Source:

78% of companies now say they have dedicated social media teams in 2015, up from 67% in 2012. (iScoop)

50% of companies are using digital marketing, but admit they don’t have a plan. (Smart Insights and TFM&A)

49% of companies have an executive in their organization who is directly responsible for the overall content marketing strategies. (Curata)

60% of all Internet searches in the United States originate from mobile devices and about 1/2 of all Internet traffic flows through mobile apps. (

60% of a marketers’ time is devoted to digital marketing activities which has created a demand for digital marketing skills. (

53% of marketers spend between 1% and 30% of their marketing budgets for marketing technology (25% between 1 and 10%). (LinkedIn Technology Marketing Community)

The top 3 goals of content marketing are: 1) Lead Generation (59%); 2) Thought Leadership/Market Education (43%); and 3) Brand Awareness (40%). (LinkedIn Technology Marketing Community)

70% of Internet marketers DO NOT have a consistent or integrated content strategy. (Altimeter)

60% of companies (by 2016) will have an executive in their organization that is directly responsible for an overall marketing strategy. (e.g., Chief Content Officer, VP or director of content) (Curata)

80% of B2B marketers have a content marketing strategy in place. (32% documented, 48% not documented) (Content Marketing Institute/MarketingProfs)

What Size is the U. S. Legal Market?

First, let’s look at the U. S. Legal Market. We know the U. S. legal market is large but just how large it is depends on the parameters being used to measure it. For example:

  • In the U. S., BTI Consulting (Consultant to Fortune 1000 companies) puts the U. S. Legal Market at more than $100 billion.
  • Richard Granat, (ABA Legal Rebel, CEO in a presentation about the latent market for legal services, says the U. S. Legal market is $145 billion.
  • Joshua Kubicki, (Chief Strategy Officer) in an article on his Legal Transformation Institute website in early 2014 valued the Legal Market place at $400 billion.
  • In 2013, the entire legal services industry generated $256.66 billion dollars. Projected to increase to $288 billion dollars by 2018.
  • According to the U.S. Labor Department, the legal services sector employs 1,139,900 people. With this growth, more firms are hiring tech people to figure out how to effectively market online.
  • According the American Bar Association, there are more than 76,000 Personal Injury lawyers in the United States, comprised of law firms with 50 or less lawyers.

In the past 5 years, the online legal market has become more cluttered and confusing. Online legal marketing provides a clear avenue of focus, accessibility and relevance.

Women Lawyers and the Legal Industry







National Association of Women Lawyer Study Highlights

Women are still underrepresented in the legal profession. As of April 2013, only 34 percent of employees in the legal industry were women. In the 50 best law firms for women, according to Flex-Time Lawyers and Working Mother, the gender distribution of employees appears to be much more even in the general ranks.

The typical female equity partner earns 80% of what a male equity partners earns (down from 84% in the first survey).

In 2013, female lawyers and judges earned 82% of the salaries of their male counterparts.

A typical law firm has 2 women and 8 men in their highest U.S.-based governance committee-or 22% women.

Women still only comprise approximately 18% of the equity partnership, only 2% higher than in 2006.

In the firms that reported having 2 or fewer women in the compensation committee, the typical female equity partner earns 77% of that earned by a typical male equity partner, compared to 89% last year.

In the firms that reported having 3 or more women on the competition committee, the typical female equity partner earns 87% of earnings by a typical male equity partner, compared to last year.

Source: Report of the Ninth Annual Survey by National Association of Women Lawyers Study.

How People Search For Law Firms Online

How Real People are Searching Online for Legal Help:

96% of legal prospects use a search engine when seeking legal advice. (Google Consumer Survey, Nov 2013)

74% of legal prospects visit a law firm’s website to take action. (Google Legal Services Study Sept 2013)

38% of legal prospects use the Internet to find a law firm. (FindLaw U.S. Consumer Legal Needs Survey 2014)

71% of legal prospects looking for a law firm think it is important to have a local attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014)

74% of legal prospects who begin searching online end up contacting a law firm by phone. (FindLaw U.S. Consumer Legal Needs Survey 2014)

87% of legal prospects that contact a lawyer go on to hire a lawyer, and 72% will only contact one lawyer. (FindLaw U.S. Consumer Legal Needs Survey 2014)

62% of legal keyword searches are non-branded (meaning, generic: “california injury attorney,” etc.). (FindLaw U.S. Consumer Legal Needs Survey 2014)

Content marketing in 2015 generated 3 times as many leads as traditional outbound marketing, but costs were 62% less. (Source: Hubspot)

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List Updated on: 09-17-2017

Even Your Legal Playing Field With Top Converting Keywords

The online legal marketplace is similar to other competitive marketplaces. In general, 20% of the legal players dominate 80% of the market. This occurs because they are able to spend over $20,000-$100,000 per month on legal marketing while others cannot afford this high monthly expense.

Statistics reveal that a majority of law firms trying Pay Per Click advertising, quit within a couple of months because the cost is too high to maintain or because of ineffective marketing strategies. This small 20% minority makes it difficult for the small to mid-size law firms to compete.

Many law firms tell us their biggest online marketing problem is getting geographically targeted leads/cases from their online Pay Per Click advertising campaigns. Our Legal Keyword Sheets with Long-Tail targeted keywords solve this problem. The targeted keywords even the playing field with their competitors at a fraction of the cost.

You Will Not Find a Better Value for Legal Keywords Anywhere on the Internet!

About Legal Help Centers

Our Legal Keyword Sheets are from our live Pay Per Click campaigns on Google Adwords, Bing Ad Center & Yahoo Pay Per Click. We have a Legal Keyword Library of more than 200 Million Legal keywords. We have been marketing and collecting legal keywords for more than 19 years.

Our Legal Keyword Sheets Have Been Tested in Live Campaigns

Our Legal Keyword Sheets contain thousands of variations of keywords and search terms actually used by real people looking for law firms in online searches.

Legal Keyword Benefits

Your Law Firm Can Benefit in Many Ways by Using Our Legal Keyword Sheets

  • Keywords can be uploaded today.
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We’ve been helping law firms grow their legal practices for over 19 years. We are confident we can help your law firm grow too.

To schedule an appointment please fill out our contact information form or call today to learn more about our exclusive Legal Keyword Sheets.



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