46 Legal Marketing Statistics You Must Read: 2024 Data Analysis & Market Share

If you are a private practice lawyer who has yet to explore legal marketing, you may be familiar with the frustration of missing out on the big cases and the considerable fees that they bring. What makes things sadder is you don’t have to contend with such problems as there are remedies available to you, and one of these is legal marketing. Choosing to market your service will not only resolve these problems but will also put your firm on the path to growth. Some platforms go well with this method of marketing products that offer a vast array of marketing automation software benefits.

Legal marketing is a must if private practice lawyers are to survive. If you don’t think you possess what it takes to do marketing, you may be better off working for large corporations. But if you have what it takes, then go for it. All you need is to invest in law practice management software, create a sound marketing plan, and most importantly, the will to implement it.

To give your legal marketing effort that needed boost, we have compiled some of the most relevant and current legal marketing statistics. After you’re through reading this, you’ll be better prepared to market your legal services and find out for yourself the benefits that come with legal marketing.

To say that professionals do not need to market their services is off the mark. It’s a taxing job, but the benefits it offers far outweigh the effort and investments that come with it. This is true, especially for lawyer partners whose job security rests on their list of clients and the revenue they bring in annually. For this reason, it is always good practice to know how the market is doing, what consumers are thinking, and what current legal marketing law firm developments can be of use to you. As most marketing guides tell us, knowing one’s target market is paramount to converting prospects. But of course, you will need to use tools that will help you get the job done as in the case of top email marketing platforms.

Legal Market Statistics

Among the top developments in legal marketing is how the legal market has been adversely affected by the economic decline, with firms struggling to boost efficiency and productivity to stay competitive. But despite the poor market performance, law firms have managed to register a 5.4% increase in revenue. Demand for legal services has likewise increased, albeit a mere 1.3%. The sector has also suffered from financial losses from lost productivity while standard legal fees continue to lag behind those of other professions. These problems can be addressed through automation. Just take a look at current marketing software statistics and see for yourself. To give you a better idea of what’s going on in today’s legal market, we have compiled a number of relevant statistics below:  

• Since 2012, the growth of demand for law firm services has been stagnant and continued to be flat in 2019. (Georgetown Law, 2020)
• However, in 2021, experts predict that the market is set to recover and reach a market size of $767.1 billion after the COVID-19 pandemic. (BRC, 2020)
• Meanwhile, online legal services in the United States have also grown with a market size of $9 billion as of 2020. (IBISWorld, 2020)
• The average revenue growth across the legal market in 2019 was 5.4%. (Georgetown Law, 2020) 
• The industry had an average of 123 hrs in terms of billable hours in 2019. (Georgetown Law, 2020)
• The average daily work demand per lawyer was six hours in 2019. (Georgetown Law, 2020)
• Moreover, 46% of lawyers spend less than 10 hours in meetings with clients or representing clients in court while 22% spend a minimum of 20 hours. (Martindale, 2020)
• Aside from dealing with difficult clients (22%) and long hours (18%), lawyers say that the most challenging aspect of their job is generating new clients (17%). (Martindale, 2020)
• Productivity in the industry fell back to negative growth at -2% in 2019, reversing performance in 2018. (Georgetown Law, 2020)
• 4.4 % – The increase in standard legal services rates in 2019. (Georgetown Law, 2020)

Legal Marketing Statistics

Law firms have been striving to up their marketing game by adopting different strategies to reach their target audiences. Marketing budgets vary and some firms don’t even have a dedicated department to handle their marketing activities. We also found out that the use of video for marketing is not yet widespread in the industry, though a majority of law firms do have some sort of online presence via their websites and social media.

Just like any other industry, the legal profession has gone digital, with marketers exploring new channels to convert more leads into paying clients. Digital channels pertain to everything online, including video, email, and mobile. The popularity of the Internet has led legal marketers to focus their marketing budgets on this new tool. Law firms now maintain websites, through which many generate new clients. The use of top email marketing solutions has also become commonplace. The following are key digital legal marketing stats that can help you know more about these marketing innovations.

• Overall, only 24% of firms surveyed use video as part of their marketing. (ABA, 2020)
• 27% of firms with 10-49 lawyers use video marketing. (ABA, 2020)
• 23% of firms with 2-9 lawyers use video marketing. (ABA, 2020)
• 6% of solo practices reported using video for their marketing. (ABA, 2020)
• External marketing consultants are also used: 23% (100+ lawyers); 19% (10-49 lawyers); 21%(2-9 lawyers); 5% (solo practitioners). (ABA, 2020)
• 39% of firms said they will put more emphasis on their marketing, 33% will do it next year, 7% will decrease marketing efforts, and 21% do not know. (ABA, 2020)
• 97% of large firms (100+ lawyers) report having an internal marketing staff, while only 33% of small firms (10-49 lawyers) report having an internal staff to handle marketing. (ABA, 2020)
• 87% of law firms said that their firm has a website. (ABA, 2020)
• Solo practitioners lag behind with only 59% saying that they have a website. (ABA, 2020)
• 68% of respondents said that their website is mobile-friendly. (ABA, 2020)
• Only 40% said that their website uses SSL security. (ABA, 2020)
• 70% of law firms have landed new cases through their website (Law Technology Today, 2019).
• 40% of small law firms do not have websites (ABA, 2019).
• 35% of small firms that have websites have not updated them in the last three years (Atastic).
• Across all firm sizes in 2020, the specific marketing channels most often used are event sponsorship (48%), LinkedIn (42%), Email (41%), Facebook (33%), and print media (21%). (ABA, 2020)

Top 5 Law Practice Management Software

1. PracticePanther. PracticePanther has an intuitive interface that offers time tracking, payment processing, and billing features. Read more about the platform on our PracticePanther review.
2. Clio. Clio is an all-in-one legal practice management tool for organizing case details, setting schedules, and sharing documents. For more details, check out our Clio review.
3. MyCase. MyCase helps legal professionals manage contacts, organize cases and documents, and stay on top of billing and invoicing. Our MyCase review features more details on the platform’s capabilities.
4. TimeSolv. TimeSolv helps lawyers track their expenses and billable hours. Read more about the platform on our TimeSolv review.
5. Bill4Time. Bill4Time makes it easier to bill clients based on your preferred payment structure. Find out more about the platform by reading our Bill4Time review.

Social Media in Legal Marketing Statistics

Essentially a part of digital legal marketing, social media legal marketing deserves its seat at the table as it exerts a major influence on the current legal landscape. With more people using social media, it’s but natural for law firms to use it as a marketing tool. This, coupled with mobile marketing solutions, has moved the legal marketing game a notch higher. The effort has been paying off as more law firms report on the remarkable impact it has had on marketing. We have here a number of statistics that reflect this development. 

• 81% of law firms and independent lawyers say they maintain at least one social media platform. (ABA, 2020)
• Of those that use social media for professional purposes, 66% use these platforms for career development while 51% leverage it to build their client base.
• The most preferred social media site of lawyers is LinkedIn (76%). It is followed by Facebook (60%), Twitter (37%), Martindale (35%), and Avvo (22%). (ABA, 2020)
• 70% of law firms said that social media is part of their overall marketing strategy (SproutSocial, 2019).
• 35% of lawyers who use social media professionally are able to gain new clients as a result (SproutSocial, 2019).
• 38% of Am Law 200 firms are producing podcasts and that number is expected to increase in 2021 (Good2bSocial, 2020).
• 37% of law firms are leveraging LinkedIn advertising. (Good2bSocial, 2020).
• 80% of law firms are using webinars as part of their marketing. (Good2bSocial, 2020).
• B2B marketers report that 80% of their social media leads come from LinkedIn and it’s 277% more effective than Facebook in generating leads (Good2bSocial, 2020).
• 7 minutes – The average time it takes to share content and post updates (Optimized Attorney, 2019).
• 6 minutes – The average time it takes for connecting with followers and influencers (Optimized Attorney, 2019).
• 7 minutes – The average time it takes to reply to comments and questions (Optimized Attorney, 2019).

Legal Marketing Finance Statistics

Recognizing the value of marketing, many law firms have been joining the legal marketing bandwagon. Numerous firms have been upgrading their marketing budgets, while many others plan to do the same. Investing in marketing gives law firms the chance to expand their markets as new marketing channels continue to emerge. Take a look at the following stats to find out how much law firms spend on marketing.

• 65% of law firms spend most of their marketing budget on online marketing (Clio, 2020).
• Less than half (46%) of law firms across all sizes have a marketing budget (ABA, 2020).
• Among the 46% who said their firm has a budget, 11% said it decreased, 26% said it increased from the previous year, 27% said it remained the same, and 36% said they did not know (ABA, 2020). 
• Among solo practices, only 14% reported having a marketing budget (ABA, 2020).

Legal Consumer Statistics

The growth and decline of the market for legal services largely depend on the state of the consuming public. Consumer behavior also plays a huge part in the sector’s earnings, along with customer preference. Apart from these, the explosion of online marketing tools has also influenced the market to a degree. Here, we list some of the most relevant stats that cover legal consumers.

• 22% of clients decide not to seek legal assistance because they didn’t know where to look. (LSC, 2017)
• 38% of clients needing legal assistance search online (Broughton Partners, 2020).
• 25% of clients prefer emails as the initial method of outreach (Clio, 2020).
• 32% of clients who shopped for legal help do not expect a firm to get back to them (Clio, 2020).
• 60% of law firms do not respond to emails at all, while 27% did not answer return phone calls (Clio, 2020).

Legal Marketing Future Trends

Legal marketing is evolving rapidly, driven by technological changes and consumer expectations. Here are some key trends shaping the future of legal marketing:

• Personalized Marketing with Data Analytics: Law firms increasingly leverage data analytics to personalize their marketing efforts. By analyzing data on client preferences, firms can create targeted campaigns that resonate more effectively with specific audiences, enhancing client engagement and satisfaction.
• SEO and Content Marketing Strategies: As competition in the legal industry grows, optimizing content for search engines is crucial. High-quality, informative content that answers common client questions can boost a firm’s visibility and credibility. SEO strategies focusing on local search can also help attract clients within specific regions.
• Video Marketing and Webinars: Video content, including webinars and explainer videos, is becoming popular in legal marketing. These formats allow firms to present complex legal topics in an accessible way, helping potential clients understand services and build trust with the firm.
• Social Media Engagement: Law firms are increasingly active on social media, especially platforms like LinkedIn and Facebook. Engaging content on these platforms can help firms build connections with potential clients, share success stories, and position themselves as thought leaders.
• AI and Automation: AI-powered tools are streamlining marketing efforts, from automated email campaigns to chatbots providing instant client support. Automation enables firms to reach clients more efficiently while maintaining a personalized touch.
• Mobile-Friendly Websites: With more clients browsing on mobile, law firms need responsive, mobile-friendly websites. This improves user experience and increases the likelihood of capturing leads from mobile searches.

Legal Marketing: How It Should Be Done

Marketing your legal services is no different from selling physical goods: there is always the need to reach out to customers. But there are also things that one should remember when engaging in legal marketing, as you’ll find out below.

Come Up With A Great Marketing Plan

Creating a marketing plan should be easy. It does not have to be complicated and can be done using simple tools such as spreadsheets, word processors or even project management software. The primary purpose of this document is to define all your marketing goals and the plans of action needed to achieve them. Strict timelines should be observed in carrying out your marketing plan.

Follow Your Marketing Plan

What’s the use of making a marketing plan if you’re not going to use it, right? The operative word “follow” means that you adhere to your plan no matter what. Law firms are prone to scrapping marketing plans when business is thriving. Don’t fall for this. Just follow your marketing plan consistently and watch your firm grow.

Familiarize Yourself with Marketing Principles

Knowing the basic principles of marketing is always helpful. These can be found all over the Internet. All it takes is a little searching on your part. Know them by heart and apply them to your legal practice. Just see to it that you can define your specific law practice, the areas you want to focus on, and how much business you want to bring in from each area.

And that’s about it. By now, you should have an idea of how to go about marketing your legal services. Given the legal marketing figures we have presented,  marketing your services should now be easier for you. And should you need a platform to help you out, pick one among the vast selection of marketing automation solutions currently in the market. They should help rid you of the headaches that you may come across in your search for new clients.

Key Insights

• Importance of Legal Marketing: Legal marketing is essential for private practice lawyers to attract big cases and high fees, leading to firm growth and stability.
• Legal Market Statistics: Despite economic challenges, law firms have seen a 5.4% increase in revenue, and demand for legal services has grown by 1.3%. However, productivity in the industry has declined.
• Digital Marketing Trends: Law firms are increasingly adopting digital marketing strategies, with 87% having websites and 70% reporting new cases through their online presence. Video marketing is underutilized, with only 24% of firms using it.
• Social Media Utilization: 81% of law firms maintain at least one social media platform, with LinkedIn being the most popular. Social media is a crucial part of the overall marketing strategy for 70% of firms.
• Marketing Budgets: 65% of law firms allocate most of their marketing budget to online marketing. However, only 46% of law firms have a dedicated marketing budget.
• Legal Consumer Behavior: 38% of clients search online for legal assistance, and 25% prefer email as the initial contact method. A significant portion of clients do not seek legal help due to uncertainty about where to look or recognizing their issue as a legal matter.
• Marketing Implementation: Creating and following a marketing plan is vital for success. Law firms should familiarize themselves with basic marketing principles and consistently apply them.

FAQ

1. What is legal marketing, and why is it important for private practice lawyers? Legal marketing involves promoting legal services to attract new clients and grow the firm. It is crucial for private practice lawyers because it helps them secure high-value cases and increase their revenue, ensuring the firm’s sustainability and growth.
2. How has the legal market been performing recently? Despite economic challenges, the legal market has shown resilience. Law firms have experienced a 5.4% increase in revenue, and demand for legal services has grown by 1.3%. However, productivity has declined, and standard legal fees have lagged behind other professions.
3. What role does digital marketing play in the legal industry? Digital marketing is increasingly important for law firms. It includes maintaining websites, using email marketing, and leveraging social media platforms. These strategies help law firms reach a broader audience and convert more leads into paying clients.
4. How are law firms utilizing social media for marketing purposes? A significant number of law firms (81%) maintain at least one social media platform, with LinkedIn being the most preferred. Social media is used for career development and client acquisition, with 70% of firms incorporating it into their overall marketing strategy.
5. What are the common challenges law firms face in marketing their services? Law firms face challenges such as generating new clients, dealing with difficult clients, and managing long working hours. Additionally, many firms struggle with maintaining an updated online presence and allocating sufficient budget for marketing activities.
6. How should law firms create and implement a marketing plan? Law firms should create a straightforward marketing plan outlining their goals and action steps. The plan should be consistently followed, even during busy periods. Familiarity with basic marketing principles and using marketing automation solutions can help streamline the process.
7. What is the significance of having a dedicated marketing budget for law firms? A dedicated marketing budget allows law firms to allocate resources effectively to various marketing activities, ensuring a consistent and strategic approach to client acquisition and brand building. It helps firms stay competitive and adapt to emerging marketing channels.

References:

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2. Atastic. Search Engine Optimisation: A Strong Case For Investment. Atastic
3. Broughton Partners (2020, February 3). How Do Clients Find Attorneys Online? Broughton Partners
4. Clio (2020). 2020 Legal Trends Report. Clio
5. George, A. (2020, August 6). 8 Legal Marketing Statistics that Might Surprise You. Clio
6. Georgetown Law (2020). 2020 Report on the State of the Legal Market. Georgetown Law
7. IBISWorld (2020, November 25). Online Legal Services Industry in the US – Market Research Report. IBISWorld
8. Lalande, M. (2019, February 14). What Potential Clients Look for When They Visit Your Legal Site. Law Technology Today
9. LSC (2017). Justice Gap Report. LSC
10. Martindale (2020, June). How many hours per week do you typically spend meeting with clients or representing clients in court or before other judicial bodies? Martindale
11. Martindale (2020, June). What do you consider to be the most challenging aspect of your job? Martindale
12. Optimized Attorney (2019, June 13). Social Media Marketing for Law Firms. Optimized Attorney
13. Shields, A. (2019, October 23). 2019 Websites & Marketing. ABA
14. Shields-Johs, A. (2020, November 9). 2020 Websites & Marketing. ABA
15. Statista (2020). Size of the legal services market worldwide from 2015 to 2023. Statista
16. Zote, J. (2019, September 26). The guide to winning social media for law firms. Sprout Social

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.