92 Legal Marketing Statistics for 2025

For this reason, we’ve compiled a list of key law firm marketing statistics for 2025. Read on to find out what legal firms prioritize in their online marketing strategies this year and which channels generate them the most revenue and leads.

General Law Firm Marketing Statistics

Lawyers are starting to invest more budget in digital marketing strategies to be found by more clients. Some of the tactics they use revolve around website optimization, social media posting, email marketing, and paid ads. We’ll cover all of these channels in the later sections, but for now, let’s look at the key legal marketing statistics:

1. 58% of law firms and solo practitioners use marketing strategies to promote their services. (ABA)
2. 74% believe their firm has wasted money on marketing campaigns that don’t bring high returns on investment. (CallRail)
3. 55% of law firms use call recordings to inform their marketing strategy and messaging. (CallRail)
4. 32% of respondents said that only one lawyer has access to their law firm’s website analytics. (ABA)
5. 65% of lawyers don’t know which metrics to measure and track in their marketing campaigns (CallRail)
6. 42% of law firms are basing their marketing budgets on data from reporting tools. (CallRail)
7. 30% of responders said they use video marketing in their strategy. (ABA)
8. 58% of legal firms noticed that the lack of marketing effort hurts their performance in the market. (CallRail)
9. 83% of lawyers hire outside teams to take care of their marketing needs. (CallRail)
10. 45% of legal firms spend money on tactics like remarketing to reach out to leads that didn’t convert. (CallRail)

These numbers show that many firms try different marketing tactics, although the results often vary. So the best approach here is to treat marketing like an ongoing system, where you test new channels and double down on what’s working.

Law Firm SEO Statistics

A recent survey shows that 64% of people go to Google to find legal help. Most are looking specifically at the first positions to hire personal injury or accident lawyers near them.

It’s no wonder now that SEO for law firms ranks second for driving leads, according to CallRail’s research. What this means for lawyers is that they need to prioritize search engine optimization in their marketing. Let’s look at the legal marketing statistics that back this up:

1. 94% of law firms say search engines are their top channel for brand awareness. (CallRail)
2. 28% of legal businesses outsource SEO to an agency or a consultant. (ABA)
3. Organic search drives as much as 66% of call conversions in the legal industry. (RulerAnalytics)
4. 74% of law firms said they have a mobile-friendly website. (ABA)
5. 33% of respondents said they’ve claimed their listing on Avvo. Most of them (61%) did it to improve their search engine visibility. (ABA)
6. 25% of legal experts saw a positive law firm marketing ROI on their SEO efforts. (Justia)
7. Most legal businesses consider website optimization as their top online marketing strategy. (CallRail)
8. 27% of law firms think Google Business Profile is a key channel for brand awareness. (CallRail)
9. It takes around 14 months for law firms to break even on their SEO investments. (FirstPageSage)
10. Law firms see an average 21% increase in website traffic annually from their SEO efforts. (FirstPageSage)
11. The visitor-to-lead conversion rate across firms is approximately 7.4%. (FirstPageSage)
12. The cost per SEO lead averages $456. (FirstPageSage)
13. The 3-year ROI for an average law firm is around 526%. (FirstPageSage)
14. Keywords in the legal field tend to be pricier than in any other industry. (Semrush)
15. Only 44% of law firms have SSL security on their websites. (ABA)

As the stats show, most clients in the legal niche still come through SEO, and that’s where law firms see some of the biggest returns. It does take time and budget to implement, since law firm SEO cost varies by practice area and location, yet once the site is optimized, it supports the growth of case leads over time.

Legal Marketing Statistics in Local SEO

Most legal practices work with clients in a specific area, so local SEO for lawyers naturally sits near the top of the marketing list. It helps you appear when people search for legal help in your region and pulls in more local traffic. Here are a few stats that show how valuable this can be for law firms:

1. 93% of the time, Google’s local pack shows up before regular search results, if there’s a local search intent. (SearchEngineLand)
2. 28% of lawyers said showing up in legal directories helped them attract more clients. (Justia)
3. Law firms that appear in local packs can get about 44% of user clicks. (Neil Patel)
4. 58.2% of lawyers used lawyer directories to market their firms. (Justia)
5. 23.4% believe lawyer directories will play a big role in attracting new clients. (Justia)
6. Nearly half of consumers say they often add “near me” to their searches. (BrightLocal)

Wins like 44% more user clicks show that optimizing for local search results is something you don’t want to miss in your strategy. Additionally, it’s a good idea to get listed on legal directories, such as Justia and Avvo, where people are commonly looking for lawyers.

Content Marketing Statistics for Law Firms

For many firms, legal content writing supports visibility and helps introduce the firm to potential clients in a natural way. It also builds trust with potential clients and showcases legal expertise. Here are the legal marketing statistics that support this:

1. 78.2% of lawyers said their firm used a website for marketing in the past year. (Justia)
2. 10.6% think having a legal blog is a great way to engage with clients. (Justia)
3. 54% of survey respondents said they post legal articles on their site. (ABA)
4. 47% of lawyers share their case successes on their websites. (ABA)
5. 35% believe their website has directly led to client retention. (ABA)
6. 29% of law firm websites noted that clients found them through their blogging efforts. (ABA)
7. 33% of respondents say their law firms have a blog. (ABA)
8. 64.7% of law firms said their website generates the highest return on investment. (Justia)

Respondents from several surveys confirmed that their website’s blog is one of the primary sources of leads. As for the formats, case studies and relevant legal articles seem to work the best for law firms, so you might want to lean into those in your efforts.

Social Media Marketing Statistics for Lawyers

Data shows that social media marketing is one of the most popular channels for lawyers; only 16% of legal respondents said they were not active there.

The best part? It’s free. Platforms like LinkedIn give you space to share your legal expertise and engage with people who may need your services down the line. If you’re thinking of adding social media to your firm’s marketing efforts, here are a few stats to consider:

1. 85% of responders say social media is part of their marketing strategy. (AttorneyAtWork)
2. Over 30% of firms have landed clients either directly or through referrals, thanks to their social media presence. (AttorneyAtWork)
3. 77% of law firm owners say LinkedIn is their favored marketing platform. (AttorneyAtWork)
4. 39% of law firms are outsourcing social media marketing. (CallRail)
5. 71% say social media is “somewhat” or “very” responsible for client acquisition. (AttorneyAtWork)
6. 80% of solo practitioners do most of their social media efforts themselves rather than outsourcing it. (AttorneyAtWork)
7. 57% of law firms use Facebook daily, while 33% are active on Twitter to promote their services. (ABA)
8. 43% of respondents reported using social media platforms for marketing. Less popular methods included billboards (3.6%), print ads (7.3%), and podcasts (5.5%). (Justia)

Legal Advertising Statistics

Paid advertising is probably the quickest way to attract prospective clients for law firms. One of the benefits of paid search marketing is that it lets you target clients searching for particular legal services. This makes your digital marketing efforts more focused and helps you get more leads.

Still, PPC for lawyers and personal injury attorneys can get quite pricey, with some marketers mentioning that it doesn’t bring positive ROI. Let’s take a look at the legal marketing statistics that show this:

1. 97% of legal professionals who use PPC said that it’s too expensive to get a good ROI. (CallRail)
2. 58% of all traffic in the legal space is generated by paid search. (RulerAnalytics)
3. 75% of law firms say they would use PPC in their strategy if they had a bigger budget. (CallRail)
4. 23% of lawyers use Google Ads to attract potential clients. (Justia)
5. 28% of law firms consider Facebook Ads the top platform for paid social, with Google Ads following at 19%. (AttorneyAtWork)

Email Marketing Statistics for Law Firms

Email marketing doesn’t always get as much attention as SEO or paid ads, but many firms still use it to share updates and stay top-of-mind with people who may need help later. The numbers below show how firms approach email and how well this channel performs in the legal field:

1. 32% of respondents said they use email marketing in their strategy. (ABA)
2. Of firms that use email marketing, 66% send client alerts and 41% send newsletters. (ABA)
3. The typical open rate in the legal field is 48.84%. (Cyberimpact)
4. Email marketing brings an average return of $36 for every dollar spent. (HubSpot)
5. Around 68% of law firms plan to keep the same budget for email marketing in the coming year, and 24% plan to increase it. (CallRail)
6. Legal emails see a click-through rate of 5.64%, which is noticeably higher than most industries. (Cyberimpact)

Law Firm Marketing Budget Statistics

Both big and small legal practices know that clients turn to the internet to search for legal services. And to help those clients find them, they invest in omnichannel presence. So where does the law firm marketing budget usually go, and which areas get the most attention? Let’s look at the numbers:

1. 36% of legal firms reported an increase in their average marketing budget. (ABA)
2. The average annual SEO cost that law firms spend is $120,000. (FirstPageSage)
3. Solo practitioners say they spend more than 75 percent of their overall marketing budget on social ads. (AttorneyAtWork)
4. 45% of legal professionals allocate their law firm marketing budget to SEO. (FirstPageSage)
5. 75% of lawyers say they spend less than 10 percent of their budget on social. (AttorneyAtWork)

Legal Consumer Statistics

Consumers in the legal niche tend to act fast and often decide on the firm to work with after the first round of research. First impressions of your law firm matter a lot here, as the initial touchpoint often decides whether someone gets in touch or moves on. Let’s look at the numbers that show this:

1. 56% of respondents said they took action within a week of realizing they had a legal issue, and 16% acted within a day. (FindLaw)
2. 25% of consumers said that an attorney’s experience is the most important factor in their decision. (Thomson Reuters)
3. 40% of law firms used online reviews as their primary source of information when deciding which attorney to choose. (FindLaw)
4. 76% of consumers said they would leave a law firm’s website if it didn’t offer enough details about the firm. (iLawyerMarketing)
5. One in six people looking for legal information online searched for videos. Among them, 79% preferred YouTube as their main source, followed by 69% who used social media sites and 58% who checked law firm websites. (FindLaw)
6. More than 70% of people reach out to lawyers by phone, and half of them expect a reply the same day. (FindLaw)
7. 75% of consumers visit two to five websites before reaching out to a lawyer. (FindLaw)

Legal Marketing Statistics in Lead Generation

When we talk about law firm marketing benchmarks, it really comes down to one main goal: turning website visitors into actual leads. And in a field as competitive as law, it’s more important than ever to do this effectively.

CallRail’s report suggests that the best marketing channels for law firm lead generation are TV advertising, followed by SEO and social media. You can also find a few other channels that work well for law firms in the stats below.

1. About 33% of law firms say they get new leads through sites like Yelp. (CallRail)
2. 71% of lawyers say they’ve generated new leads from social media. (AttorneyAtWork)
3. 34% of lawyers say LinkedIn is the most effective channel when it comes to driving more leads. (AttorneyAtWork)
4. It takes, on average, 13.4 leads to produce a new client for law firms. (MartinDale)
5. 39% of law firms indicated that their websites are their primary source of leads. (Justia)
6. 11% of law firms reported that Google’s Local Services Ads (LSAs) were the second most effective channel for generating leads. (Justia)

Statistics Around AI Use in Legal Marketing

As more law firms become familiar with AI tools, they start using them in everyday legal tasks, such as reviewing documents or doing research. We also see more marketers applying AI to writing and outreach. The stats below show how this looks in practice across the legal field:

1. 31% of legal respondents say they implement generative AI at work, and 21% of law firms report firm-level adoption. (Virginia State Bar)
2. AI use by legal professionals grew from 19% in 2023 to 79% in 2024. (Clio)
3. The most common ways lawyers use AI right now are for document review (77%), legal research (74%) and document summarization (74%). (Thomson Reuters)
4. Over a third of respondents shared that their firm already applies AI on a regular basis, with the most frequent use happening in larger firms with 100+ lawyers. (Legal Marketing Survey)
5. Among law firms already using generative AI, 12% say they use it several times a day, and 36% use it weekly. (Thomson Reuters)
6. 38% of legal marketers say AI has helped them position and differentiate their firm in the market. (Legal Marketing Survey)
7. The most common ways legal teams use AI are to draft and refine website content and prepare client pitches. (Legal Marketing Survey)
8. More than 35% of legal professionals apply AI tools for marketing-related tasks. (Thomson Reuters)

Legal Marketing Predictions

While law firms and solo practitioners plan for the future, what strategies do they see on the horizon? From what the data shows, many are planning to increase their budget for tactics like SEO, while others are looking to adopt new technology in their processes. Here are the law firm digital marketing statistics that show this:

1. 64% of lawyers are set to increase their budget for website optimization. (CallRail)
2. 62% of law firms plan to adopt call-tracking technology. (CallRail)
3. 19.1% say Google Ads will continue to be one of the ways to reach more clients. (Justia)
4. 59.6% of legal professionals think that a law firm website will be the most important marketing tool in the coming years. (Justia)
5. 62% say that they want to increase their focus on digital marketing for law firms (LegalMarketingReport)
6. 33% of law firms expect generative AI tools to become a big part of their workflow within one to two years. (Thomson Reuters)
7. 12.8% of lawyers feel that SEO will continue to be an important part of their strategy. (Justia)
8. 40% of respondents from the survey said they want to add visual search into their marketing strategies, 37% are interested in exploring voice search, and 32% plan to work on their localized SEO tactics. (CallRail)

Final Thoughts

We hope that these legal marketing statistics have given you a good overview of where to take your firm’s strategy next. You can now see how marketing in this field is changing and what channels you can prioritize in your campaigns to drive more calls and cases for your business.

With all of this information, you’ll already be ahead of your competition. But if you want to take it even further, partnering with an expert law firm SEO company like ours can be the right choice. At SeoProfy, we worked with multiple law firms and helped them attract more high-quality leads to their practice. If you’d like to learn more about how we can help, book your free consultation today.

Author

Khrystyna Dzhumaryk

Khrystyna Dzhumaryk is a content writer at SeoProfy with four years of experience in SEO and content strategy. At the company’s main blog, she writes in-depth articles and guides to help businesses improve their online visibility through proven tactics. Her work brings together hands-on SEO experience with ongoing research into algorithm updates, search trends, and the growing impact of AI on content and optimization.