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Legal Keyword Marketing Stats

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“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 PPC Advertising 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 PPC  marketing campaign.  

The Legal industry has the highest average Cost Per Actions: $135.17 (Search Engine Land)


51% of searches are longer than 4 words. (Wordstream)

95.3% of clicks go to the top 4 results.

40% of store purchases and service calls start online.

69% of people that are mobile call a business straight from their search result.

60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)

PPC visitors are 50% more likely to purchase something than organic visitors. (Source: Unbounce)

75% of searchers who find local, helpful information in search engine results are more likely to visit the local businesses physical location. (Google)

67% of consumers can recall a specific brand they saw advertised on mobile ads in the last week. (Business Wire, 2018)

The average click-through rate for an ad in the first position is 7.94%. An average click-through rate is 2%. (AccuraCast)

72% of consumers who did a local search visited a store within five miles. (WordStream, 2016) 

What Size is the U. S. Legal Market?

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Detail your services

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 smartlegalforms.com) 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.

Women Lawyers and the Legal Industry

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National Association of Women Lawyer Study Highlights

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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65% of Law Firms spend most of their marketing budget online. (Source: Martindale Nolo)

Over 1/3 of potential clients start their attorney search online. (Source: iMarc)

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