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[Survey] Do people research their legal issue before hiring a lawyer?

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Matt Green

At Juris Digital we talk a lot about the power of evergreen content.

Suvery-Consumer-Legal-Research

Time and again we’ve seen that when law firms can successfully identify the right evergreen topics (aka “keywords”), and then publish exceptional information on those topics, they can bring in quality new cases, even in highly competitive markets.

Because we’re such loud advocates for evergreen content marketing, we thought it would be a good idea to get some real-world data to support our enthusiasm.

So we ran a Google Survey to answer the question:

What percentage of people who’ve hired a lawyer in the past 10 years researched their legal issue online prior to hiring their lawyer?

 
48.6% responded that they had researched their legal issue online prior to hiring their lawyer.

This means…

Nearly half of your potential clients are going to research their legal issue online prior hiring a lawyer. Law firms can get in front of these potential customers by investing in evergreen content marketing.

Survey methodology and key data points

  • Our survey asked every respondent two questions. The first question – the qualifier – asked: Have you hired a lawyer in the last 10 years?
Have you hired a lawyer?
  • Everyone who answered “Yes” was then asked: Did you research your legal issue online prior to hiring your lawyer?
Did you research legal issue online?
  • Males surveyed responded “Yes” 47.5% of the time:
  • Females surveyed responded “Yes” 49.6% of the time:
  • People age 35-44 responded “Yes” a whopping 75.1% of the time:
  • People age 45-54 responded “Yes” 40.6% of the time:
  • People age 55-64 responded “Yes” 45.2% of the time:
  • People age 65 and older responded “Yes” 38.5% of the time:

To view the raw data from the Google Survey click here.

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