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Survey: What Information do Consumers Want to Find on a Law Firm Website?

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Casey Meraz

Last week, I saw a post from AJ Kohn on a concept that Google uses to determine search success called “time to long click”  The concept is this:

“A long click occurs when a user performs a search, clicks on a result and remains on that site for a long period of time. In the optimal scenario, they do not return to the search results to click on another result or reformulate their query.

A long click is a proxy for user satisfaction and success.”

If Google places importance on this metric as an indicator of how their product (the Google search engine) is performing, then surely as web marketers, we should do everything possible to ensure that the maximum amount of clicks on our site result in a long click.

So, we conducted a Google survey that attempted to shed some light on what is the best type of content to feature on law websites do induce long clicks. We needed some numbers on which to base our reasoning, and the results of the survey has turned our heads considerably.

How did we construct the survey? First, we used this screening question:

Why is this significant? If we would not have used this screening question, the majority of answers would have come from people with zero experience hiring a lawyer. That would have helped to make our data a majority of less-useful data.

Next, came the actual question, and the wording was of utmost importance. After, 500 responses, the following data was collected:

When we first got these numbers back, even the overall numbers surprised us. When we broke down those numbers by how different demographic groups answered this question, the results further intrigued us:

For the age group 18-24:

For the age group 25-34:

For the age group 35-44:

For the age group 45-54:

For the age group 55-64:

For the age group 65+:

As you can see, depending solely on the age group, the results differ significantly. This question does not specify which type of lawyer a person is searching for. It does not specify whether you are searching for a personal injury lawyer, a lawyer to help draft a will, or an attorney to help with estate planning. By keeping this question more general, it enabled a more clear look into the role that differing demographics plays on the level of importance of certain information found on attorney websites.

To further prove this point, here are the results comparing answers from people who have differing amounts of income:

Possible Takeaways:

Depending on your target demographic, the type of information that they are seeking (what you should feature on your website) changes immensely.

What content your choose to feature on the pages of your website is a determining factor on how well your firm presents itself online to its target market, and thus, on how often your site obtains a long click. Position it accordingly.

This data also indicates that the importance of the differing types of information on attorney websites is something that changes over time. Even though priorities may change for people as they grow older and more world savvy, in no way does that mean those priorities will remain stagnant within age groups. People are growing up in an increasingly web-familiar world, a different world than ever before. What someone prioritizes as a younger adult, may change by the time they are much older, but it doesn’t mean that those priorities change uniformly across age groups. Essentially, it is increasingly important to continue to keep a close eye on this type of data in order to more highly convert the traffic you are working so hard to acquire into paying clients.