Law Practice Today

MARKETING SURVEY: local and regional law firms successfully turn to search engine marketing and legal networks

The number of local and regional corporate, transactional and defense law firms using search engine optimization (SEO), and getting cases and referrals as a result, has tripled in the past 24 months, according to our newly-updated national marketing effectiveness survey.

Fifty-nine percent of the firms surveyed reported they used SEO in 2008, up from 20 percent in 2006.  In 2008, 20 percent of firms said they got cases from SEO, compared to 8 percent two years ago.

Joining a legal network appears to be a trend for local and regional firms. The number of firms in the survey reporting they were members of networks jumped to 48% from 32% percent two years ago.

Memberships pay off, as well. Forty-four percent of the firms that are members of legal networks have received significant amounts of work from other members of the network.  Larger firms seemed to benefit more than smaller ones from membership in a network.  More than 80 percent of firms of more than 50 lawyers in our survey who said they were members of network said they had obtained work from network memberships. 

In short, our survey confirms that a firm’s Web site is an effective sales tool, not just an online brochure.  And, that to stem competition from the national firms, regional and local firms should consider membership in a law firm network.

While networks and online marketing are the trends, the survey shows the most effective marketing tactics for law firms continue to be seminars, presentations, trade and community group memberships and client entertainment, including tables at legal and charity events.

The average size of the firm in our 2008 National Marketing Effectiveness Survey, which we conduct bi-annually, was 46 lawyers.  The survey asked how much firms spend on marketing annually, how they govern their programs, how they distribute marketing materials and if they plan to spend more, the same or less money on marketing in 2009.  The answers are compared to those received in 2006 and 2004, and broken down by the size of firm, less than 20 lawyers, 21-50 lawyers, and 50 or more lawyers.

Size does affect a firm’s marketing program and results in other ways.  Larger firms, those with more than 50 lawyers in the survey, commonly provide training in sales and networking skills.  Most offer individual coaching for their lawyers, as well. One third of the firms who provide this kind of business development training say they were able to track new files or referrals as a direct result.