Social marketing is a popular topic on blogs, in lawyer magazines, and at conferences. This attention is certainly well deserved. Just look at the audience:
Facebook – 1 billion+ users
Google+ – 500 million+ users
Twitter – 500 million+ users
LinkedIn- 200 million+ users
Pinterest – 48 million+ users
Those audiences should not be ignored, however when looking at what drives leads into your office, we see that search is still the driving force.
Online lead sources for law firms:
Google – 77.09%
Yahoo! – 8.93%
Bing – 8.01%
Facebook – 2.51%
Twitter – 0.13%
Google+ – 0.27%
Other – 2.97%
How We Conducted the Study
Multiple locations and practices – We sampled a variety of websites belonging to law firms in various regions in the U.S. practicing a variety of areas of law.
No name searches – Search traffic was not calculated for law firm name searches. For example, if someone searched for “Law Office of John Smith” in Google, we did not record that lead as being sourced via Google.
Powered by – A lead coming from a smaller search engine powered by Google, Yahoo, or Bing was credited to the search engine, rather than individually. For example, AOL.com’s web search is powered by Google, so that lead is credited to Google. The only inconsistency is Yahoo and Bing; Bing powers Yahoo’s search engine, but they both have marketshare greater than 10 percent, so we felt it was best to report on them separately.
Not a client review – While some of the websites included in the study were SEO | Law Firm clients, the sampling pool was divided among law firms working with various legal marketing companies. Our staff knows a lot of attorneys, so we called in a few personal favors and got to peak at some Google Analytics accounts.
Only web leads – This chart exclusively shows leads going to the law firm via a contact form on the firm’s website. This does not reflect phone calls or other means of contact beyond a trackable form.
Other – “Other” reflects smaller social networks, third-party websites, and other sources of traffic that generate leads outside of Google, Yahoo, Bing, Facebook, Twitter, and Google+.
Timeframe – We reviewed leads that came between January 1, 2013 and March 21, 2013. We are too excited to wait until the end of the quarter.
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