In the past, referrals alone could keep your pipeline full. Today, that is no longer true. In Scorpion’s latest consumer insights report, a study of 3,000 U.S. legal consumers, 75% said that even when they receive a personal recommendation, they still research the lawyer online before making contact.
That means the very first hurdle you have to clear is showing up in search results. If you are not there, you are not considered.
- 66% start their attorney search online
- 51% do not click past the fifth search result
- 48% reject websites with poor visuals
This shift is not a passing trend. It reflects a permanent change in consumer behavior where online visibility and credibility are prerequisites for trust.
The Cost of Low Visibility
If you are buried on page two or three of Google search results, you are invisible to over half your potential clients. Worse, if you do appear but your website is outdated, difficult to navigate, or lacks key information, you may still lose them before they ever call.
Legal consumers have options. They do not rely on a single recommendation. Instead, they shortlist multiple firms and compare them online. If your digital presence is weaker than your competitor’s, you will not make their list.
What Clients Expect to See From a Law Firm Website
A professional website today is more than a digital business card. It should function like your best intake specialist by answering questions, building trust, and guiding the visitor toward contacting you.
To stay ahead, your firm needs:
- SEO-optimized structure so your site ranks high for relevant searches.
- Updated Google Business and legal directory listings for consistent information.
- Clear service descriptions so they understand exactly how you can help.
- High-quality visuals and videos that reinforce credibility.
- Helpful resources like FAQs, blogs and other articles that address real concerns.
Action Steps to Strengthen Your Search Position
- Claim and update all your online profiles: Google Business, Avvo, FindLaw, and any local legal directories.
- Invest in targeted advertising for competitive keywords while your SEO builds long-term results.
- Publish ongoing, value-driven content on your site to position your firm as an authority in your practice area.
- Use authentic visuals like real photos of your attorneys, your office, and community involvement to build trust and connections.
- Audit your site’s mobile experience since more than half of searches happen on smartphones.
See the Insights in Action: Watch the Expert Discussion
The data in this blog only scratches the surface. To dive deeper into what these numbers mean for your firm, watch Scorpion marketing experts break down the 2025 research findings and share practical strategies you can put in place right now.
Watch: How Clients Choose Law Firms in 2025 to learn:
- Why search visibility has become the new gatekeeper for client trust.
- How digital-first behaviors are reshaping the attorney selection process.
- What your firm can do today to stay visible and win more cases.
Why This Matters Now More Than Ever
Clients expect convenience, clarity, and confidence before they ever contact you. That process begins the moment they type a query into a search engine.
If you are easy to find and your site immediately communicates expertise and trustworthiness, you are halfway to earning their call. If you are invisible or unimpressive, the competition wins by default.
If you’re ready to stand out where it matters, Scorpion’s RevenueMAX is here to help your firm become the obvious choice when prospects search.
Read the full consumer insights report at scorpion.co/modern-consumer.
