The way consumers look for anything and everything has changed in the last ten years, including how we find an attorney. While we used to rely on the recommendation of a friend or relative, or start our search in the Yellow Pages, now we head to our computers. Search engines, social media, and smart phones have dramatically affected the way consumers find legal representation. According to a recent study, last year most people looking for an attorney — three out of four — used online resources at some point in the process, according to The Research Intelligence Group.
It just makes sense. Not only are we used to “Googling” for information, advice, products and services, but also when someone needs an attorney, it’s usually a sensitive matter that they’re less likely to ask a friend about. If you are selling a business, divorcing, injured, or accused of a crime, it’s much easier to spend time researching online in the privacy of your home or on your phone than it is to dig through the Yellow Pages or ask a neighbor or relative.
The Rise of Local Search
When people search for an attorney, they tend to look for one that’s close to them, generally within thirty miles. Along with the rise in Internet use, searches are becoming increasingly more location-specific as people become more sophisticated search engine users, with 73 percent of online activity related to local information (according to Google).
Over the past five years we have seen dramatic shifts in how consumers select businesses in the local marketplace. For example, as recently as 2007 the printed Yellow Pages were the number one source of information used by consumers to select businesses, but no longer. In April, AT&T sold its Yellow Page division “as part of an effort to dispose of units that are holding back revenue growth” in the face of increasing competition from online rivals Google, Groupon, and Yelp.
Local searching – searches that contain a geographic term – delivers highly relevant search results to the consumer. Relevancy means users can find the products and services they seek in a specific location and businesses gain consumers who are ready to buy. [Read more…]