Survey Reveals How People Search for Lawyers Online

Where Are People Looking for Lawyers Online?

A recent study by iLawyer Marketing asked 1,050 people across the U.S. where they’d go online to research which law firm to hire. Here’s a quick breakdown of who participated:

• 12.9% were aged 18-29

• 40.4% were 30-44

• 28.0% were 45-60

• 8.7% were 60+

The main question? 

“What digital sources would you use to research which law firm to hire?” 

Participants could select as many options as they wanted, and the results were insightful.

• Google – 92%

• Facebook – 31.8%

• Yelp – 30.1%

• YouTube – 23%

• chatGPT – 20.5%

• Bing – 18.6%

• Instagram – 17%

• Reddit – 16.1%

• Siri –15.6%

• TikTok –13.2%

• Other – 8.5%

• Gemini – 6.8%

Unsurprisingly, Google came out on top, with almost 92% of respondents saying they’d start their search there. But Facebook came in second, which might surprise you. A Facebook business page may seem basic, but it can still help prove your firm is active, legit, and trustworthy.

A few platforms have also seen big jumps in popularity since iLawyer’s 2023 version of this study. 

One standout? ChatGPT. Usage more than doubled, jumping from 9% to 20.5%. TikTok also rose to 13.2%, showing the importance of video.

Let’s dig into how law firms can show up and stand out on these platforms.

Law Firms Need Multi-Channel Marketing

If there’s one takeaway from this data, it’s that no single platform is enough. Today’s clients bounce between channels as they read reviews, watch videos, check social media, and search forums. 

Having a strong, consistent presence across multiple platforms helps you reach more people, improve SEO, and build trust at every touchpoint.

Let’s go platform by platform.

Google: The First (and Sometimes Only) Stop

Google dominates when it comes to lawyer research. That means your firm needs to be visible in as many parts of the SERP as possible:

• Organic search results

• The local map pack

• LSAs (Local Service Ads)

• SGE (Search Generative Experience) – Google’s AI-powered search feature

Start by optimizing your website for SEO and make sure your Google Business Profile is fully updated. Claim your LSAs if eligible, because they can be a great way to stand out. 

And while SGE is still new, staying on top of emerging trends and prioritizing trust signals like reviews and accolades can help you show up.

ChatGPT: A New Kind of Search Engine

While there’s still some debate about AI tools in legal spaces (remember the lawyer who got in trouble for using fake AI cases in court?), ChatGPT is clearly becoming part of the research process for everyday users.

When we asked ChatGPT how it chooses which law firms to recommend, here’s what it said it looks for (note – the response will likely differ every time you ask):

• Reputation and client reviews

• Expertise and specialization

• Services and support offered

• Accessibility and convenience

• Awards and recognitions

These are things you can influence. Make sure your website, directories, and public profiles emphasize your experience, client satisfaction, and accolades.

Facebook: Still in the Game

Even though it might feel like a throwback, Facebook is still relevant, especially with the 30-44 age group. Users may check out your page to get a feel for your firm’s tone, see photos, or read reviews. Post updates regularly and respond to comments to keep your page active and credible.

YouTube: Trust Through Video

With 85% of consumers saying video content helps them choose a law firm, YouTube is a great place to build trust. You can use it to:

• Explain legal topics in plain English

• Introduce your attorneys

• Share client testimonials or success stories

Some users will find you through YouTube searches, while others will click through from your website or ads. Either way, videos help put a face to your firm.

Reddit: The Word-of-Mouth Engine

Thanks to a fairly recent Google-Reddit partnership, Reddit discussions are showing up more in search results, especially in the new “Discussions and Forums” section. 

While it’s tough to market on Reddit (users can spot ads a mile away), having satisfied clients who recommend you in those forums is gold. It’s a great reason to prioritize client experience and maybe even encourage clients to share their thoughts online.

TikTok: Not Just for Teens

TikTok’s audience is aging up. In 2023, Pew reported that about one-third of U.S. adults are on the platform. Young attorneys are already using TikTok to break down legal concepts or share behind-the-scenes glimpses of their work, and people are paying attention.

Creating a branded channel or running paid ads can be a smart move, especially if you’re targeting younger clients or have a strong on-camera presence. Just know that TikTok content takes time and creativity to get right.

Yelp: Make It Count

Yelp still matters — a lot. Around 89% of people say they won’t hire a lawyer with fewer than four stars. It’s especially important for the 30–60 age range.

Claim and fully optimize your Yelp profile, making sure all services and locations are accurate. Even if users aren’t searching directly on Yelp, the site takes up valuable real estate in Google’s results. Your goal? Besides getting reviews, you want to get on those “Top Lawyer” lists that rank organically for your keywords.

Key Takeaways for Law Firm Marketing

Here’s the bottom line: people don’t just visit one platform when looking for legal help. They’re researching across Google, social media, video platforms, forums, and now even AI tools.

To stand out, law firms need a smart, multi-channel marketing approach:

• Tailor your content for each platform

• Keep branding consistent across channels

• Highlight social proof like reviews and testimonials

• Invest in video and educational content

• Make it easy for people to find you—and trust you

Most people spend days doing research and visit multiple websites before they even think about calling a law firm. By showing up in all the right places with helpful, authentic content, your firm can build trust, earn clicks, and turn those clicks into clients.

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Author Bio: 

Sharon Feldman is an SEO Team Lead at iLawyer Marketing in sunny San Diego. She specializes in data-driven strategies that help law firms climb to the top of Google search results.