As part of their ongoing research into how consumers hire lawyers, iLawyer Marketing conducted a study with over 1,300 participants across the United States. Participants were asked about some of the factors that would cause them to leave a law firm’s website and seek another lawyer instead.

“Since Conversion Rate Optimization is very important to the success of any law firm’s marketing, understanding what helps or hurts conversion rate is extremely important to us when we design and build websites for a law firm.” -Mike Perez, iLawyer CEO

The Results

Participants were asked: “If you were visiting different law firm websites to try and find a lawyer to speak to, what things might cause you to leave that website? (Check all that apply).”

Here are the top reasons:

1) Not Enough Information About the Firm (76%)

A significant 76% of respondents in the study said they might exit a law firm's website if it lacked sufficient information about the firm. This could be a lack of convincing details to persuade visitors of the firm's merits, or even just difficulties in locating relevant content. This challenge is exacerbated by the fact that website visitors often scan content quickly, and vital information, even if present on the site, may go unnoticed if it lacks a prominent design.

It's important to note that not all essential information is conveyed through text alone. 89% of individuals in a previous iLawyer study emphasized the importance of video content when making a decision about hiring a lawyer. 

2) Slow Loading Website (69%)

Not surprisingly, slow-loading websites significantly contribute to bounce rates as users become frustrated and ultimately abandon the site. This concern is particularly pronounced on mobile devices, where the absence of WiFi can exacerbate load times. It is crucial for law firms to prioritize optimizing their website speed to mitigate this issue.

3) Outdated Website (64%)

While the aesthetics of a site may not matter for SEO purposes, they certainly matter to consumers. Users consume a website visually first, so how a website looks is indeed important. An outdated website can send signals to a user that the firm itself is outdated in its practices. A modern website conveys to some users that a law firm is making money, since new websites cost money. Many consumers are seeking a modern, tech-savvy firm.

4) Text is Too Small (54%)

Another important visual aspect of a website is the text. If the text is too small to read, users may get frustrated and leave the site. What use is informative content if users can’t read it? It’s important to check your website on both desktop and mobile to make sure this isn’t an issue. If you are targeting an older audience, this is even more crucial.

5) No Client Testimonials (50%)

These days, it’s all about reviews. Being able to read other client’s reviews of a law firm is pretty important, according to survey participants. The study also found that consumers like video testimonials, finding them more credible than written reviews.