What Potential Clients Want to See Before Hiring an Attorney

If you think potential clients call the first law firm they see in search results, think again. In 2025, people are more cautious, more informed, and more thorough in their research before hiring an attorney. They don’t just want legal skills. They want proof, reassurance, and transparency.

Understanding exactly what they’re looking for can help attorneys present themselves in the best possible way, both online and in person. Whether you’re an attorney or in the legal marketing space, keep reading to learn what the latest research says.

Where Clients Look Before They Ever Call You

Before hiring an attorney, most people start by doing online research.

According to iLawyer Marketing’s 2025 study on where people search for attorneys, Google dominates at 87%, followed by ChatGPT (28%), Facebook (24.7%), Yelp (24.3%), and others like YouTube, Reddit, FindLaw, and Avvo.

What’s more, about 70% of users check multiple platforms before deciding who to contact. That means your reputation needs to be consistent everywhere: on your website, review sites, legal directories, and even AI-powered tools.

The Factors That Matter Most to Potential Clients

Once a person has found your firm, they quickly decide whether to trust you based on specific criteria. In another iLawyer Marketing study, the top factors were clear:

Experience & Track Record: Nearly 40% of users said this was the most important factor. They want to know you’ve handled cases like theirs and have the results to prove it.

Reputation & Reviews: Around 90% won’t even consider a law firm that has less than a 4-star rating. Reviews aren’t just a nice addition; they’re a deciding factor.

Costs & Fees: Even though many personal injury attorneys work on contingency, about 1 in 5 people still list cost as a top concern. Clear explanations of fees help reduce hesitation.

Trust, Ethics & Honesty: Clients need to feel confident they’re working with someone ethical and transparent.

Communication: From initial contact to resolution, clients value responsiveness and clarity in communication.

How to Meet (and Exceed) Those Expectations

Knowing what clients care about is one thing. Making sure your online presence reflects it is another. Here’s how to align your marketing and website with client priorities:

Showcase Your Experience and Results: Don’t bury your track record deep in your site. Highlight years of practice, areas of focus, and significant case results on your homepage and attorney bios.

Put Reviews Front and Center: If your Google, Yelp, or Avvo reviews are strong, display them prominently. Consider adding video testimonials to make them more personal.

Be Transparent About Fees: If you offer free consultations or work on contingency, state that clearly. If there are any potential additional costs, explain them upfront.

Highlight Your Values and Ethics: Include an “About” section that shares your mission and commitment to clients. Show potential clients you’re someone they can trust.

Be Everywhere They Search: Given the variety of platforms clients use, from Google to ChatGPT, you should maintain accurate, updated profiles across search engines, review sites, and legal directories.

This not only builds credibility but also helps clients find consistent information about your firm, no matter where they look.

Final Tips

Potential clients aren’t looking for the cheapest attorney or the flashiest ad. They’re looking for a professional they can trust with their case and their future. By making your experience, results, reviews, and values highly visible across all platforms, you’re not just meeting expectations, you’re setting yourself apart from the competition.

If you want to see where your clients are searching for you and which factors matter most to them, take a look at the studies linked above to see the latest research on where users search for attorneys and the most important decision-making factors. These insights could be the key to turning online visitors into real clients.