Knowing the Online Legal Consumer

Figure 6. Search activity by time of day.

This data is consistent for most all practice areas and communities that I have examined, with a few areas of law showing more extreme search behavior, such as family and divorce-type searches. Personal injury is less extreme but still in accord with these findings. For DUI, I have found a slight increase in dinner-time search activity.

In sum, late mornings early during the workweek are the most important times to be visible to reach online legal consumers. I will discuss this more in Chapter 12.

What Do They Want to Know About You?

Your advertising and website must be tailored to meet the needs and expectations of the modern Internet user. Once your ideal client has arrived on your website, you need to tell them what they want to know about you.