Top of Mind Report 2024
When you see the world through your audience’s eyes, you can tailor your communications to their needs. That’s why, every two years, Right Hat takes you inside the mind of the client with our Top of Mind survey of 100+ legal buyers. The trends and data in this report will help amplify your marketing and business development strategies.
How our report is different
- Straight from the source: Instead of imposing our own ratings, we ask real buyers what they care about.
- In their own words: Quotes from survey participants bring the data to life.
- A broader perspective: With decades of legal industry experience, our team interprets the survey findings in a long-term context.
- Action items included: Our Top of Mind tips help you turn findings into difference-making action.
How to use the report
- Focus on the trends to prioritize big-picture areas for change.
- Dive deeper into tactical data to guide day-to-day decisions.
- Review Top of Mind tips for short- and medium-term action items.
- Use the data as evidence to convince key stakeholders.
Key Trends
These trends reflect patterns in buyer responses across a range of topics, including biographies, proposals, thought leadership and more. For more data on individual topics, visit the Deep Dives section of this Report.
01 / Industry Strength
The age of the generalist is fading
While lawyers are understandably proud of their ability to master diverse topics, buyers place more value on specific industry knowledge. Industry focus trended up from our last survey as a priority across websites, bios and proposals.
How important is industry focus?
%
rated industry focus the most important info in proposals
%
rated industry focus the 1st or 2nd most important info in lawyer bios
%
rated industry focus the 1st or 2nd most important info on your website
How buyers rated the proof points
%
Lawyers’ experience working with industry regulator
%
Lawyers’ experience working in the industry
%
Representative matters
%
Leadership in industry groups
%
Recognition from industry groups
%
Client listings
%
Existence of a firm industry group description
%
Participation in industry groups
%
Number of lawyers in the firm’s industry group
“We would like a presentation to address their efforts to integrate and derive sustained progress in matters relevant to our industry.”
Today
For your priority industries, gather metrics about your team’s involvement—in-house or with regulators—and how much you work in the industry. Display these with infographics to make them scannable and memorable.
Tomorrow
Instead of simply writing an industry group description, consider a website hub or interactive brochure featuring success stories, lawyer profiles and high-value thought leadership. Plan to create content that speaks to key industry issues.
02 / Personal Connection
Screen time builds relationships
Personal relationships have always been at the core of getting business. But they no longer have to happen, well, in person. Today’s Zoom calls, videos and webinars are as important to making connections as yesterday’s golf outings.
How buyers want to connect
%
want lawyer bios to include 30-second videos
%
watch videos on law firm websites sometimes or often
%
prefer webinars to keep up to date on legal, business and industry trends
%
listen to law firm podcasts sometimes or often
“I wouldn’t be looking for particular information. I would be trying to get a feel for that lawyer’s personality or their vibe.”
Today
A personal connection can start with something as simple as a bio photo. When it’s time to update yours, feature images that are more relaxed than the traditional mug-shot-with-suit-and-tie. Even a simple change of background can help!
Tomorrow
If you’re investing in video — and we hope you are — make sure you get the most bang for your buck. Professional art direction and/or style guides can make your lawyers look great and ensure brand consistency. Even if video isn’t in your immediate future, design your website with the flexibility to add it later.
03 / Customization
Just-for-you experiences are in greater demand
Whether it’s an online shopping list based on your buying history, personal coaching or bespoke tailoring, customization adds value to the customer experience. Legal services marketing is no different. Most buyers will give you valuable information to enable customization on your website. And one-third of them rated “offering customized training” the #1 way to show you value a client relationship.
What buyers will give for a customized website experience
%
will give you information about themselves to get a customized experience
%
will identify their legal issues of interest
%
will identify their industry
%
will identify their business issues of interest
“There needs to be a focus on my areas of interest.”
Today
Maximize customization in your proposals and pitches. Invest most of your time previewing your strategy for their specific matter. You can balance the time spent by using well-crafted templates for other sections.
Tomorrow
Invite website visitors to answer a few simple questions that will let you deliver a customized web page that delivers information focused on their areas of interest.
04 / Snackable Content
Make it curated, not comprehensive
The demand for less content continues to grow, even in high-value areas like bios, practice descriptions and proposals. It boils down to this: busy buyers want to spend less time reading and get to the point faster. Show that you value their time and can communicate in a business-focused way.
How much do buyers want to read?
%
say bio overviews and service descriptions should be four paragraphs or less
%
say law firm proposals should be 15 pages or less
“Just give me the highlights. I don’t want your life story.”
Today
Consider having communications professionally edited to ensure peak readability.
Tomorrow
Refresh the design of your website and other materials to incorporate at-a-glance and scannable features.