The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Earlier this week, Search Engine Land released the results of a consumer survey by BrightLocal on local consumer purchasing behavior and there are some insights on how attorneys can turn clients into referral sources both online and offline.

According to the survey of 2,862 consumers, about one-third said they had recommended an attorney. This score is fairly high given the fact that a consumer’s need for an attorney is much less frequent than, say, needing a recommendation for a good restaurant.

This chart shows how word-of-mouth recommendations are slowly migrating online; note that over the past two years, the number of consumers sharing WoM recommendations dropped 2 percent, while recommending via Facebook increased 5 percent:

The top three factors that influence a consumer’s desire to recommend a business to a friend or family member are Reliability and Professionalism (65%), Friendly and Welcoming (45%) and Price (45%):

Also note above that 16% said they make recommendations simply because they were asked to do so – a simple thing so many attorneys fail to do!

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