iLawyer Marketing, a leading law firm SEO and digital marketing company, announced the results of its comprehensive 2025 consumer research study examining how people search for attorneys online. The study, which surveyed 1,052 participants across the United States between ages 21-65, provides critical insights for law firms navigating the evolving digital landscape.
Key Study Findings
Google Remains King, Despite AI Growth Contrary to predictions that AI would disrupt Google’s dominance, the search giant maintains its commanding lead with 86.7% of consumers using Google to research attorneys. This represents only a modest decline from 89% in October 2024, demonstrating Google’s resilience in the face of emerging AI technologies.
ChatGPT Achieves Remarkable Growth ChatGPT has experienced explosive growth, jumping from 9% usage in 2023 to 28.1% in 2025—more than tripling in just two years. This rapid adoption has propelled ChatGPT to the #2 position, surpassing established platforms like Facebook, Yelp, and YouTube.
Complete Rankings of Top Online Sources:
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Google (86.7%)
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ChatGPT (28.1%)
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Facebook (24.7%)
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Yelp (24.3%)
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YouTube (20.4%)
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LinkedIn (20.1%)
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Findlaw (16.2%)
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Justia (15.6%)
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Bing (12.9%)
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Gemini (12.2%)
Consumer Behavior Reveals Trust Gap in AI
One of the study’s most significant discoveries centers on consumer verification behavior. Among participants who indicated they would use ChatGPT for attorney research, an overwhelming 94% also said they would use Google search for additional verification.
“This finding reveals that consumers don’t yet fully trust AI recommendations for important life decisions like hiring an attorney,” explains Mike Perez of iLawyer Marketing. “People are using AI as a starting point but then turning to traditional search engines to validate and expand their research.”
When asked about trusting answer engines versus search engines, consumer preferences were clear:
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45% trust search engines (Google, Bing) more than answer engines
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25% trust answer engines (ChatGPT, Perplexity) more than search engines
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30% showed no clear preference between the two
Multi-Channel Research Dominates Consumer Behavior
The study revealed that 70% of consumers use multiple online sources when researching attorneys, highlighting the importance of comprehensive digital presence for law firms. Of the 30% who use only a single source, 73% rely exclusively on Google.
Popular secondary research channels include:
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Facebook (24.7%): Consumers seek reviews, comments, photos, videos, and insight into firm values
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Yelp (24.3%): Despite mixed feelings from law firms, nearly 1 in 4 consumers check Yelp reviews
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YouTube (20.4%): Video content plays an increasingly important role in building trust
Implications for Law Firm Marketing
The research provides several actionable insights for legal marketing strategies:
Google Optimization Remains Essential: With 87% market share, Google should continue to be the primary focus of law firm marketing efforts, encompassing both organic SEO and paid advertising.
AI Optimization Becomes Critical: As ChatGPT usage approaches 30%, law firms can no longer ignore AI optimization. The trend suggests continued growth in this channel.
Multi-Platform Presence Required: With consumers researching across multiple channels, law firms need comprehensive digital strategies spanning search engines, social media, review platforms, and emerging AI technologies.
Video Content Gains Importance: YouTube’s 20% usage rate, combined with Google’s increasing incorporation of video in search results, makes high-quality video content essential for competitive advantage.
About the Study
The research was conducted in July 2025 and included 1,052 participants from across the United States, aged 21-65. Participants were asked to identify which online sources they would use when researching attorneys for important legal issues. The study builds on previous research conducted by iLawyer Marketing since 2023, tracking evolving consumer behavior in legal services research.
About iLawyer Marketing
iLawyer Marketing is often recognized as the best specialized digital marketing agency focused exclusively on law firms. The top law firm SEO company provides comprehensive SEO, paid advertising, website design, and digital marketing services to legal practices nationwide. Known for data-driven strategies and industry expertise, iLawyer Marketing helps law firms navigate the complex digital landscape and achieve measurable growth.
For more information about the study or iLawyer Marketing’s services, visit www.ilawyermarketing.com
Media Contact
Company Name: iLawyer Marketing
Contact Person: Brian DeBelle
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Country: United States
Website: https://www.ilawyermarketing.com/