The Legal Buyer's Journey Part 1: Awareness

June 18th, 2020

It seems like 2020 has been a year of disconnect. COVID-19 has changed the way we conduct business, interact with our friends and family and live our everyday lives. Working from home, webinars, and virtual conferences sounded nice back in February but today, they're just another reminder of how disconnected things have become. Fortunately, one day, we will resume our in-person livelihood and enjoy the connections we desperately crave during these times.

The Disconnect before the Disconnect

Prior to the COVID-19 pandemic, we were researching a different type of disconnect between Attorneys and Consumers seeking legal help. While there are many contributing factors that impede consumer access to justice, one of them stands out among the rest. In this 3 part series, we'll take a deep dive into a 3-step framework known as the Buyer's Journey and how it affects consumers seeking help from legal professionals.

What is the Buyer's Journey?

Hubspot gave a nice definition of what the buyer's journey is:

"The buyer's journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service."

The journey or framework is broken out into three stages that a potential customer will go through prior engagement.

  1. Awareness Stage
  2. Consideration Stage
  3. Decision Stage

Each of these stages are important when guiding a customer to their final destination - a decision to use your services. If you are struggling to find new customers, there's a high probability that they are failing during one of these stages in the Buyer's Journey.

The Legal Buyer's Journey

Since launching Tango Legal, we've spoken to hundreds of legal professionals and their potential clients to understand why there is such a disconnect between the two sides. Clio presented some fascinating data in their 2019 Legal Trends Report indicating that 77% of legal problems don’t receive legal assistance yet 81% of attorneys say they are looking for more clients.

At a high level, this math does not add up. There's a healthy population of attorneys available (supply) and there's high population of consumers seeking legal help (demand). Everything should be working right? Well, let's take a look at the Legal Buyer's Journey.

Buyers journey - part 1

Part 1: The Awareness Stage

In this modern age, consumer's preference to find legal help begins and ends online. Data backs this up. According to the National Law Review, 96% of consumers search online to find legal help. This isn't shocking, it is 2020 right? We search online for where to eat, how to treat bug bites, and of course, where to find a lawyer. It's a natural habit. What's unique about searching online is that the more specific information you provide in your search plays a big part in the accuracy in the information you will receive in your results.

My favorite example is googling "best tacos NYC". The results returned are top-rated taco joints all across New York City. If one were to search, "best tacos queens NYC", the results returned are more specific to the location entered. You might be asking what does google and "tacos in NYC" have to do with the legal world? Absolutely nothing. But they do help illustrate how a consumer may use google effectively for the first stage of the Buyer's Journey - Awareness.

In the Legal world, consumers struggle to understand the distinction between a legal issue and a court issue. Legal and court professionals know they are two different and complex realms but consumers don't. For example, if one were to ask a question to a legal professional in person, their answer to an assumed court question could be "get an attorney" and their answer to an assumed legal question could be "go to the courthouse".

This subtle assumption leads consumers down a path of confusion and ultimately a dead end when entering the awareness stage.

Legal Buyer's Journey: Awareness Takeaways

  1. 96% of consumers search online to find legal help.
  2. Consumers assume legal and court questions are the same. They're not.
  3. This assumption creates confusion from the start when searching online.

The next stage of the Legal Buyer's Journey is the Consideration Stage. We'll be unpacking this phase next week along with sharing what we've heard from our discussions with attorneys and consumers searching for them online.

Interested in leaning more about Tango Legal and how we're helping connect consumers to the legal world with voice technology? Hit us up or fill out our contact form and we'll be in touch.

  • We connect attorneys with clients seeking their services on over 150+ million smart devices. Our service provides targeted legal ads on Alexa and Google Assistants, opt-in new client lead generation and analytics.

© 2020 Tango Legal, Inc.