Consumer Research · 2025
What do your potential clients actually want to see before they contact a law firm?
We asked 1,000 UK adults. The answers should change how you think about your website — and what you put on it.
Instant PDF download · works on any device
About the report
13 questions. 1,000 people. Everything your firm needs to know about how clients choose.
Most law firm websites are built around what the firm wants to say. This report tells you what your potential clients actually need to hear — the specific things that build enough trust and confidence to make them pick up the phone or fill in a form.
The data covers every stage of the decision: where people look for a firm, what they need to see when they get there, which words and phrases move them to act, and the things that make them close the tab and never come back. It is practical, specific, and built entirely around what real consumers told us — not what we assumed they would say.
Where your clients look for you
Which channels actually drive consumer claim enquiries in 2025 — including one that most firms are not tracking yet.
The phrases that convert
Tested directly with 1,000 people — which marketing messages work, which ones fall flat, and which actively put people off.
What builds trust on your website
A clear priority list of the content elements that give clients the confidence to make contact — ranked by what actually matters.
What kills the enquiry
The specific things on law firm websites that make potential clients close the tab — many of which appear on most sites right now.
The decision drivers that matter
What people genuinely weigh up when choosing a firm — and why the factors most firms invest in rank at the bottom of the list.
The competitive advantage hiding in plain sight
Why smaller, specialist firms are better positioned than they think — and how to make that advantage visible on your website.
Sample findings
A few things the data tells you.
These are the questions we asked and a taste of what the data shows. The full analysis, charts and implications are in the report.
Who is this report for?
Any firm doing consumer claims work where website performance matters.
The data applies directly to any area of consumer claims work. If your firm handles any of these, the report tells you what your potential clients need to see before they contact you.
Personal injury
Road traffic, slips and trips, workplace accidents. High competition, high intent — the right website content is the difference between winning and losing the enquiry.
Financial mis-selling
Car finance, PPI, pensions. Clients who are uncertain whether they qualify and sceptical of the process. The report shows exactly how to address both.
Housing disrepair
A growing area with a particular need for clear eligibility guidance and process transparency. Both are top-ranked by consumers in this data.
Medical negligence
Emotionally complex and high stakes. Specialist credibility and a human, accessible tone are critical — and the data confirms exactly that.
Data breach claims
Awareness is growing but scepticism remains high. The specific messaging that overcomes that scepticism is covered in detail.
Any consumer claim type
The core findings on trust, cost transparency, process clarity and tone apply across all consumer claim categories. If it is a consumer-facing practice area, this data is relevant.
Turn the findings directly into website improvements.
- Understand exactly which content elements build enough trust to convert a visitor into an enquiry — in order of importance
- Know which phrases to use and which to avoid on your landing pages, based on what 1,000 real consumers told us
- Identify the specific friction points that are causing potential clients to leave your site without making contact
- Make the case internally for the website changes that will make a measurable difference to enquiry volume
- Understand where your clients are looking for you — including channels that most firms are not yet optimising for
- See clearly why specialist and smaller firms can outcompete larger national brands on the factors that actually matter
16 pages of data, analysis and clear implications.
- Full results for all 13 survey questions with charts rebuilt from raw data
- Analysis of each finding — not just the numbers but what they mean for your firm specifically
- Key insight callouts on every page connecting the data to practical website decisions
- Verbatim quotes from respondents describing exactly what they want from a law firm — and what makes them walk away
- A final conclusions section pulling the whole picture together into six clear strategic takeaways
- Methodology note — sample size, fieldwork period, panel methodology — so the data stands up to scrutiny
Already a Legmark Dashboard subscriber?
This report is included free in your exclusive content library on paid subscription tiers. Log in to access it along with everything else we publish.
Go to dashboardGet the report
Start converting more of the clients you are already attracting.
One purchase. Instant download. The clearest picture available of how UK consumers choose a law firm for a compensation claim — and what your website needs to say to win that decision.
Secure payment · PDF delivered immediately after purchase
Published by Legmark — the legal marketing intelligence platform built exclusively for UK law firms
Questions? Email us at hello@legmark.com