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Understanding how your law firm compares to competitors is essential for setting realistic goals and identifying opportunities. This guide provides 2025 benchmarks for local SEO performance across key metrics.
Why Benchmarks Matter
SEO performance is relative. What looks like good traffic might be underperforming if competitors are doing better. Understanding where you stand is essential for any law firm SEO strategy. Benchmarks help you:
- Set realistic goals based on market conditions
- Identify areas where you're underperforming
- Prioritize improvement efforts
- Measure progress over time
The goal isn't just to improve your SEO—it's to outperform your competition. Benchmarks show you where that bar is set.
Google Business Profile Benchmarks
Your Google Business Profile is critical for local visibility. Learn how to optimize your Google Business Profile to hit these benchmarks.
Review Metrics
- Average Rating: Top performers maintain 4.8+ stars
- Review Count: Leaders have 50+ reviews, with 100+ being common
- Review Velocity: Successful firms add 2-5 reviews monthly – use a systematic review strategy
- Response Rate: Top firms respond to 100% of reviews
Engagement Metrics
- Profile Views: Top firms see 500-2000+ monthly views
- Website Clicks: 10-20% of views convert to website clicks
- Direction Requests: 5-15% of views request directions
- Phone Calls: 5-15% of views result in calls
Website Performance Benchmarks
Traffic Metrics
- Monthly Organic Traffic: Successful firms see 500-5000+ monthly visits
- Traffic Growth: 10-20% year-over-year growth is healthy
- Local Traffic: 60-80% of traffic should be from target geography
Technical Performance
Technical performance often requires professional website design to achieve:
- Page Speed: Under 3 seconds on mobile
- Core Web Vitals: Passing scores on all metrics
- Mobile Score: 90+ on Google PageSpeed Insights
Pro Tip: Compare your metrics to firms in your practice area and market size. A solo practitioner shouldn't benchmark against a 50-attorney firm. For more detailed guidance, see our ultimate guide to SEO for law firms.
Conversion Benchmarks
Website Conversion Rates
- Form Submissions: 2-5% of website visitors
- Phone Calls: 1-3% of website visitors
- Total Conversions: 3-8% of organic traffic
Lead Quality
Improve lead quality with better lead generation strategies:
- Qualified Rate: 30-50% of leads should be qualified
- Consultation Rate: 50-70% of qualified leads should schedule
- Hire Rate: 20-40% of consultations should become clients
Ranking Benchmarks
Local Pack Performance
Follow our SEO playbook to improve these metrics:
- Map Pack Visibility: Top firms appear in 50-80% of relevant local searches
- Position 1-3: Leaders rank in top 3 for primary keywords
Organic Rankings
- Page 1 Rankings: 20-50+ keywords ranking on page 1
- Top 3 Rankings: 10-20+ keywords in top 3 positions
