2021 Examines Digital Presence of Top 200 Law Firms According to Am Law, Second Instance by 9Sail
In a rapidly evolving digital landscape, the 2025 Am Law 200 Digital Visibility Index report by 9Sail sheds light on the digital performance of leading law firms. The comprehensive study evaluates each firm's readiness to compete in a search-driven, AI-influenced marketplace, focusing on three key categories: technical performance, online authority, and digital growth.
Key findings from the report reveal several trends and challenges facing law firms. For instance, 72.4% of Am Law firms experienced a decline in backlinks year over year, indicating a struggle with maintaining online authority and visibility. Moreover, 97% of firms remain largely invisible when prospects search by practice area rather than firm name, highlighting a need for improved SEO strategies.
Another significant finding is the mobile performance issues among top-tier firms, with 30% failing to meet mobile performance standards, a critical issue given the shift towards mobile-first research. Additionally, 35 firms regressed on Core Web Vitals, which are crucial for search engine rankings, especially after Google raised performance standards.
The financial consequences of digital underperformance for law firms are substantial. Poor digital visibility can lead to a loss of potential clients, reduced revenue, a decline in market share, and wasted marketing budgets. For a firm with $500 million in annual revenue, a 0.5% loss in client acquisition or validation could result in a potential loss of $2.5 million.
The report also introduces the Digital Visibility Score™, a proprietary framework developed by 9Sail to quantify law firm searchability, authority, and technical health. The report is the second annual Am Law 200 Digital Visibility Index, which analyses the digital presence and performance of the top 200 law firms in the United States.
9Sail, a digital marketing agency specialising in SEO, PPC, and Digital PR for law firms across the United States, partners with B2B and B2C legal practices to deliver data-driven marketing strategies that increase online visibility, generate qualified leads, and drive sustainable growth. The report encourages law firms to evaluate what steps can be taken to strengthen their digital infrastructure.
Robyn Addis, CRO at 9Sail, emphasises the importance of strong SEO and visibility for law firms. The report warns that top-ranking law firms are falling behind in online visibility, mobile performance, and SEO, with many prestigious law firms underperforming digitally and risking losing market share to more agile mid-tier competitors.
In conclusion, the 2025 Am Law 200 Digital Visibility Index report underscores the need for law firms to prioritise digital performance in order to stay competitive in the ever-evolving digital marketplace. Firms that address these challenges and invest in their digital infrastructure will build strategic advantages, attract and retain clients, and secure their financial stability and growth prospects. For more information about 9Sail and the Digital Visibility Score™, visit www.9sail.com.
Data-and-cloud-computing technologies play a significant role in the digital performance of law firms, as they help firms optimize their online presence and mobile performance, which are critical factors in a search-driven, AI-influenced marketplace. The research indicates that firms need to improve their SEO strategies, mobile performance, and technical health to stay competitive and attract clients in the rapidly evolving digital landscape.
