How, exactly, do clients choose a personal injury lawyer?
It used to be that only Google knew what made clients choose one PI firm over another in search results. Not anymore.
Near Media is pulling back the curtain on how prospective clients search for and choose PI lawyers, with our analysis of 2,000+ consumersʼ reported and observed behavior.
Introducing Near Media Private Market Intelligence for Personal Injury Lawyers
in partnership with AttorneySync & Mockingbird
Get a monthly stream of fresh insights from behavioral and attitudinal research into how clients search for and choose a personal injury lawyer.
Stay a step ahead of your competition with our proprietary market research:
Spend smarter.
Win more clicks.
Get chosen by more prospective clients.
Program Details
Limited to 2 personal injury firms per market (no agencies)
Get 6 deep-dives into specific topics--all specific to personal injury law:
How legal consumers research their case, use of AI & more.
Topline findings from our summer 2025 legal consumer survey.
Differences in reported behavior between demographics, directory brand penetration & more.
Deep-dives into segments of interest from our summer 2025 legal consumer survey.
How prospective clients search, typical SERPs, AIO engagement & more.
An overview of observed consumer search behavior based on our summer 2025 consumer panel.
What SERP features receive clicks, how that differs Mobile vs. Desktop & more.
A deep dive into the specific result types receiving the most action, and significant differences between mobile and desktop behavior.
What positions in the SERP receive clicks, where choices come from & more.
A deep dive into clickthrough rate curves for each result type, as well as the result types driving the greatest number of consumers' choice of law firm.
Research-Backed Messaging and Positioning Takeaways
Our recommendations for updating your Title Tags and ad headlines, as well as your website page layouts and content strategy.
Each report includes
email research@nearmedia.co to reserve your subscription
Take a sneak peek at some of our insights 👇
In a rapidly changing search landscape, you canʼt afford NOT to know this data:
Where to focus your marketing
How prospects are using AI in their research
What influences their decision to contact a firm.
How We Conduct Our Research
Survey data (N=500+) and behavioral research data (N=300+) are each collected every six months from distinct national respondent panels.
Consumer insight surveys
- How they research lawyers on and off Google
- Where AI fits into the customer journey
- What sites, tools and resources they trust
- How they vet word-of-mouth referrals
- How they make decisions
Behavioral search research
- Mobile & desktop Google searches captured on video
- Influence of AI on engagement and decisions
- Where clicks come from: Organic, Business Profiles, Ads
- What elements drive conversions
- Most effective messaging
Near Media co-founder David Mihm shares some of our methodology and highlights a teaser of one of the actionable takeaways for subscribers:
Access is strictly limited to 2 firms per metro area.
See how we define each metro area on the map below.
Enterprise B2C companies pay hundreds of thousands of dollars for this kind of research.
Through a cost-sharing model that pools the marketing resources of firms with distinct client bases, Near Media is able to deliver transformative insights at a price that all firms can afford.
PRICING$12,000Six months of on-demand access + monthly live Q&A |
OPTIONAL ADD-ONS$7,500 (one-time)Custom 300-respondent brand awareness and competitive benchmarking survey specific to your local market $7,500 (one-time)100-user search behavior panel specific to your market |
email research@nearmedia.co to reserve your subscription today
About Near Media
Founded by three veteran local search analysts in 2021, Near Media is an applied market research firm helping marketing executives maximize their SEO & paid search investments.
Through our unique combination of proprietary consumer research, localized search result page analysis, and step-by-step performance improvement roadmaps, we are the go-to strategic and tactical advisor for brands seeking to maximize their investments in paid, organic, and local search.
What our clients say
Join these marketing leaders & maximize your firm's SEO & paid search investment.
Contact us at research@nearmedia.co with any questions or to reserve your subscription.