I spent the last week reading the UK’s Ofcom National Report, and let’s be honest—it’s about as exciting as an Arrowroot biscuit. But buried in the data is something that should have every law firm paying attention.
For the first time in history, Google lost users.
Its market share dropped from 86% to 83% in 2024. That might not seem like much, but in real numbers, that’s 1.8 million users gone. And they’re not just leaving Google—they’re changing how they search for information entirely.
If you think this doesn’t affect your law firm’s marketing, think again.
What’s Really Happening?
The report highlights three game-changing trends that law firms can’t afford to ignore:
1. AI is Replacing Traditional Search
ChatGPT’s user base grew 10x in just nine months—the fastest adoption of any tech platform in history (yes, even faster than Facebook).
Translation? Your potential clients aren’t just Googling legal questions anymore. They’re asking AI tools instead.
🚨 If your firm’s content isn’t optimized for AI-driven search, you’re invisible.
2. Video is No Longer Optional
Younger users aren’t reading long text—they want fast, digestible video content.
And no, you don’t need a Hollywood budget. You just need authenticity and consistency.
🚨 If your firm isn’t using video for legal education, you’re already behind.
3. TikTok is Becoming a Search Engine
I know what you’re thinking—“TikTok? Really?”
Yes. Gen Z and younger Millennials are bypassing Google completely and heading straight to TikTok for answers—including legal information.
🚨 If your firm isn’t visible there, you’re missing out on future clients.
What This Means for Your Law Firm
1️⃣ SEO alone won’t cut it anymore. Your content needs to be optimized for AI and voice search.
2️⃣ Your audience prefers video. Whether it’s Instagram Reels, YouTube Shorts, or TikTok, video content is now essential.
3️⃣ Your future clients aren’t where you think they are. If you’re not meeting them on the platforms they trust, someone else will.
The Good News? Most Law Firms Are Slow to Adapt
Some firms are still debating whether digital marketing is worth it (yes, really, in 2025). That’s your strategic advantage—but only if you act now.
In my next post, I’ll break down how US law firms are responding to this shift—and what Australian firms can learn from them.
For now? Start rethinking your digital strategy. The legal marketing landscape is changing fast, and if your firm doesn’t adapt, it won’t just be Google losing users—it’ll be you.
🚀 Need help getting ahead? Let’s talk.