2025 Am Law 200 Digital Visibility Report

Digital visibility is now a competitive differentiator, and top firms are underperforming where it counts.

This isn’t about SEO tactics or website aesthetics. It’s about revenue protection and competitive positioning. The research reveals that digital performance now functions like cybersecurity: invisible when it works, catastrophic when it fails. The complete analysis includes:

✓ Firm-by-firm performance benchmarks across all AmLaw 200

✓ Year-over-year trend analysis revealing which firms are pulling ahead

✓ ROI frameworks for building business cases around digital infrastructure

✓ KPIs designed for boardroom reporting

✓ Strategic roadmap for emerging trends (AI search, mobile-first indexing)

 

Mockup of a book titled The 2025 AmLaw 200 Digital Visibility Index exposes a widening digital performance gap that’s quietly reshaping competitive dynamics across the legal industry. The findings should concern any firm leadership focused on sustainable growth:

  • 72.4% of AmLaw firms lost backlinks year over year
  • 97% remain largely invisible to prospects searching by practice area rather than firm name
  • 30% of top-tier firms fail mobile performance standards while clients increasingly validate referrals on mobile devices
  • 35 firms regressed on Core Web Vitals precisely when Google raised performance standards

With online presence now directly impacting a law firm’s ability to attract, convert, and retain clients, digital visibility has become more than simply a marketing tool. As client behaviors shift toward mobile-first research and AI-assisted search, they’re putting greater trust in what they find (or don’t find) on a firm’s website than in its reputation alone.

Recognizing the shift, we developed the 9Sail Digital Visibility Score™ to assess how well law firms are positioned to meet modern expectations of speed, clarity, and search visibility.

This year’s study of Am Law 200 digital visibility performance examines each firm’s website through the lenses of technical health, SEO growth, and online authority to provide a clearer picture of digital competitiveness. Our findings offer law firm leaders actual benchmarks for success in online performance, and highlight what it will take to improve.

Helpful resources

Digital Due Diligence: What Prospects and Referrals Really See When They Research Your Firm

Here’s a reality check that might sting a little: the…

Read More
Webinar Recap – A Data-Driven Analysis of Digital Visibility Across the Am Law 200

In an era where digital presence can make or break…

Read More
Overcoming Silent Rejection: Creating a Digital Visibility Strategy for 2026

Learn how to combat “silent rejection” and create a digital visibility strategy for your law firm. Discover how AI is reshaping legal discovery and get immediate wins for 2026 and beyond. Register for our essential webinar on August 13, 2025, at 12:00 PM ET.

Read More
Don’t Let Your Blog Live in the Basement: Why Subdomains Sink SEO

You wouldn’t build a dream home on your property, then…

Read More
Dear Lawyers: You Don’t Get All Your Business From Referrals, and I Can Prove It

Here’s a reality check that might sting: while 70% of…

Read More
The Digital Visibility Dashboard Every Managing Partner Needs (But Most Don’t Have)

Unlock your law firm’s growth! Our guide reveals six critical metrics for law firm digital success, moving beyond vanity metrics to real business development.

Read More
Am Law 200 Digital Visibility Index

Digital visibility is now a competitive differentiator, and top firms are underperforming where it counts.

Read More
The AI Search Revolution in B2B Legal: Why ChatGPT, Perplexity, and Claude Are Becoming Your Biggest Referral Sources

The Ground Is Shifting Beneath Law Firms A quiet revolution…

Read More
Webinar Recap – Beyond Keywords: Optimizing for Generative AI Search

The world of digital marketing is in the midst of…

Read More
Yes, Your Referrals Are Actually Validating You on Google First

The most dangerous assumption in legal business development is that…

Read More

Discover the power of effective digital marketing.

Sign up to receive 9Sail’s exclusive content and tactical tips, focused on helping law firms grow.

9Sail takes your privacy seriously and will only use your personal information to deliver communications you have requested of us. You can change your preferences at any time.