2024 Websites and Marketing TechReport

The American Bar Association's 2024 Legal Technology Survey Reports provide a comprehensive analysis of how attorneys are utilizing various technologies and their satisfaction with these tools. The 2024 Survey Reports cover each of the four pillars of law practice management – technology, finance, marketing, and management – with the first three pillars providing the technological foundation for the "management" of one's practice. As legal technology continues to evolve, understanding these trends is crucial for firms of all sizes.

Finance: Budgeting in Uncertain Times

The survey reveals that 65% of firms reported budgeting for technology in 2024, unchanged from 2022. However, this percentage increases dramatically with firm size – from 41% of solo practitioners to 90% of firms with 100+ attorneys. The average annual technology spend was $13,991, with solo respondents typically spending less than $3,000 annually, while firms of 2-9 attorneys reported spending between $10,000-$20,000 (Personally, I’d love to see if the longevity of the devices plays in these expenditures – for instance, Apple computers are more expensive than Windows machines, yet Apple products are known to outlast less-expensive Windows devices).

With President Trump's recent tariff policies potentially reshaping the tech industry, lawyers must consider how these economic shifts might affect their technology purchasing strategies. The 25% tariff on goods from Mexico and Canada and an additional 10% levy on Chinese imports could significantly impact hardware costs (noting that the tariff on computers from China is currently stayed), particularly for smaller firms with tighter budgets. One economic analysis notes that Trump's extensive 145% tariff on imports from China would effectively halt most trade between the two nations. This could force smaller firms to delay upgrades or seek alternative suppliers, while larger firms may have the financial flexibility to absorb these increased costs.

Marketing: Digital Presence Evolving

The marketing landscape shows interesting shifts, with 90% of respondents reporting having a website, down from 94% in 2022 Notably, solo practitioners increased their website presence to 70% (up from 61% in 2022), while 100% of firms with 100+ attorneys maintain websites.

Social media usage as a marketing tool has declined overall to 80%, down from 89% in 2022. LinkedIn remains the primary platform (76%), followed by Facebook (53%). The confidence in marketing strategies varies significantly by firm size, with larger firms rating their confidence at 3.3/5 compared to 2.7/5 for solos and small firms.

As the report notes, "Firms with an 'in-house' marketing team, usually those in firms of 50 or more attorneys, seem to stay on top of emerging and existing marketing platforms, while solo practitioners and those in small firms must balance their marketing strategies with the other facets of effective practice management".

Technology: Hardware and Software Trends

The survey shows a continued shift from desktops to laptops as primary computers. Only 36% of respondents reported using desktops as their primary computer (down from 41% in 2022), while laptop usage rose to 61% (up from 56%). Multiple monitor use continues to increase, with 59% of respondents using two monitors, up from 55% in 2022.

Surprisingly, the availability of practice management software decreased to 53%, down from 63% in 2022 This decline affected firms of all sizes except those with 100+ attorneys, where adoption increased from 19% to 27%. This trend may relate to cost concerns, as the report suggests: "The decrease in the actual use of case management platforms in firms with fewer than 100 attorneys can be attributed to several factors. Firstly, the price of these platforms is a significant factor". And if the tariffs remain unpredictable, we could witness a continued decrease in platform usage.

How AI Could Reshape Hardware and Software Trends

The rapid integration of AI into legal technology platforms is poised to fundamentally alter hardware and software dynamics in law firms. As AI-powered tools become more deeply embedded in practice management, document review, and legal research software, the demand for high-performance hardware may decrease for many firms, especially as cloud-based AI solutions shift processing away from local machines to remote servers. This trend supports a move toward lighter, more mobile devices—such as laptops and tablets—while further accelerating cloud adoption for both storage and computing power. On the software side, AI-driven automation is streamlining workflows, reducing reliance on multiple standalone programs, and offering intuitive interfaces that make advanced features more accessible, even to solo and small firm practitioners As a result, firms of all sizes may find it easier to scale technology use and maintain competitive efficiency, though ongoing education and careful attention to ethical and security considerations will be critical as these tools proliferate.

Security: A Growing Priority

Security remains a top spending priority (19% of respondents), particularly for mid-sized firms. However, the survey revealed that 23.8% of solo attorneys had no security measures in place for cloud computing tasks, compared to 15.8% in firms of 100+ attorneys. As the report warns, "It is certainly concerning that even a small handful of respondents did not know if they had cloud-computing security in place".

The 2024 Legal Technology Survey Report clearly illustrates that while technology adoption varies significantly by firm size, all lawyers must prioritize technological competence. As Comment 8 to Model Rule 1.1 reminds us, lawyers must "keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology". With AI reshaping legal practice and economic uncertainties affecting technology costs, lawyers must stay informed and adaptable to maintain competitive, efficient practices in 2025 and beyond.

Conclusion: Where Are We Going Next?

The 2024 ABA Legal Technology Survey Reports reveal a profession in transition, with law firms of all sizes adapting to rapid technological change. Larger firms continue to lead in technological adoption and security, while solo and small firms are making strides but face resource constraints. The rise of AI, evolving marketing practices, and the impact of global economic factors like tariffs are reshaping how lawyers manage, promote, and secure their practices. As technology becomes more integral to legal work, ongoing education and a commitment to technological competence are essential for lawyers to remain effective and compliant in an increasingly digital and competitive landscape.