9Sail Unveils the Second Yearly Examination of Am Law 200's Digital Presence
In an era where digital reputation is paramount, a new report by the digital marketing agency 9Sail sheds light on the digital performance issues that are hindering the top 200 U.S. law firms. The report, titled the Am Law 200 Digital Visibility Index, highlights the main challenges these prestigious firms are facing in the search-driven, AI-influenced marketplace.
Poor Mobile Performance
One of the most concerning findings is the poor mobile performance of many top law firms. Despite over half of all website traffic now coming from mobile devices, 30% of the top 50 firms have failing mobile performance [1]. This issue poses a significant threat to their digital presence and competitive edge.
Lack of Non-branded Keyword Optimization
Another issue identified in the report is the lack of non-branded keyword optimization. Only 3% of firms generate more than 80% of their organic traffic from non-branded keywords [1]. This means that 97% of firms are not effectively optimizing to attract prospects searching by legal practice area rather than firm name.
Significant Loss of Backlink Authority
The report also reveals that 72.4% of firms lost more than 1.41 billion backlinks year-over-year [1]. This significant loss of backlink authority erodes their online authority and visibility in search results, making it harder for them to compete in the digital landscape.
These digital performance issues undermine law firms' ability to compete in a search-driven, AI-influenced marketplace, threatening referrals and their market position.
Joe Giovannoli, CEO at 9Sail, stated that SEO is no longer just a marketing concern, but an operational one [1]. He emphasized the importance of addressing these issues to maintain and strengthen a law firm's digital presence.
Robyn Addis, CRO at 9Sail, states that digital underperformance has real financial consequences. For a firm with $500 million annual revenue, a 0.5% loss in client acquisition or validation could potentially lead to a loss of $2.5 million in revenue [1].
The full report is now available for law firms to explore the findings, request their own Digital Visibility Score, and evaluate what steps can be taken to strengthen their digital infrastructure. Visit www.9sail.com for more information.
9Sail, a premier digital marketing agency specializing in SEO, PPC, and Digital PR for law firms across the United States, developed the proprietary framework, the Digital Visibility Score, to quantify law firm searchability, authority, and technical health. The agency 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 evaluation of each Am Law 200 firm's readiness to compete in a search-driven, AI-influenced marketplace is not a new fact. Mid-tier competitors, with their agility, are quickly improving speed, structure, and user experience, quietly capturing visibility and market share that top firms are losing.
[1] Source: 9Sail's 2025 Am Law 200 Digital Visibility Index report.
- To enhance their digital presence and competitive edge, top law firms must address their poor mobile performance, currently affecting 30% of the top 50 firms, as revealed by the Am Law 200 Digital Visibility Index.
- In addition, for law firms to attract prospects searching by legal practice area rather than firm name, optimizing non-branded keywords, which only 3% of firms effectively do according to the report, is essential.
