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| 2 minutes read

Legal thought leadership behaviour data benchmark - Q4 2020

Thousands of professionals use Passle to create useful content that demystifies the market for their clients.

We've taken a sample of content from 20 firms, measuring data from 1,000,000 page views across the legal space. Our benchmark includes firms of differing geographies, sizes and specialisation to provide a benchmark for your legal thought leadership.

Notes on this data

None of these individual data points are particularly useful by themselves. What they do is combine together to provide a picture of how well your content is being consumed.

  • This data comes from legal services firms only
  • This data covers 1 Jan - 10 November

Be careful to view your own statistics as a whole rather than as individual data points. Also bear in mind that this data comes from tens of thousands of thought leadership posts, a smaller sample may be influenced by outliers.

How many people are reading legal thought leadership?

More than you think.

For us, views per post was a particularly interesting statistic. 

The average post receives just over 100 views, with 90% of posts receiving between 50 and 500 views.

That is an unexpectedly high number for highly complex topics. These posts are about nuances of law, not the latest in sports news or fashion. 

Professionals often deal with small circles of influential clients and prospects. Combined with the time on page data below the idea of over a hundred of the right people heavily consuming that content is encouraging.

How long to people actually read this stuff for?

Quite a long time.

The average reader spends 3.5 minutes reading a post. Readers usually just consume the content in front of them, but they spend a long time doing that.

80% of page views are longer than two minutes.

A bounce is simply a visitor who doesn't interact with the website beyond simply reading. We can see how focused our audience are on their problem with that bounce rate being 74%.

What does this data mean?

There are two key takeaways from this data:

  • Thought leadership is more widely read in niche topics than you might expect
  • People interested in thought leadership consume short and to the point content completely

High average views per post across the board is an exciting prospect for firms looking to do more short, timely pieces. A high average time on the page suggests that this content is well-read.


content marketing, b2b marketing, e2e, databestof