In the legal world, urgency is everything. When a potential client needs a personal injury lawyer, they are often in distress, on a mobile device, and needing help immediately.
1. The "Micro-Moment" of Need
Google calls these high-intent moments "Micro-Moments." For keywords like "car accident lawyer near me," the CPC (Cost Per Click) can be over $100. If you are paying that much for a click, and your site takes 4 seconds to load, you are burning cash.
Google's algorithm prioritizes User Experience. A slow site with high bounce rates signals to Google that your firm is not a relevant or helpful result, pushing you to Page 2.
Mobile Speed is Non-Negotiable
Most urgent legal searches happen on smartphones. If your law firm's website is optimized for desktop (like many legacy firms) but slow on 4G, you are effectively turning away high-value cases at the door.