As mentioned in our prior post, most lawyers we speak with do not do a good job of tracking their marketing numbers. This omission comes in two parts:
(1) Lawyers don’t record their leads, appointments, and new clients month by month, and thus are unable to compute client acquisition cost and conversion percentages by month, quarter, and year. These numbers were explained in the prior post.
(2) Lawyers don’t track their leads and new clients by marketing source. These important source numbers are discussed below.
Tracking by Marketing Source
Some lawyers ask their clients how they learned about the lawyer. A few even record this information.
That is a solid start, but call tracking is a far more accurate approach. This technique uses different phone numbers and keyword tracking to trace leads back to their originating search terms.
This technique will tell you how many leads came from smartphones using Google’s 3-pack and click-to-call, and how many leads resulted from a more traditional desktop search leading to your website.
Even more valuable, call tracking will tell you what keywords are generating calls from prospects. Armed with this information, you can pursue rankings from similar keywords to further boost your calls.
How We Use Call Tracking
For our clients, we tie the call tracking that we install for them to an analytics dashboard that tracks all their marketing data on one page in real time.
At a glance, we and our clients can see which lead sources are most productive and work to improve and expand them.
In addition, call tracking shows duration of each call and how many calls went unanswered, and allows you to listen to any call with a single click. It is easy to check up on your frontline team, starting with listening to the calls of short duration to see why no appointment was made.
If more accurate tracking of your marketing results, and generating a higher ROI from your marketing spend is of interest, please contact us. We can help you with both improvements.