Lawyers, listen: marketing data is your friend

Your advertising can generate leads, but if you don’t know the ROI for each of your marketing channels, you won’t be able to determine which channels are profitable.

41% of lawyers don’t have access to marketing analytics, according to the ABA’s 2019 website and marketing report. What is worse? Of the 38% who To do have access to these critical analyzes, 41% of lawyers never consult them. These numbers are alarming, because attorneys who measure marketing effectiveness can invest more time and money in high converting channels and thereby eliminate unnecessary ad spend.

As they say, knowledge is power. Almost half (48%) of small and mid-size law firms said their clients found them through organic social media, while 42% found them through search engines, according to a recent study by CallRail. Without this fundamental knowledge of where marketing leads are coming from, law firms are simply unable to make the most informed budgetary and programmatic decisions. It’s a big problem !

Ask yourself these 3 questions to start making sure your law firm is effectively using marketing analytics to increase positive ROI:

  1. Do you know which of your marketing channels gets the best ROI?

Your advertising can generate leads, but if you don’t know the ROI for each of your marketing channels, you won’t be able to tell which channels are profitable or which generate the most valuable leads.

To determine the ROI, take a look at each of your marketing channels, whether it’s Google Ads, social media, print advertising, or some other channel, and divide their cost by the number of leads you have. they generate. For even more insight into marketing performance, use Call Tracking and Form Tracking solutions.

Once you’ve determined the ROI for each of your marketing channels, reduce your spend on channels that don’t convert visitors to leads, and increase your investment in high-performing channels to boost lead generation. It’s that simple and will save you a lot of money in the long run!

  1. Do you know where your best leads are coming from?

Major marketers commonly use attribution software to track clicks and conversions online. So if you’re not tracking calls or form submissions, you’re missing out on essential information. With Call Tracking and Form Tracking, you’ll know precisely which keywords, marketing campaigns, and ads led to your best calls and lead conversions.

When lawyers know where their best prospects are coming from, they can optimize these marketing channels to increase their lead generation and reduce advertising costs. More data means smarter decision-making.

  1. Is your website optimized to generate high quality leads?

Every business has a website, and your website should be optimized to generate high quality leads, regardless of where they come from. But according to the new CallRail study, 51% of people employed by law firms that hire fewer than 1,000 employees nationwide said website optimization was the biggest challenge their business faced. in online marketing strategy.

Man holding a tablet with “Online Marketing” on the screen; image by muneebfarman, via

To improve your website optimization, you will need to experiment with different elements, such as your site design, images, and headlines, until you find a combination that generates the most leads. Using call tracking data and forms, an attorney can see which combinations of items are driving the most calls and requests from websites to their business and apply those principles on their website to increase generation. of prospects.

Let’s face it: Marketing a business is often difficult and time consuming work, especially for small business owners with a million tasks on their plate. By deploying an advanced marketing analytics and business communications platform like CallRail, an attorney can identify the combinations of dynamic elements that drive the best prospects to their business.

To learn more about the benefits of marketing analytics, check out this Content center from CallRail.

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