When measuring the success of search engine marketing, many law firms look at the leads emailed to them from their website. But, though lawyers may notice an increase in cases, they often come via a very limited number of emailed leads.
The trend of leads using contact forms is decreasing while the ROI of online marketing for law firms is sharply increasing. How is this possible? Many people are opting to call rather than fill out a contact form.
We reviewed the calling data from a sample of our clients who use call tracking. The calls that we reviewed came in through phone numbers that were exclusively used with their online marketing efforts, not from any other advertising outlet. Those with enhanced call tracking (where the number displayed on the website changes based on the visitor referrer – i.e., if searching Google organic with a keyword, they see a tracking phone number, but if searching for the law firm’s name or a lawyer with the firm, the visitor sees the regular non-tracked phone number) gave us detailed insight.
With cooperation from these clients, we filtered out the solicitation calls and internal calls (existing clients calling to get case updates), and identified the number of legitimate leads. Then, we looked at their leads coming from their website’s contact form and discovered that, in some cases, the call to contact form ration was as high as 15-to-1 (some practices areas had higher and lower ratios).
On average, we discovered that many law firms received eight legitimate phone leads for every one legitimate website lead. When reviewing historical data, we see this trend starting about three years ago. What happened?[CONTINUE READING]
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