When doing a new client intake, you’ll probably ask the prospective client how they found the firm:
“My friend referred me to you guys.”
“My real estate broker recommended you.”
“I found your website.”
“I searched for a lawyer on Yahoo.”
Based on these intake interviews alone, for every client who said they found the firm from Google, attorneys will attribute that client’s retention to their internet marketing or search engine optimization success. However, this can be a huge false-positive for search engine optimization or internet marketing efforts for your law firm website.
First, someone who found you through “your website” could have actually been referred to your firm by another person, and was merely checking up on your site before calling you. Or, more likely, your visitor got to your site from an Adwords ad instead of SEO.
The question is, how is your law firm differentiating between organic search engine traffic and Adwords traffic?
Maybe it’s not your blog that’s getting you new clients, but solely your advertising efforts. Or, maybe it’s the opposite. Maybe your advertising is incredibly inefficient while your blog is getting you new inquiries left and right. To be able to make better judgments about your marketing efforts, you need a fuller picture of where your clients are coming from, and thankfully, the Internet has some robust tools that can help your firm track each and every specific lead provided you know how to use them.
How to Find Out Where Your Law Firm’s Clients Are Really Coming From
This part is a bit technical and complicated, but the simple answer is “thorough really comprehensive analytics tracking.” With proper analytics set up, you can see what terms people searched for to get to your website and what ads you created that they clicked on to get to your site. With Google Analytics and a third-party telephone call-tracking service, you can integrate your Google Adwords internet advertising campaign so that you get a full picture of your law firm’s online marketing efforts. Keep in mind that it’s not as simple as signing up for Google Analytics and seeing your website’s user data. Sure, it’s great to see that you got 500 visitors this month, but that does nothing for you on its own.
Related: Tracking Law Firm Marketing
What you ultimately need to do is a multi-stepped solution involving:
- Creating separate Google Adwords-related landing pages (so people getting to your site through Adwords see content specifically for them – not your un-targeted, generic homepage)
- Form submission tracking for Adwords landing pages
- Form submission tracking for regular website content
- Phone call tracking
- Analytics, Adwords, and call tracking integrated together
Let’s go through these step by step:
1. Create Separate Adwords Landing Pages
You need to create webpages specifically for your internet ads. When people click on your ad box, they shouldn’t go to your homepage. That’s a waste of an ad. Sure you may be getting clicks and maybe even some clients, but a broad “this is my real estate law firm” homepage as your “landing page” doesn’t hone in on the terms people searched for and ads they clicked on to get to your site.
Maybe the visitor got to your site through an ad related to foreclosure defense law. That visitor shouldn’t get to a broad homepage, they should reach a specific foreclosure defense practice area page with relevant information, a contact form, and phone number to call. If the client has to search your website for relevant information, they’ll just as soon hit “back” in their browser and go to the next ad, leaving you with $10 less for that wasted ad click and a lost client.
2. Form Submission Tracking for Landing Pages / Site Content
Form tracking software is fairly easily accessible. But, you need to have different forms for different landing pages. A general contact form isn’t going to tell you who filled out a contact form on your “foreclosure defense law” page compared to your “real estate closings” page. You need a different contact form on each page, whether it’s an Adowrds-related landing page or a regular practice area page.
3. Phone Call Tracking
Technology is a beautiful thing. Nowadays, with the right software, you can see where a phone call came from – meaning, what specifically did this caller type in to Google to reach my law firm’s website and make him or her pick up the phone to give me a call? Think about that for a second. That’s incredible! With available technology, you can see exactly how a caller reached your firm without having to take a vague “I found you through Google” as the answer.
4. Analytics! Analytics! Analytics!
With a properly set up Google Analytics account that integrates Adwords and phone call tracking, you can see exactly where your recent calls and form submissions came from in one easy-to-view screen. Seeing all the data in an easy-to-read format will help you make better decisions about how to market your firm online.
At the end of the day, it is possible to know where your latest online client came from and how much it cost you to get that client. Whether you realize it not, you may be currently over-estimated your business from online search or internet marketing sources. Knowledge is power, and the tools for gaining knowledge are available to your law firm. Use them wisely!