Study: How Law Firms Increased Leads 497%

Warning: this post contains a lot of data and gets a little wonky…

Over the past month, we analyzed our clients’ websites and collected data on

  • Their total website traffic
  • The number of leads generated by their website
  • The total amount of pages they had on their website

We categorized sites as having either 20 pages or fewer, 20+ pages, 30+ pages, or 50+ pages.

The Results…

Now, going into this we were confident that the data would show that websites with more content would get more leads and traffic than sites with less. But even still, we were surprised by the results…

The sites with 20+ pages got 170% more website visits and 244% more leads (that’s 244% more calls from prospective clients!) than the sites with less than 20 pages.

But that wasn’t all.

Sites with 30+ pages got 298% more visits and 378% more leads. And sites with 50+ pages? 412% more visits and almost 500% more leads!

Notice how the percentage increase in leads is even higher than the percentage increase in traffic? This is most likely because having more content allows you to better target specific prospects who are looking for an attorney that can handle their specific case. That laser targeting increases conversion significantly in the 20-30 page range.

It’s Easier Than You Might Think

It’s not rocket science – what it comes down to is the fact that websites with more content, and better content, get better search engine visibility, more traffic, and more clients from the Internet.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

4 comments on “Study: How Law Firms Increased Leads 497%”

  • How did you determine the number of leads received by the various lawyers?

    Did this survey include firms in areas of complex litigation, and if so, were the results for this subset consistent with the overall percentages?

    These are astonishing results. It wouldn’t make sense to do any other marketing than the production of quality website posts.

  • Very interesting results. Does blogging add pages and translate to higher page views and traffic? I would assume so, but I am not sure a blog counts as additional pages.

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