Avvo Review – Month 1 Results

I skipped Week 3’s reporting because I didn’t think I’d have too much to add in the span of 1 week. Recapping where we’ve been in the last month of trying out Avvo advertising: we broke down their sales pitch, discussed the Avvo Q&A section, and working on improving our Avvo rating.

Now, let’s see what we’ve got after 1 month of advertising on Avvo.

The Stats

1,059 people saw you on Avvo in the past 30 days

6 potential clients contacted you

As the sales rep said when I signed on, I got around 1,000 impressions in the month. Though, the sales rep told me to expect around 20-25 “leads”. I’m not happy about getting 70-75% less than that. Instead of getting 2% of the 1,000 impressions to become leads, my lead conversion rate was 0.6%. That’s pretty bad.

Nonetheless, in the last two weeks I got 2 good prospective clients for small projects that had the potential to turn into more long-term services.

One actually turned into a paying client. One month in, Avvo’s 3 months of marketing has paid for itself. At this point we’re at break-even for the experiment. ROI-wise for me it’s not enough business yet to be able to say “let’s do this every month”, but it’s a decent sign so far.

How do you know the paying client came from Avvo?

I had a tracking phone number set up so that I could know when specific callers were reaching out to me via Avvo. Only people who find me via Avvo get that phone number, so I know they couldn’t have reached me any other way.

With certainty I can say that Avvo’s advertising program paid for itself, and, hopefully, it’ll be worth it in the long-term to help bring in some more business to my firm.

Thoughts 1 Month In

Starting out, I didn’t know whether Avvo would be worth it. I know that the part of my practice that I am advertising for with Avvo focuses on a niche area (Internet law). Niche areas aren’t exactly as popular as DUI, divorce, or personal injury. I wondered if I would get any calls, and if so, could a lawyer help them?

In the last few weeks, I got a peer recommendation. I was expecting a 0.1 point increase of my Avvo rating, since I’ve consistently heard that’s what reviews are worth. But, alas, no rating increase. What gives?

I have some mixed feelings about the past month. While I was expecting a good deal of more leads, I am OK with having earned one paying client. Hopefully this next month will do better, now that I’ve “optimized” my profile a bit. Also, I am slightly confused about not getting the Avvo rating bump after getting an endorsement. I thought that was basically a guarantee.

I’ll check in with you a month from now and let you know how we’ve done after two months of advertising, or earlier if something big happens before then.

One last thing.

I’ve been getting a lot of feedback from colleagues and readers about their individual experiences with Avvo and learning a lot about how lawyers in different regions and practice areas fare.

If you’ve had any experiences with advertising with Avvo, or even using Avvo’s platform, please feel free to share your thoughts below.

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.

3 comments on “Avvo Review – Month 1 Results”

  • Great expose and analysis of what you really get and for how much.

    Wonder: what do you think about the AVVO badge, given that it links back to an AVVO directory page with competitive listings? This seems to be AVVO’s #1 way to drive traffic to their site, but not all attorneys know this is what is happening.

  • I have not advertised with Avvo, but have noticed that over the years, the quality of questions being posted are getting worse. My primary area of practice is bankruptcy law. When I first started looking at Avvo, the questions appeared to be from people who genuinely were seeking counsel. Today, they appear to be almost exclusively from pro se parties looking for free advice or people second guessing what their lawyer told them. I have always wondered whether there is a difference between those potential clients that use the service to locate a lawyer and those using it for free advice. Anyone have any experience or comments?

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