Chintan Zalani
5 Law Firm Marketing KPIs to Improve Your Marketing
Understanding marketing KPIs and learning how to track them should be part of every law firm’s business plan.
In this post, we asked 7 battle-tested lawyers how they use law firm marketing kpis—short for “key performance indicators”—to adjust their marketing strategies.
Here’s what they said.
1. Visit-To-Lead Ratio
In legal marketing, getting more website visitors is not the same as generating more leads.
Michael Farah, founder and managing attorney of The Farah Law Firm, P.C., makes it a point to check their “visit-to-lead ratio” KPI on a weekly basis. This allowed them to make quick adjustments to their marketing strategy and convert more visitors into potential clients.
One of the key metrics we focus on is our visit-to-lead ratio. When we first launched our website, our numbers weren’t great.
It’s pretty clear that if you’re getting a lot of traffic but not many conversions, something needs to change. Making those adjustments definitely helped us turn more visitors into leads.
Steven Rodemer, owner of The Law Office of Rodemer & Kane, also keeps a close eye on marketing KPIs like website visitors, conversion rate, and social media followers to ramp up their lead generation efforts.
While our website traffic was holding steady, our conversion rates were starting to slip.
It turns out our website content wasn’t striking a chord with potential clients. So, I took action—I refreshed our messaging and made it easier for users to navigate our site and reach out to us. I clarified our content and streamlined our contact forms.
2. Client Inquiries
Another law firm that went through early problems with lead generation is Templer & Hirsch.
According to co-founder Mark Hirsch, tracking their client inquiries to identify and improve the bottlenecks.
Essential metrics such as the cost to acquire a new client, the rate at which we retain existing clients, and the percentage of visitors who purchase on our website are crucial for assessing our success.
It became clear that our placement of calls-to-action on the website could have been more effective, leading some visitors to abandon the site without contacting us. By reorganizing the website to highlight these calls to action more prominently and quickly, we witnessed a 25% rise in client inquiries in the first month following the change.
3. Client Acquisition Cost
Tracking and comparing KPIs across different marketing channels lets you identify your most effective legal marketing strategies.
Andrew Pickett, founder and lead trial attorney at Andrew Pickett Law, shares how to weed out ineffective tactics by tracking marketing KPIs, like conversion rate and client acquisition cost (CAC).
Review your approach at least every quarter, while consistently monitoring key performance indicators (KPIs) such as client acquisition costs and conversion rates.
By analyzing these metrics, my firm recognized that some digital channels were ineffective. This insight prompted a strategic shift towards more impactful methods, like targeted social media advertising and community engagement, ultimately leading to a 30% increase in client inquiries and greater brand visibility.
In terms of maximizing their law firm’s revenue, Ramzy Ladah from Ladah Injury & Car Accident Lawyers also makes it a point to track their CAC.
I noticed our cost per client acquisition was rising despite steady case outcomes. By tracking this KPI, I discovered that our digital ads targeted a broad audience instead of focusing on those truly needing our services. I shifted our strategy to emphasize content marketing, sharing valuable legal insights through blogs and videos. This change lowered our acquisition costs and attracted clients who felt more informed and confident in choosing us, ultimately boosting our firm’s reputation and client satisfaction.
4. Click-Through Rate
Analyzing KPIs like Google Ads click-through rate and social media engagement also enabled Dan Christensen, founder and CEO of DJC Law, to allocate more of their budget into marketing channels that perform well.
A few years ago our click-through rates on Google Ads took a nosedive, while our social media engagement increased. That told us that potential clients were shifting to platforms like Facebook and Instagram to research legal services.
Regularly reviewing performance data ensures we’re putting marketing dollars where they’ll have the biggest impact.
5. Engagement Metrics
Marketing KPIs can tell you a lot about your ideal audience, especially if you know what to look for.
Edward Hones, owner of Hones Law Employment Lawyers PLLC, monitored a variety of engagement KPIs to not just gauge the performance of their marketing campaigns, but also to understand their target audience on a deeper level.
Among the most important are website traffic, conversion rates, client acquisition costs, and the quality of leads generated. We also pay attention to the engagement metrics of our content, such as time spent on site, social media interactions, and email open rates.
By diving into the data, we realized that our messaging had become too broad, attracting a wide audience but not necessarily our ideal clients. In response, we refined our website content and targeted advertising to better align with our core practice areas and the specific needs of our target audience.
Final Thoughts
To sum it up, tracking marketing KPIs as a law firm unlocks growth opportunities, like:
- Improving your conversion rate
- Identifying your top marketing channels
- Understanding your ideal marketing audience
- Reducing your client acquisition costs
Andrew Pickett said it best: “Adapting your marketing strategies through ongoing evaluation is critical to driving performance and sustainable growth.”
It’s all about developing a system that can efficiently monitor your marketing performance, weave data-driven insights into your decision-making, and execute strategies that lead to positive results.
Hiring a full-service law firm marketing agency can help you across all three components. Contact us and receive a free marketing audit to get started.
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