We offer many services to our clients.  This includes everything from attorney website designs to pay-per-click campaigns to search engine optimization to vanity numbers to media buys.  Some of our law firm marketing strategies are aimed at creating community goodwill, some are aimed at getting the word out that there is a new firm in town, and some are aimed strictly at getting more clients.  However, as good as we are, we don’t know how successful that the campaign is for an individual attorney unless he/she tells us.
 

Here are a few short steps to determining the triumphs of your attorney marketing strategy:
 

  1. When you receive a phone call inquiry, email, or someone stops in your office, ask that person how he/she found you.  Ask the person to be as specific as possible; for example, “I saw an ad” isn’t going to help much.
  2. Determine the likelihood of this person turning into a client and how much the case may be worth.  Is this another looky-lou searching for free advice?  Or someone that wants to hire you? 
  3. If this person doesn’t hire you, ask yourself why.  Was it just that the person could not afford your fees?  If that is the case, than it was not your ideal client anyway.
  4. Look for common themes for inquiries and those that turn into clients.  For example, do you get a lot of inquiries for divorce but never get a case?  And then you get a few inquiries for adoption, but they always hire you?  If adoption is where you want to focus, you’re doing great.  If it was divorce that you wanted to focus on, you need to adjust your campaigns.
  5. And, ABOVE ALL, If you have hired a law firm marketing company to handle your marketing needs, give them feedback.  I can send my clients reports until I am blue in the face about what someone typed in to find them, how many people clicked on ads, what their hosting stats say etc.  However, I need to know the quality and quantity of the calls you are getting.  Is it the right type of inquiry?  The ideal client that can afford your services?  The right type of case that you want?  Are you getting 5 calls a day and taking 2 cases a week?  Do we need to shift our focus?  If you give me feedback, I can adjust.  Don’t wait until you are up for renewal or are too angry to speak to give us feedback.

Just remember that lawyer marketing is flexible; you just have to know where to tweak.