Is Your Firm’s Website Actually Earning Your Clients?
While doing a client intake you will likely ask your prospective client where they heard about your firm. You’ll likely get a variety of responses including:
An Google search.
An account or other business professional.
Stumbled on your website.
Through a search engine.
Based upon said answers, many clients will reply that they heard about the law firm via an online search or a favorite search engine. Attorneys often give the search engine’s this credit and chalk it up to Search Engine Optimization or an Internet marketing strategy for your particular law firm. Unfortunately, this can often put the credit at the wrong door, and often only a law firm SEO expert can spot the difference.
To begin with, if someone stumbled on your website they may have stumbled upon it via another person who pointed them your direction. They may have recently been on your site and told the friend about you so that they wandered over to check it out as suggested. Likely it was an Adword ad in lieu of SEO practices that you’ve implemented on your website.
This brings to mind the question of the difference between Search Engine Traffic and Adword traffic.
Perhaps your advertising is insufficient yet your blog garners new inquiries. In order to make better decisions about your marketing strategies you’ll want a fuller picture of your clients and where they are coming from. Thankfully, there are many great tools available on the Internet today that can assist you in tracking your every lead and showing you where you’re getting the most visitors from.
Finding Out Where The Clients For Your Law Firm Are Actually Coming From:
While this is a bit more technical and challenging, the easy answer is comprehensive analytics can track it. With the right analytics all set up, it’s easy to see the terms that people search for time and again in order to get the ads they want and click to your site. Using Google Analytics as well as third party call trackers, it’s easy to integrate Adwords, Internet advertising and more in order to track a complete picture of the campaign for your law firm. It’s important to keep it in mind that it’s not just a matter of signing up for Google Analytics and tracking your sites data, while it’s great to know you have 500 visitors, it’s not enough detail to show you where everyone is coming from.
You’ll want to implement a multi step solution to your question.
- You’ll want to create separate Google AdWords landing pages (this helps to target your visitors)
- Use form submission tracking for your landing pages.
- Use form submission tracking on your web page contents.
- Use Phone tracking.
- Integrate your analytics and Adwords together.
Now let’s take a look at these in more detail:
1. Use separate Adwords pages for your landing pages:
Create pages that are site specific for your Internet ads. Thus, when a box is clicked on in your ad it will take them to what they are looking for. It’s still on your page and you still have a unique visitor but this helps them to home in on what they are seeking which is information specific to their question or query.
Perhaps the visitor navigated to your site via an ad that is about foreclosure defense law. Your visitor doesn’t want to learn about anything else right now so taking them right to the page will help gain you a client. When they reach a contact page asking for specific details and fill it out you know who should call them back and help them. If the client has to wade through information that isn’t vital to them, they are likely to go off of your page and seek the information elsewhere. You’ll lose money and likely a potential client.
2. Using Form submission tracking on your landing pages and site content:
Form tracking software is readily available. However, you’ll want to have several different landing pages. Your general contact form can show you who filled it out and how they found you in comparison to your real estate page. You’ll want a different contact form for each and every landing page. This will ensure you know where each and every contact originated from and help you to analyze what is working best for your needs. It can also show you glaringly what isn’t working.
3. Phone tracking:
Thanks to modern technology, you can tell where your phone calls originate from. Did they find you on Google, or did they pick you out of a phone book? What valuable information at your fingertips. Knowing how a caller finds you will go far in helping you to run the right ad campaigns and put your money where you’re most likely to gain visitors.
By using proper Google Analytics you’ll be able to integrate Adwords as well as phone tracking. Knowing where your visitors are coming from is the most valuable information you can have at your fingertips. It can show you so much data and help you to direct your marketing efforts to the right sources that will most benefit your website.
When the day is done, it’s very possible to understand where your clients are coming from, what it’s costing you in advertising costs and whether or not you’ve over estimated your marketing efforts. Your new gained knowledge is power and these tools will help you to know your law firm more intimately. Use your new found information to better your business.