There are currently over 10,000 law firms operating in England and Wales, and in 2015, the number of practising solicitors in the UK hit an all-time high of 133,364. The vast majority of these are advertising their services online.
Search engines have been quick to cash in on the competition within the legal market when it comes to PPC advertising. “Lawyer” and “attorney” are the two most expensive keywords on Bing, with each costing over $100 per click. That’s why it’s more important than ever for law firms to understand the best ways to get the most out of their marketing efforts, to minimise spend and maximise returns. One of the most effective ways to achieve this is by using Call Tracking. Here are four reasons why.
Use Call Tracking to Improve Your ROI
Call tracking enables you to increase the ROI (Return on Investment) of each of your marketing channels by providing you with vital information you need to get the most out of your marketing. It shows you exactly which campaign each visitor to your website has clicked on, such as PPC, SEO or Social Media, or which keywords were used in an organic search.
It can even tell you exactly which pages of your website were visited before the call was made. This information can then all be used to improve your future marketing efforts and increase the ROI of each one.
Maximise Your Budget
Budgets are often tight, but expectations are still high. Visitor level analytics such as call tracking allows you to identify not just your most successful marketing activities, but also those campaigns which are not delivering the level of returns you were expecting.
This information will prevent you from wasting any more money on platforms that aren’t performing well. You can then divert that designated spend into other campaigns that are consistently generating good results.
Improve Your Existing Services
Ruler Analytics Call Tracking comes with call recording as part of the service. This is highly useful for ensuring that your staff are handling calls in the best and most appropriate ways, to maintain an exemplary level of customer service that will keep customers coming back to and recommending your business. Call recording is also an extremely useful staff training tool, as new staff can learn from previous examples, and both new and existing staff can gain an understanding of the level of service they are expected to provide.
Measure the Quality of Your Leads
Listening back to recorded calls also enables you to analyse the quality and type of leads your marketing campaigns are generating. Are you attracting the kind of clients you’re looking for? Are you offering a service that meets the needs of your target market? Understanding these details will enable you to adjust your marketing and, if necessary, business efforts, to ensure you’re running a relevant and profitable business that is appropriate to the needs of your customers.
The Right Call Tracking Solution for Your Law Firm
Ruler Analytics Call Tracking is an easy, user-friendly platform that provides with all the metrics you need to make sure your marketing efforts are working as effectively as possible for you. It uses Dynamic Number Insertion (DNI) technology, which generates a unique number for each visitor to your website. This number can then be tracked, enabling you to trace their journey from which advertising campaign they clicked on, or which keywords they used in an organic search, through to which pages of your website led them to make their call.
Ruler Analytics also provides Call Recording as part of the service, allowing you to capitalise on your online marketing efforts by providing the best possible service once a lead speaks to you in person.
Having all of this essential data to hand in one easily accessible place makes it easier than ever to get the most out of all your marketing activities and stand out from the crowd of legal professionals advertising online.
Get in Touch
The friendly and experienced team at Ruler are always willing to help answer any of your questions, and you will receive as much ongoing support as you need. To see for yourself the many benefits that Ruler Analytics can bring to your business, please give us a call.