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Measuring Your Law Firm's Marketing Success: A Practical Approach

You’re a lawyer, not a marketer. You're busy with cases, not spreadsheets. But understanding how well your marketing is working can be a game-changer for your firm. Let's keep it simple.

 Know What You Want To Accomplish 

Before you dive into the numbers, figure out what success looks like for your firm. Here’s three simple questions:

  •  Do you want more clients? 
  • Better clients? Does that equate to more money?
  • More interesting case work?

Be specific. If making more money is the key driver, will you be satisfied doing the same type of cases over and over again. Maybe you want to attract more corporate clients or focus on a particular area of law. Having clear goals helps you measure if you're on the right track. 

Track the Right Things

You don’t need to be a data scientist. Focus on a few key things:

One of my favorite sayings when it comes to data is “don’t boil the ocean”  Focus on and fix what matters most aligned to your objectives.  Some common areas are:

Website Visitors: How many people are finding your website? This gives you a basic idea of your online visibility.  Make sure that your visitors are hitting the golden triangle:

  1. Staying on your site long enough, 
  2. Visiting the right pages, and 
  3. Converting into clients.
New Clients: Are more people calling or emailing you? This is the bottom line – are you getting new business?  It’s important to remember that 78% of clients with hire the first lawyer that they speak to, so if your phone is ringing more, make sure that your intake processes are topnotch.

Client Satisfaction: Are your clients happy enough to refer you? This is the ultimate measurement of success. Happy clients mean more business.

It is Your Money - ROI Matters

Marketing costs money. You want to make sure you're getting a return on your investment for every dollar you spend.  There are a few metrics that you should have in place and it’s important that you have tools in place to measure. 

  • Is it Worth It? Compare how much you spend on marketing to how much you earn from new clients.
  • Cut What Doesn't Work: If something isn’t bringing in new business, it's time to stop spending money on it.

KISS - Keep it Simple (Stupid)

Everyone has heard of the KISS principle, keep it simple stupid. Perhaps the second S should be replaced with solid. Marketing doesn't have to be complicated.

  • Don't Overthink It: Focus on the basics. You're a lawyer, not a marketing guru.
  • Get Help: If you're overwhelmed, consider hiring a marketing expert to help you.

Bonus Tip: Set Realistic Expectations

Marketing takes time. Don't expect overnight results. It might take a few months to see a real difference. Be patient and stick with it.

Remember, the goal is to grow your practice. By tracking the right things and making smart choices, you can make your marketing work harder for you.

By focusing on these key areas and making small, consistent efforts, you can significantly improve your law firm's marketing results without overwhelming your already busy schedule. Remember, effective marketing is about building relationships and providing value, not just generating leads. If you haven’t already downloaded it, here’s a link to our Law Firm Marketing e-book.

Ready to take the next step? Schedule a free consultation with our marketing experts to discuss your firm's specific goals and challenges. We can help you create a customized marketing plan that fits your busy lifestyle and delivers results.



 

 

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