Did you know that one third of potential clients start their attorney search online? Knowing that information, wouldn’t you then want to be able to see just how many potential new clients you are receiving from people finding and coming to your website? Well, let me introduce you to conversion tracking.

What is a Conversion?

A conversion is any action that occurs on your website that would potentially make the firm revenue. These include, for example, phone calls or form submissions. These are considered conversions because they are events that happen on the website and can turn into a potential new client.

Why It’s Important to Track Conversions

Tracking the conversions you get from your law firm’s website is extremely important for several reasons. A shocking statistic is that 26% of law firms don’t track their leads. This is incredibly detrimental as those firms are missing out on new potential clients. Additionally, keeping track of your conversions allows you to see what marketing campaigns are working well and which may be not working effectively. Having this information can allow you to spend your marketing dollars more efficiently by making data-driven decisions.

Where Can You Track Conversions

Conversions can be tracked in many different ways depending on what type of tracking you have set up on your website. With that said, the most common place to track conversions is within Google Analytics, or GA4, with the help of Google Tag Manager. Another place you can keep track of your conversions is with a well-managed CRM such as HubSpot or Clio.

Conversions Your Law Firm Needs to Be Tracking

As you’ve probably realized by now, keeping track of the conversions coming through on your firm’s website is critical– but what type of conversions do you need to be tracking? Let’s dive in.

Phone Calls

According to a survey conducted in 2022, 64% of the people surveyed said they prefer contacting an attorney by phone. This means that over half of the time a potential new client makes it to your website, they will be giving you a call. This is why we encourage all of our clients to track phone calls. Whether you use a call tracking software such as CallRail or you set up an event in GA4 to track phone call clicks, this is an incredibly important metric to keep track of.

Form Submissions

According to the survey referred to above, the other 36% of people surveyed said they would prefer to contact an attorney using a method other than a phone call, such as a contact form or chatbot conversation. With that in mind, you need to track what channels are driving the most form submissions by setting up conversion tracking. For example, you may notice a pattern that when people come from organic search they tend to fill out a contact form but when they come from a Google Ad they typically call. As we’ve mentioned previously, this information can help you make marketing decisions based on hard facts and data.

Others That May Be Applicable

There are many other actions you can track on your website that your firm may consider to be a conversion. Some additional types of conversions you may want to consider tracking include:

• Downloadables
• Email Clicks
• Calendly Bookings
• Newsletter Sign-Ups
• Chatbot Interactions

Not all of these conversion events are relevant to every law firm so it’s important to identify which conversions are most important for your firm to be tracking to help with making data-driven marketing decisions.

Increase Your Conversions By Investing in Law Firm SEO

If you’re looking to increase your conversions, it may be time to start investing in SEO. Investing in SEO for your law firm can help not only increase the quantity of potential new clients coming in from your website but also the quality. Additionally, if you’re in need of help figuring out how to track your conversions– or deciding which are even worth tracking– feel free to contact the 9Sail team today.