In a competitive legal market, simply having a website or running a few ads isn’t enough. To grow your firm and stand out, you need to treat your marketing like a business investment; measured, refined, and aligned with real results.
Whether you’re a solo practitioner or managing a growing law firm, here are the key marketing metrics every lawyer should track to ensure your efforts are delivering the right return.
Website Traffic
Your website is your digital front door. Monitoring how many people visit, where they come from, and what they do helps you understand what’s working and what’s not. Some key areas to track should be:
- Total visits: How many people land on your site each month?
- Traffic sources: Are they coming from Google, social media, email, or referrals?
- Top pages: Which service pages or blog posts are most visited?
Why it matters: You can double down on the channels that drive qualified traffic and improve underperforming ones.
Conversion Rate
It’s not just about getting visitors, it’s about turning them into leads. Your conversion rate tells you how well your site persuades visitors to take action, such as:
- Filling out a contact form
- Calling your office
- Using a live chat feature
Track:
- Conversion rate by traffic source (e.g., organic search vs. PPC)
- Form submissions vs. phone calls
- Drop-off points (where people leave without taking action)
Why it matters: High traffic with low conversions suggests your messaging or calls-to-action may need refining.
Cost Per Lead (CPL)
If you’re investing in paid marketing, like Google Ads or social media, cost per lead helps you understand the price of each enquiry.
Formula: CPL = Total marketing spend ÷ Number of leads
Why it matters: It keeps your budget accountable. If you’re spending £10,000 and only getting two leads, something’s off.
Lead Quality
Not all leads are created equal. You don’t want to pay for clicks from people who aren’t eligible or aren’t ready to instruct a solicitor.
How to measure:
- Track how many leads turn into consultations
- Identify which channels deliver the most qualified leads
- Use intake forms to pre-vet enquiries
Why it matters: A cheap lead isn’t valuable if it never becomes a case. Focus on lead quality, not just quantity.
Client Acquisition Cost (CAC)
This goes a step beyond CPL. Your client acquisition cost tells you how much you spend to win a new client.
Formula: CAC = Total marketing spend ÷ Number of new clients acquired
Why it matters: If it costs you £500 to acquire a client for a £300 service, you’re losing money. CAC helps ensure profitability.
Return on Investment (ROI)
Ultimately, your marketing needs to generate more revenue than it costs. ROI gives you the big picture.
Formula: ROI = ((Revenue from marketing – Cost of marketing) ÷ Cost of marketing) X 100
Why it matters: This is your bottom line. Use ROI to compare channels and justify budget increases (or cuts).
Online Reviews and Reputation Score
Your online reputation can sway potential clients before they even contact you. Track:
- Number of Google reviews
- Average star rating
- Frequency of new reviews
- Sentiment (are the reviews positive or highlighting issues?)
Why it matters: A strong reputation builds trust, improves SEO, and boosts conversions. Regularly request feedback and respond to reviews.
Email Engagement Rates
Email marketing is a low-cost way to stay top-of-mind. Monitor:
- Open rate
- Click-through rate
- Unsubscribes
Why it matters: High engagement means your content is relevant and useful - low engagement suggests it needs improvement.
Social Media Engagement
It’s easy to focus on vanity metrics (likes and followers) but focus instead on engagement and conversions.
Track:
- Comments and shares
- Click-throughs to your website
- Enquiries or messages through social platforms
Why it matters: Engaged audiences are more likely to convert and refer.
Local SEO Rankings
Most legal services are location-specific. Keep tabs on how well your firm ranks in your local area for key search terms.
Track:
- Your position in Google Maps/local pack
- Local keyword rankings (e.g., “Conveyancing solicitor in Leeds”)
- Clicks to website from local listings
Why it matters: Local visibility directly affects footfall and enquiries.
What Gets Measured, Gets Managed
Marketing without measurement is guesswork. By tracking the right metrics, you gain the insights needed to make smarter decisions, refine your messaging, and ultimately win more of the right clients.
Set aside time each month to review your numbers, then use what you learn to improve. The firms that grow are the ones that know what’s working.
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