One of the wonderful things about advertising online is the measurability of your attorney advertising efforts. The web provides the ability for instant, measurable feedback.
With offline media campaigns, obtaining feedback for attorney advertising regarding what works and what doesn’t requires waiting and proper systems to measure results. For instance, if you launch a series of television commercials, radio spots, yellowbook ads, or newspaper ads you must wait until the full run of those ads is complete to begin measuring your efforts. All of your money has already been invested regardless of the outcome or performance of the ads. In addition, you must set up some sort of process to make sure you can identify calls or inquiries from each ad. This can be done by using a unique telephone number for each ad, by asking each caller where they heard about you, by sending them to a unique website url, etc. I am not implying this media does not work or won’t bring in business, I am simply discussing the complexities of measuring these efforts correctly to see if they are working for you.
The beauty of online advertising is that with free analytics tools such as Google Analytics, you can see how people are finding you, where they are coming from, and what advertising is working. It provides transparency and the ability to measure results more easily as well as more quickly.
Unfortunately, many attorneys are not measuring their efforts in either case. They are investing money into what they “feel” is working, rather than taking a scientific and measured approach.
What should I measure to assess my attorney advertising efforts?
The key metric to measure is Return on Investment or ROI.
Advertising is an investment. If you are bringing in more money than you are spending, your advertising dollars are working. If not, it doesn’t matter how “cheap” the service is, you might be losing money more slowly but you’re still losing money. It is critical that you understand what your ROI is for every campaign you are spending money on. Going by “gut feeling” will lose you money.
AttorneySync is a law firm Internet marketing consultancy that specializes in law firm websites, legal blogs, and professional law firm seo strategies. 
