The importance of tracking where your phone calls are coming from can not be overstated. Far too often, law firms invest a lot of money on different advertising and marketing ventures without ever tracking the results. Even the firms that are putting forth a good faith effort by asking consumers where they found them aren't getting reliable data.
If you aren't tracking where your phone calls are coming from, how do you know what marketing efforts are working? How you can you tell where you should continue spending money and time? The short answer is that you can't.
We implement phone tracking on the majority of firm websites that we work with. Not only does it enable us to show a law firm what the results of our efforts are, but it helps to identify what sources are worth our continued time investment. The results of any given effort can vary from firm to firm, it's critically important to understand what works for YOUR firm.
Fortunately, there are solutions to help.
Phone tracking software will allow you to use a local and/or toll free number on various advertising and marketing efforts to track the results of those efforts. So for instance, you will take out a tracking number with the same local area code as your law firm's current number. The new tracking number, when called, will ring directly to your office. However, the difference is that every call will be tracked and you will be able to pull an extensive report detailing the caller ID, length of call, time of call, etc.
The beauty is that you can take out a different tracking number for each of your marketing and advertising efforts. So for example, you would take out one number for your website. A different number for your paid search landing pages, Facebook ads, television commercials, direct mailers, phone book ad, etc. Now you can get a clear picture of what each outlet is producing for you.
We use a service called Ifbyphone. The technology as well as the customer service has been excellent and I gladly recommend them. You can read more about their pricing and packages here.
If you're looking for help or have further questions, feel free to contact us for an audit of your current tracking efforts.
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