Call Tracking or No Call Tracking – Choose Wisely
When a law firm starts an engagement with our marketing agency, we always setup our reporting and infrastructure. This includes call tracking. We communicate the value of this during the “sales” process. I like to think it’s what makes our law firm marketing services more attractive than the competition’s.
Once this setup has been completed, the conversation often goes like this:
Attorney [A]: Hey – why is my number changing on my website?! You guys are sending my business to the wrong attorney!!
Mockingbird [MB]: That’s call tracking working as it should! It allows us to measure which marketing channels are working and which ones are not. We’ve confirmed the numbers are forwarding to your firm. Give it a try!
A: Oh. Well I don’t want it.
MB: You should! Without it, we won’t have useful data to make accurate business decisions with your marketing investment.
A: I’ve had the same phone numbers for years. People have it memorized. Scrap call tracking.
MB: We aren’t willing to fly this plane blind. You’re investing thousands of dollars in PPC and we need to know if it’s working. It’s also vital to lowering your cost per lead and client metrics over time. You should continue to use your direct number on your business cards and give it to new clients during your on-boarding process!
A: What if a client saves a call tracking number?
MB: The number will still work! We encourage you to give your direct number to every new client when they sign with your firm. We only report on first time callers, because we wouldn’t want to miscount existing clients that call back using a tracking number as a new lead.
A: If I decide to leave MB, what happens?
MB: We don’t hold you hostage. We would hate to see you go, however, we setup your tools so that you own them. If you want to stop leveraging CallRail, they can port any phone number out from their system and into your preferred call software.
A: I’ll just ask my clients how they found me.
MB: They will tell you “the internet”. Which isn’t wrong, it’s just not helpful.
A: You’re not going to budge on this are you?
Call Tracking – Making Your Law Firm Successful
Our 10 Commandments are displayed proudly on the wall every employee (and visitor) sees them as they enter our office.
#3 is “Don’t Make Clients Happy, Make Them Successful.” Call tracking will help our marketing agency make your law firm successful.
If you don’t like it, there are at least a dozen other law firm marketing agencies that will light your money on fire for you. We’re just not one of them.