It’s all very well to market to your ideal client, but how do you know if the people you want to represent are the same people reading your website? The same way those shopping websites seem to know what shoes you like, and that Facebook knows what TV shows you watch: tracking software.

Tracking programs are responsible for making those “just for you” sidebar ads. Programs that read what you’ve typed make it easy to find out the demographics of your visitors—and it’s also an ideal way to improve legal marketing efforts.

Your tracking software can tell you a lot about who’s reading your website. For example:

  • How did you get here? Tracking the search terms that people use to get to your site is the first step in analyzing your marketing reach—and best of all, it’s free. Google Analytics (and similar tools) will tell you what people were searching for when they clicked on your site.
  • Where are you? Search terms often contain geographic locations, since people are looking for a specific service in their area. Make sure the locations in your copy are paired with a service, such as “Seattle no-fee divorce attorney.”
  • Who are you? This one is a little tougher “get.” You may be able to get a rough idea of who your client is from the search terms, but the only way to know who he or she is personally is to get their contact information (which is then sent to another automated system: your contact list).

For more information on making your law firm’s ad campaign work while you sleep, call 888-791-2150 today or download a free sample chapter of our Great Legal Marketing book.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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