Why have I not heard about call measurement as a lawyer advertising idea from legal advertising agencies?

Call measurement is an excellent legal marketing tool for tracking the success of a particular advertising strategy. The system works by assigning a unique phone number to each offer or form of advertisement utilized by the law firm. When phone calls from potential clients are made to the law firm, their origin can be traced back to a specific attorney marketing campaign. As a result, the law firm is able to easily identify which strategies are working and which need to be improved.

Unfortunately for attorneys, many legal advertising agencies do not offer this tool to their clients. The reason for this is simple. If these ad agencies gave their clients access to call measurement tools, the law firms could easily see which legal advertising campaigns they are paying for are generating new business and which are wasting valuable firm resources.

Further, clients of the ad agencies could readily and quickly access information that reveals:
  • Exactly where responses are coming from
  • Which offers are generating leads
  • What specific qualities of a legal advertisement inspired the potential client to contact the law firm

Therefore, some advertising agencies are fearful that by offering call measurement for all of their products and services, they may lose business from clients who identify underperforming ads. The high success rate of this tool is seen as a direct threat to the advertising company’s profits.

To learn more about how call measurement can be used to track the effectiveness of various lawyer advertising ideas, contact the experts at Great Legal Marketing.Fill out our online form or call our office today at 703-591-9829.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.