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Three Digital Marketing Metrics You Should Monitor

Average cost per click, conversion rate, ROI, oh my! As digital marketing becomes more advanced and our opportunities to find legal clients online grows, so does our list of digital metrics we should pay attention to. Some firms may focus solely on how much they’re spending to sign one new client, while others try to create brand awareness and have more users see their firm’s name across the web via display campaigns. If you’re dabbling in digital marketing, here are three metrics that may help you increase your profitability and help your firm sign more cases this year.

What is Dwell Time, and Should You Care?

It seems like there’s an endless list of digital metrics law firms should pay attention to when optimizing their sites for search. In fact, there are more than 200 ranking signals Google uses to decide which sites rank first on search engine result pages (SERPS). One metric that you may not pay attention to is dwell time. While it’s not listed as an “official” ranking signal, a lot of evidence and chatter indicates it can affect your firm’s organic rankings. Here’s why paying attention to dwell time may help you sign more clients from your digital marketing efforts:

Marketing Lessons Learned From The Super Bowl

The Super Bowl is considered to be the best advertising event of the year. In each of the past nine years, over 100 million viewers have tuned in for the game. Last year, a 30-second slot during a commercial break cost $5 million and appears to be even more expensive in 2019. If you are like most law firms and do not have $5 million to put towards a Super Bowl commercial, here are some key takeaways from the different marketing approaches you’ll see during the game.

Groundhog Day: Don’t Scare Your Social Security Claimants!

America’s favorite holiday is just around the corner: Groundhog Day. We’re waiting with baited breath to see if Punxsutawney Phil sees his shadow and predicts six more weeks of winter. In honor of this historic event, it may be time for your firm to review its website and ensure it’s not “scaring” away any potential Social Security disability claimants from choosing to work with your firm instead of staying benefit-less for another long and cold six weeks, or more. From dense content to poor color choices, here are some top pitfalls to investigate and remedy this Groundhog Day.

Client Welcome Packets

When new clients sign up to work with your firm, it is important to let them know right away that they are valued. Thanking new clients for choosing your firm and sending them some useful resources is a great place to start. However, an email or letter is not always sufficient and instead, you may want to consider sending out a thoughtfully crafted welcome packet.

Why Does Technical SEO Matter For Law Firms?

Although technical SEO is often overlooked, it’s an important step in the SEO process that should be done on your law firm’s website. If there are problems with your technical SEO then it is likely that your SEO efforts will not generate the expected results you were hoping for. If done correctly, technical SEO can result in more visitors, more leads and more cases for your law firm. So, it is essential to make sure you understand what technical SEO is and how to implement it on your law firms website.