Call Tracking for Lawyers: A Comprehensive Guide

It takes roughly eight touchpoints to convert a lead into a paying client, and only if you use the right marketing tools. If you don't employ the right strategies, you will end up losing clients to competitors and wasting money on marketing tools with no ROI. You need a tool to help you understand where your clients mainly come from. Call tracking for lawyers can help you do this.

Here’s what call tracking for lawyers can help you do:

• Determine which campaigns deliver the most conversions
• Help you understand what your prospects want
• Reduce the time and money you spend on marketing
• Help you boost revenue by capitalizing on more leads

Read on to understand what is call tracking for lawyers, how it works, its advantages, and how you can choose the best tools.?

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Understanding Call Tracking for Lawyers

Call tracking involves capturing data from inbound calls. You can then use this data to determine the effectiveness of your customer service and marketing campaigns. With call tracking, you can determine which ad campaigns drive phone calls and yield the most conversions. With so many law firms embracing call tracking, you should consider looking into it to keep up with competition:?

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How Call Tracking Software Works

With call tracking software, you can determine where a call came from, how the prospect found your law firm's number, and the purpose of the call.

Unlike in the past when you could only ask a caller how they found your firm, a call tracker does all the work for you. A call tracker uses a dynamic number whereby callers see different contacts to call when they:

• Use a certain keyword to find your website
• See your Google ads
• Read a web page on your website
• Visit your law firm's website at a certain time of the day?

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The Benefits of Call Tracking

Call tracking can make a significant difference in your law firm marketing campaigns:

• Call marketing helps you to determine the successful marketing tactics and the ones you should ditch
• You can have better visibility into the client intake process
• Call tracking gives a better return on investment. You can focus your marketing budget on channels with the best conversions.
• Call tracking enables you to follow up on missed or repeated contacts since you will have the caller's phone numbers and the purpose of the call.

The Drawbacks of Call Tracking for Lawyers

Despite the many benefits that call tracking offers for lawyers, there are some drawbacks. Below are the potential drawbacks and how you can overcome them:

• Call tracking can impact your SEO, especially if you use online directories. You should use dynamic number insertion so that the call tracking number on your website only changes after the page loads.
• The conversion data could be incorrect. Ensure that you use call tracking software and set specific conditions for qualification as a conversion.
• The data collected might violate the privacy policies and procedures. Ensure that the software you choose observes data compliance rules in your area.
• Clients could feel confused. After the first call or conversion, give clients a single office number.

Factors To Consider When Choosing a Call Tracking Software for Your Law Firm

There is a wide array of software offering call-tracking services for law firms. You must be careful to choose software that suits your needs. You should prioritize:

• Pricing
• Ease of use
• Scalability
• Features

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Ease of Use

You already have a busy schedule. You don't need to add complicated software to it. When choosing software, ensure that the software has clear tutorials, a straightforward interface, and easy integration with other tools. You can check software reviews on sites like Capterra or G2 to make an informed choice.

Pricing

Don't be quick to go for the cheap options. You better pay a little extra but have software with extra features. Look at what other users are saying about the software's value for money.

Features

Different call-tracking software have different features. Some of the individual features you should look for in software include:

• Inbound call tracking
• Real-time analytics
• CRM integration
• Website form and chat tracking
• Call recording and transcription

Scalability

If you intend to grow your business in the future, you should not go for call-tracking software meant for small firms. With scalable software, you can keep the same tools even as your firm grows.

5 Best Tracking Software for Lawyers

Below are the five best call-tracking software for lawyers:?

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If you are eager to learn more, you can find a more detailed overview of the best legal tracking software here.?

1. WhatConverts

The best features of this software include:

• Built-in data visuals
• Very easy to use
• Lots of software integration

• You can enjoy a free trial for 14 days. The pricing as of October 2023 ranged between $30 and $160 per month.?

2. CallRail

The best features of CallRail include the following:

• DNI function that supports SEO
• Artificial intelligence call transcription
• Highly scalable

You will enjoy a free trial for 14 days. The pricing ranges between $40 and $145 per month for a single account.?

3. Phonexa

The leading features of this call-tracking software include:

• All-in-one lead and call tracking feature
• Exceptional customer service
• Ideal for high-volume

Phonexa does not have a free trial but offers a free consultation. The pricing starts at $100 per month.?

4. Invoca

Invoca's best features are:

• Staff call tracking
• AI call categorizing
• Easy to adapt to

• The software offers a free trial for 30 days. The pricing is on quotation.?

5. RingCentral

RingCentral offers impressive features, including:

• Predictive call queuing
• Flexible for remote users
• Extremely feature-rich

The software offers a free trial for 14 days. The pricing ranges from $20 to $45 per month.?

5 Best Practices for Maximizing Law Firm Call Tracking ROI

Now that you are ready to embrace call tracking for lawyers, how can you maximize your return on investment? Here are some proven ways of using call-tracking tools to your advantage:

Define Your Digital Marketing Strategies by Using a Data-Proven Approach

Relying on data enables you to streamline your digital marketing strategies. Data can help you identify the group of clients that need more nurturing or the keywords to target more. You can break down your campaign’s financial values by using call tracking integration with Google Ads analytics.

Integrate CRM into the Tracking Software

You can push data from calls to your customers’ records by integrating your tracking software with CRMs like Salesforce and Pipedrive. When you integrate CRM into call tracking, you will need less time to aggregate and manage data yourself.

See how WhatConverts appears as part of the Agency Analytics dashboard:

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Gather Actionable Insight By Analyzing Your Call Data

Call tracking software comes in handy in running a broad sweep of data and delivering generic reports. In addition, you can use it to gather actionable insights and answer specific questions. A WhatConverts client, Michelle, was concerned because the Google Ads campaign was not directing enough leads for one of her clients. However, by using additional WhatConverts data, she discovered that even if a third party was receiving more clicks via organic search, Google Ads had a higher conversion ratio.?

Analyze the Most Popular Marketing Channels Using Legal Call Tracking and A/B Testing

Use call testing to test various channels of contacts for your leads. Use A/B testing to measure landing pages to see what offers more conversions.

Record and Listen to Your Calls

Some call tracking software like Phonexa is complete with a call log and built-in recording. With call recording and transcription, you can analyze where conversions are lower than expected. Consider listening to calls if you want to:

• Understand client objections
• Retain certain employees
• Address employee knowledge gaps
• Improve sales scripts

Embrace Call Tracking for Lawyers and Reach More Clients

It's no secret that law firm marketing is intensive, costly, and intricate. The good news is that with call tracking for lawyers, you can reach people who need you by refining your marketing strategies. It is time to consider investing in call tracking for lawyers to help you understand where your prospects call from, why they call, and areas of your marketing that are ineffective. dNOVO can help you choose the ideal call tracking software.?