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Online Marketing for Lawyers: How Many Cases Do I Want?


When it comes to legal marketing, one thing is certain: the Internet is great resource for new business. But how many cases can you get from a website? To answer this question, the first thing you have to determine is how many cases you want. Like any form of advertising, your website is an investment—a platform for generating new leads—and the amount of clients it brings is directly related to how much you’re willing to invest.

How Many Legal Cases Is Your Website Generating Now?

The term “online footprint” refers to any traces of your business across the Internet. This might include your actual website, a Google+ page, social media platforms, directories, and more. If your business already has a strong footprint, you’re probably getting some calls (even cases) from the Internet.

Figure out how many clients are currently coming from your site; this number will serve as a platform for how much you’ll need to invest to reach your online marketing goals.

Doing the Math: Understanding Your Business’ Possibilities

To determine the best number of cases for your business’ growth, answer the following questions:

  • What is your current marketing budget?
  • How many cases does your site currently generate, if any?
  • Can you redistribute any other advertising funds to increase your online budget?
  • What is the current capacity for cases at your firm?
  • How do you want to expand your business in the near future?
  • How do you want your business to grow in the long run?

Every law firm practice is different. These questions will give you a general grasp of your marketing goals. To learn more about your business possibilities through online marketing, speak with an online marketing expert or vendor.

How PPC can benefit your law firm:

Through paid advertising, you can create a budget that targets your desired caseload based on the following information: the cost of each lead (which will vary), your website conversion rate, and how many cases you need to get to make a return on your investment (ROI).

After gathering this data, your marketing firm can compare your PPC campaign to similar ones and give you a projected ROI. With this information, you can determine how much your PPC budget should be to meet your caseload and ROI goals.

Achieving Your Goals

Internet marketing on search engines boils down to paid search and organic rankings. This two-pronged approach allows you to target the right market so you can reduce your cost-per-case and increase leads.

  • Search Engine Optimization (SEO) – SEO is a real way to bring visitors to your website. With the right web design and marketing message, these visitors will turn into phone calls, leads, and clients. In many ways, SEO is fleeting and elusive, but with the right strategy, a strong organic presence can significantly increase the number of calls you get without paying for ad space.

  • Pay-Per-Click Advertising (PPC) – If you’re afraid of putting all your eggs in one basket (and you should be), try investing a portion of your online marketing into PPC. Paid search offers a level of stability that SEO cannot, along with faster results. With the help of your marketing vendor, you can adjust your PPC campaign to meet the unique needs of your law firm.

Internet marketing isn’t something you can build and set to auto-pilot. If you’re serious about growing your business online, working with the right marketing vendor is the best way to reach your goals. Get more information about your law firm’s potential when you speak with an Internet marketing expert from Scorpion Design, LLC.