How to Tie Metrics to Your Law Firm’s KPIs

More isn’t always better when it comes to measuring legal marketing metrics. If your law firm starts tracking and calculating every move you make, you’re likely to end up with enough statistics to fill up the back of a baseball card, leaving you overwhelmed and unable to determine what’s working and what isn’t. Rather than compiling all available data, it’s important to focus on those that are tied to your law firm’s key performance indicators, or KPIs. This allows you to focus on specific goals and objectives to evaluate your success at reaching them. Here are some tips on how to tie metrics to your law firm’s KPIs. 

Metrics for Building a Brand

Establishing a brand is a logical goal for any law firm, particularly in the early stages of your marketing efforts. And while your firm’s brand may be an abstract idea, its growth in the minds of your target audience can still be measured through the right KPI metrics. For the purpose of building your firm’s brand, the number of website visitors is the key performance indicator to focus on. After all, your website is the home of your firm’s blog posts, case studies, media coverage and any other valuable content that establishes your brand. 

Notable legal marketing metrics to track website traffic include inbound links, referral visits, media mentions and website visitors. Measuring these KPI metrics will help your firm determine where you are having success in establishing your brand as well as areas that might need more attention. For example, if you’re getting a lot of new website visitors from sharing blog posts, it’s pretty clear that your content marketing efforts are accomplishing your goal. Or, if your traffic from linkbacks is lacking, consider a new approach to media pitching that will increase your chances of earning coverage and a link to your website. 

Metrics for Generating Leads

Depending on size, location and practice area, there are a number of different law firm KPIs to measure the success of your marketing efforts. However, generating new leads might be the most universally monitored. The rise of content marketing in recent years has created a variety of outlets and opportunities for turning your key audiences into potential clients, which also brings with it plenty of KPI metrics for tracking growth and revealing any shortcomings. 

With its simplest definition being an individual or organization that is interested in your firm’s services, there are a number of different metrics involved in the lead generation process, but for measuring total leads, the source, cost per lead, lead quality score and lead-to-prospect ratio are pivotal. These legal marketing metrics allow your firm to pinpoint where your leads are coming from and where those leads are currently at in the sales journey. Cost per lead is also important because it reveals exactly how much your firm is spending to generate these leads and helps determine your overall return on investment. 

Metrics for Converting Leads

Now it’s time to get down to the nitty gritty. Generating a large number of leads is always a valuable practice, but converting them into clients is where all your hard work comes to a head to provide new revenue for your firm. When it comes to measuring clients as one of your law firm KPIs, conversion rate, cost of client acquisition and revenue won are some key legal marketing metrics to follow. 

One of the most prominent KPI metrics, conversion rate is an evaluation of how well your firm closes the deal with interested leads. Following these conversions through the sales journey allows you to see which of your marketing practices were effective in turning visitors into leads or leads into clients. It can also provide insight into where your efforts are coming up short if there’s a significant drop off from qualified prospects to new clients. 

Metrics for Increasing Client Loyalty

Chances are you probably remember a time as a child when you passed a McDonald’s while riding in the car with your parents. Despite your best efforts to convince your parents to stop and seize the moment to get a delicious Happy Meal, they probably rebuffed you with a reminder that you have food at home. The same principle applies for law firms. Much like the Happy Meal, new clients are an exciting target to pursue, but that pursuit shouldn’t come at the expense of the “food you have at home” in the form of current clients. 

Though often overlooked, client loyalty is a valuable objective that can be easily tracked with recurring revenue as one of your law firm KPIs. Client referrals and reviews, engagement and retention rate are just a few of the legal marketing metrics that will help determine whether or not your firm is successful in its efforts to increase client loyalty. Positive reviews or high engagement rate on emails or social media posts from clients means your firm is on the right track, while a low retention rate could be due to spending too much time on prospects and potential rather than established clients. 

Keep in mind that creating law firm KPIs and studying the legal marketing metrics that follow is not a one-time practice. As your firm’s needs and goals change over time, so too will your KPI metrics. Each time you embark on a new goal to reach, your firm will need to evaluate all the potential metrics to ensure you’re still tracking the best ones to measure success. If you’re interested in learning more about how to tie metrics to your law firm’s KPIs, let’s chat. Helping firms achieve measurable, exceptional results is what we do best. 

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
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  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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