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.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

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 a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.


  • Manage and/or mentor 1-3 junior staff and interns
  • 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

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
  • Execute on promised client deliverables
  • Maintain client relationships and annual retention
  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics


  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)


  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Work From Wherever Fridays

    Before WFH was a thing, we introduced work from wherever Fridays so our team members can relax in their pajamas before heading into the weekend, while still getting the important things checked off their list.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position