Legal Marketing

How to Calculate the ROI of Your Law Firm’s Marketing Campaigns

Many law firms spend sizable amounts of money each year on marketing. Perhaps your law firm already fits into this category, or maybe you’re thinking about starting… Read More >


Many law firms spend sizable amounts of money each year on marketing. Perhaps your law firm already fits into this category, or maybe you’re thinking about starting a marketing campaign in the near future. Whatever your situation, no investment should go to waste. It’s important to know how your investment is working for you.

Tracking law firm marketing

Why is Tracking Leads So Important?

If you were asked today where most of your clients are coming from, could you answer with certainty? Knowing what works can help you and your business partners make effective marketing decisions. Are your clients calling because they heard your new commercial on the radio, or did they hear about you from a friend?

If you know that more of your clients come from internet searches and fewer come from print advertisements, you can invest more into your internet presence and less in print advertising. Gathering lead data gives you the power to get the most out of your advertising budget.

How to Track Where Your Cases Come From

Collecting detailed information on each client is important. Whether you have a whole intake team or a single receptionist, make sure whomever handles prospective client calls knows what to ask. Some of the most effective questions to help track leads include:

  • How did you hear about us?
  • What was the name of the person who referred you?
  • What website did you find us on?
  • What number did you dial?

Have a written intake protocol for all intake workers or receptionists to follow. Not only will this help intake better screen calls, it will also ensure that you get complete information to help with client tracking. Better yet, invest in practice management software to help streamline the process.

Use Data to Make Decisions

Tracking doesn’t stop at initial questions; you have to be able to take action with your new information. Analyzing data makes the difference between a poorly allocated budget and an ultra-efficient one. You should know where your leads are coming from, which sources have better conversion rates, and where your money is best spent. Take advantage of available software to help you reach these goals. Lead tracking software keeps all your data in one place and provides you with insight that traditional methods, like pen and paper, can’t provide.

Even more effective than lead tracking software is practice management software. You can use it not only for intake, but also to track every client from initial contact to the conclusion of their case. The more data collected, the more insightful the conclusions your firm can draw, helping you make better business decisions.

Tracking client leads gives you valuable insight into where your revenue is coming from. Being smart about how you allocate your marketing budget saves your firm money on ineffective advertising and can make you money with the new leads you generate. While traditional methods of lead tracking have worked in the past, practice management software is becoming the new norm. Stay ahead of the curve and find which lead tracking or practice management solution is right for your firm.


CASEpeer is effective practice management software designed for personal injury attorneys. From intake to settlement, our robust features help law firms become more proactive and powerful. Our goal is to help attorneys grow their businesses. For more marketing and practice management tips, visit our blog.

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