PracticeProfs is pleased to announce that as of January 2021, we have merged with Swarm Agency.
This merger further strengthens our position to deliver great value to our clients

Tale of the Tape

Our data-based approach delivers quantifiable results to prove our clients’ returns on investment.

We don’t like to brag (okay, yes we do!), but here are quantitative results pulled from monthly client report cards and other data sources. Do you have the level of tracking and reporting in place to understand your results, acquisition costs, and ROI? If not, reach out to us today.

April 2021

When Google rolls out in May its new algorithm emphasizing user experience for ranking pages, law firms will need to consider these factors along with good content and SEO:

  • Page speed,
  • Mobile friendliness,
  • Security and HTTPs,
  • Largest contentful paint – i.e., how quickly the largest element on a page fully loads,
  • First input delay – the responsiveness of a page once loaded,
  • Cumulative layout shifts – no jumping or moving elements but instead visual stability.

For a page to get top ranking, website designers, content specialists, and SEO experts will have to work together. If you haven’t looked at the user friendliness of your web pages for a while, it’s time to do so.

September 2020

Looking for more bang from your marketing buck? Since the start of the pandemic, we’ve worked with firms to build community awareness, then turned those events into multiple online marketing opportunities – email newsletter bits, webinars, social media posts, blogs on the website, pitches to local media.

Here are four proven ideas:

  • Sponsor a competition – our client chose Dog Games, but truth be told, there are endless competitions to sponsor. Find competitions that offer a branding and networking opportunity. For our client, participants had to post a hashtag with the firm name to be considered for the prize.
  • Host an appreciation campaign – one firm received over 70 teacher appreciation nominations on its Facebook page and awarded five local teachers $100 Amazon gift cards.
  • Use social media to broaden a segmented audience – one of our clients used social media to connect with healthcare providers and provide treats. Whether it’s bagels for breakfast or pizza for dinner, honor caregivers and generate firm publicity with photos and feel-good news.
  • Create an informational series – it can be a webinar or video recordings — either way, this provides great outreach material and potential evergreen content. One of our clients has been hosting mental health and wellness webinars generating hundreds of attendees.

Handled right, community programs can go from one-time, event-specific exposure to multi-faceted online marketing opportunities.

May 2020

Along with changes to the daily work environment, the coronavirus pandemic has altered the way law firms market. It’s time to get creative, not only in ways you communicate with current clients and prospects but also in how you draw in new ones. Here are five tips for successful marketing in the time of COVID-19:

  • Make sure you stay connected. Call, email or write a letter to each of your clients, prospects, and market influencers. Keep your message simple and be personal.
  • Keep your marketing relevant to the times, as well as to your clients and prospects. Adjust your message to address the pandemic. Make sure you are hitting mediums your audience frequents, like LinkedIn, Facebook, trade publications, and other online forums.
  • Get creative with your marketing. Host a webinar. Pitch an article for a trade publication. Create more awareness in your community through service (such as medical supply donations) or a contest (like a neighborhood sidewalk-chalk challenge in support of medical heroes).  
  • Be even more responsive and make sure your staff is equipped to do so as well. Respond in two business seconds. Leverage technology to keep track of leads, prospects, and new clients.
  • Start planning for the post-pandemic economic reboot. With other firms cutting marketing budgets, now is the time to advertise and stand out. Update your website. Write and publish articles for an online newsletter or blog.

Adjusting your marketing for changes brought on by coronavirus as well as planning for the post-pandemic reboot will help to set your firm apart.

April 2020

Even in this time of COVID-19 chaos, a firm’s prospects are its most valuable marketing asset. Now more than ever it is important to respond quickly and personally. Here are 5 ways to turn callers (and other contacts) into clients while sheltering in place:

  • If you can, answer calls yourself. Have calls roll to your cell or other phone near you. Check email frequently and respond right away.
  • If you’re not available, make sure there’s someone available who knows the right questions to ask and can get the prospective client to the next step.
  • Take charge during initial contact – be proactive about providing advice and potential solutions while keeping it brief and simple.
  • Get your face in front of the potential client. For now that’s probably a video conference call. This helps establish rapport, and confirms he or she is your #1 priority at the moment. 
  • Reiterate your interest with a follow-up email or Thank You card, including action items, next steps, and due dates. Send it the same day!

With quick response, virtual meetings, and personal attention your firm can succeed in this time of limited prospective clients.

February 2020

Considering a new look for the new year? Or maybe you’re in the mood to freshen up your business brand? Before you begin the rebranding process, here are a few things to keep in mind:

  • Professional branding is an important aspect of marketing because it helps to promote your unique message and creates a lasting impression on the market.
  • There’s a difference between your professional brand (what your company does, and why) and your personal brand (personality, experience, behavior).
  • If you have outgrown your original message, you want to shake off or evolve from an old image, or you want to tap into a new demographic – those are opportune times for rebranding.
  • Before pulling the trigger, give some serious consideration to the impact on your current advocate network – clients, influences, referral partners. A rebrand may not be worth the risk.

If you’re interested in a professional re-brand but aren’t sure where to start, you can contact us to discuss your options.

January 2020

Did your 2019 marketing efforts meet your expectations? Did you have the reporting in place to know? Looking back at 2019, here are some quantifiable marketing results from our clients’ Report Cards.

  • Marketing call/lead volume – up 45%
  • Prospective client consultations – up 33%
  • New clients – up 29%
  • Marketing-assisted revenue – up 41%
  • Average case value – up 50%

These statistics are important, but what’s more important is our clients’ ability to track key metrics and ultimate return on their marketing investment. Sometimes it’s better to have fewer new clients but larger case value. Contact us if you’d like to get the same control over your marketing program. 

November 2019

We spend a lot of time discussing the best ways to spend your marketing dollars, but what about money traps to avoid? Here are our top three wastes of a marketing budget:

  • Me too marketing. Don’t implement a tactic just because someone else is doing it. You may not understand the full extent of their campaign, or they may not have a clue, either.
  • Ready, fire, aim. Don’t implement a tactic or technology (Ex: Facebook advertising with geofencing) just because a slick sales rep told you to. Marketing goals come first, then tactics.
  • No measurement. Determine how a tactic will be measured before you implement it – think clicks, calls, and new clients. As we say, “If you can’t measure it, don’t do it.”SM

Since we can’t just send out a negative post, here are our top three ways to optimize your marketing program.

  • Develop marketing goals. Define what you’re trying to accomplish with your marketing program. Then evaluate current and new tactics against those goals. For example, if you want to build referral relationships, paid search ads and SEO won’t necessarily by high priority tactics.
  • Conduct an audit. Bring in a Chief Marketing Officer-level expert (not a sales rep) to evaluate your current approach and make recommendations. I’ve seen thousands of wasted dollars on a single marketing program.
  • Review and adjust. Document and review (or have your providers present) results each month – from exposure to clicks to clients. Look for specific opportunities to enhance results. Dump the under-performing tactics and double down on the winning tactics.

October 2019

Should I pay to be listed in a bunch of attorney directories? We’re asked this a lot, and the answer is almost always “no.” With Google providing such accurate search results, law firm directories are heading in the same direction as flip phones. That said, most directories offer free basic listings, which will fill the results when people search for your name or firm. It’s good when you can (somewhat) control search results, so here are some free listings to consider:

  • Google My Business. Even though this isn’t an attorney directory, it should be your first choice.
  • Avvo. Just stick with the free profile, and don’t worry about the rankings or reviews.
  • FindLaw. The proverbial 800 pound gorilla. If your firm has multiple attorneys, there’s a premium option that links everything together.
  • Martindale-Hubbell. While few non-lawyers recognize “AV Rated” today, their directory still has some traction.
  • Justia. This online directory still pops up from time to time in search results.

Sales rep alert!

Once you claim your free online profiles, expect to receive sales calls pushing you to upgrade. Just say no. There are better marketing options. If you’d like to hear about better alternatives, please contact us.

September 2019

At PracticeProfs, we think outside of the box. We craft attention-grabbing marketing campaigns and content, all based on our clients’ individual needs. It’s not always digital content. It’s not always traditional marketing. But it is innovative and effective. Here is a look at some recent examples:

August 2019

Publishing educational content can be a great marketing tool. It promotes your firm and builds your credibility as a knowledge leader, especially when picked up by a trade or other publication. It also shows that you’re well versed on the latest industry trends. Here are a few recent examples of successful content creation:

June 2019

Did you know that Google Analytics reporting includes the total times your website shows in the search results? Here are average monthly search impressions for some of our clients:

  • 58,331
  • 85,628
  • 154,743

Individual search engine rankings are meaningless if no one searches for those terms. Total search engine exposure is the metric that drives business.

April 2019

Google reviews – slow and steady wins the clients. You’re surfing the competition on Google and see that other firms have a bunch of 5-star reviews from happy clients. Those orange stars really stand out on the page! How do your competitors do it? One at a time, or actually 3-4 per month. Maintain a steady pace, and when you look back a year from now, you’ll be very happy with the results. Here’s what we’ve been able to generate for a few of our clients:

  • 10 to 111 over 2.5 years, 4.9 stars
  • 35 to 167 over 3 years, 4.6 stars
  • 0 to 187 over 4 years, 4.8 stars

Check out next month’s newsletter for some great Google review campaign tips!

March 2019

“No one opens my email newsletter,” said too many prospective clients to count. So what’s the average open rate for a monthly email newsletter? We normally see open rates of about 20%, which is a function of the:

  • Audience – business tends to have a lower click-through rate than consumer
  • Subject line – needs to be compelling to encourage the click
  • Content – interesting, educational content summarized for a quick glance on a cell phone

On average, 1 in 5 recipients see something in the subject line worth clicking. The other 4 are reminded of your firm, and you’ll have a chance again next month to attract them with new content. They like what you have to say enough to stay subscribed. Mission accomplished.

February 2019

You’ve already paid a lot of marketing money to generate new business opportunities. How do you measure what happens after someone responds to your marketing tactics? Here are some marketing (or sales) ratios to use, including benchmark-worthy results. How do your stats compare?

  • Website conversion ratio – percentage of unique website visitors who contact the firm – 19%
  • Contact to consult ratio – percentage of callers who schedule a consultation/meeting – 56%
  • Attorney close ratio – percentage of prospective clients who become clients – 72%

January 2019

Events can be a great way to reach, engage, and stay in front of your prospects, clients, and referral partners. But, just like any other marketing activity, they require extensive planning and preparation to ensure people will actually show up. Before you set up yet another happy hour, consider the venue, location, and format (individuals, couples, families) that will be most appealing to your target audience.

Here are some of the coolest events we’ve organized over the last year:

  • SunTrust Park and Mercedes-Benz Stadium tours
  • Brewery/distillery/winery tours and tastings
  • Private movie viewing party
  • Paintball war
  • Family carnival
  • Competitive cooking class

Even if someone doesn’t show up, you still get credit for the invitation! Contact us if you’d like to brainstorm ideas for creative ways to reach your target audience.

December 2018

As we approach the end of the year, did your 2018 marketing program meet your expectations? Would you even know if it did?

Here’s some of the quantifiable growth we measured for our established clients:

  • Marketing-generated leads – up 56%
  • Client consultations/meetings – up 36%
  • New clients – up 24%
  • Marketing-assisted revenue – up 49%

Contact us if you’d like to get a better grasp on your marketing return on investment. If you can’t measure it, don’t do it!

September 2018

Are email newsletters really worth it? If you said no, maybe you’re just not be doing it right. Our average client newsletter open rate is over 20%, meaning 1 out of 5 recipients is opening them.

Here are a few tips to improve your results:

  • Summarize – provide a brief summary of each article so people can quickly scan. They will click to read more if interested.
  • Understand the media – assume that most people will be reading this on a mobile device. Can you read it on your cell phone?
  • Speak their language – keep it short and sweet. You may have a lot to say, but readers will give you a few seconds to make your point.

If you’d like to create more compelling content, please contact us.

August 2018

Now that we’re halfway through 2018, let’s look at some first-half client metrics as compared with first-half 2017:

  • Marketing call volume – up 47%
  • New client volume – up 56%
  • Marketing-assisted revenue – up 68%
  • Average case value – up 81%

We sit down with every client to review results – good and bad – and continually adjust, enhance, and replace to optimize results.

July 2018

Did you know that Google Analytics reporting includes the total times your website shows in the search results? Here are average monthly search impressions for some of our clients:

  • 24,685
  • 57,664
  • 98,078

Individual search engine rankings are meaningless if no one searches for those terms. Total search engine exposure is the metric that drives business.

June 2018

This month, let’s look at Google My Business (GMB) data for our Atlanta clients, as reported by Google Insights.

  • 58,410 views – our clients, and their 5-star reviews, show up in both search and map results.
  • 4,314 actions taken – 7% of those who saw the listings clicked to view, get directions, or call.
  • 1,790 phone calls – just in case you thought everyone was clicking for directions!

For law firms and other professional services organization focused on consumer and small businesses clients, GMB can generate a tremendous amount of exposure and phone calls – for free. You just need to know how to effectively use it.

May 2018

Here are a couple of quantitative results pulled from monthly client report cards.

  • Average 2018 ROI of 9.88, or $9.88 of marketing-assisted revenue for every $1 invested.
  • Average 2018 ROI of 11.62, or $11.62 of marketing-assisted revenue for every $1 invested.

Return on investment (ROI) is a key indicator of marketing success. What’s your marketing ROI?

April 2018

Here are a couple of quantitative results pulled from monthly client report cards. Marketing doesn’t end with a click or call. It’s critical to keep track of what happens AFTER the phone rings:

  • 27% of marketing contacts (phone calls, emails) resulted in prospective client meetings
  • 36% of new client revenue directly linked to marketing activity

Marketing doesn’t end with a click or call. It’s critical to keep track of what happens AFTER the phone rings.

March 2018

Here are a couple of quantitative results pulled from a monthly client report card:

  • 2017 marketing unique call volume – up 22% vs. 2016
  • 2017 cost per unique contact – down 22% vs. 2016

If you want to measure your results like this, contact PracticeProfs today to discuss your business goals and marketing program.


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