Solutions Implemented

ClickStrides developed LawyerTrac, a law-firm-specific attribution system designed to show which marketing programs generated calls and online inquiries.

The firm was investing in Google Ads and legal directories such as FindLaw, Avvo and Justia. Because these campaigns directed prospective clients to the same website, the firm had difficulty determining which source deserved credit when someone called the main office number or submitted a general contact form.

Although individual platforms provided their own reports and tracking numbers, those reports did not always capture what happened after a visitor left the original listing or advertisement and explored the firm’s website.

To create a clearer attribution system, ClickStrides:

• Created campaign-specific landing pages for each advertising program and legal directory.
• Directed campaign traffic to the appropriate landing page.
• Added unique call-tracking numbers to identify the source of telephone inquiries.
• Created source-specific contact forms to track online submissions.
• Organized the resulting data into consolidated campaign reporting.
• Compared lead volume and quality across the firm’s marketing investments.

Results

LawyerTrac gave the firm a clearer understanding of which marketing programs were generating client opportunities.

The data revealed that one program the firm believed was underperforming was actually responsible for a significant share of its inquiries. With better attribution, the firm could make budget decisions using measurable lead data instead of assumptions.

The firm reallocated more of its marketing investment toward the stronger-performing program and gained a more reliable framework for evaluating future campaigns.