Measure Your Law Firm's Web Presence Effectiveness: ASK POINTED QUESTIONS!

I come in with extensive reports about how many people went to your site, how they got there, how long they stayed and what they typed in and what country they are from. We know how long they stayed and what they viewed. Is that all there is to measuring effectiveness. Of course not. You want RESULTS, new business, not just marketing numbers.
Generally, I hear most attorneys say, “Mr. Jones hired me from the web” and that is the way they measure if the marketing is working. Marketing is a process that at its finest is invisible to most. People might go to the internet to research a possible divorce. From there they might go to FindLaw.com and read a little bit about the process of divorce. If your site has a lot of information, a person might use it as reference. This might be the starting point of making your services stand out. Once again those points about being visible on the web and having a good site design arise. Next they write down your name and forget about it for a while.
As an attorney you have a deep understanding of having a subtle but powerful influence strategy. How often do you ask questions that lead into a separate train of thought? Good marketing causes the same leading effect. You want your target audience to feel as though they arrived at the conclusion. You know that feeling when you crave a McDonald’s Hamburger despite knowing (or not knowing) what is in it. We all have woken up in the morning with a song stuck in our head. That is incredibly influential marketing because you do not feel the push.
Even current clients need to be influenced. They might be shopping around for Mothers Day Flowers or for their next vacation and something reminds them of a legal question. As they are already on the internet, their inquiry is just a few taps away from being answered. The power comes in your firm being there for the answer. Significant influence comes when they do not expect to see your firm but there you are again and again. On a deep level this repeated viewing ingrains your message. This unconsciously makes you the “Expert” in the current or potential client’s head. The fact that the internet is interactive makes this bond much stronger at an even more fundamental level. Now they might not need you now, but they might wake up one morning, think of an issue, get in horrible car accident, fight with their spouse or need to unwind a large, complicated estate. Then they think of you. The new client does not know why but your firm pops into their head. It was their own idea. How powerful is that?
How do you measure these effects? Ask pointed questions. You are an attorney. You know how to. It is your job. (I know you have no problem asking me them!) Here are two very important questions you should ask every new client. Don’t be afraid to ask current clients as well.
“Did you see our firm’s website?” Should be the first question. Ask this before you ask, “Where did you find me?” If they saw your website, maybe asked what they saw, did not like or did. It will help you know if it is truly working AND get more clients down the road! Your website is like your resume, welcome mat and front office all rolled into one. This could be a great icebreaker!
“Did you see our firm on FindLaw?” If they say “What?” move on. If they say yes. Either way take note. Now you know where to add marketing dollars.

These questions will jog memories and start conversations. You most likely will learn more about what is important to the person in front of you. This client might identify certain aspects of your website’s design or content that will not only help you add to your business but also handle this particular case.
Pointed questions are so simple but can do so much to measure your campaign’s effectiveness, your Return on Investment and enhance future efforts of achieving your business goals.