Embracing call tracking has become a norm in the legal industry due to its significant advantages. Key benefits include gaining insights into the customer journey, identifying high-performing referral sources, and ensuring quality control in phone communication. In this comprehensive guide, we delve into a review of the five most popular call tracking services available in 2022:
- CallRail
- HubSpot
- Invoca
- CallFire
- CallSource
Let’s explore these platforms and discover what makes each of them stand out.
Understanding the Mechanics of Call Tracking Software
Call tracking software revolutionizes online marketing analytics by tracing the path of each website visitor. This information is acquired when users dial the phone number displayed on your website. The software achieves this by dynamically altering the contact number visible to website users.
To comprehend the technology behind call tracking software, let’s consider two scenarios involving a potential client reaching out to your firm.
Intake Without Call Tracking Software
In this situation, your website displays a fixed contact number, often the main number of the firm. Savvy marketing firms, however, utilize a different contact number to identify calls originating from the website. The receptionist answers the call, creating a record that includes the prospect’s contact details and how they discovered the firm.
Intake With Call Tracking Software
Call tracking software dynamically changes the contact number on your online content, offering varied numbers to users accessing your website. This applies not only to your website’s contact number but also extends to other channels such as email marketing, digital ads, and blog CTAs. This enables the software to link a marketing record to an actual person calling your office, providing valuable online browsing records instead of relying on client input.
This wealth of information includes search keywords used by the prospect, ads they were exposed to, pages visited, and third-party demographic data. Armed with this data, you can refine your keyword research, enhance content marketing strategies, optimize pay-per-click (PPC) campaigns, and adjust other marketing efforts for greater effectiveness.
Exploring the Best Call Tracking Software for Legal Professionals
Let’s now delve into the details of the top call tracking software, weighing their pros and cons:
- CallRail
CallRail offers dynamic number insertion into various channels such as social media posts, PPC ads, and emails. It also excels in tracking website visitors based on the keywords they used to access your site. Pros include free trials, offline advertising tracking, integrated support for texting, and expandable features. However, it lacks CRM integration, and chat support requires a separate purchase. - HubSpot
HubSpot integrates a call tracking module within its Sales Hub software. While it comes with integrated marketing tools and CRM support, it may have excess features for small firms or solo practices. Pros include automatic call logs, while cons involve potential underutilization for legal practices. - Invoca
Invoca stands out as a leading call tracking software vendor, utilizing artificial intelligence to analyze calls for real-time information. It integrates with major marketing platforms like Google, Microsoft, and Facebook. However, it is designed as an enterprise solution, potentially overwhelming for smaller law firms. - CallFire
CallFire caters to small to medium-sized firms with features like links to Google Analytics, integrated text support, and a flexible interface. However, it lacks some robust features present in enterprise solutions, and fees can accumulate based on usage. - CallSource
CallSource offers a unique feature by tracking whether a prospective client schedules a consultation. Integration involves adding a line of code to your website, potentially challenging for smaller firms. It provides a comprehensive suite of marketing tools with integration with major platforms like Google, Facebook, and Bing.
Choosing the Right Call Tracking Software for Your Law Firm
As you evaluate call tracking software, consider factors such as cost, features, and ease of use. Different firms prioritize these aspects differently, so tailor your choice to align with your specific goals and budget.
Cost Structure of Call Tracking Software
Billing for call tracking software varies, including:
Free Software
While free software may suit tight budgets, it might lack advanced features and be bundled with larger packages, limiting integration possibilities.
Subscription Software
Subscription-based billing offers predictability in costs, allowing flexibility to upgrade features as needed.
User Licenses
Ideal for smaller firms with dedicated marketing teams, user licenses involve one-time annual fees based on the number of users.
Per-Call Fees
Although tempting for testing, per-call fees can accumulate quickly, especially if there are numerous calls.
Essential Features of Call Tracking Software
Consider features like:
Real-Time Tracking
Provides caller information instantly, enabling customized communication to secure client meetings.
CRM Integration
Updates client directories automatically with each call, reducing the need for manual record creation.
Voice Over IP (VoIP)
Utilizes VoIP to free up landlines or integrate with existing VoIP services.
Intelligent Call Routing
Analyzes how a prospect reached your firm and routes the call accordingly, enhancing efficiency.
Evaluating Ease of Use
Select software with an intuitive dashboard, keeping in mind the operational needs of your firm. Solo practitioners may prioritize simplicity, while firms with dedicated marketing teams can explore more complex options.
Final Thoughts on Call Tracking Software for Lawyers
When evaluating call tracking software, take advantage of demonstrations or consultations with vendors to see the software in action. Free trial periods can further help you assess the software’s compatibility with your firm’s needs.
Implementing call tracking software can significantly optimize your marketing efforts, offering precise insights into what works for your firm. This strategic move not only enhances lead conversion but also contributes to the overall growth of your law firm. Contact The Legal Authority today to explore call tracking, SEO strategies, and digital marketing solutions tailored to your firm’s success.
The Role of Digital Marketing in Law Firms
In today’s digital age, an effective digital marketing strategy is crucial for law firms aiming to thrive in a competitive landscape. Here are key aspects to consider:
SEO Strategies
Implementing robust Search Engine Optimization (SEO) strategies enhances your firm’s online visibility. Optimize website content, utilize relevant keywords, and ensure a mobile-friendly website to rank higher in search engine results.
Social Media Presence
Maintain an active presence on social media platforms to engage with your audience. Share valuable legal insights, case studies, and updates to build a credible and trustworthy image.
Content Marketing
Create compelling and informative content to showcase your expertise. Blog posts, articles, and whitepapers not only position your firm as an authority but also attract potential clients seeking legal guidance.
Paid Advertising
Strategically invest in paid advertising campaigns, such as Google Ads, to target specific audiences. Monitor performance metrics and adjust campaigns to maximize ROI.
Email Marketing
Utilize targeted email campaigns to nurture leads and stay connected with clients. Provide valuable content, legal updates, and exclusive offers to build strong relationships.
Collaborate with The Legal Authority
At The Legal Authority, we specialize in empowering law firms with tailored digital marketing solutions. Whether you need assistance with call tracking, SEO strategies, or comprehensive digital marketing campaigns, our expertise ensures your firm’s success in the digital realm. Contact us today to explore how we can elevate your legal practice.
