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An effective marketing strategy must be multifaceted. Law firms should build authority, trust and brand recognition. They must generate traffic to their websites and turn visitors into leads. With so many marketing tactics available, firm resources can be spread thin.

Here are five statistics that divulge constructive advice on where to focus your firm’s marketing efforts.

For every $92 spent to acquire a customer, only $1 is spent on conversion

Investment in search engine marketing, from organic SEO to paid advertising, could be wasted without an effective strategy for obtaining leads once a user visits your site. Landing pages must be optimized for conversion and continuously tested to monitor their effectiveness.

47% of consumers look at 3-5 pieces of content before contacting a company representative

People are looking online for proof of authority before deciding to engage with a company. This is also true of people who need legal services. According to a report by Avvo, 85 percent of legal consumers are online at least once a week, and 40 percent are online daily, researching their issues. People are looking for information, and your firm needs to be providing it.

43% of readers admit they only skim blog posts

People read online content differently than they read printed pages, and your writing style must reflect this difference. Lead with your most important points, highlight them with headlines and sub headings, and make the first sentence the most interesting part of the paragraph.

46% of online adults who have graduated from college are LinkedIn users

According to Pew Research Center, LinkedIn is also the only big social media platform that sees more users that are 30- to 49 years old than those that are 18- to 29 years old. If your firm has a limited social media budget, LinkedIn may provide the best opportunity to reach prospective clients.

81% of users have left a website because of a pop-up ad

Pop-up ads are not common on attorney websites, but pop-up chat requests are. Attorneys should experiment with different ways of displaying chat requests to balance the increase in conversions that come from chat with the loss of traffic that can result from pop-ups.

About Author

Kristen Friend is a staff contributor for Bigger Law Firm Magazine. She has covered political stories on radio stations like WMNF in Florida and has had her work broadcast by Free Speech Radio News (FSNR). As an Award Winning Art Director, Kristen has been recognized by the WebAwards, Davey's Award, W3 Awards, Webby Awards, and others for her work with law firms.

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