Webinar Features Webrageous President’s Tips on Call Tracking for Law Firms

Many companies spend millions of dollars on paid ad campaigns only to lose potential customers by mishandling leads or letting valuable campaign data slip away. Webrageous President, David Chapman, knows how to avoid these missteps, and he shared his expertise on a recent CallRail webinar.

Chapman founded Webrageous in 2001 to bring more effective pay per click management to bankruptcy and personal injury lawyers. His company is well-known for leading Google Ads management efforts for mass tort campaigns, including pharmaceutical and medical device liability. The advent of mobile searches changed PPC forever, but many companies have failed to adapt, and their clients have reported declining returns on investment in recent years. Webrageous has led out during these changes, providing clients with the cutting edge strategies to harness the explosion in mobile searches.

Chapman was recently invited to appear on a webinar sponsored by CallRail, a leader in call tracking solutions. He joined other advertising gurus for the legal services industry to discuss the importance of effective call tracking.

The webinar was moderated by Maddy Martin, the head of growth and education for Smith.ai, which provides communication and intake services for businesses. Chapman and his fellow panel members stressed that call tracking (from phone calls, texts, live chat, etc.) is essential for ad campaigns. “You want to be able to go back to the client and say, ‘Here’s a list of all the people who filled out your contact forms, and here’s how many came from paid advertising.'”

Chapman stressed the importance of using call tracking features to put a dollar value on these contacts and build relationships of trust with new clients. “If you can show these results in the first few months, then you are on your way to a long future with these clients.”

Chapman also recommended integrating a program like CallRail with Google Ads to show which keywords are driving conversions.

The webinar panelists touted the importance of third-party call tracking in understanding a client’s journey. Whereas a firm’s in-house phone system (i.e., a receptionist asking a new client how they heard about a law firm) might reveal the client’s latest encounter with advertising, it doesn’t reveal the complex journey through different strategies that culminate in a conversion. For example, a client may see a lawyer’s Google Ads, a Facebook ad, and a billboard before they are finally triggered to come in, but they may not reveal anything but the “last touch” to the receptionist. Call tracking, on the other hand, monitors and reports the full arc of their experience with the firm’s paid advertising.

The panelists also emphasized the importance of careful training for the intake staff, relating the finding of the Clio Legal Trends Report that two out of three clients decide which law firm to hire based on their first contact with that firm. They stressed the importance of instilling the intake team with qualities of empathy and good listening above all.

Chapman suggested getting rid of extensive call menus that might turn people off and choosing a call tracking system that enables “call flows,” which route callers to the same intake specialist they talked with before to help build trust. Chapman also recommended tying intake staff salaries to the number of conversions they secure.

As the leader of Webrageous, Chapman prides himself in data-driven PPC for attorneys that is analyzed and fine-tuned for maximum ROI. The Webrageous team has distinguished itself for their account manager-to-client ratio. While many digital advertising firms assign up to 80 accounts to each manager, Webrageous team members service only 10 accounts, allowing them to devote for more time and energy to their clients.

To learn more about Webrageous, view their recent CallRail webinar, or get a free analysis of a Google Ads campaign to see how it can be improved, go to www.webrageous.com or call 855-469-2758.

About Webrageous

Webrageous is a leading pay per click management firm in the United States. They are composed of PPC management specialists who take time to learn the needs of their clients. From there, they tailor a custom PPC plan for them.