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What is Pay Per Click (PPC)?
Also called cost per click, this is an online advertising model where law firms pay a hosting service every time their ad is clicked on. The most common and most successful form of this is where a search engine serves as the platform. With search engines, law firms can bid on keyword phrases relevant to their target market. For example, the keyword phrase “best new york divorce lawyers” will probably cost you a pretty penny, because it is likely to be a highly searched phrase. With PPC, you only pay for visitors that actually click on the link to your website.
Live chat is a type of software that enables visitors to your website to chat live with an agent at any time of day or night. Usually, a box will pop up when a visitor arrives at your site, with a friendly picture of a lawyer asking, “can I help you?” and allowing the visitor to click “yes” or “no”. If the visitor clicks “yes”, a window appears where the visitor can engage in a discussion with someone – either a representative from the live chat company, or someone from your law firm. As with so many things in the legal world, when it comes to the effectiveness of the live chat feature, the answer is—it depends.
[This is the second of a 3-part series discussing Lead Generation strategies for law firms.]
A recent survey conducted by Sandpiper Partners, LLC found that although previously firms were achieving savings through headcount reductions, increasingly firms are cutting costs by outsourcing administrative support functions – including marketing and web development. Of the law firms that responded to the Sandpiper Partners survey, 22 percent of law firms outsourced their marketing and creative services, and 9 percent outsourced to offshore marketing companies.
[This is the first of a 3-part series discussing Lead Generation strategies for law firms.]
Pay-per-Lead (PPL) is a popular online advertising payment model, where a law firm (or any business) only pays for each phone call or email that is directed to their firm. Usually, the advertising agency presents the consumer with some type of form that pops up when they click on the ad. The law firm only pays the agency if the consumer fills out the form, or takes other action as directed by the ad. PPL services generally don’t require law firms to pay anything up front, although that isn’t always the case.
Ever call your wireless carrier with a seemingly simple question? Or stand in line at your local Division of Motor Vehicles? It’s likely the experience left you less than thrilled. Unfortunately, dealing with an attorney or law firm can feel the same way—from your clients’ perspective. And that can hurt your practice—not only your reputation, especially now that clients can leave reviews of your firm online, but also in terms of future referrals.