How LawClicks Reaches Legal Clients Throughout the Entire Customer Journey
Why First-Touch and Last-Touch Attribution Don’t Tell the Whole Story—And How LawClicks Fills the Gaps Throughout the Entire Customer Journey.
When it comes to digital marketing, law firms often rely on attribution models to measure success. The problem? Many traditional models—like first-touch and last-touch attribution—oversimplify how clients actually find and choose legal representation.
Consumers don’t just click on an ad and immediately hire a lawyer. Instead, they move through a multi-touch journey, engaging with multiple touchpoints before making a final decision. LawClicks ensure your firm stays visible at every step of that journey.
The Flaws of First-Touch and Last-Touch Attribution
First-Touch Attribution: Overvaluing the Initial Click
First-touch attribution gives all the credit to the first interaction a user has with your firm—whether it’s a search ad, social media post, or display ad.
The issue? Just because someone first clicked an ad doesn’t mean that was the deciding factor in hiring a lawyer. Potential clients often take weeks, even months, to evaluate their options. If you only focus on first-touch metrics, you could be undervaluing the real factors that drive conversions.
Last-Touch Attribution: Ignoring the Steps That Led to the Decision
Last-touch attribution, on the other hand, gives all the credit to the final interaction before conversion—perhaps a retargeting ad or a direct visit to your website.
The issue? This model ignores all the touchpoints that built awareness and trust before that final click. Most legal clients don’t hire an attorney after just one interaction. They research, compare firms, and return multiple times before making a decision.
How LawClicks Bridges the Gap
LawClicks doesn’t rely on a single touchpoint. Instead, we help law firms maintain a presence throughout the entire customer journey—before, during, and after key decision-making moments.
- Awareness: Capturing Potential Clients Early
Even before someone is ready to hire an attorney, they’re actively researching legal topics. LawClicks ensures your firm is visible at the beginning of their journey.
- Consideration: Keeping Your Firm Top-of-Mind
When potential clients start comparing firms, they often visit multiple websites, read reviews, and engage with different resources. LawClicks uses targeting and strategic ad placements to keep your firm visible during this crucial decision-making phase.
- Conversion: Being There When They’re Ready to Act
When a client is finally ready to reach out, LawClicks ensures your firm is front and center. Whether they found you through an earlier search or a reminder ad, your firm remains in their consideration set at the final stage of their journey.
The LawClicks Advantage: A Smarter Approach to Legal Marketing
Instead of relying on outdated attribution models, LawClicks ensures your law firm benefits from a multi-touch marketing strategy that reflects how clients actually shop for legal services online. By engaging at multiple stages, your firm stays visible, builds trust, and ultimately converts more leads into clients.
Ready to market smarter? Let LawClicks connect your firm with the right clients at every stage of their journey.