Meet Civille, a dynamic digital marketing agency making an impact in the legal space. Wes Lungwitz, Co-Founder of Civille, saw the need for specialized marketing services in the law sector and his team stepped up to fill that void. They've been providing consulting and marketing services, including website SEO, Google Business Profile management, content marketing, landing pages, and paid search marketing (SEM) to law firms since 2021.
Wes realized that businesses in the legal sector face a unique challenge when it comes to marketing. Many struggle with lead attribution, as the marketing methods favored by legal clients — out-of-home, referrals, and more — often don't provide clear or accurate data on which marketing sources are driving leads and conversions.
In fact, many more practices don't even "struggle" with lead attribution — they largely choose to ignore it.
Alex Eichorn, Partner at Tabak Law and one of Civille's clients, described the problem as being born from traditional thinking:
"There's this idea that your clients come in the door based on referrals, and that's kind of the way it was for the last hundred years. But the game has changed a lot in the last 11 years of practicing. It really has become far more meticulous with monitoring conversion and lead costs. And if you're not doing that, you're wasting a lot of money."
Because of this lack of marketing attribution, agencies like Civille find it challenging to demonstrate to clients the value of their services. Without concrete data showing how their marketing campaigns translate into leads and conversions, it can be hard to justify their work and prove ROI.
For these reasons and more, Civille needed a Call Tracking solution.
Discovering the solution: Civille embraces call tracking
Civille quickly realized the potential of CallRail's advanced Call Tracking and attribution solution.
CallRail allows law firm marketers to assign unique phone numbers to each of their marketing campaigns. When potential clients call these numbers, CallRail attributes the lead to the particular campaign that drove the call. This, in turn, provides valuable data about which campaigns generate the most leads and conversions.
Wes Lungwitz paints a picture: "Law firms don't always know what their attribution looks like. They're paying for some services, but they're not sure where leads are coming from. That's a big piece for us — our reporting platform can showcase marketing attribution. CallRail is a key part of that, obviously, because we can attribute calls and not just click data."
By providing detailed attribution, Civille can allocate its clients' funds strategically, optimize marketing spend, and generate higher-quality leads. This comprehensive approach ensures that every dollar is invested in the right channels, resulting in enhanced returns and an increase in quality cases.
Civille creates additional value by integrating call data into clients' CRMs
In addition to simply providing reporting, Civille integrates CallRail data directly into their clients' CRMs, including Clio, Lawmatics, Law Ruler, MyCase, and more. With the Clio integration, for example, all forms, chats, calendar events, phone calls, and other client touchpoints flow straight into Clio to be added automatically to the client record.
When it comes to phone calls, Civille takes full advantage of CallRail's API. Any crucial information a legal professional might need — from call transcripts to tags to marketing sources — is added to the call record, letting any customer-facing team member quickly access the data they need in a single system of record.
Clients like Eichorn find it illuminating to have their marketing attribution and case data in one place: “With the CallRail integration through the API with our CRM, Law Ruler, we can see what leads are coming through and what the percentage of conversion is. Civille is able to monitor this closely — if the conversion goes from, say, 7% down to 2%, we may want to target a different audience or vet ways to improve the lead quality from that source.”
Objection! How Civille rapidly understands outliers and anomalies
An additional advantage to using CallRail lies in its call recording feature.
One curious story involved an anomaly in Civille's reporting that alerted them to an unusually high volume of calls in a short period — 52 calls between 10 and 11 am on a particular day. Using CallRail's tracking and recording features, they were able to delve into the data and discover that these calls were all from one person who seemed to be having some difficulty reaching the right line.
This quick identification of the anomaly saved Civille time and resources. Instead of spending valuable time trying to understand if there was an issue with their campaigns or if they were spending more money than necessary, they were able to pinpoint the cause within minutes. This allowed them to confirm that there wasn't an error or issue with any of their marketing efforts and that the influx of calls wasn't due to increased ad spend.
"It just took two minutes to go into CallRail and discover it was an individual person doing something that's not very common,” Wes explained.
Replicate Civille's success for yourself with CallRail
Looking at the future, Civille plans to continue expanding in the legal space. Their secret to success? CallRail's robust features that provide invaluable insights into campaign performance.
When they're approaching prospective clients, Wes boasts, "The reporting and attribution that we're able to put together with CallRail often closes the deal because they're just not getting that right now."
If you're searching for a way to enhance your marketing efforts, why not consider CallRail? It's helped Civille make waves in the legal sector, and it could do the same for you.
