# 3 : Don ’ t waste a click .
Cost Per Click Compared to other industries , Attorneys and Legal Services represent the highest average cost per click ( CPC ) for 2023 , according to Wordstream , with a cost of $ 9.21 per click , up from $ 8.67 in 2022 . In comparison , Dental and Dental Services have an average cost per click of $ 6.69 . At the lower end of cost per click , Travel , Sports and Recreation , and Arts and Entertainment all come in at under $ 2 per click . From 2022 to 2023 , 61 percent of industries saw an increase in cost per click .
Keyword Costs In addition , legal keywords dominated the most expensive keywords , with location-based keywords such as New York accident attorney at the higher end . Lowest Click-Through Rate of All Industries Click-through rate ( CTR ) measures the percentage of users who view your PPC ad ( impressions ) and go on to click on the ad .
Total Clicks on an Ad / Total Impressions = Click-Through Rate
From 2022 through the present , attorneys and legal services have had the lowest click-through rates of all industries , with an average of 4.76 percent , compared to travel ( 10.03 percent ), sports and recreation ( 10.53 percent ), and arts and entertainment ( 11.78 percent ).
From 2022 to 2023 , click-through rates in all industries have increased in 91 percent of industries . This means your potential clients who see your ad may be researching firms .
Improving Click to Lead
Adjusting various aspects of your landing page can have an impact on click-to-lead . One important aspect is to ensure your ad messaging is in sync with the landing page messaging . Make it more likely for potential clients to respond by including chat features and placing the phone number and form above the fold on the page .
Include elements that provide prospective clients with more details about your practice , such as testimonials , case results , photos of your firm ’ s attorneys , and videos . Including local language is another effective element . While you are adjusting your landing page , make sure to test variables to see which perform best .
High Cost Per Lead + Poor Intake Conversion = High Cost Per Case and Low ROI
If your staff or outsourced call center is not using best practices for intake , you ’ re likely leaving lots of cases on the table . The high cost per lead without follow-through brings a high cost per case and a low return on your digital investment . Speed to contact , including response time , is a factor in conversion rates . A ten-minute response time vs . responding within five minutes can lead to an 80 percent decrease in qualifying leads . In addition , you can increase the percentage of packets returned through text and email nurture , as well as by offering electronic signature . Another strategy that can boost intake conversion is to run your intake team with similar KPIs to a traditional sales team . Track some of these metrics and manage your intake representatives using data derived from tracking . Examples include :
• Contact rate of leads
• Speed to first contact attempt
• Number of contact attempts
• Contract out to return rate
Low Click-Through Rate + High Cost Per Click + Low Click to Lead = High Cost Per Lead It ’ s Not All Doom — What You Can Do to Boost Digital Outcomes The rising costs per click and lead , as well as the dropping click-through and conversion rates don ’ t portend all gloom and doom . Our digital team recommends a number of strategies to optimize your digital investment and boost outcomes .
Incremental Improvements Make a Difference Making incremental improvements can make a considerable difference in case costs and the return on your digital marketing investment , as you can see in these scenarios :
20 x The Trial Lawyer