Law Firm Marketing Terms 2 — Questions and Answers
Question 1: In law firm marketing, what does 'CPL' stand for?
- Cost Per Lead (Correct answer)
- Click Per Listing
- Conversion Path Length
- Cost Per Link
Correct answer: Cost Per Lead
CPL means Cost Per Lead, the average spend to acquire a single prospective client inquiry.
Question 2: What is 'organic traffic' in the context of a law firm website?
- Visitors from unpaid search results (Correct answer)
- Visitors from paid ads
- Visitors from email blasts
- Visitors who are existing clients
Correct answer: Visitors from unpaid search results
Organic traffic refers to visitors who arrive through unpaid search engine results.
Question 3: The term 'bounce rate' on a law firm landing page measures what?
- Percentage of visitors who leave without further interaction (Correct answer)
- Number of returning clients
- Emails marked as spam
- Phone calls dropped
Correct answer: Percentage of visitors who leave without further interaction
Bounce rate is the percentage of visitors who leave a page without taking further action.
Question 4: What does 'CTA' refer to in legal marketing copy?
- Call To Action (Correct answer)
- Click Through Average
- Client Tracking Application
- Case Type Analysis
Correct answer: Call To Action
A CTA, or Call To Action, prompts the reader to take a specific step like booking a consultation.
Question 5: In PPC advertising for attorneys, 'quality score' primarily affects what?
- Ad ranking and cost per click (Correct answer)
- The lawyer's bar rating
- Website hosting fees
- Client retainer amounts
Correct answer: Ad ranking and cost per click
Quality score is a Google Ads metric that influences both ad position and how much you pay per click.
Question 6: What is a 'retainer' as referenced in client intake marketing?
- An upfront fee to secure legal services (Correct answer)
- A repeat website visitor
- A type of backlink
- An email autoresponder
Correct answer: An upfront fee to secure legal services
A retainer is an upfront payment a client makes to engage and secure a lawyer's services.
Question 7: The marketing term 'funnel' describes what for a law firm?
- The stages a prospect moves through toward becoming a client (Correct answer)
- A type of legal document
- A server caching method
- An ad blocker
Correct answer: The stages a prospect moves through toward becoming a client
A marketing funnel maps the stages a prospect passes through from awareness to becoming a paying client.
Law Firm Marketing Terms 2
In law firm marketing, what does 'CPL' stand for?