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I L T A W H I T E P A P E R | K N O W L E D G E M A N A G E M E N T & M A R K E T I N G T E C H N O L O G Y 71 A great marketing campaign is just the first step. Increase your retained clients by 10-30% with lead conversion tech. Look up the most expensive adwords in Google and you'll always find legal terms at the top. The marketing platform Hubspot found the cost-per-click for the phrase "best motorcycle accident lawyer" is $770, while "Houston maritime attorney" comes in at a whopping $1,090 per click. For some context, the most expensive medical phrase ("urgent care EMR") is $90 per click, one thousand dollars less expensive. In every forum, law firms are pouring tremendous resources into advertising. As we face the possibility of reduced demand for legal services due to economic problems, that competition is only growing fiercer. That's why I'm flummoxed to see how firms neglect and mismanage the leads they have worked so hard to receive. A recent ABA Benchmark Study on law firm intake shocked the researchers conducting it. They found that 50% of potential clients The Secrets of Successful Lead Conversion by Eric Coffman

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