The Power of Key Performance Indicators (KPIs) for Law Firms

What is a KPI?

Key Performance Indicators (KPIs) are quantifiable measures used to evaluate the success of an organization, employee, or process in meeting objectives for performance. Essentially, KPIs act as a compass to help businesses understand whether they’re taking the right path towards their strategic goals.

Importance of KPIs in a Law Firm

In the context of a law firm, KPIs are crucial for several reasons:

  • Performance Measurement: They provide a clear picture of how well the firm is performing in various critical areas.
  • Decision-Making: KPIs offer data-driven insights that can guide decision-making and strategic planning.
  • Client Satisfaction: They can help ensure that the firm is meeting client expectations and delivering value.
  • Resource Allocation: KPIs assist in identifying areas that require more investment or improvement.
  • Competitive Edge:  law firms can gain an advantage in a competitive market by ensuring their resources are being used most efficiently and that their brand promise is being met.

How to Effectively Use KPI Information in a Law Firm

  • Identify Relevant KPIs: Common KPIs for law firms include cost per lead, cost per case, conversion of leads to cases, case duration and average case fee by case type.
  • Set Clear Targets: For each KPI, set a clear and achievable target.
  • Regular Monitoring: KPIs should be monitored regularly to track progress and identify any deviations from expected performance levels.
  • Data Analysis: Gain insights into your progress by looking for trends, patterns, and anomalies that can inform future actions.
  • Actionable Insights: Use the insights gained from KPI analysis to make informed decisions.
  • Review and Adjust: KPIs should not be set in stone. As the firm grows and the market changes, it may be necessary to review and adjust KPIs to stay aligned with current objectives.

Why KPIs are Vital for a Law Firm’s Success

Strategic Alignment: KPIs help ensure that every aspect of the firm’s operations is aligned with its strategic goals.

  • Performance Improvement: They enable law firms to identify areas of strength and weakness, fostering continuous improvement.
  • Financial Health: Financial KPIs specifically can help firms manage their finances more effectively, leading to better profitability and sustainability.
  • Client Retention: By monitoring client related KPIs, firms can improve their client relationships and retention rates.

KPIs serve as a foundational element in the management and optimization of your law firm’s operations. As a client of Network Affiliates, we can help you effectively utilize these indicators, and navigate your firm’s path towards success with greater precision and understanding of your business dynamics. To learn more about how Network Affiliates can help, give us a call at 800-525-3332 and ask for Tammy Kehe!

Network Affiliates. Strategy. Creativity. Results.

Legal Advertising – Building Your Brand

Legal Advertising used to be frowned upon, but that’s no longer the case. When each market only had a handful of law firms available, word of mouth was enough to keep a law firm thriving. But today, there are hundreds of lawyers in every market across the country. It’s crucial for your law firm to rise above the noise to capture and educate your target audience as to why you’re the firm they should call. Here’s what they want to know:

  • Who are you?
  • What do you stand for?
  • Do you win?
  • How much does it cost?
  • Are you the kind of lawyer I need?
  • Are you the kind of lawyer I WANT?
  • Do you have the right kind of experience?
  • How do your prior clients feel about working with you?
  • How will I feel working with you?

If you can explain your brand, you can sell your brand.

The hardest thing for most advertisers to remember is that, in many cases, they aren’t their audience. Along with narrowing down what you want to say, added attention needs to be paid in crafting how you say it, so that your message resonates with a diverse audience. That requires a multi-tiered approach based on language, creative, talking points and platform. There is no single solution that will work everywhere for everyone.

If you can sell your brand, you can sell your services.

Legal advertising isn’t like traditional product advertising, so exceptional data-based media strategy and memorable creative is key, because a strong, complementary media and creative presence doesn’t just sell a service or a product. It sells your brand…and the services your brand provides. Nobody plans on being in an accident or facing legal issues, so keeping your law firm top of mind in case you ever are needed is critical. Ultimately, advertising is brand support; it’s the visuals, the voice, and the power behind your brand. It can position your firm as a trusted ally and resource, ready to provide support when needed most.

The Power of Peer-to-Peer Networking and Collaboration for Lawyers

In the legal profession, success often hinges on strategy, knowledge sharing, and building strong connections. While attending conferences and seminars can offer valuable opportunities to meet and expand your connections, the significance of peer-to-peer networking and collaboration goes beyond simple encounters. It is critical that you constantly continue to foster professional relationships. A strategically crafted network will:

  • Expand Your Knowledge Base:
    Peer-to-peer networking allows lawyers to tap into a collective pool of knowledge, experience, and insights.
  • Nurturing Referral Relationships:
    Establishing strong connections with trusted colleagues who practice in complementary areas of law not only helps with client referrals but also provides access to a diverse range of legal expertise.
  • Sharing Best Practices:
    One idea or solution can have ripple effects across multiple cases and practices, potentially rippling through the legal industry as a whole. Peer-to-peer collaboration allows lawyers to share best practices, innovative approaches, and strategic insights that have proven successful in similar situations.
  • Mentoring and Support:
    Younger or less experienced lawyers can seek guidance and support from seasoned practitioners, benefitting from their wisdom, professional judgment, and real-world experiences.

How Network Affiliates can help: At Network Affiliates, we represent a select group of lawyers dedicated to excellence and collaboration. Belonging to our exclusive network offers several exceptional advantages for expanding your network.

Do You Value Your Clients? Why It Matters and How to Demonstrate It.

In today’s crowded landscape of lawyers and law firms readily available to everyday consumers, the question of whether you truly value your clients has never been more pertinent. The answer is not just a reflection of your company’s ideology; it’s a crucial factor that can influence client satisfaction, loyalty, and overall business success.

Considerations in going the extra mile:

Elevated Expectations:

  • In an age of heightened connectivity and digital interactions, clients expect more than just transactions. They seek meaningful connections, personalized experiences, and a sense of being genuinely valued by the businesses they engage with.

Power of Reputation:

  • Word-of-mouth travels at the speed of social media. Clients who feel valued are more likely to become brand advocates, contributing to positive online reviews, referrals, and an enhanced reputation that attracts new clients.

Competitive Edge:

  • In a competitive market, where choices abound, client value can be a differentiator. Businesses that go the extra mile to demonstrate their appreciation for their clients stand out, creating a competitive edge that fosters customer retention.

Building Long-Term Relationships:

  • The longevity of client relationships is crucial. Valuing clients establishes a foundation for long-term partnerships, leading to repeat business, sustained revenue, and a client base that evolves into a community.

Appreciating your clients in 2024:

Personalized Experiences:

  • Tailor your interactions to the unique needs and preferences of each client. Utilize data and analytics to understand their preferences, ensuring that your communications and services are genuinely personalized. For example, when communicating with a client, reference conversations you’ve had, things you’ve learned about them on a personal level and remember your audience. Consider your “voice” and language in your communications.

Active Listening:

  • Actively listen to your clients. Whether through surveys, feedback forms, or direct conversations, understanding their concerns and desires is a fundamental step in demonstrating that their voices are heard and valued.

Timely and Transparent Communication:

  • Keep clients informed about relevant updates, changes, or advancements. Communication builds trust and reinforces the notion that you consider clients as partners in their journey with your firm.

Exceptional Customer Service:

  • Deliver customer service that exceeds expectations. Train your team to be empathetic, responsive, and solution oriented. A positive customer service experience can leave a lasting impression on clients.

Value-Added Content and Resources:

  • Provide valuable content, resources, and insights that go beyond your core products or services. This could include educational content, referrals and other  tools that empower clients and demonstrate your commitment to their success.

Regular Check-Ins:

  • Schedule regular check-ins to inquire about your clients’ satisfaction and address any concerns. These proactive conversations show that you are invested in their well-being and are continuously striving to enhance their experience. If they need something you can’t provide, consider taking a few minutes to brainstorm and find additional resources.

Recognition and Acknowledgment:

  • Publicly acknowledge and recognize your clients for their contributions, achievements, or milestones. This not only showcases your appreciation but also amplifies their success, reinforcing a positive partnership.

Valuing your clients is not just a business strategy; it’s a cultural shift that aligns with the expectations of the modern client in 2024. By embracing personalized experiences, transparent communication, and initiatives that go beyond the transactional, businesses can demonstrate their commitment to client value, fostering lasting relationships and sustainable success.

Be Represented Your Way!

In the world of legal advertising, just like in the legal field itself, one size does NOT fit all. Your brand, your values, your unique story deserve to shine through.

  • Trust your gut: Every law firm, every attorney, and every legal service is distinct. Do not be afraid to showcase your firm’s authentic brand. Just remember that your audience is diverse. Whatever voice you choose, make sure it can be heard and embraced by everyone you reach.
  • Represent Your Brand: You have a vision, a mission, and a message that sets you apart. In legal advertising, we believe in representing your brand the way YOU want it to be represented. Your voice, your identity, your expertise – it is what makes you extraordinary!
  • Diverse Strategies: Legal advertising has many “legs” and a true strategy to ensure those “legs” complement each other is paramount.  Your brand is multi-faceted, and your marketing efforts should be as well.
  • Build Trust: When you are genuine and authentic in your advertising, you build trust with your audience. They’ll see that you are not just another lawyer, but a true partner and person who genuinely cares about their needs and concerns.
  • Embrace Variety: It’s easy to fall into a rhythm of running what you know has worked for your firm in the past. But remember, audiences expand and change, so the way you create and deliver your message needs to expand and change as well. Be open to innovative ideas, because while you know your audience, you may not BE your audience.
  • Elevate Your Brand: By embracing variety and innovative ideas in advertising, you are not just promoting your services; you’re elevating your brand. Let the world see the incredible qualities that make you stand out…Authentically!

At Network Affiliates, we are here to help you showcase your unique identity in the legal world. Your vision, our expertise – together, we’ll create an advertising strategy as diverse and vibrant as your brand. If you’d like to discuss the many ways NetAff can help you stand out and represent your brand the way you want to be represented, simply give us a call at 800-525-3332 and ask for Tammy Kehe! Network Affiliates. Our Network. Your Move.

How our work lets you do your work

Can you imagine investing millions of dollars on JUST your advertising creative? We can. And we HAVE!

At Network Affiliates, we have a massive repertoire of exceptionally effective advertising concepts and campaigns just waiting to shine and deliver results in your market. We have invested literally millions of dollars into crafting and creating a diverse collection of legal campaigns that will get people talking and move the needle with quality leads and cases. This is how you fully leverage and expand the results of your media investment.  From your creative to your marketing strategy, once you join the “Network,” your firm will stand out in your market in the best ways possible.

We have targeted creative campaigns that speak to (not at) and impact every demo, every type of personal injury case and every prospect in your market. And the hits keep coming because we’re a creative bunch and we just can’t help ourselves.

We pride ourselves on tailoring unique creative just for you. Like a suit, but better, bc our work lets you do your work… providing people the expertise and help they need when they need it most.

Network Affiliates… Our Network. Your Move.

“Secret Shopping” Your Law Firm

Intake is the #1 most important aspect of building a successful practice. Why?

By building a successful intake practice, you are perfecting your brand and increasing your business! This is your opportunity to ask yourself:

  • Who are we as a law firm?
  • Are we representing ourselves accordingly when potential clients reach out to us?
  • Do our intake specialists’ behavior, tone and customer service skills represent our brand?
  • From an objective perspective, is our intake staff as compassionate/professional/well-informed as we need them to be?
  • Do our intake specialists have what they need to be successful?
  • Are we providing them with the right kind of support and training?
  • Are we respectful of their expertise and adapting our intake approach accordingly when appropriate?
  • Are our intake practices demonstrating excellent conversion?

Running a successful law firm requires that you spend time focusing on every facet of your practice. But you can’t win cases you don’t get. By performing secret shopping, you have a unique opportunity to examine and perfect your firm’s customer service experience.

How can you effectively secret shop your firm? Here are some tips that may come in handy once you have made the decision to move forward:

  • Selecting a secret shopper”: Make sure to choose someone your team won’t know. You can either hire professional secret shoppers, or go with someone you know, as long as they can be objective. There are even professional services out there that specialize in “shopping” the legal field.
  • Know your objectives: Make a list of what you want to learn through this process, and make sure the secret shopper knows what questions to ask.
  • If possible, have multiple shoppers call. One bad call doesn’t mean your process isn’t working.
  • Call at various times of the day: This allows you to gauge consistency, track weak performance windows and truly understand how your intake is performing.
  • When you have to say no: Along with having one caller ask about a case you KNOW your firm would take, see what happens when a shopper calls with a case you can’t help them with.
  • Compare: Consider having your secret shopper call competitors’ law firms as well. You know your potential clients are “shopping around.” Why shouldn’t you?
  • Review the results with your team: Share the shopper’s feedback so they can learn what worked and what needs to improve.

You may not always like what you hear from the shoppers, but constructive feedback allows room for growth, both for your intake team and your firm!

So, what do you do with the results? Hopefully, you went into the secret shopper exercise with clear goals. Now’s your chance to leverage your investment!

Once you’ve received feedback (or even better… heard the calls) thoughtfully review what happened. Here are some things you may want to highlight for improvement:

  • Evaluate hold times. Was your shopper forced to wait on the line for too long? Do you have exceptionally busy times of the day? Is your phone system up to the task? Do you need additional staff or a more streamlined intake process?
  • Make intake easy. Did the caller have to answer too many questions before being offered an appointment? If your intake process is too cumbersome, callers may lose interest in proceeding after the first few minutes. They want to be heard and know if you can help them as quickly as possible. If you can’t help them, they want to find someone who can.
  • Improve staff’s ability to provide answers or resources: The reason for this is twofold. Your intake team cannot answer legal questions, but are they provided with pre-approved options and answers? Are they trained to go beyond “no, we can’t help you?” Remember, even if you cannot take the case, you are still building a relationship. Now you have (1) a legitimate reason to capture contact information and (2) an opportunity to build credibility for your brand.
  • Refine training:  Remember, this secret shopping process is about growth, both for your firm and your intake specialists. Be thoughtful in how you address any shortfalls. Your foundational goal throughout this process is to inspire and improve.

Now you have some real things to work on together. And you don’t have to take on all the work yourself. Bring in other members of your team to help create solutions.


At this point you have heard the calls and processed the feedback. Now what?

  • Refer to your original goals: Not only will you see where you stand, but you may see some missed opportunities and room for creative problem solving.
  • Give Feedback: Be prepared with constructive feedback for your intake team.
  • Think creatively on how to leverage what you’ve learned: Don’t just think about the calls that resulted in cases. Look at the calls that weren’t a good fit. Sure, it may take a little more time in the intake turn-around rate, but you are still winning hearts and minds. In a 40+% referral world, you are building capital with every call. What does your firm’s network look like? Are there other firms or resources that may help the people that you can’t help, and do you know who they are? Are you able to capture an email address to send resources? As you know… contact info is priceless to your practice.
  • Addressing issues: Is your priority simply to “catch” the underperformers, or are you also looking for the successful performers and sharing their techniques? Secret shopping your firm is about growth… not guilt! Positions on an intake team aren’t for everyone, but with a little support and extra confidence, turn-over is less likely… saving you money in searching for staff and training costs.

Remember, consumers are more likely to leave a bad review after having a negative experience. The last thing you want is to have callers who are frightened, confused or frustrated diminishing your brand online. A review such as, “they couldn’t take my case, but they pointed me in the right direction” can be worth as much as any “win” in the long run. Network Affiliates. Our Network. Your Move.

Reinforcing Your Brand Series #6 – Straight Talk and Attorney Insights

Another category proven very successful for our clients is what we call Straight Talk and Attorney Insights. Straight Talk is informational, where you speak specifically about all things legal. Attorney Insights is the more personal side of that; why you do what you do, how you feel about what you do, what makes you “tick”.

  • Both approaches are important because they create an additional opportunity for potential clients to get to KNOW you, to TRUST you and to LIKE you.
  • Many accident victims don’t call a lawyer because they don’t understand the process and don’t understand the language (legalese). It is imperative to a prospective client that you can be straightforward and thorough, without being overcomplicated. Potential clients need to trust that you won’t look down on them if they ask for your help.
  • Straight Talk and Attorney Insight campaigns allow you to be you; to provide valuable information, and help potential clients make the best decisions for themselves and their families.
  • These campaigns are prime opportunities to demonstrate your brand promise and promote your firm in a manner that you want your firm to be represented.

If you’d like to see how Network Affiliates can help you craft and share your brand’s voice, character and expertise, give us a call at 800-525-3332 and ask for Tammy Kehe! Network Affiliates… where collaboration and creativity redefine legal advertising.

One voice heard by many

In the world of legal advertising, your message speaks volumes.

The messaging we share in legal advertising isn’t just about the words; it’s about forming an emotional connection and really impacting people in their heart, mind, and soul.

Here’s why diversity in messaging is crucial:

  • Reflecting Your Diverse Community: Your demographic is rich and varied, and so are the fears and challenges they face. By embracing diversity in your messaging, you ensure that everyone feels seen, heard, and represented.
  • Empathy and Understanding: There’s a big difference between speaking at your audience and speaking to or with your audience. Speaking to different demos in the manner that moves each of them uniquely is critical.
  • Building Trust: Trust is at the heart of every successful attorney-client relationship and that starts long before they ever need you or call you. When what you say puts the clients’ interests first, it shows that you are genuinely interested in serving the varied needs of people in your community.

In today’s media saturated environment, you need to stand out to the people who need you now and those who may need you in the future. It’s important that you are educated in the depth and breadth of the types of people you serve. And you need different messaging to meet them where they are.

If you are interested in exploring how Network Affiliates can help you really connect with your diverse audience, give us a call. This is definitely our “jam”!

Network Affiliates… Our Network. Your Move.

Reinforcing Your Brand Series #5 – Testimonials

When it comes to legal advertising, the stakes are high, and the competition is fierce. Clients seeking legal help are often facing some of the most critical and stressful moments of their lives. In such a climate, trust is non-negotiable. That’s where authentic testimonials step into the spotlight, and their importance cannot be overstated.

  • Testimonials provide an exceptional, authentic, “real” connection to you and your firm.  They give audiences a chance to see themselves in your client base, which ultimately makes you more relevant to their needs. It’s referred to in the industry as “social proof.” Think of it as… “if it worked for him, it will work for me.”
  • Testimonials demonstrate to your audience that you’ve not only handled cases like theirs but have also delivered results that have left clients very satisfied. They offer the validation that your claims are more than mere words; they’re backed by real-world results.
  • Testimonials can humanize you and your firm. They showcase the compassionate, understanding, and competent side of your team. When clients share their stories and emotions, it helps break down the barriers, making your firm more approachable and relatable.
  • Testimonials, particularly when they convey the emotional journey of a client—from despair to relief, from confusion to clarity—forge an emotional connection with your audience. It shows that your firm understands not just the legal intricacies but the human aspects of the cases.
  • As a result of the connection that testimonials provide, we’ve seen increases in call volume and improved conversion rates.

If you’d like to know more about how Network Affiliates has mastered the art of Testimonials, give us a call at 800-525-3332 and ask for Tammy Kehe! We’d also like to invite you to see some of our very own client testimonials. Please click here. Network Affiliates… where collaboration and creativity redefine legal advertising.