With thousands of trackable numbers in Avvo's legal directory, attorneys can see how many leads their listing is generating, boosting Avvo's client retention rates.
Choosing a lawyer is an important decision, and Avvo provides the information and community to help consumers make the best choice. The directory lists profiles of legal professionals from around the world with ratings, reviews, testimonials and contact information. Avvo is the world's largest online legal directory, with over 1.5 million attorneys listed. The company connects consumers with lawyers and free legal advice, and serves as a powerful marketing vehicle for lawyers seeking new clients.
Matching the largest listing of lawyers with customers looking for immediate help is no simple task. When customers are faced with a legal case, they turn to the immediacy of a phone call over the potential delays and implications of a written email.
To justify the cost of a premium listing, Avvo needed a way to show attorneys quantitative data about how many calls their website listings were generating. While listing pre-existing attorney telephone numbers gave consumers a way to reach attorneys, Avvo had no way to track the calls passed through those numbers. "Without a trackable number, we had no way to measure the leads we send to our clients, and we could only provide a best guess to our impact on their business," says Josh King, VP of Business Development and General Counsel at Avvo.
Avvo turned to Twilio to enable thousands of unique trackable phone numbers, which are easy to buy in bulk or provision on the fly with the Twilio REST API.
Attorneys who purchase a premium listing receive a unique phone number, and the Avvo website provides a metrics interface where attorneys can easily trace the source of their leads.
Avvo is able to effectively retain their paying customers by providing visibility into how effective lawyers are at marketing themselves through the Avvo directory.