How to Track Which Marketing Actually Signs Cases With Andrew Orlander

How to Track Which Marketing Actually Signs Cases With Andrew Orlander Ken Hardison 25:35

Welcome to episode 351 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Andrew Orlander Chief Business Officer of Razor Rank. Andrew explains how law firms can use better attribution, first-party data, and case value reporting to understand which marketing channels are actually producing signed cases. The conversation focuses on why traditional attribution has become harder as clients interact with law firms across Google, TV, social media, maps, forms, calls, chats, and other channels. Andrew shares how Razor Rank’s Full Circle Attribution platform connects to a firm’s systems, tracks signed cases across marketing sources, assigns value to leads, and sends that information back to Google in real time so campaigns can optimize toward better cases. Ken and Andrew also discuss Meta, Google Ads, wasted ad spend, AI-driven search, and why law firms need more personalized content that explains why someone should choose their firm.

What you’ll learn in this episode: 1. Why Attribution Is Harder Than Ever – Why clients often interact with multiple marketing channels before calling or filling out a form – How relying only on what clients say can create an incomplete picture of what actually worked 2. How Case Value Data Improves Google Ads – Why Google needs to know which leads became signed clients – How sending real case value data back to Google can help campaigns find better prospects 3. Why Signed Cases Matter More Than Lead Volume – Why a high number of leads does not always mean a campaign is working – How firms can identify which channels, counties, locations, and campaigns are producing real cases 4. How First-Party Data Helps Reduce Waste – Why firms need to connect call tracking, forms, chats, CRM data, and case outcomes – How better reporting helps firms shift money away from low-performing areas and into stronger opportunities 5. Why SEO and Content Are Changing – How AI-driven search is making generic website content less effective – Why law firms need customized content, case results, reviews, testimonials, awards, and clear differentiation to stay part of the conversation

Resources:

Website: razorrank.com

LinkedIn: linkedin.com/in/andrew-orlander-6b66b05/

Facebook: facebook.com/razorrank

Additional Resources:

https://www.pilmma.org/the-mastermind-effect

https://www.pilmma.org/resources

https://www.pilmma.org/mastermind

Ken Hardison Millionaire Maker

Ken Hardison, is known as the “Millionaire Maker” for a reason- having helped lawyers across the country double, triple, or quadruple their law practices and income, he brings to law firm owners the insights, knowledge, and critical strategies of Legal Marketing and Management that can only be learned in the trenches of real law firm success.

With over 30 years of legal experience, Ken has personally grown and sold two seven-figure law firms and has shared his knowledge and experience with attorneys, helping them experience exponential growth, increased profits, and ethical market preeminence.

With a passion and deep understanding of both grassroots and cutting-edged online legal marketing strategies, Ken is committed to helping lawyers experience greater levels of financial success, freedom, and personal satisfaction- the kind that comes from building an ethical and exceptional law practice. Focusing on the practical and the proven, rather than the cerebral, Ken guides lawyers through the steps needed to build the law practice many lawyers have only dreamed possible.

Ken is the Founder of PILMMA, Personal Injury Lawyer Marketing and Management Association, dedicated to helping lawyers learn the critical strategies to success. As a trusted advisor, consultant, coach, and Mastermind mentor, Ken has coached lawyers to greater success time and time again.

PILMMA’s powerful live and virtual events, such as the ever-popular Law Firm Growth Super Summits and Internet Domination Boot Camps have helped hundreds of lawyers gain the insights and strategies they need to propel their firms forward to greater success and exponential results and to stay current on the latest legal management and marketing strategies, such as leveraging SEO, PPC, PPL, Social Media, etc.

Ken is the author of numerous best-selling books such as Systematic Marketing, Under Promise, Over Deliver, and his latest book, Powerful Online Legal Marketing. He’s known for his practical and engaging style of taking the complicated world of legal marketing and management and giving clarity and step-by-step guides that any lawyer can implement to experience real results, greater profits, transformational growth, and heightened success.