Insight Clicks, Calls, Likes, and Shares: 4 Marketing Engagement Metrics (and Why They Matter)

In digital marketing, four simple metrics often make the biggest difference: clicks, calls, likes, and shares. Each one represents a different type of engagement with your potential clients, and each can be improved through deliberate, targeted strategies. Together, they create a cycle of visibility, credibility, and client conversion. 

It’s first important to note that high-quality clicks on Google search engine results pages (SERP) first require generating impressions for that high-quality keyword. “High-quality,” in this case, refers to the quality of the keyword the user is searching and the implied intent. For example, a click from someone searching a keyword hyper relevant to your firm, such as “personal injury lawyer near me,” is considered a high-quality click for a personal injury law firm.

Understanding Impressions

An impression is Google showing your website on its results page, and a user scrolling over that listing. For both PPC and SEO/AIO campaigns, the first indication that the strategy is aimed in the right direction is to see an increase in impressions around relevant keywords to your business. 

However: an impression alone is not enough to generate a click. You also need to see an increase in average position (SEO/AIO) or top of page rate (PPC) on the results pages to see clicks come through. Average position is your average ranking on the search engine results page. The top 10 positions are typically the first page of a SERP, and carry a much higher probability that your listing is clicked on. The top of page rate is how often your ad was shown among the top of page ads in search results.  

So, an increase in impressions, followed by an increase in average position, will result in clicks. Using tracking tools, we can organize these metrics to see impressions, average position and clicks by different Google search queries or website pages. This helps us determine where to focus our efforts to drive leads to your website.

Clicks typically represent the very first layer of engagement: when a person chooses your law firm’s website over your competitors in search results. This choice often comes down to how well your listings are optimized, which is a function of SEO. More clicks usually mean a more substantial web presence.

Even with a strong click-through rate, you may be able to improve upon this metric. The more compelling and relevant your titles, descriptions, and visible previews, the higher your click-through rate (CTR) will be. You should also optimize title tags and meta descriptions with clear, client-focused language. For example, instead of “Smith Law Firm – Home,” try “Portland Personal Injury Attorneys | Free Case Review.”  The more information your client can have in making a decision about what to click on, the better.

Another way to improve upon your click rate is to add structured data, or schema markup, so that your listings display rich snippets like star ratings, FAQs, or business hours. These elements draw more attention in search results. For assistance in improving your schema markup, you may wish to hire a digital marketing firm.

For most law firms, a phone call is the ultimate conversion; an initial phone call is where you can really make a connection with a potential client and make the case for why they should choose you to represent them. Improving call generation on your site requires both placement and psychological nudges. In the industry, we call these “calls to action” (CTAs).

Where can calls take place online? The two primary areas that we see calls come from for law firms are the website and directly from the Google Business Listing (or another local listing such as Apple Maps, Avvo, etc). 

Generating more calls through your website is an art that requires testing and rigorous data collection to improve. However, there are some industry best practices that are a great place to start when trying to generate more calls through your website.

We recommend that you place click-to-call buttons prominently: at the top of your site, in sticky headers, and on every service page. You should also optimize your webpage for mobile use;  since most legal searches come from mobile devices, make sure your site design makes calling effortless with one tap. Always use persuasive, trust-building language on your call buttons: “Speak to an attorney today” or “Call for a free confidential consultation.” (These buttons are also a good place to use local search keywords: “Speak to a Billings, Montana Truck Accident Lawyer”).

But how do you know how people are finding you? You can easily track calls through call-tracking software integrated with Google Analytics; this allows you to measure which campaigns or pages drive the most phone activity. 

A Word About Form Submissions

While calls, clicks, likes, and shares often get much of the attention for online engagement, form submissions are often the clearest indicator that a visitor is ready to move forward with your business. This is arguably the most direct indicator or commercial intent, as it bridges the gap between general interest and concrete action.

Successful form submissions are simple and direct; visitors are far more likely to engage with a form that feels quick and easy to complete. Ask only for essential information, and use a clear call to action: “Speak to An Attorney”, “Schedule Your Free Consultation” or similar. Optimizing for mobile is another critical element, since a growing percentage of users arrive via smartphones. Forms should be quick to load, easy to navigate, and large enough to interact with comfortably. 

Conversion tracking tools like Google Analytics can measure how many users arrive at and complete the form, while field-level analysis highlights where users drop off. If visitors consistently abandon the form at a particular question, it may reveal an opportunity to simplify or reframe the request. A/B testing, call-to-action wording, and layout can also provide valuable insights into what drives better results. Be sure to evaluate not just the number of leads generated, but the quality of those leads.

While likes may not convert as directly as calls, they can enhance credibility, expand reach, and make potential clients feel more secure about your reputation. You can enable likes on your webpage, and/or post consistent updates on your firm’s social media accounts. Each will offer readers the option to “like” the content. Popular content may include case success stories, educational videos, community involvement, or quick legal tips.

When seeking to improve your likes, always use engaging visuals, such as images, short videos, or branded graphics, as they outperform simple text. You should encourage current and past clients to follow your account when you close out their cases. Some of our clients have even sponsored local organizations and participated in community events; not only does this put you (and your law firm) in the public eye, but it also provides community-centered content that often generates more engagement.  

Likes show that people support and value your firm, making newcomers more likely to trust you at first glance. 

Shares expand your reach without additional advertising. A share means your content resonated strongly enough for someone to put their own credibility behind it.  

How do you improve the likelihood that your content will be shared? Create high-value, easy-to-digest content like “What to Do After a Car Accident in Washington” in the form of a checklist graphic or short video. We’ve seen tremendous success in blog articles that answer specific, frequently asked questions your clients actually search for. This is also best practice for AIO or ranking well on AI engines. Sometimes less is more; a simple answer to a common question will be vastly more valuable than a meandering answer. 

Finally, add social sharing buttons on every blog post and landing page so your visitors can distribute your content easily. It’s always a good idea to infuse your content with local relevance: guides on local laws, coverage of community legal issues, helpful insights into regional court procedures, and so forth. When your content is widely shared, your name travels beyond your immediate reach, boosting brand awareness and building authority.

Your law firm’s digital presence—and the success of your marketing strategy—can be measured in a number of ways. Ideally, we want your phone to ring more with calls from potential clients; additionally, you may also notice an increase in web traffic, likes and shares, and re-posts from older content.

If you are ready to upgrade your digital presence and improve your digital marketing leads, contact Trial Guides Digital Marketing for a free consultation.