Performance Summary
A high-level view of how the firm is performing: lead volume, where leads come from, and how trends are moving month over month.
This Month at a Glance
Leads through — · Organic search data through —
Where Leads Come From
Year-to-date breakdown of lead source channels. GBP / Local is our Google Business Profile traffic; Organic Search is the SEO ROI metric.
“Paid & Directories” is Google/Facebook Ads, Local Services Ads, and legal directories (Avvo, Justia, Martindale) — bought lead sources, tracked separately from SEO. Organic Search and GBP / Local are the earned (SEO) channels. Because the majority of leads come from paid sources, total-lead growth should not be read as an SEO result on its own.
This chart ranks channels by lead COUNT, not lead VALUE. The two do not agree here. GBP / Local is a single-digit share of lead volume, but the firm reports it as its strongest source of actual revenue, so a channel’s height on this chart is not a measure of what it is worth. Matter values live in the firm’s case management system, not in the lead tracking this dashboard reads, so no chart here can rank channels by revenue.
Top Call Sources
Every channel driving phone calls, ranked by volume — the same view as the CallRail weekly report. Paid and directory sources are included here for the complete picture; the channel chart above intentionally focuses on organic, direct & GBP.
New vs. Returning Callers
Every phone call, split into brand-new callers vs. people who've called before. First-time callers are the clearest pipeline signal — a returning caller is usually an existing client or case follow-up, not a new lead.
Lead Trend by Channel
Monthly volume stacked by channel. Watch GBP / Local grow as local visibility compounds and Organic Search grow as BoFu pages mature. Two views: All leads covers calls plus form fills but can only run 13 months, because form tracking started in late Aug 2025. Calls only drops the form fills and in exchange runs the full call-tracking history back to Dec 2024, which is the deeper like-for-like window for year-over-year.
Monthly Leads by Channel (last 13 months)
Where are the leads coming from?
The homepage remains the firm's strongest converting entry point, and total leads are up year over year (calls up YTD vs. the same period in 2025).
Location and service (“BoFu”) pages add a steady layer of higher-intent conversions on top of that. The chart below shows both. What matters is total leads, not which page a client enters on, and that total is growing.
Note: overall organic blog traffic is down versus last year as older prior-agency content ages. The legacy content refresh program (launched Aug 2026) is rewriting those posts to recover that traffic.
Homepage vs. BoFu Page Leads
GBP Keyword Growth — Map Pack Visibility
How many search terms each office's Google Business Profile ranks for in the top 3 (the map pack) — the local visibility that drives calls and directions. All six offices received GBP work starting June 2026; Austin (Lamar) got the heaviest effort — the test of whether more work yields more result — and is broken out below as the deep dive.
CRM Leads (HubSpot)
Actual contact records from HubSpot — form submissions captured in the CRM, classified by practice area and office. Synced daily from HubSpot API.