Case Study: Avvo achieves measurable lawyer leads and boosts client retention with Twilio Call Tracking

Avvo Enables People to Find the Right Lawyer for Any Situation

Avvo is an online legal marketplace and one of the world’s largest directories for finding lawyers, with over 1.5 million attorney profiles and millions of legal answers. Because consumers often call when they need immediate help, Avvo needed a way to quantify the leads its listings generated so attorneys could measure ROI — something it couldn’t do when listings used lawyers’ pre-existing phone numbers.

Avvo implemented Twilio programmable voice and call-tracking numbers provisioned via the Twilio REST API, giving premium listings unique, trackable phone numbers and a metrics interface that shows lead sources. The change enabled thousands of trackable numbers, let Avvo demonstrate concrete lead volumes to clients, and drove faster growth of enhanced and sponsored listings, higher client retention and improved customer satisfaction.

Avvo

Josh King

VP of Business Development and General Counsel