If your law firm has a website as a part of its online legal marketing strategy, chances are it’s getting traffic every day. The value and volume of the traffic are things that need to be improved through search engine optimization, but this article is more about knowing what’s going on with your website’s activity.
When you go to a store, most major retail outlets have sensors at the doorway. You probably overlook them, but they are certainly watching you. Every time someone walks in and out, a system tracks the activity to see how popular the branch is. Consultants are often brought in to monitor shopping habits from the cameras in the ceiling to figure out new ways to attract shoppers to high profit items.
Fortunately, getting statistics about your website is a little easier but certainly no less valuable. What keywords or referring sites are getting people to come to your website? When they get there, are they staying? Where do they go? Your blog? Your ‘about’ page? How long do they stay? What percentage is filling out your contact form and of that percentage, which traffic source is driving your highest conversion?
Of course you probably don’t know this off the top of your head, but do you at least know how to get your website’s statistics?
Knowing what is happening on your law firm’s website is extremely important. Without statistics, you are flying blindly up (or down) the search engine optimization ladder.
A good place to start is with Google Analytics. If you already have a Gmail account, AdWords account, or other Google Account, you can point your browser to Google.com/analytics and sign up. Your webmaster will have to place code in the footer of your site on every page you want to track.
While other statistics applications and services are available that compete with Google Analytics, we have found that Google Analytics is widely supported and fairly accurate when compared to server logs.
If you currently do not use a statistics package, integrate Google Analytics into your website and see what you have been missing.