Google Analytics is one of the most important tools for any law firm spending time and money on website optimization. By inserting a small line of code into your firm’s HTML, you have access to information on how much time users spend on your website, which pages they visit, and their overall satisfaction with your website. Best of all, Google Analytics is free! Here are some key findings you can pull from Google Analytics to help assess the profitability of your website:
Check Traffic Sources
If you’re trying to optimize your website, you’ll need to know where your traffic comes from. If you have a high volume of traffic coming in from referral sources, it could mean that your content is so good many other webmasters are choosing to publish links to your website. If you have a lot of organic traffic, it’s likely the content you’re publishing is performing well in search results.
By pinpointing where you’re doing well with Google Analytics, you can come up with a strategy for helping more users find your site.
Identify Top-Performing Pages
It’s hard to know where to start with your digital marketing campaign if you haven’t evaluated the content on your website. Google Analytics allows you to pinpoint which pages seem to be performing the best and yielding the most clients. Obvious metrics to look for are which pages have the most sessions and new users, but you should also look for pages that have a high conversion rate. Once you find a list of pages that seem to be converting well and getting a lot of traffic, you can continue building content around those topics to increase your caseload in the future.
Assess Users’ Satisfaction
It’s hard to know if people are happy with your website and have found all the legal information they need, but one way to quickly tell if your users are satisfied with your website’s content is by looking at your bounce rate. A bounce rate is the percentage of users who chose to immediately leave your website without interacting at all. Obviously, no law firm wants a high bounce rate because that means very few users are filling out a free evaluation and speaking with members of your firm.
With Google Analytics you can view which pages seem to have a higher-than-average bounce rate and come up with a plan to modify the content or page layout to keep users on your site and (hopefully) contacting your firm.
In the Meanwhile?
While Google Analytics is an invaluable resource, you’ll come to find that digital marketing is a long and complicated process. If you need to supplement your current marketing efforts with clients as soon as possible, consider working with a lead generation company.
We currently offer Social Security disability, personal injury, workers’ compensation, and employment law leads. Lead generation is a great way to keep your firm’s caseload steady while you grow your own online presence. To learn more about our lead pricing and availability, give us a call at 617.800.0089 today.