Google Analytics is an invaluable tool for any firm investing time in digital marketing. Google Analytics gives your firm invaluable information on where your online traffic comes from, how long users spend on your website, which pages seem to yield high-quality cases, and more. By setting goals on Google Analytics, you can pinpoint traffic sources or specific pages that are earning your firm the most money. Here are some goals you should set today:
Form Completion—Event
An Event is a type of goal where a user performs a specific action. There are many types of Event goals you could set, but the most common one for attorneys is setting a goal when someone completes your “Contact Us” form.
Why is this important? You need to know exactly where your clients are coming from online. If you’re not sure which blog posts or FAQs are yielding the most clients, you won’t know where to start when coming up with new content
Newsletter Sign-Up—Event
Another event you can set is a goal completion where a user decides to sign up for your newsletter, if you have one. You should have a newsletter sign up set as a goal for the same reason you set the “Contact Us” form set as a goal—the better you understand what content resonates with your users, the more you can optimize your website for future traffic.
While a newsletter may not seem like your top priority, the concept can be used on any number of actions. Another example is setting goals for when users download a white page on the importance of working with an attorney.
You can also set a monetary value to any Event goal. If your average Social Security disability settlement is $3,500 and you convert 2% of your online leads, you could set a “Contact Us” event completion to $70. This gives you financial representation of how well your content performs online.
Page Visit—Destination
One fun goal to set is a destination for when a specific page loads. This is important when trying to understand how users navigate your website.
For example, you may consider testing where you put the link for your “Contact Us” page. If you test the link at the top of your homepage and again at the bottom, you could get an accurate look at which link drives more traffic by setting a destination goal to the contact page.
When making a Destination goal you can even set what’s called a “funnel,” or the path you expect users to take to eventually find your URL destination. Funnels are great because you can see how users actually use your firm’s website as opposed to how you think they use your site.
Consider Supplementing Your Caseload Today?
Setting goals in Google Analytics is straightforward and can be done in a matter of minutes, but digital marketing isn’t quite as easy. It can take months (or even years) to get enough unpaid traffic to your website. Even then, you’ll need a stellar team consistently adding relevant, high quality content to your website to attract new claimants. It’s unlikely that your firm will have any repeat customers!
If you’d like to supplement your current marketing efforts, consider working with eGen. We’ve been a leader in the lead generation space since 2009. To learn more about our products and availability, give us a call today at 617.800.0089.