Tracking the contact potential clients have with your website is a crucial part of marketing. By analysing how often users are visiting, what they are looking at, how long they are staying and how they are moving around your website, you can start to understand what they want and how to provide this.
Google Analytics is a free tool that will track the movements of visitors to your website as well as providing you with information about their age, gender and interests.
Getting started with Google Analytics for your law firm or legal business
Adding the Google Analytics tool to your website involves adding tracking and reporting code which can be done quite simply by your website team. By creating a Google Analytics account, the code provided can be copied and added to your website so that the database can start collecting information.
Measuring Google Analytics for your law firm or legal business
Google Analytics offers a wide range of data. If you are new to the tool, start with some of the simple analytics, as follows:
Website visits and page views
The most basic information you can start with is how many visits to your website you are getting and how many page views. This will tell you not only how many people are visiting, but how many pages each person is looking at on average, so you will be able to tell if they are sticking around after their first contact with you.
You can also check the number of visitors, as the same people could be returning to your website more than once in a day, so this will let you know how many individuals are finding you.
Time spent on a page
This will tell you whether readers are staying to read the content on your website, such as blog posts and guides. Lengthier content will keep visitors engaged for longer and give you a stronger chance of getting them to take the next step of contacting you for help.
A bounce is when someone visits your website but leaves without taking any further action, such as moving to another page of the website. You can expect this to be around 60%, but if it is considerably higher, you may need to examine your website and consider the reasons that visitors are not exploring it once they find you.
Most popular pages
Analysing which pages are your top performers can be very useful. It will help you understand what potential clients are looking for and interested in, giving you the opportunity to produce more content in this area.
It will also allow you to ensure the most popular pages have the calls to action that you want on them, encouraging people to take the next step in engaging with you.
Another way of looking at content that is performing well is by checking the conversions for each page. A conversion is when the reader takes the action you have asked them to, such as filling in a contact form, giving you their email details or clicking a social media icon.
Key word rankings
Google Analytics can tell you which keywords have brought potential clients to your website, which will give you an idea of what they are looking for and how you can adjust future content to better meet these needs.
Where visitors are coming from
You can measure your traffic source channels to see how people are finding you, for example, whether they have carried out a Google search, come via social media or clicked on an advert. This is hugely helpful in understanding where to focus your marketing strategy.
Using Google Analytics to shape your law firm or legal business marketing
Once you start to become familiar with the data Google Analytics can give you, you can use this to create the right marketing plan. You will be able to see what is working, what people are looking for and how effective many aspects of your website are.
Using data to drive your marketing will substantially increase its effectiveness and help you shape your business for the future.
If you would like to discuss how we help implement a successful marketing strategy for your law firm or legal business, ring us on 0118 380 5980, email us at firstname.lastname@example.org or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs.