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Law Firm Website Analytics: Six Ways to Measure Success

Andrew Adams

Your bankruptcy attorneys are writing and posting client alerts about high-profile bankruptcy matters, providing expert insight and analysis. The alerts are sent by email to the firm client list, along with alerts from attorneys in other firm practice areas. A look at the website analytics shows that the bankruptcy alerts don’t receive nearly as many views as those put out by the firm’s immigration law attorneys. A deeper dive into the data shows that businesses that hired the firm initially for bankruptcy counsel are more interested in content about the United States’ ever-changing immigration laws and their impact on hiring personnel from overseas using visas.

Website analytics provide a look behind the curtain at how a website and its content is performing. The data is generated by monitoring the way users find and interact with a website. Collecting, examining, and reporting on law firm website analytics provides a variety of benefits. The information can be used in many ways, including by helping to:

When considering that the main goal of a law firm website is to convert visitors to clients, knowing what brought visitors to the site and what they did when they got there is critical intel to support that goal.

Six Types of Website Analytics to Measure

It can be really easy to get lost in the website analytics weeds. It’s best to start small with a few questions you want the data to answer. These can include which attorney bios are getting the most (or least) visitors, where website visitors are coming from, or which blog topics are generating the most (or least) views.

Here are the six most common and useful law firm website analytics to consider:

  1. Number of Visitors: Knowing how many visitors a law firm website receives is important if growing overall website traffic is a goal. This is especially critical when beginning a website strategy to have a baseline from which to measure results. Visitor information can be curated by individual pages, groupings of page types, or for the entire site.

  2. Visit Length: You want visitors to spend some time on the website, as that engagement is generally a good measurement of interest.

  3. Visitor Journey: Ideally, a website visitor continues beyond the page they started on. For example, you can track that a blog visitor clicks to read the author’s bio and then the related practice area page. “Bounce rates” show the single-page sessions on a site, so monitoring that data is helpful if a goal is to bring visitors to other website pages.

  4. Referral Sources: A referral source is how the visitor was brought to the website when they didn’t type the website address in a web browser. A referral source can be a search engine, an email, social media, or links to the website from other websites.

  5. Geography: Learn if website visitors are local, regional, or national. This is helpful to make adjustments to the website content and other aspects of the law firm’s marketing plan or campaigns if the target audience is in specific areas.

  6. Searches: While listed here last, it is one of the most valuable data points available through website analytics. See what queries and words visitors used in search engines to find you. This provides both great insights into what people are interested in and directions for modifying a website’s organization, design, and content.

A key part of each of the above is examining what content generates visits. Website analytics provide opportunities to enhance a law firm website’s strengths and address deficiencies. Website analytics take the guesswork and mystery out of a law firm’s website design, data, search engine optimization (SEO), email marketing, social media, and other marketing strategies.

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