Why lawyers should pay attention to analytics data if they want to attract more visitors
You may be of the opinion that once your firm's website is up and operational, there's nothing else to do besides watch the visits magically appear. Unfortunately, that's not quite how it works.
First, it's essential that your website has relevant content to assist with the search engine rankings of your website. If your practice is producing high quality content on a regular basis, well done. However, are you sure that the content your firm is producing is resonating? It's one thing to produce content regularly, but it's another prospect trying to publish the type of content that attracts new business on a consistent basis. Therefore, it's crucial that your firm pays close attention to analytics data to gauge whether the content on your website is performing at an optimum level.
An introduction to web analytics
There are a number of analytics software tools available (such as Google Analytics) which can measure website performance and also free. Alternatively, if you require a more robust analytics platform, premium analytics software can also be purchased that offers a wider range of data for the power analytics user.
How is the data collected?
The basic metrics lawyers should pay attention to
For the purposes of our piece, the terminology used will be derived from Google Analytics which is arguably the most widely used website analytics tool.
Users (Visits): quite simply, users refer to the amount of people that have actively engaged with at least one aspect of your website (also referred to as 'Sessions' in Google Analytics). Within Google Analytics, users can include new and returning visitors to your site.
Sessions: as noted, sessions refers to the period of time in which a visitor to your site is engaged with it. Whether it is views, events, or purchasing a product if there is an e-commerce component, all are counted within the sessions metric.
Pageviews: the pageviews metric refers to the total amount of pages on your site viewed by users. It can also include multiple views of the same page.
Bounce Rate: a bounce rate is a measure of the percentage of users who visit a single page without interacting further with your site. Generally speaking, a high bounce rate may indicate that your users aren't as engaged with your site as they should be. However, keep in mind it's also website subject specific. So, if you're an e-commerce business, a high bounce rate is cause for concern because users aren't purchasing your products. However, if your site is primarily information orientated, a high bounce rate may not always signify something fundamentally wrong with a website. But it's still worth making an assessment in relation to the overall performance of your site.
One of the great things about website analytics tools is the depth of information that can be gleaned, such as the location of your users, the demographics, and even their interests.
Having a full understanding of the type of data which is at your disposal can provide your firm with the type of insights that will ensure your online marketing efforts are working to full effect.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.