Web Analytics & Legal Marketing

Jun 10, 2013   //   by Bipul Kafley   //   Web Analytics  //  No Comments

Image Source :Google http://www.google.com.au/analytics/

Earlier we had discussed about the benefits of implementing web analytics and its growing importance in determining your Return on Investment (ROI). Today, we would start the discussion by outlining the advantages of this tool to specific professional businesses such as the legal community.

Similar to other businesses, law firms can also easily determine whether or not their online marketing investments are generating business. By effective use of web analytics, firms can easily identify, whether or not their KPIs (website traffic, cost per leads, conversions, etc.) are being met, thus investing in the most profitable online business development resource.

How can one say that their website is the best law firm website?

To answer this question, one has to see if their website is easy to search and navigate. Does the site have relevant content and last but not the least, the total conversions (micro & macro).

Web analytics provides useful data that help analyze the above qualities of a good website. For instance:

a) The tool helps you segment the traffic on your website. For example, how many visitors visit your website via organic search, traffic generated through social media like Facebook, Twitter or LinkdIn. Visits to the company blog, newsletter subscriptions, client alerts, etc.

b) Web Analytics provides you an understanding of the content most viewed on your site by the visitors and how they arrive at the page content. Generally, the attorney bios page is most viewed by visitors in a law firm website, and this page is what leads to maximum conversions (macro). Thus, with the tool, you can make the required corrections, thereby, acquiring as well as retaining new and existing clients.

Moreover, you can also know which other pages on your site are generating traffic, as all of them in the end lead to the bios. For instance, are the Industries, Practice Areas and/or Offices section leading to an increase in traffic or is it the alerts, publications, blog posts and articles section. By gaining insight about these, we can easily identify the areas that need improvement, and create more engaging content which will lead to increase in traffic and conversions.

c) Apart from the attorney page, there are other sections (as discussed above) that also help a firm identify the clients’ interest in the firm, or helps further the sales cycle. With the tool one can easily track these micro-conversions, which include: 1) subscription to firm’s newsletter and blog, 2) following the firm on Twitter, LinkedIn or Facebook, 3) Webinar or event registration, etc.

In today’s digital world, it is imperative to have a successful online presence which can be arrived at, only if we understand the movement, demographics of visitors on our website as well as our rankings on visibility (online) scale. Implementation of web analytics along with other technical tool, will not only help you address these questions but also improve your website by keeping it error free and in line with industry standards. Presently, there are various free resources available online which can help you get information on traffic generated, competition, etc. and with a combination of both free and paid resources, one can easily better their online marketing efforts.


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