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Google Analytics is a valuable tool for examining the data connected to your law firm website. It can track the most popular website content, rankings, and the behavior of your website visitors. Google Analytics can help law firms make business decisions, generate more leads, and understand what can be improved on the website. Some users find Google Analytics overwhelming, since there are so many ways to track a website. When you use Google Analytics for law firms, there are several key things to track, and some statistics that are irrelevant to a law firm, so it is important to understand what must be measured and what can be ignored. Here are some things to consider when assessing how Google Analytics can help your law firm.
Why Choose Google Analytics?
Since it is the most popular analytics software and works with most platforms, Google Analytics is a smart choice. Google Analytics will equip you with pre-programmed reports, but you can also customize your reports so they provide unique value for your law firm. This software can be a powerful mechanism in your marketing structure, and here are five specific reasons to use Google Analytics for law firms:
Free Standard Version
The basic version of Google Analytics offers valuable analysis at no cost to your law firm, and it can help you get a better grasp of your present marketing effectiveness.
Easy to Use
Most people find it relatively easy to implement Google Analytics and begin tracking data immediately. Once you have created an account, you enter a code into your website that allows data collection to begin.
See Real-Time Results
One key benefit of using Google Analytics for law firms is that users can immediately and continuously see what is happening currently on the website. You can examine how many people are interacting with your pages and which ones are being viewed at the moment. Knowing this kind of information can help your law firm make helpful changes on the website, and continue to do what works.
Know Your Audience
Google Analytics uncovers useful visitor demographic information such as: age, location, gender and type of device used to access your website. You can also see how visitors arrived at your site, whether through ads, email, or social media sites.
View the Competition
Google Analytics allows you insights into your competitor’s website traffic, and lets you compare numbers. Using the data, you can evaluate and adapt your website accordingly if needed.
Start With Goal Setting
Google Analytics can track a bundle of website data — in fact, the amount can be overwhelming.
In order to discover what you need tracked for your law firm website, consider setting up custom goals so you can track and measure only what is necessary. Once you find your Google Analytics administration panel, the menus will offer you a “goals” section, which includes:
- Revenue goals – a website visitor schedules an appointment or completes the checkout process
- Inquiry – a website visitor calls or submits a contact form
- Engagement – a website visitor shares content from your website
- Additional goals as you desire
Goals and KPIs (key performance indicators) are terms that are used interchangeably, but they are two different things. A goal is a desired outcome, and a KPI is a metric that helps you determine your progress toward that goal. KPIs are the crucial indicators of your progress toward your business goals. KPIs help you determine your ongoing marketing strategy, assist your decision making, and refine your focus to target the most important tasks. Analyzing KPIs and making consistent improvements builds a more successful website, and here are some KPIs to consider tracking with Google Analytics:
There are different types of trackable leads, such as: visitors’ use of contact forms, office calls, downloads of offered giveaways and how many visitors are viewing website videos.
You can track where your website traffic originates. Are users visiting your website because they followed a social media link, or did they contact your office after they subscribed via email? Traffic metrics like these help you know where to focus your efforts.
There can be a quantity of traffic, but your law firm likely would prefer quality traffic, attracting visitors who turn into clients. Measuring traffic quality shows you how many pages your visitors typically view before leaving, because people who spend more time on your website are engaged and more apt to contact you.
Bounce rate measures how many visitors are leaving after only a short time, and, when elevated, this metric may indicate a lack of interest in your website. A high bounce rate works against good search engine rankings, so if your bounce rate is high you should take steps to correct it.
Leads are the core of your business, so consider this a crucial part of your goal tracking. It is helpful to track the total number of leads, but also track their origin.
Collecting overall conversation rates and individual conversion rates is the key to knowing how you gained clients and understanding what caused them to contact you. Answering these questions will help you know how to increase your efforts where it is working.
If you are using ads, it is crucial that you are implementing the optimum keywords. Set up a goal that provides a report of conversions per keyword, so you know which ones are most lucrative.
Cost Per Lead
This KPI will inform you how much you are paying for every lead acquired. If you tweak your website and cost per lead decreases, you are heading in the right direction. If it increases, then you may need to make some changes.
Google Analytics can give awareness of which pages attract the highest number of visitors, so you can make adjustments to provide the best content, gather more leads, and attract more clients. The About Us and Bio pages should be some of the most popular pages on your law firm website. If visitors lose interest here, they may exit your website before exploring the rest, so making these pages look inviting, helpful and user-friendly is essential. Verify that your bio pages include personal images that look professional, yet friendly and not stiff and formal.
How Law Quill Can Help You With Google Analytics
Google Analytics for law firms is a potent marketing tool, allowing your law firm to measure valuable data. Google Analytics is a top choice because it is free, easy to use, and offers more analysis than your law firm may even be able to utilize. Once you jump in and get started, you can discover where potential clients gravitate on your law firm website, and how you can make certain pages more hospitable. Finally, Google Analytics allows you to compare notes with the competition, seeing where you shine and where you need to step up your game.
Law Quill would welcome the opportunity to visit with you about how we can help you increase your law firm’s online visibility and gain more clients! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected].