Google Analytics For Law Firms

Google Analytics in a magnifying glass

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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:

Determine KPIs

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:

Lead Types

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.

Traffic Types

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. 

Traffic Quality

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

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.

Total Leads

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.

Conversion Rates

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.

Keyword Conversions

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. 

Popular Pages

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. 

Law Quill | Google Analytics For Law Firms

Does SEO Work for Lawyers?

Google Analytics for lawyers plays a key role in measuring the success of a law firm’s SEO, meaning it can be beneficial to understand the answer to “Do lawyers need SEO?” before looking at Google Analytics in more detail. Search engine optimization, or SEO, refers to when businesses, including law firms, seek to gain more visitors to their websites from organic searches on search engines like Google. By implementing SEO principles, lawyers can gain greater visibility for their websites when users search for certain keywords online, increasing the chances of these individuals getting in contact with their firms. Essentially, it involves encouraging searchers to become website visitors and then customers.

One of the key benefits of investing in legal SEO is that firms can continuously gain organic website traffic, so long as they rank well, and there is no requirement to pay for any clicks the firms receive. In contrast, other forms of digital advertising, such as pay-per-click (PPC), would require law firms to pay for these clicks. Additionally, these forms of paid advertising can be relatively expensive, particularly when it involves legal keywords. Conversely, legal SEO enables law firms to focus on these keywords in their marketing efforts without encountering high costs. Legal SEO also benefits lawyers as people generally trust high-ranking organic search results. This means if your law firm ranks highly for a certain keyword, potential clients are more likely to believe that you have the necessary expertise to assist them with their legal issues. In short, SEO does work for lawyers and these professionals need it to allow people to find out about their legal services.

What Is Google Analytics?

Google Analytics for law firms helps lawyers understand what potential clients do when they visit their websites. According to the University of Phoenix, lawyers can use Google Analytics to guide their campaigns and determine how effective their marketing efforts are. They can do this by using Google Analytics to look at and analyze their websites’ data, including the amount of traffic the websites receive and the devices the sites’ visitors use when they visit. Google Analytics is an essential legal SEO tool that can help lawyers gain valuable insights, which they can then use to improve their websites’ SEO.

Setting up Google Analytics for Law Firms’ Websites

Below, you can find out how to set up Google Analytics for law firms’ websites by following these steps:

  1. Open Google Analytics and log in using your Google account details.
  2. Select “Admin” in the dashboard.
  3. Then, select or create your Google Analytics account.
  4. Next, select the “Property” drop-down menu.
  5. Following this, select “Website” and enter the name of your law firm’s website and URL address.
  6. Then, select an industry and your time zone.
  7. Finally, select “Get Tracking ID.”

After completing these steps, it is then necessary to install the Tracking ID on your website. The exact process for this depends on the system you use to manage your site. Often, this is a straightforward process, and you can usually find an online tutorial that teaches you how to do this. Otherwise, reach out to whoever developed your website and ask them to do it on your behalf.

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