Tracking Conversions On A Law Firm Website

Tracking conversions

Table of Contents

If you are looking to improve how you market your law firm online, it may be time to consider tracking conversions. Even if you are driving a decent amount of traffic to your website, getting users to take action is equally important, if not more important. Tracking conversions on a law firm website can help you determine if you are spending your marketing budget as efficiently as possible and give you measurable results that help you develop more succinct marketing strategies and goals as your law firm website grows. 

What Are Website Conversions?

Conversions on websites are measurable actions users take when they visit your site. Common examples include phone calls, form completions, and downloads. However, conversion can also be actions like clicking on an image, button, or link. 

You may be implementing a number of digital marketing strategies to produce leads. However, if you are not collecting data and analyzing results, you could be wasting precious marketing budget money on strategies that are not effective. 

Ultimately, you define what your website’s conversion actions are, and, assuming they can be measured, they can give you insights into your website’s performance. If a visitor can complete the task, you can track the results, so avoid feeling limited on how many conversions you can or should track. Experiment with different conversions and determine what features are performing the best on your website. 

Why Should Law Firms Track Conversions?

Setting up conversion tracking can seem challenging at risk, but there are significant benefits to tracking law firms should consider. Conversion tracking can become a crucial component in determining which keywords, ads, and campaigns influence actions on your website. You can also use the data you collect to learn how to better compete in competitive practice areas or cities. 

Without conversion tracking in place, you will not be able to make data-driven decisions for your campaign strategies. Conversion tracking also helps you identify top-performing keywords and determine the strength of your ad copy and website content. With the conversion data, you can highlight areas on your website that need improvement and take steps to optimize them for better user performance. 

Methods for Tracking Conversions on a Law Firm Website

According to Google Ads, the first step to choosing your conversion tracking method is deciding what you want to track. You could want to see whether clicks on yoru advertisements help potential clients contact you, or you may be interested in learning about the behaviors of your previous clients.  

You do not have to choose just one tracking method. Through Google Analytics, you can set up multiple conversion actions for every type you are looking to track. Depending on the conversion tracking method you choose, you could be analyzing data regarding existing clients, lost clients, pending clients, potential new clients, referred clients or rejected clients. Regardless of how you choose to track those client types, funneling your data together could improve customer relations.  

The method or methods you choose ultimately depends on your law firm’s goals and how your website functions. Some of the most common conversion tracking methods include the following: 

Contact Forms 

You can set up contact form conversion within Google Analytics with an editable contact form. For form conversions, you can use events as goals or use destination pages. If you use events as goals, you track conversion based on user action. On a contact form, you might include a “Submit” button that would be tracked every time it was clicked. Users can be redirected to a “Thank You” page after submitting the form if you choose to use destination pages. 

Phone Calls 

Call tracking allows you to display different phone numbers for different users to track different target marketing channels. For example, say you are looking to track calls that come from a specific ad campaign. You would use a unique phone number on the advertisements and use a tracking program to inform you when the campaign resulted in a phone call. 

There are two ways to track calls from your website. First, you can use one number of all website interactions. Second, you have the option of using multiple numbers for different referral sources. Generally, the pool of numbers is more effective as you can more easily delineate where the conversion originated from. 

If you are unsure where to start, CallRail is a popular phone call tracking service that integrates with Google Analytics.  

Live Chat Requests 

A significant number of law firms utilize live chat services. The majority of these services are externally staffed, so it is essential for lawyers to ensure the operators are friendly and they are aware of how to qualify case leads. 

Live chat conversions can be integrated with Google Analytics. Two metrics commonly tracked are initiated chats and qualified leads. Initiated chats refer to how many live chats have been initiated, while qualified leads refer to the number of initiated chats that become leads for the law firm. Analyzing initiated chat data can help you understand if the chat box is something that catches visitors’ eyes, while qualified leads can help you determine if there are any issues with the chat dialogue. 

Email Link Clicks 

Email links can also be tracked through Google Analytics. Most marketing emails are sent to past clients and individuals that have provided their email addresses to you for downloadable content or another service. 

When you track email link clicks, you can first tell whether the email content was interesting enough for the reader to open it, read it, and want to read or learn more. You can also gauge the interactions of past clients versus potential clients. 


Downloadable content like white pages and PDFs can be great resources for potential clients. For law firms, white papers build authority with leads and are a primary way to collect email addresses. Whitepapers, in particular, may be a more prevalent resource for law firms with corporate clients, as white papers are technical documents. Attorneys that serve individual plaintiffs, like personal injury victims, could present a downloadable brochure or instruction sheet for actions to take after an accident. 

Once again, downloadable conversion can be tracked through Google Analytics. The primary point of tracking downloadable content is to gauge client interest in your content. 

How to Improve Your Website’s Conversion Rates

Now that you understand how you track conversions, you need to know how to improve your conversion rates. Doing so has the potential to turn more leads into potential clients and paying customers. Some tips to consider include the following: 

  • Ensure your contact information is easy to find. If your contact information is challenging to find, you will have a challenging time improving conversion rates. Make sure your address and phone number are in suitable locations, like a contact page and in the header and footer.  
  • Build out geo pages. If your law firm has multiple offices or serves multiple locations, you need to make sure you have a webpage for every location. The page should be easy to find from your homepage, and you can optimize the content to target local keywords. 
  • Optimize your Google Map Listing. To bring attention to your physical office or offices, make sure you are correctly using your Google My Business listing. When optimized properly, clients can find you more easily on search engines.  
  • Optimize your site for mobile. The majority of internet users are on a mobile device like a smartphone or tablet. To meet their needs and encourage lead conversions, make sure your website is optimized for mobile. The website should be easy to navigate on all devices. A quality internal linking strategy can encourage mobile users to spend more time on your site. 
  • Use clear call-to-action statements. Law firm call-to-action statements should be clear and convincing. Make sure to bring attention to your call-to-action statements by using buttons, directional cues, and other formatting techniques that will make them stand out. Examples of prominent statements include “Learn More,” “Schedule a Free Consultation,” and “Download Now.” 

How Law Quill Can Help Your Law Firm Website 

Tracking conversions on a law firm website provides empirical data to help attorneys understand which marketing strategies and sources are working the best for their goals. The data may also help you make decisions on changing or updating your website to improve conversion rates. 

No matter how you look at the data, you can use it to push you in the right direction for lead generation. However, if the idea of tracking conversions is overwhelming or just outside your wheelhouse, you may want to consider outsourcing your website marketing needs. Law Quill can help.  

We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! 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