John Wanamaker is famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Too bad he didn’t have Google Analytics.
The successful retailer may not have actually said it, but the sentiment was certainly true in the pre-Internet era. Nowadays we have Google Analytics to close the knowledge gap to strengthen your law firm marketing results.
Google Analytics is a free product that helps you track how many people visit your website, where the came from, what they did while on your site, and what they found compelling (or not so much). By digging into some of the elements of the application, you can unearth a treasure trove of information to make your marketing efforts more effective for your law firm.
What Information Can You Get From Google Analytics?
How many people are coming to my site? When you log into the service you’ll be able to see not only how many visitors you’ve had, but how many of them are new visits to your site. You can choose whatever timeframe you’d like, making it easy to see how things are going long-term.
Where are my visitors coming from? If you’re looking to market your Idaho bankruptcy law firm online, learning that 90% of your traffic is coming from Arizona means something’s wrong with your content or promotional efforts. It could also explain why your law firm keeps getting phone calls from people who live thousands of miles away.
How many visitors are taking action? You may look at your website visitor logs and see 10 people a day. Maybe you see 500 people a day. Without knowing how many of those people take the step to set up a consultation and hire your law firm, there’s no way of knowing whether the website is an effective marketing vehicle. If 90% of those visitors hires you, that’s pretty good. Conversion is far more important than raw data, and Google Analytics gives it to you.
Which pages of my site are causing action or, in the alternative, repelling people? For most lawyers, your home page is the primary point of entry for your website. If you’ve got a high bounce rate from that page, there’s something amiss. Knowing that means you can focus on fixing a few things rather than blowing up your entire site.
What sources of traffic are the most important to my online marketing success? Let’s say you get 30% of your traffic from Twitter and 70% from Google. Your Google traffic has a high bounce rate overall, but the Twitter visitors are far more likely to send your content to their networks on various social networks. Those visitors, in turn, are those who are most likely to hire you. In terms of law firm marketing tactics, it starts to make sense to put more of your energy into Twitter as opposed to SEO for Google.
Which search terms are driving the best traffic? You’re marketing your bankruptcy practice, but the most highly-trafficked page on your website deals with immigration issues. Perhaps that means your audience is comprised of people who aren’t from the United States, as well as those who live and work with them. What other sorts of issues would those people be interested in learning about? Give your best visitors more of what they want to convert more of them into paying clients.
Which pages of my website need some help in the SEO department? You really want to get more Chapter 13 clients who have mortgage issues, but the pages of your website that speak to those problems are the ones that aren’t getting many visitors. It’s time to boost some of your search engine optimization work on those areas of the site.
How is my traffic growing or declining over time? The market is slowing, but your website traffic has been growing by 5% each month. Given the fact that most bankruptcy clients spend a month or two doing research before coming into a lawyer, chances are good that your coffers will remain well-stocked for some time to come (assuming you can convert those visitors to clients).
How important is mobile traffic to me? Google Analytics can tell you what platforms your visitors are using when they come to your site. Not only do I know how many of my visitors are on a Mac as opposed to a Windows machine, I also know which ones are on Android devices versus iOS or BlackBerry devices. I know which pages are most frequently loaded from mobile devices. Once I have this information, I can consider ways to make my website more effective on mobile devices. That, in turn, will drive more conversions.
Your Law Firm Marketing Efforts Hinge On The Data
This only scratches the surface of Google Analytics and how it can help your law firm marketing efforts. At the same time, these points are some of the most powerful takeaways from using this application. You’ve also got the ability to define goals, do some neat real-time visitor tracking, and drill down in a bunch of different ways.
Remember, without data – and understanding how it works on your site – there’s very little opportunity for honing your law firm marketing tactics. Assuming you own and control your online presence, given the right information you’ll be in a good position to make quick changes. That’s what helps conquer the market.
What sort of information do you get from Google Analytics? And what other nuggets would be helpful for your law firm marketing efforts?
Image credit: Dunechaser