Website Analytics 101: Four Basic Metrics for Attorneys to Monitor

178538216-300x200You know (or should) that having a website is essential to your firm’s success. More and more consumers are looking to the web for attorneys and recommendations. And you know (or should) that keeping your website fresh and useful to consumers is crucial to attracting new business.

But all that’s not enough. In order to see what attracts potential clients to your website and what might be driving them away, you also need to keep tabs on its data.

Very simply, web analytics refers to the collection and analysis of a website’s data. Many of these statistics can be applied to individual pages or the website as a whole. By seeing what works and what doesn’t, you can continually improve your website’s effectiveness as a marketing tool.

Checking this data at least once a month is a good rule of thumb, but don’t get too focused on broad stats or distracted by small blips on your radar. Data can be deceptive and user behavior often fluctuates. While an effective website is never a matter of set it and forget it, a steady hand and a good plan typically generate better results than reactionary measures. For many firms, reaching a relevant audience is far more important than attracting the most visitors.

The easiest way to obtain website data is by using Google Analytics. It’s free and relatively easy to implement on your website. There are other similar tools out there, but whatever you choose, don’t let them bog you down with all the information they can offer. Instead, start by understanding a few basic metrics:

  • Visits (AKA Sessions). This metric measures how many times your website has been accessed. Duplicate visits are counted, so if John Doe visits your website three times in a month, all three sessions will be counted.
  • Unique visitors (AKA New Users). A measure of how many distinct times a website has been accessed. Duplicates are not counted, so if John Doe visits your website three times in a month from the same device, analytics will consider him one unique visitor.
  • Page views. A measure of how many times a specific web page has been accessed. Duplicate visitors are allowed. This is worth watching for new or high-value pages to reveal if visitors are looking where you want them to look.
  • Bounce rate. This is the percentage of visitors who leave your website after viewing a specific page. A high bounce rate usually indicates a problem with a particular page.

Remember, online marketing isn’t just about traffic volume (even if the above data points are). Next week, we’ll explore a few slightly more advanced analytics terms that reveal how people are accessing and using your website – information you can use to convert visitors into clients.

Ready to get started reaching the right audience today? Contact us to start the conversation.

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