If you're new to the web arena, you may be amazed at all the details a good webmaster tool can tell you about who is visiting your law firm's website: which search terms they're entering into Google, how many pages (on average) they're viewing per visit, and the source of your “non-search referrals” (that is, visitors who have been directed to your site by blogs or news articles, rather than search engines).

However, it's one thing to collect this data; it's another thing entirely to analyze it and make changes to your site.

For example, suppose that “Cincinnati personal injury attorney” turns out to be the number-one search term for your site, with three times the traffic of “Ohio personal injury attorney” or “Cincinnati car crash attorney.” The naive way to act on this data is to pour all of your resources into the key phrase “Cincinnati personal injury attorney” and place less emphasis on Ohio and car crashes. However, any experienced webmaster will tell you that this is the wrong approach; just because you're doing well for “Cincinnati personal injury attorney” today doesn't mean that your statistics will be as good next month or next year, and you need to hedge your bets by also building up the other two key phrases in Google search.

At Great Legal Marketing, we know how difficult it can be for even seasoned webmasters to interpret the nuggets of information dug up by their online tools, much less a busy lawyer who simply wants his website to attract new law firm clients. We can advise you about the best webmaster tools to use for your practice, and the best practices for interpreting the reams of data these tools provide. Intrigued? Call our law practice marketing experts at 888-791-2150 to find out what we can do for you!

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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