After you’ve spent so much time redesigning your law firm’s website, it’s natural to wonder if it has made a difference. There are many ways you can tell if someone has visited your site, but that’s just the tip of the iceberg for your marketing campaign.
Your web administrator can help you make use of the following tools to track your website:
- Tracking software. Many free website providers include ways of tracking your visitors, such as hit counts and geographic information. All of this is valuable marketing information—and not taking advantage of it is one of the biggest legal marketing mistakes you can make.
- Comments and Forms. You don’t want to seem unreachable to your readers, so give them plenty of opportunity to respond. Every page of your website should be focused on getting your target audience to interact with you—and if you require an email address to leave a comment, you will have gained another contact.
Once you get the data, you should understand how to interpret it. There are many types of web traffic, and some visitors mean more to your bottom line than others. If you are looking at your website data, you should be looking at two metrics to determine if you are getting good traffic or meaningless traffic:
- Bounce rate. Are people visiting your website, and leaving without clicking a link? If that is the case, you could have an issue. You should want people to visit many pages on your website, fill out contact forms, and interact with your content. If your bounce rate is high, this is an indication your web traffic is mostly junk.
- Average Visit Duration. Visit duration measures the time people are spending on your website. This is measured by calculating the time between actions, like link clicks or page visits. If your average visit duration is between 1 and 3 minutes, most of your visitors are reading your content.
If you have a problem with "junk" web traffic, it is time to talk to your web developer. There could be an issue with the coding of your website that is preventing it from being indexed correctly for the right audiences. For example, not having the right target language that is causing people from other countries to land on your website.
More likely, your content needs some work. Focus on writing longer articles, with links to related content and your practice area pages. You should also have call to actions on your web pages encouraging users to take the next step with your law firm.