At Great Legal Marketing, we can't stop talking about tracking. It is extremely important that you track every call, print advertisement, and cost-per-click campaign. While tracking can involve many complex (and sometimes expensive) tools, for your website there is one tool that you need, and it is free. Google Analytics.

You can install Google Analytics yourself or have a web developer do it. You don't need to pay for Analytics, but you do need to read the Terms and Conditions before installing the program. If you are tracking your website with Google Analytics, you need to have a privacy policy.

How Can Google Analytics Improve my Law Firm Website?

Google Analytics can seem overwhelming at first. There is a lot of data about your web traffic there, and many nuances that can be very confusing to a new user. However, even if you don't want to learn all the details of Analytics, you can benefit from the surface level features.

You can use Google Analytics to learn;

  • Which pages on your website perform the best. We have talked about the 80/20 rule before. For websites, that means 20% of your web pages drive 80% of your web traffic to your website. Google Analytics can tell you which pages are performing the best and give you the metrics that can tell you which pages could perform better. With this information, you can improve the performance of those selected pages and capitalize on their marketing power.
  • Who is looking at your website? Google Analytics provides demographic and psychographic data that can tell you who is looking at your web pages. With this information, you can learn if you are targeting your avatar client. You can also tweak your website so that it appeals to the visitors you are getting.Using Google Analytics to improve your law firm's website.
  • Is your website converting? We encourage all attorneys to offer a free report, book, or event to attract clients. In Google Analytics, you can set up Goals that track how often a web visitor accomplishes certain goals and which groups of visitors are more likely to convert.
  • What do users do on your website? Google Analytics has behavior tracking that can show you where users enter your site, where they go, what pages they visited, and how long they spend on each page. With that data, you can determine if people are taking the path you want them to take.

There is much, much more you can learn using Google Analytics. There are so many features and tricks you can utilize, but the important part is that you are tracking your website.

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