Using Information about Your Online Performance to Maximize Your ROI
With an effective online marketing strategy, it’s essential that you maximize visibility. That’s typically measured by the traffic to your site. But a steady stream of website visitors can be meaningless if too few actually take the next (and most important) step and contact you. You need to “convert” web visitors to clients. That’s the key to building your practice. One of the most effective tools to do that is website analytics.
What Are “Website Analytics”?
Website analytics give you comprehensive data on how web visitors act once they’ve landed on your site. That data comes in the form of reports and can include (but is not necessarily limited to) such information as:
- Who your potential clients are — this can include age, location, gender and other relevant data.
- How they came to be on your site — Did they find you on a search engine, in a directory or elsewhere?
- What pages are most popular with visitors.
- How many visitors ask for information or contact you.
Why Website Analytics Will Help You Grow Your Practice
There are a number of ways that website analytics will contribute to the growth of your practice:
- It helps you understand who’s coming to your site — First, it will allow you to determine if the visitors are in your target market. If not, you need to ascertain why you’re getting the wrong demographic, and make adjustments so that you’re getting visitors who are potential clients. If you’re appealing to the right market, you can use the data to enhance the experience and improve the chances of conversion. For example, if you have analytics about the type of technology your visitors are using, you can ensure that your web presence is compatible. Other relevant data can include age and interest categories, device usage and language needs.
- Analytics will help you understand what type of content most appeals to your target market — You’ll have data on which pages get the most traffic, how long people stay on each page and whether they leave your site after viewing content on a specific page (the “bounce rate”). To improve conversion, you may want to add more calls-to-action or contact links on those pages with the most views and longest durations. Conversely, if certain pages are not getting traffic, or have relatively short durations, you can revise those pages.
- Analytics have search benefit — Analytics allow you to more tightly focus your content to the interests and needs of prospective clients. You also can track referrals to determine the effectiveness of backlinks. Certain analytics also allow you to determine which search queries bring the most visitors to your site, so that you can optimize for those terms.
- Analytics let you optimize referral business — With website analytics, you’ll have information about how traffic has been referred to your site. Is it from search engines? Social media? Directories? This information allows you to adjust your strategy, if necessary, to maximize referrals.
Analytics also can offer increased opportunities for partnerships that can build your business. You’ll have access to information about the most popular outbound links on your site—where your web visitors link out to when they leave your site. Contact those companies and see if they will be willing to include links back to your site.
GetLegal Will Help You Make the Most of Website Analytics
At GetLegal, we bring extensive online marketing experience to lawyers and law firms across the United States. We have a thorough understanding of the applications and uses of online analytics. To learn more about how we can help you build your practice with online analytics, call us at 817-359-7030 or use our convenient online form.