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September 20, 2011 / Steve Hennigs

Who is visiting your Law Firm’s Website?

It is no secret that a law firm’s greatest assets are the lawyers that they employ.  A great deal of work goes into hiring the best lawyers from the best law schools in order to get the best results.

That is why it came as no surprise to me that during a recent conversation with a Chief Marketing Officer of an AM 250 law firm about web analytics the CMO was very interested in knowing what competing firms were visiting her website and what pages were being viewed.  I was able to show her this information through Siteimprove Analytics and this led to an even more interesting discussion.

Legal marketers, business development professionals, and attorneys themselves spend a great deal of time and energy (with good reason) promoting themselves online with strong biographies.  Great attorneys make great firms and the bio is the best place to highlight the greatness of your firm’s attorneys online.  In fact there was a recent article on call The future of the law firm website the author, Rober Algeri, highlights why bios are so important.  He writes:

“The biggest structural shift in the next generation of law firm Web sites will be a significant expansion of the attorney bio. Why the focus on attorney bios? Because they are the most important pages on any law firm Web site. Our research shows that between 56% and 70% of the traffic on law firms’ Web sites occurs in the attorney bios sections. And, according to a study by the Wicker Park Group, 90% of general counsel reported that attorney bios are most important content on law firm Web sites–and are the places they visit most.”

We can gather from the above quote that General Counsel account for some of that traffic but who else makes up the remaining visitors?

Well you have other potential clients (what you’re looking for), journalists and other media folk (who you’re looking for to bring more potential clients in), law students and others looking for a job, and….. Competing firms looking to steal your attorneys!

Now there may be nothing you can do to stop the competing firms from visiting your website (it is a free country after all) but you can at least be informed as to who these firms are and what pages (attorney biographies) they are viewing.  You as a legal marketing or web professional can then inform your firm’s leadership of this activity and allow them to be proactive in retaining the top talent that they worked so hard to employ in the first place.

Not all web analytics tools on the market will be able to give you this type of information but that does not mean the tools do not exist.  Some of those options are; Siteimprove Analytics, WebTrends, and Omniture’s SiteCatalyst.

Being informed can make all the difference in the world so I ask you, who is visiting your law firm’s website?

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