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October 12, 2011 / Steve Hennigs

Does your legal marketing toolset include web analytics?

In every marketing campaign it is essential to measure outcomes to determine the Return on Investment (ROI) for that given campaign.  A law firm’s website is simply a large and ongoing marketing campaign and therefore should be measured with the same scrutiny as any other.

There was a report recently published by BtoBonline saying that out of 458 respondents 44% of marketers minimally or in some cases do not measure their website for performance.  How can this be!?  Websites themselves are not cheap investments and getting quality content on the website is even more expensive.  You would think with the size of the investment and visibility of the website that it would be a very high priority to measure their effectiveness.

While I will not attempt to break down the reasoning behind these figures for every industry I would like to discuss what I believe the issues could be in the legal sector.

Low Awareness to the Benefit of Web Analytics

If all legal marketers (or marketers in general) clearly understood the benefit of consistently using web analytics then I do not think I would need to write this post.  So this is the most important item to address.

The benefit of web analytics is that it provides you with data that you can use and combine with context to improve your website in terms of serving your business better.

How great is that!  You can have data at your fingertips that can help you improve your website in how it serves your business needs.  The data itself is only one part of the equation.  You still need to view that data within context and have a business problem on your website you would like to improve (you know you have at least one of these).

Here is a quick example:

You have placed a press release on your homepage in which one of your attorneys was quoted in.  Ideally your website visitors will be clicking on that press release from your home page (or finding it through a search engine), then going to the biography for that attorney, and ultimately reaching out to them with a case they would like the attorney’s assistance with.

Through use of a web analytics tool like Siteimprove Analytics or Google Analytics you will be able to see what search terms are driving traffic to the press release, how much traffic is coming, and what pages the visitors are going to after having visited the press release.  If the terms are what you expected, the traffic numbers are what you hoped for and visitors are going to the page(s) you would like then you ideally should start to see some business from this press release.  The way you can truly track the ROI however is if you ask the attorney or attorneys quoted to inquire how his/her recently acquired new client had heard about them in the first place.  If the client answers that they found the attorney through press release posted on the firm website you have struck gold!

That being said if you are not seeing performance from the press release as reported by your analytics tool and attorneys then that is a good tip that the release should probably be taken down in favor of another.

Web analytics can make you money (by increasing conversions of website visitors) and save you money (by tracking performance of self-service on the web, which in turn makes you money).

There are a number of other scenarios unique to your firm and how you can improve your website to ultimately create more business.  By understanding what benefits web analytics can provide and that you must view the data in context in order to take action, your firm can leverage this powerful practice to continually improve your website.

How have you used web analytics to improve your law firm website?  What challenges do you face at your firm in terms of analytics?  If you would like to discuss analytics further or learn more about Siteimprove Analytics feel free to write me,

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