Analytics

3 Keys to Better Understanding the Value of Your Search Marketing Campaign

With the sky-high cost of clicks for legal search terms, launching and maintaining a paid search campaign can be intimidating. One of the most common questions I am asked is how attorneys can better measure the return on investment (ROI) of their campaigns. While goals may vary, lead generation most often tops the list. Given that focus, here are three important steps to help you better gauge the ROI of your paid search campaign.
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Analytics

You’ve launched your firm’s new website, now what?

Developing a new website for your law firm is no easy feat. When it’s launched, you’ll likely head into celebratory mode, relishing in the fact that the writing, meetings with your website developer and revision reviews are now a thing of the past. But don’t kick up your feet too fast; the launch of a new website is just the beginning of a successful online marketing campaign. If you’re on the verge of launching a new website or have recently introduced a new site to the World Wide Web, review the following checklist to make sure you’re setting your site up for success.
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Analytics

5 Things You Can’t Afford Not to Include in Your Online Marketing Efforts

Ask most marketing experts what you need to do to build a powerful online presence for your firm, and you’re likely to get a long list of expensive, time-consuming to-dos. In this post, we narrow down the focus a bit, taking a closer look at five strategies you can’t afford not to do...
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Analytics

Understanding Google Analytics Part IV – Content Statistics

A visually stunning website, although eye-catching, will not necessarily get your firm new business. Content is single-handedly the most important component of website success but, unlike an attractive design, it can be difficult to evaluate. How do site visitors perceive the information on your site and how is that perception affecting their decision to contact (and retain) you? Google Analytics can help you answer these questions with its statistics on website content.
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Analytics

Understanding Google Analytics Part III – Unique Visitors

The purpose of a website is to serve as a resource for its visitors. If you maintain a site for your law firm, it is essential that you track visitor activity for new and returning users to evaluate your site’s effectiveness. Google Analytics is a great resource because it compiles detailed visitor information in a manner that is easy to understand. These details include an overview of the number of visits, absolute unique visitors, and pageviews. With so much information at your fingertips, it can be difficult to digest the statistics and understand their significance.
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Analytics

Understanding Google Analytics Part II – Bounce Rates

Last week, we examined the various ways through which a website visitor arrives at your site with our look at Referral Sources. Today, we’re going to focus on a factor which helps to measure traffic quality--the bounce rate. Simply defined, the bounce rate measures the number of single page visits that your site receives. If a visitor lands on your home page and then exits your site without visiting another page, they are seen as “bouncing” out.
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Analytics

Understanding Google Analytics Part I: Traffic Sources

Google Analytics is an excellent (and free) program which offers great insight into traffic statistics for your law firm’s website. The site tracks all traffic to your site, storing a wide array of information on referral sources, visitor information and content. With so much being offered, the Analytics control panel can be a bit overwhelming for beginners and even seasoned site owners. Over the next five weeks, we will explore the five most important statistics to consider when evaluating your website’s success. First up: Traffic Sources.
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