Do you know how well your website is performing? The question is not as simple as it might seem.
If you have ever worked with a marketing company, they have probably shared a wide array of dazzling metrics showing you how well your website is doing. Some of these metrics can be very important. Others might be meaningless. How can you find out what’s really going on?
We recommend that you start with 3 important web marketing metrics. If you monitor these three critical metrics, you will get a pretty good understanding of how your web marketing campaigns are performing.
Number and Source of Inquiries
When your firm gets inquiries from potential clients, you need to know where those leads are coming from. Is it your website? Google searches? A legal site like Avvo? Are you getting recommendations from previous clients? Referrals from professionals you network with? This knowledge is critical to your marketing efforts.
Every week and every month, it is a good idea to take stock of where your cases are coming from. This metric is not as simple to calculate as most others because it requires coordinating information from different sources. But you need this information to take advantage of your strengths and build up the weak spots in your strategy.
Total Number of Website Visitors
The second key metric to follow is the total number of visitors to your website. Most websites have Google Analytics installed. This web analytics service shows how many visitors your site receives each month. If your SEO strategy is working, you should be seeing an increase in the number of visitors on your key pages.
If you are not, then you know the strategies aren’t working as they should, and it’s time to try something different. SEO strategies need to change constantly as search engines change their algorithms all the time. A successful SEO strategy usually involves a lot of trial and error. You need to monitor results on a regular basis to see where to make adjustments.
Time on Your Site
The third key metric can be described as the “Rule of 60 Seconds and Two Pages.” That is the average amount of time people spend visiting a website. You have one minute and two pages to make your best impression on potential clients. One of those pages is probably your home page, so you want to make sure that page is optimized to the hilt.
Analyze the amount of time visitors are spending on your site. If the average is less than one minute, then you need to improve your content to keep people reading longer. If your visitors are spending more than a minute on your site, then that can indicate that your content is good. However, you should continue to update and add fresh content to keep search engines interested in your site.
Evaluate and Adjust
Measuring what’s working well and what needs improvement is probably the most essential thing you can do to be sure your law firm is maximizing the return on investment in your marketing efforts.
At LaGrande Marketing, we share metrics regularly with our clients. We encourage them to review the results as we adjust strategies to maintain areas of high performance and improve areas that are underperforming. If you’d like to talk about improving your web marketing metrics, just give us a call.