28 Oct Transform your website with Google Analytics into a Workhorse
You may hear a lot of jargon about website analytics tossed around and wonder if they are 1) worth your time and 2) instruments you can use without having to go back to school for another advanced degree. The response is yes to both. Website analytics offer the most productive way to analyze online marketing activities and are simple enough without professional assistance to employ them.
To get started, add your website code to Google Analytics, a free web analytics tool provided by Google. You will be able to measure traffic once Google Analytics is up and running and address some important questions about how your website functions for you:
How Do Your Clients Find You?
By clicking the Audience, then Geo, and Location, start by looking at where your traffic originates. By clicking on the United States, you can drill down to a list of cities, then your state. Let’s say Fort Lauderdale is where your practice is based. In Fort Lauderdale and the Miami area, Google Analytics will disclose if your traffic comes mainly from your target market. If not, on your website pages, blog, and social media posts, you may want to increase your “Fort Lauderdale” and “South Florida” mentions to help search engines connect you with local users.
Google Analytics would also show the sources, such as Facebook, a search engine like Google, or a referring website, that carry users to your site. Go to Acquisition, then to All Traffic in Google Analytics. Your traffic will be broken down by key categories (All Traffic > Channels) and particular sources (All Traffic > Source / Medium).
Click on Social under Acquisitions to find out which social networking sites are sending you traffic. Please remember that when it comes to converting casual browsers to paying customers, quantity doesn’t equal consistency. Just because you get a lot of traffic from one of your social media accounts doesn’t mean that your most important marketing resources are Facebook and Twitter. You may find that most customers have identified you by Googling you or via an online directory such as TheLawQ.com or Avvo.com.
You can set goals to track your contact form a visitor fills out each time and track those goals under Conversions. Learning more about how tourists find your site can clarify how much you invest in the marketing campaigns that have attracted them.
Do you think your content is working hard enough?
Effective optimization of the search engine (SEO) involves constant tuning to ensure that you attract site visitors interested in your content and are looking for a lawyer in your field. Click Acquisition, then Search Console, and then Queries to find out which keywords drive traffic to your website, to get a list of keywords that have helped visitors find your website. To have more keywords and phrases representing what visitors are looking for online, you can then customize your content. A bonus: You can get fresh ideas for a new blog or social media post or two by finding the questions and keywords people are plugging into search engines.
Which Page Wins the Contest of Popularity?
Is the bulk of your traffic received from one of your pages while others barely get a click? By checking activity reports, you can check which of your website pages get the most views and how many visitors linger on a page (the longer, the better). Click Behavior, then All Sites, then Site Content. You can see a list of page views, average page time, and other metrics on each of your pages. If any of your pages don’t work well, suggest re-tooling content in a future blog or social media posts with different keywords or connection to that website.
A big achievement and a vital part of either beginning a new law practice or supporting an existing one is creating a website and filling its pages with content. But your corporate website is not a static tool, unlike your phone number and email address. Continuous monitoring of your site’s analytics would allow you to regularly adjust the content of your site to enhance the accuracy of your marketing activities and avoid wasting precious resources.