law firm websites performanceI have a mantra: if you’re not measuring, you’re not marketing. I don’t know where this expression originated – if I invented that or if I copied it, but it’s part of our core values at Rocket Matter Internet Marketing Services.

It’s one thing to launch a pretty law firm websites or create the coolest, most beautiful ads in the world. But if you’re not measuring your efforts, you’re not marketing effectively.

Website Performance Basics: Google Analytics

If you don’t have Google Analytics set up on your website, you’re going nowhere. The first thing you should do after reading this post is set up Google Analytics on your website.

Analytics allow you to see how much traffic you’re generating, what pages are being visited, and what referral sources are sending traffic your way. You can determine the average duration of a visit, how many people look at one page of your site and leave immediately (the bounce rate), and what percentage of your visitors are new versus repeats.

Google Analytics are table stakes: if you don’t have them, you’re not part of the game.

Measure Similar Time Periods

If you have analytics, it’s tempting to analyze one month after the next, or fiscal quarters in sequence: August versus September, Q1 versus Q2, and so on.

A more telling way to measure your web site performance is not to compare this quarter to last quarter (although sneak a peek if you can’t resist). The best way to monitor website performance is to compare year over year. You’re going to discover that seasonality affects your metrics. For example, traffic drops off in the summer and if you’re not used to that or if that’s new to you, then you’re going to start panicking.

It’s better to compare January of 2014 to January of 2013, or Q1 of 2014 to Q1 of 2013. If you start comparing period to period, year over year, you’re on your way to reading meaningful data and consequently, building a steady increase in traffic.

Measure Your Leads

It’s incredible to be able to gather such critical information about your site traffic via Google Analytics. It’s even more amazing to be able to track your converted leads.

If you have a form on your website to collect information, such as a contact form, you can add a Google conversion code to paint a richer picture of your site’s effectiveness. Now you can do really interesting things.

For example, you can tie the conversion code back to an ad campaign to measure its effectiveness. You can track conversions on different versions of your contact form: maybe you experiment with a longer form with more field elements and a second, shorter form more suitable for mobile devices. You can test one set of advertising copy and landing page copy against another.

Chart Your Course

Don’t just make a website. Build a destination. By setting traffic and conversion goals and understanding the basics of website performance, you’re on your way to building a better online marketing engine.

Interested in taking your firm’s website to the next level? Contact Rocket Matter Internet Marketing Services Today at 888-432-1529 or email ims@rocketmatter.com

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