Your law firm website has one job: To convert your visitors into clients.
It’s easy to get wrapped up in how your website looks, or whether it has the latest plugin. But the metrics you should be monitoring are the ones that directly impact your conversion rates. After all, your conversion rate is what puts money in your pocket.
Read on to learn how you can make your website more effective, so you can land more clients this year.
Your Law Firm Website: The 3 Metrics That Matter
Whether you’re a commercial law firm or you deal with personal injury cases like Babcock Partners, it’s important that you’re analyzing the right metrics.
By knowing which metrics are important, you can set S.M.A.R.T goals. This allows you to set milestones along the way so you know if you’re on track to complete your goals.
Here are the 3 metrics you should be analyzing for your law firm website:
1. Number of Visitors
One metric you’ll want to keep an eye on? The number of visitors to your site each month. In order to get a new conversion, that person first needs to land on your website and be impressed by what they see.
This number will be impacted by:
- Guest posting on other websites
- Social media campaigns
- Marketing strategies
- Testimonials or sharing
- Google Adwords
- And more
Keep an eye out for sudden decreases or spikes in traffic. If you see a massive drop off in this number, you’ll need to figure out why it happened. And if the number of visitors suddenly increases, you’ll also want to see why.
Remember to look at how most of your visitors are arriving at your site. Are they coming from search engines or social media sites?
2. Bounce Rate
While it’s great if your website is getting lots of visitors, it’s not so great if they’re only visiting for a few seconds.
Visitors who only click on one page before they exit your website are increasing your bounce rate. This can include people who:
- Press the back button on their browser
- Type a different URL into their browser
- Close the tab or browser window
- Walk away from their laptop or use another tab (session timeout)
- Click an external link on your website and leave
It’s imperative that you understand why this is happening. Maybe the copy on your website isn’t persuasive. Maybe the design is confusing. Or maybe your Google ads are misleading.
When analyzing this metric, you should be focusing on decreasing your bounce rate each month.
3. Conversion Rate
A conversion can include:
- Someone signing up to your email list
- Somone filling out your inquiry form
- Someone emailing or calling your business
- Someone downloading your free report or white paper
The bottom line? Choose the type of conversions that will actually increase your clients. And focus your attention on this goal.
Ready to Get Started?
The above metrics are the most important and should be your main focus if you’re aiming to get more clients in the door.
If you’d like to learn more about how you can improve your law firm website, get in touch today.
