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The Importance of Website Analytics for Law Firm Business Development Purposes

If you are not evaluating website analytics data from your law firm's website, you are overlooking valuable information that can enhance the firm’s business development efforts. Optimizing your firm’s online presence is why you dedicate precious time and resources into maintaining a website and also why you should be monitoring who visits your site and what content is being viewed most frequently. Certain website analytics tools are free, which makes this technology accessible to small and large firms alike.

Finding Relevant Metrics

  • Company Name - Which companies are visiting your firm’s site? Which pages are they viewing? Attorneys might be interested to know which potential clients are visiting their biography page. 
     
  • Keywords - Which search engine keywords are drawing visitors to your site? If your visitors are especially interested in a recently passed tax law, encourage your attorneys to write a subsequent article on that topic.
     
  • Referring Sites - Which other websites are referring visitors to your site? This is one of the simplest ways to evaluate the effectiveness of your social networking efforts.

Presenting the Information

Raw website analytics data should be processed, interpreted, and summarized before being presented. When possible, combine web analytics statistics with other information (e.g. email tracking results, blog reports, legal directory traffic, etc.) in order to present a comprehensive view of an attorney’s internet visibility.
 
DISCLAIMER. The views expressed in this article are those of the author and do not necessarily reflect the views of Hunton & Williams LLP.
Copyright © 2020, Hunton Andrews Kurth LLP. All Rights Reserved.National Law Review, Volume , Number 98
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About this Author

Lauren Hum, Hunton Andrews Kurth, Marketing Technology Specialist

Lauren Hum is a Marketing Technology Specialist at Hunton & Williams LLP and lives in Richmond, Virginia. Ms. Hum is a Communications & Technology committee member for the Legal Marketing Association’s Virginia Chapter and a board member for the William & Mary Richmond Alumni Chapter.

804-787-8983
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