If you have a legal website, you may already know a thing or two about the valuable resources inherent in the Google Analytics platform. The detailed website performance tracker is must-have tool for any lawyers who employ a focused legal marketing effort.

But if you log into your Analytics account just to look at traffic numbers alone, you’re missing out on a lot of useful data. Google Analytics has quite a story to tell and it’s important that you understand how to take full advantage of the tool. Here are a few tips on how to use traffic reports to make the most out of your legal website.

Traffic Numbers

We all know that high traffic generally means good things for website performance. But your overall traffic numbers are only part of the story. What really matters is what percentage of that traffic is converting to clients. Are your visitors visiting your website and then quickly exiting (bounce rate)? Are visitors engaged with your site and spending a lot of time there, or do they seem disinterested in your content?

These factors are more important than traffic numbers because they indicate conversion rate and drive your ROI. Such statistics can be discovered in Visitors Flow section of Analytics, as detailed below.


Traffic numbers are a lot more meaningful when you’re also tracking conversions or contacts. If you’ve had 50 website visitors and 5 contact form submissions, that would be considered better performance than a website with 100 visitors and only 1 contact form submission. To improve these numbers, you’ll want to look into some strategies to boost your conversion rate, such as calls-to-action, clearer contact numbers or more compelling content and design.

Mobile Traffic

Check out the mobile data in the Audience section of your Analytics report. Are most of your visitors using mobile devices? If so, you’d better make sure that site is mobile-friendly. When a law firm website is difficult to navigate or looks funky on a smartphone or tablet, visitors are likely to navigate to a different lawyer’s website.

Visitors Flow

This is one of the most useful sections of Analytics because it describes the user experience of your visitors, telling the story of the navigational pathways they took. Did they come to the homepage and drop off right away? Do certain pages seem to keep people more engaged than others? If certain areas of your site seem to drive visitors away, it might be time to add some more engaging content or media.

Interpreting your web traffic statistics through Google Analytics is no simple task, but it affords a wealth of information that will help you get the most out of your legal website.

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