This is the next post in my series on how to quickly increase your law firm’s revenue. My last article looked at how law firms can boost income by improving their efficiency. It amazes me how many lawyers don’t connect the dots and realize that a more efficient firm will allow clients to have a better customer experience. This, in turn, leads to more positive online reviews and referrals. That, in turn, leads to more of ‘da money! If you really want to take your practice to the next level then realize that you need to run an efficient operation before you start worrying about “getting more phone calls.” In this article I’ll look at another thing that confounds me – the fact that attorneys don’t leverage their law firm’s web analytics. This is one of the biggest things a firm can do to boost it’s top line. Yet, for reasons far beyond my understanding, most attorneys completely ignore data which they have access to.
It’s common for attorneys to contact us regarding our law firm web design & SEO services. When I speak to these attorneys regarding their current websites I would have to say that, more often than not, they’ve never even looked at their current site’s analytics. Well, when it comes to your law firm, not knowing facts about the number of people coming to your site or what pages they’re landing on is about as effective as going to Court without knowing the facts of a case. Another way to think of it is in the form of a question – why do attorneys want as much information as possible when handling cases (lawyers always want to conduct just a little more discovery or investigate the matter just a little further), but they don’t utilize available information when it comes to their marketing? I just don’t get it to be blunt. After looking at what you can do with your website analytics you’ll also understand why they’re important.
Your traffic data allows you to know what’s working on your website and what’s not. It does this by telling you which pages are getting traffic and which ones aren’t. This is important that because such data can prevent you from making what I consider to be the number one sin of law firm marketing. That sin is the common practice of attorneys to think “I’m going to use my website to show potential clients the information I want them to see as opposed to showing them the information they want to see and are looking for.” When you start doing the latter, instead of the former, you’ll notice a big shift and you’ll see an uptick in consultations. Let’s look at a few examples to determine why this is.
In 2013 we wrote a blog post for a client discussing how drug use impacts child custody cases. Over many months that post consistently received a good amount of organic traffic in search (we knew this by tracking the website’s analytics). The high level of traffic demonstrated that there was substantial interest in the topic. We then wrote a comprehensive series of articles on the topic and now each of those articles receive a high level of traffic. In other words, we used our client’s analytics to determine what it was people wanted to see and then generated content on those topics. By contrast, I once wrote an article on how law firms can improve cyber security. Even though I thought it was an important topic, the post received very little traffic. As a result of that low traffic I don’t devote any more time or resources to blogging on the topic. So leveraging data gained from our analytics has allowed me to ensure that I’m not devoting resources to something that does not give our business a return. These are two examples of how you can use your analytics and data to a) figure out what’s working so you can do more of it and b) figure out what’s not working so you can do less of it.
Want to quickly grow your law firm’s revenue? Stop ignoring your analytics and start leveraging them instead. By generating content that your potential clients are actually looking for you can quickly increase your phone volume. For specifics check out my prior article on how law firms can leverage their website analytics. Taking this approach will help you to succeed while many other firms increasingly struggle.
Why do you feel so many firms ignore available data? Please chime in through the comment form below.