Posted on 26 April 2011
Analytics, Integrated Marketing
The goals feature of Google analytics lets you track actions that visitors complete as they navigate around your website. If your law firm is interested in measuring and improving the performance of your website, then setting up goals in Google Analytics is a very good place to start.
If you were running an e-commerce website, choosing your goals would be simple - you’d track completed transactions. However, as most commercial law firm don’t sell anything from their websites, the goals you choose to track will be somewhat different.
Below is a list of our top 5 goals that every law firm should track to help them measure the effectiveness of their site.
1. Contact form submissions
Law firm websites should drive enquires from prospective clients. Measuring successful contact form submissions helps you monitor whether your site is achieving this basic goal.
2. Mailing list subscriptions
A large portion of future business comes from your mailing list. Tracking subscriptions helps you discover what types of content are most likely to encourage visitors to sign up.
3. Report downloads
Original research and sponsored reports are costly and time-consuming to produce. Monitoring their reach will help you work out which initiatives are worth your investment.
4. Recruitment applications
It is often said that a law firm is only as good as it’s people. Recruitment marketing, especially for graduates, can eat up huge budgets. Measuring submitted applications and how they find you can help you spend your recruitment budget more effectively.
5. Deep visits
Visitors stay longer and access more pages on sites that provide engaging content. Google Analytics lets you setup a goal that is triggered when a visitor has browsed a predefined number of pages.
Google Analytics has an excellent support site, with detailed instructions for setting up goals on your account. You can access Google Analytics help site at http://www.google.com/support/analytics/
