How do you ultimately know if you have good, relevant content on your law firm website? The answer lies in Google Analytics.
If you are familiar with the Google Analytics Dashboard, you are aware that the main navigation gives you the option to view the Dashboard, Intelligence, Visitors, Traffic Sources, Goals and Content. But how can we use the information provided by Google Analytics to see if our content is doing the job it is supposed to be doing? To analyze your content on Google Analytics, you will have to use a combination of the Traffic Sources tab, the Visitors tab and the Content Tab.
Reading the Google Analytics Content Tab
The Content tab will give you a list of your ‘top’ pages. Select the view full report link in order to see a list of your pages on your site from the most visited to least visited. Now, most likely, your homepage will be the most visited page. But this doesn’t tell us whether the content is good. Instead, look at your Visitors tab first, and navigate to the Bounce Rate.
Checking the Bounce Rate of Your Pages
The Bounce Rate will show you a percentage of people who hit a page on your site and left immediately. Always understand the difference between good Bounce Rate and bad. If you have an instructional ‘how-to’ page, then maybe a higher bounce rate is a good thing, as the user needed to solve a problem, found your article, read it and no longer needed anything else. This is an example of a page where a higher bounce rate may be appropriate. However, if you are a law firm and have a page describing the services you provide, and see a very high bounce rate, this is a definite indication that something needs to change.
How People Are Finding Your Site on Google
The Traffic Sources tab will give you a list or terms people searched for in an Organic Search Engine (such as Google or Yahoo!) to find your site. If you see that people are finding your law firm website through obscure searches and irrelevant searches, then it may be time for some new content on your pages to make the pages more relevant to what they are supposed to be about.
Lastly, when evaluating your content you can look at the actual Content tab in Google Analytics. The Content tab will give you a list of pages on your site in order of most visited to least visited. This can be a very useful tool for finding out if your site is guiding the user in the proper way. If you are selling a service, you may want the top content to be something like the Homepage, followed by the Services offered page and then leading to the Contact page. If the users aren’t following the site as you intended, it may need new content. If the top Content had been Homepage, then Services, then Contact Us, with a major decrease in the amount of people between the services page and contact page it may be that the services page needs better or different content to guide the user properly to your phone number, email or contact form.
When creating a law firm website or business website, it is important to consider the site as a step-by-step guide to the user, with definite set benchmarks. Having a site where users always follow the same path will make your site much more effective and user friendly. This is why an easily navigable site and clear, concise content is King. If users are easily able to distinguish where they should be going, and when they get to the next step their questions are answered, then odds are you will have a successful website. If you are confident in your content, but still aren’t getting the results you would like, check on this article on Using Google Analytics to decide if it’s time for a Website Redesign.