It’s happened to every lawyer with an online presence: we sit down with potential clients for an initial consultation and dutifully ask “Where did you hear about me?” “Oh,” they reply, “I found you on the Internet.”
I don’t know if you’ve noticed, but the Internet is a really big place. As your online marketing grows it’s important to find out what’s working and what’s not. Luckily there are ways to measure just how productive your web work is.
1. Initial Client Intake Form
If you have clients complete an initial intake form (with their names, address, etc.), include a “Where did you hear about us?” section. Don’t just list “Internet” as an option. Be specific: Facebook? Twitter? Company Website? Online listings? Other? Invite clients to check as many as apply so you can see just how much research they’ve done before walking into your office.
2. Facebook Page Insights
If you’ve created a Facebook Page for your business, make sure to visit your insights page often. This page contains a wealth of information on the reach, impact, and “virality” of your recent posts. (Virality is how many times viewers have shared what you posted. When a lot of people share the same link, it is called “going viral”) You can also see a breakdown of demographics (by age and gender), and a summary of how often you post. Use this information to better target your message to your Facebook followers.
3. Website Tracking
Most blog sites like WordPress.com have built-in site statistics. These statistics track your daily views, your most popular posts, and where the views are coming from (Google, Facebook, Bing, etc.). You can use this information to identify what issues are getting your blog the most attention, what days your site gets the most traffic, and how people are finding your website.
4. Google Analytics
This website tracking program hosted and operated by Google provides you even more information about your website. It can do everything the built-in site statistics services do. Plus, it tracks your mobile accessibility, your site’s connection to various social media outlets, and how much time visitors are spending on your site. This can help you weed out “bounces” – where a person lands on your page, figures out it was not what they were looking for, and immediately leaves – from quality connections with new potential clients.
All of these tools can help you build a stronger web presence by focusing your attention on what works. They can help you target your audience using the platform it uses and write content that has an appealing track record. The time you spend reviewing your work will save you that much more effort by avoiding content that does not connect with your potential clients.