“If you can’t measure it, you can’t improve it.” That saying holds true for digital marketing. But which metrics matter most for law firms? (Hint: it’s not just about page views or social media likes.)
Here are 5 metrics to keep an eye on:
>>> Website Traffic (and Sources): Track how many people visit your site and where they come from (Google search, social media, referrals, etc.). This shows which channels are driving visibility. A spike or drop in traffic is often the first sign that something has changed in your marketing.
>>> Engagement (Bounce Rate & Time on Page): Are visitors sticking around or quickly leaving? A high bounce rate or very short time on page could mean they’re not finding what they need. It might signal issues with content relevance or page experience that need fixing.
>>> Conversion Rate (Leads per Visit): This is gold. Of those who visit, how many take action (fill a contact form, call, download a guide)? A low conversion rate might mean your site isn’t convincing visitors—even if traffic is healthy. Improving this metric (through better content, calls-to-action, etc.) directly boosts your bottom line.
>>> SEO/Organic Performance: Keep tabs on your organic traffic and keyword rankings for important terms (e.g., “<Your City> <Practice> lawyer”). Are you gaining or losing visibility in search? Also monitor your Google Business Profile stats if local clients matter – those map views and call clicks are key for local attorneys.
>>> Client Acquisition Cost (CAC): For the more advanced, if you invest in marketing (ads, sponsorships, consultants), track how much you spend per new client acquired. Knowing your CAC helps judge if your marketing ROI is on target. (Even if you don’t calculate it precisely, being mindful of marketing spend vs. results is valuable.)
Bonus: Email open/click rates (if you do newsletters) or social media engagement can provide additional insight, but the five metrics above are foundational for most firms.
Remember, data is your friend. Regularly reviewing these numbers helps you spot opportunities and issues early. It also keeps marketing discussions focused on facts, not hunches (“I feel like the website is fine” vs. “Our conversion rate is 3%, let’s aim for 5%”).