Four Ways Google Analytics Can Help Improve Your Website

Clear & Convincing Feature Article

4 Ways Google Analytics Can Help Improve Your Website

Jennifer, the newest associate with L & L Law Firm, has been tasked with sorting out information from Google Analytics about the firm's website. She has been given this task because she has a little extra time and also took marketing courses in college. After a little research, she decides on four ways she can use Google Analytics to help L & L Law make better marketing decisions.

Where do the consumers come from?

The answer to that question is found in the acquisitions section of Google Analytics—found on the left side of the page. It gives you detailed information on how people arrive at your site. By clicking on "All Traffic," you'll see the following possible sources:

  • Organic—this is traffic that comes "organically," meaning people who find your site from Google searches.
  • Direct—people type in the direct link to your site, which most likely means they were referred or are current clients.
  • Social—traffic that comes in from social media such as Facebook, LinkedIn, Twitter, etc.
  • Referral—this could be a hyperlink to your page from a different website, a blog, or an ad.
  • Other—all other forms of traffic.

Where do your readers spend the most time?

Go to the behavior tab and then click on the site content dropdown. Click on content drilldown for an overview of your site. You can quickly see if it's your blog or service pages that get the most attention. This will help you fine-tune your content to attract more readers.

Who are your readers?

The audience section of Google Analytics is a wealth of information about your visitors. It is divided into subsections that give you information on gender, age, and the location of the people visiting your site. You can also find information about their interests and which browsers or mobile devices they are using to find you.

What are the goals for your website?

Most likely, the reason you have a website is to attract new clients. Goal tracking is the best way to know if people are contacting you through your site or through one of your other marketing efforts. Go to the admin section and click on goals. From there, you can follow the steps to track goals such as events, pages/visits, and time—how long users stay on a page. By giving each goal a distinct name it is easy to track results of your site.

Jennifer knows that understanding what is working on L & L's website is vital to their marketing campaign. Google Analytics can help them and you find some answers.

Roberta GubbinsRoberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.

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