Whether you’re an attorney, architect, or financial advisor, one of the hallmarks of an efficient professional is the ability to comprehend raw data and use it to support the way you do business. However, too many professional service organizations don’t make the most out of this opportunity by failing to use an excellent online tracking tool — Google Analytics (GA).
Google Analytics goes beyond merely tracking the number of visitors who come to your website. From identifying the sources your traffic is coming from to how those visitors behave when they actually land on your site, Google Analytics offers vital insight into how your site is performing — and what you can adjust to meet your goals. By becoming more proficient in understanding the data, you can tackle even more complex topics such as monitoring social media, tracking mobile app activity, and integrating all of it into the everyday business of your professional service.
Include these key performance indicator (KPIs) to get a periodic view of how your marketing efforts are performing:
Marketing for professional services is typically based on generating leads. The number of leads should be broken out by the various channels with an associated conversion rate. The insight gained from this will help you decide if amping up attention (a.k.a. spending) on any particular marketing channel will drive additional traffic.
For example, you could track phone calls and keep a running tally of form submissions via thank-you page visits.
Grant your professional service organization an eagle-eye view of the type of visitors to your website. Google Analytics can display a pie chart that depicts visitors’ percentages from various sources, including organic search, PPC, social media, email, display ads, and more.
Audience is a catch-all term for determining who is visiting your website. A few important ones to note include:
Geo: Most professional firms have a specific geographical scope, so you should pay attention to those parameters.
Mobile: You can see who accesses your website via a mobile device. This is especially useful for law firms or financial institutions that may designate resources toward mobile advertising to entice users to call for on-demand communication.
Benchmarking: This allows you to compare traffic with others in your industry, whether it be engineering, education, medicine, or almost any other field.
In the online world, not all visits are created equal. Someone leaving your website after looking at a single page isn’t considered a quality visit. If you are modifying or creating fresh content for your website, this KPI compares average page views against website visits to indicate improvements on your website relevancy as you update it.
For example, having a blog with high-quality content separated into categories by your different specialties, disciplines, or practice areas is an excellent way to deepen site visitor engagement. You could highlight blog posts that people may enjoy when looking at a specific field in which you offer services.
When someone lands on an individual page directly from the search engine and never visits another page (or interacts with elements of the one in question), that’s considered a bounce. If there are pages with high bounce rates, you can figure out how to make them more engaging and keep visitors on your site longer. The same applies to exit rates, which looks at the number of visitors who exit your website after landing on a page and compares it to the number of views the page received.
If you’re actively doing conversion optimization projects for your site, an overall conversion rate KPI will help report if your changes are generating sales. Even if you do not do conversion rate optimization, upward and downward trends should be monitored as they affect your lead volume.
The bottom line? If you have not set up a Google Analytics account, now is the time! Rest assured that it’s free, user-friendly, and if interpreted correctly, can be a useful tool in boosting traffic to your site.
However, if you’d rather leave it up to the professionals, our experts can offer you a slew of digital marketing solutions, including everything from PPC and SEO services to website design and social media marketing. To learn more about how we can help your business grow, reach out to us today!
About the Author:
Spencer Coulton is a Content Editor at 1SEO. When not writing, he can be found strumming his guitar, attempting to brew the perfect cup of coffee, or biking around Philadelphia — sometimes all at once.
There’s no denying the significant impact that a well-crafted landing page can have for a business. Not only can it effectively streamline the conversion process,
Encompassing everything from web chat to digital voice assistants, “conversational AI” is at risk of becoming another marketing buzzword. Although chatbots and other conversational AI
We solve business problems, take a consultative approach to every client engagement, and find actionable solutions that will help your organization.
