I spoke with a firm recently that said they were getting an average of about 13,000 unique visitors a month to their legal website. Out of those 13,000 unique visitors, roughly 15-20 leads were generated for the firm. This means that they are converting about 0.15% of their website visitors into leads.
Houston.......we have a problem.
Connecting The Dots
All too often, I speak with firms that are focused exclusively on one aspect of their website performance instead of taking a look at the big picture. Each link in the chain of your website's performance is important. However, understanding how the links of the chain connect with one another is vital to make sure your website is going to generate revenue for the firm. Consider the following:
- How much help are rankings in Google if they don't produce additional traffic to your site?
- How much does the traffic to your site matter if it isn't relevant?
- Who cares how many unique visitors you had if no one calls the firm?
- How much does it matter if you get a lot of calls and no one ever becomes a client?
All of these components are important, but the key is understanding the relationship these different elements have with one another. Too many marketing companies promise top rankings without explaining how that is going to produce more traffic. As is the case with the firm above, a ton of unique visitors to your site means very little if it doesn't increase the phone calls to the firm.
Make sure you understand not only how all the components of your web marketing strategy are performing, but also how they are working together to drive more revenue to your firm.
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