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If you own a law firm web site, you've probably wondered how much traffic your site gets. You may have asked questions like “Where is the traffic coming from? How do potential clients find my site? What pages are they viewing when they get to my site? Are my paid advertising campaigns working? How many of my visitors are first-time visitors? How many are repeat visitors?” A lawyer website tracking service can be used to answer these questions and gain valuable insight into the traffic to your site. Used properly, these services can be leveraged to provide critical information to website marketers and those who run law firm website for making strategic decisions, increasing traffic, and growing business. Lawyer website tracking services are typically activated by installing a small piece of javascript code in the pages of the web site. This code acts as a beacon - each time a potential client views a page on the site, the javascript code collects information about the visitor and sends this information back to the tracking service, where it is stored in a database. Tracking services typically provide an array of different types of reports comprised from the data collected through the tracking code. Most tracking services provide a series of 'top level' reports, with breakdowns over a selected time period which show the number of unique visitors to the law firm website, number of page views, number of repeat visitors, number of first-time visitors, etc. Most services also provide breakdowns of traffic by ISP, geographic location, pages viewed, entry pages, exit pages, referring web site, etc. Many services also provide reports that show the search terms that visitors entered in search engines, such as Google, for visitors that found the site through search engines. Additionally, most services report on technical information about visitors, which may be useful to law firm website designers, such as browsers and operating systems used by visitors. Some services provide detailed reporting on an individual visitor level. These types of reports will show an individual visitor's page-by-page path through the site, in conjunction with the visitor's IP address, their internet service provider, link that they clicked to get to the site (if any), date and time of last visit (if any), and more. These reports are not only useful with smaller or newer attorney websites that attract only a few visitors, but are also useful with larger sites when one may want to examine the behavior of a certain segment of visitors (i.e. those coming from a particular advertising campaign, or those that completed an online purchase). |
