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A common question we get asked at Small Firm Legal Marketing is, “How do I increase my law firm’s website engagement?” Your initial step will typically involve understanding traffic and engagement and why they are essential tools for measuring the effectiveness of your content.

What Are Traffic and Engagement?

Traffic tells you how often people visit your website and which pages are the most popular. You can use this information to track what type of content attracts the most people and monitor whether your number of hits is growing over time or shrinking.

Engagement refers to how long someone spends on a particular page and if they go to other parts of the website from that page. The longer they spend on a page, the better. This typically means they are interested in what you are saying and may be more likely to reach out. However, if they click on a page and are only there for a few seconds before clicking away to another site, this is not a good sign and could mean that a page of content is not helpful.

Increasing Engagement and Converting to Leads

If your content is not getting the traffic you hoped it would, it might be because your site is new. It typically takes a while for websites to gain authority with Google and to rank competitively. However, if you look at your rankings in relation to your engagement and find that your website is ranking well, but people are simply not engaging with your pages much, you will need to carefully examine your content. To find out why people are clicking away from it, you should ask yourself questions such as whether your content is useful, what makes it helpful to visitors, and if it looks visually appealing.

If your engagement and rankings both seem to be doing well, but the people on your site are not reaching out or converting to leads, you might not have enough opportunities on your pages or site for them to contact you. There should be a phone number immediately visible as well as a call to action at the end of your content saying something along the lines of, “If you found this information helpful or would like to learn more, call or email us.” There should also be an internal link within this sentence that leads to your contact information or a form they can fill out to reach you without having to leave the page.

Contact Us for Help with Increasing Your Law Firm’s Website Engagement

Our office is dedicated to providing actionable legal marketing solutions to individuals and businesses that wish to expand their client base and improve their success. If you have more questions about increasing your law firm’s website engagement, reach out today.