The more traffic the better, right? Not necessarily. Although having a high volume of traffic to your law firm’s website sounds great, it doesn’t do you any good if you’re not actually making conversions. Let’s talk about why more traffic isn’t always the solution and some more important factors you should be focusing on.
Not Falling for Vanity Metrics
The problem is that sheer traffic numbers is one of the top illusions or “vanity metrics”that legal marketers fall for.
What are vanity metrics? Fizzle defines them as “numbers or stats that look good on paper, but don’t really mean anything important.” In other words, they make you feel like your legal marketing is on the right track, but you’re not actually getting any legitimate results.
And it’s easy to see why you could get caught up in some gaudy traffic numbers and think that your legal marketing campaign is thriving. But what’s really important isn’t your quantity of traffic, it’s the quality.
Quantity vs. Quality
Think of it like this. Would you rather get 100,000 visitors and make 10 conversions or only get 10,000 visitors and make 100? Of course you would choose the latter. This is what genuinely adds to your bottom line and what keeps your law firm afloat.
Your overall objective shouldn’t be to amass a high volume of traffic, it should be to make conversions. Therefore, you need to get over the mindset of focusing on quantity and instead focus more on quality.
How Can I Measure Quality of Traffic?
There are two key metrics that demand your attention. First is your lead to conversion rate. In other words, how many leads are actually ending up as paying clients?
Getting a solid conversion rate is important because it means that you have an effective and efficient sales funnel in place. Visitors are landing on your site and being guided through the necessary steps until they inevitably contact you to inquire into your legal services.
The second is engagement. This can be determined by looking at Google Analytics and observing the following:
- Bounce rate (a low bounce rate is good and a high bounce rate is bad)
- Average visit duration (generally speaking, the more time spent on your site the better)
- Pages per visit (typically you’ll want visitors to explore multiple pages of your website)
The bottom line is that you want plenty of engagement from your visitors. You want them to explore your site, learn more about your law firm, check out your landing page and so on. What you don’t want is for new visitors to hastily leave your site after only viewing one page for a few seconds.
If you’ve ever found yourself getting excited simply because you’ve seen a surge in traffic to your law firm’s site, it’s time to pump the brakes. Not to be a killjoy, but there’s a lot more to it than just getting huge traffic numbers. To maximize the efficiency and overall success of your marketing, you should focus on the quality of your traffic and not just the quantity. For further information on conversion rate optimization, check out this guide from Qualaroo.