Guide to web analytics for law firms

Whether you’re a solo attorney or a small law firm owner, understanding web analytics is crucial for the success of your online marketing efforts. In this guide, we’ll explore the importance of web analytics, key metrics to track, implementing web analytics tools, interpreting data, optimizing user experience, and leveraging analytics to understand your marketing performance.  

With this beginner’s guide, you should be able to better plan, execute, refine, and communicate your law firm’s marketing strategy and analytics data. 

Jump to:

 Importance of web analytics for law firms

 Key metrics

 Interpret data and make informed decisions


Understanding the importance of web analytics for law firms

One of the key benefits of web analytics is its ability to help capture at least a partial picture of an overall return on investment (ROI) from all marketing efforts. For instance, you can capture the number of visitors to your website, the sources of traffic, and the actions they take on your site. This information allows you to assess the success of your email or pay-per-click (PPC) marketing campaigns that drive traffic to your site, then make data-informed decisions to further optimize your site.

For example, if you find that Meta social platforms generate a lot of clicks, then it’s time to allocate more resources to that channel. It’s also a good idea to refine your messaging to better target your audience from that channel.

On the other hand, if a specific campaign is not performing well, then you can adjust or reallocate your budget to more effective strategies.

Key metrics to track for website optimization

Once your firm and your marketing team accepts the benefits of using analytics, it’s also vital to track key metrics that align with your goals. Tracking key metrics is essential to understand the success of your marketing efforts and telling the story of how you got more leads, or even partially contributed to gaining a client.

Awareness, engagement, and connection

These metrics can be categorized into three main categories: Awareness, Engagement, and Connection.

By monitoring these metrics, you can gain valuable insights into how well your marketing strategies are generating awareness, engaging potential clients, and ultimately contributing to lead generation.

Here’s a sample of key performance indicators (KPIs) you might implement:


Impressions measure the number of times your website appeared to a user on a Google search results page. This belongs to the awareness stage of a marketing journey. Understanding the awareness component allows for a high-level understanding of the effectiveness of your reach and brand awareness efforts.

Google search impressions like a digital billboard on a highly trafficked highway. Every car that passes by and sees the billboard is like an “impression” in search results. In other words, your website appeared on someone’s screen after they’ve made a search.

As a result, you can gauge how often a website is getting in front of an audience and how that awareness trends over time. And while organic results are often a big source of traffic, they aren’t the only source.

Visits and page views

Visits represent the number of people who visited your website or blog while search visits indicate the number of times a visitor was referred to your website or blog specifically from a search engine. Page views are the total pages they viewed.

Together, the two click metrics give you some sense of the level of engagement. It also indicates whether the website is compelling enough for users to take the next step or learn more about the content.

Referring sources

Finally, visitors may find your website in various ways including using search engines, paid ads, legal directories or through other websites. Metrics such as calls, emails, and chats tell the story of connections made with potential clients, and how they got to this important action.


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Interpreting data and making informed decisions

Monitoring all referral sources is crucial to understanding where your website traffic is coming from. It’s important to have diverse inputs for your web analytics platform, including organic and paid search, local listings, social media, and legal directories.   

Web analytics can provide valuable insights into user behavior on your website. By analyzing metrics such as impressions, visits, page views, and referring sources, you can identify areas for improvement and optimize the user experience.  

Optimization might include: 

  • Monitoring trends to mitigate seasonality. For example, traffic tends to be lower around the holidays. 
  • Determining where visitors are coming from so you can spend time and money in channels that produce meaningful engagement 
  • Leveraging page views to inform content strategy and focus on content that resonates with users. For instance, most viewed pages can be a good source for content creation and can be re-promoted in various channels 

A path to understand your marketing performance

Web analytics is a powerful tool that can help you understand and optimize your law firm’s marketing performance.

By tracking key metrics, interpreting data, and optimizing your website, you can make data-driven decisions that lead to better marketing outcomes.

Web analytics is an ongoing process, and it’s important to regularly review and analyze your data to stay ahead of the competition. By investing time and effort into understanding and leveraging your site’s analytics, you can grow your firm by building awareness, driving consumer engagement, and delivering connections.


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