It is no secret that Google is moving toward visitor-based data, collectively called Universal Analytics, which measures more than just the number of visits a website receives. Naturally, the way we look at and use website analytics is shifting, as well.
As online marketers, we need to be able to utilize the Google Analytics tool beyond keyword research. At PMP Marketing Group, every member of our digital division is Google Analytics certified. Our team uses the analytics tool far beyond keywords, integrating the data to create a robust web presence for our clients.
Geo-Targeted Content
It is crucial that the content on a law firm’s website is geo-targeted to their market. Driving location-specific traffic to our clients’ websites is critical in increasing conversions. At the end of the day, the measure of a successful online campaign is an increase in qualified leads.
Analytics tell our team where your visitors and conversions are coming from. This data can give your law firm an idea of where potential cases are located, helping to optimize your overall media strategy.
User Paths
Google Analytics allows us to see which pages are helping drive conversions and which pages may need to be re-worked as they may be hindering conversions. There is not a simple formula for the perfect webpage; however through Analytics, our team is able to see the performance levels of every page on our clients’ websites.
With the visitors flow function and in-page analytics, we are even able to see how visitors navigate your site; a tool that we find to be an invaluable look into your site’s performance. We are able to see where visitors are leaving the site, how landing pages are performing and if the calls to action are working.
Blog Topics
Google Analytics allows our team to analyze what type of blog posts resonate the most with visitors to the website. We are able to see which posts received the most visits, had the lowest bounce rates and which were shared the most.
By knowing what visitors are responding to, we are able to create similar posts that will keep visitors returning to the site in the future.
For more information on how our Digital Division may be able to help you integrate a strong web-presence into a cohesive media campaign, contact us today.

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