Your law firm’s website is a central hub for all of your marketing efforts. It’s your digital office space, your digital business card, and oftentimes is the first impression your firm will make. Naturally, you should want such an important asset to provide value and results, given that it’s such a significant investment to make. But how do you properly assess the value of your website?
For starters, understand that your website CANNOT generate leads. This seems counterintuitive, but think about this: Unless someone directly types in your website’s URL, they have to start somewhere else. Maybe that’s a Google search or from a social media post. Either way, they originate from somewhere else, meaning your website CONVERTS leads rather than CREATES them.
With that in mind, you cannot properly assess the ROI of your website based on how many leads it generates. Instead, you should look at these two factors:
1. Conversion
When it comes to the leads that come from your website, you should determine the quality, rather than the quantity. Every firm’s website will perform differently depending on your market’s size, and a website that receives 5,000 visits per month isn’t necessarily performing better than a website that receives 500 visits. Instead, the real value lies in the percentage of those visitors who contact your firm, sign up for your email list, or download a resource.
2. Authority Building
While there isn’t a direct, tangible metric that assesses your authority, there are correlational points that you can make to determine how much influence your website had. For example, a good website that clearly explains what you do and how you help will elevate your status as the go–to expert in your field.
The content you have on your website—blogs, videos, podcast episodes—will further that authority status and lead to more opportunities for you, such as speaking engagements and other collaborations.
Other Metrics
Sure, you can keep tabs on your website visitors, bounce rate, and average session duration. But as with most marketing metrics, they don’t tell you the full story. For example, if you post a lot of blogs or videos on social media that drive traffic to your website, you may have a higher bounce rate because people will click to read or watch and then navigate away without taking further action. It doesn’t necessarily mean that your website is performing poorly.
Instead, think about your website as a conversion tool, and look at the bigger marketing ecosystem that you have created. Your website may be the central hub, but your email, social media, and other marketing efforts will have an influence on how it performs.
Got questions about your website? We’d love to chat with you and give you some feedback on your website’s design. Book a call with our team and let us know you’d like us to have a look at your website today.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Facebook Ads Aren’t Google Ads—Here’s Why That Matters - March 24, 2025
- Why People Ignore or Forget Your Law Firm – Marketing Insights - March 21, 2025
- Luck Doesn’t Factor Into Successful Marketing - March 20, 2025
