law firm content marketing

15 Blogging Insights Your Law Firm’s Analytics Can Tell You

by Vondrae McCoy • May 7th, 2021 • Content Marketing, Measurement and Analytics | Blog

law firm blogging analyticsChances are, you already know that blogging is a crucial component of your law firm’s digital marketing strategy. A well-developed blog can increase web traffic, bring in new leads, and nurture relationships with your target audience. The problem is, it’s not always easy to know if those things are actually being accomplished. How do you know if all of this content that you’re creating is actually valuable? Blog analytics is the answer for law firms.

What are Blog Analytics – and Why do They Matter? 

Data analytics is the process of analyzing data in order to obtain valuable insights. In the case of blog analytics, that process takes place within the context of your law firm’s blog. You can use this data to measure and analyze post traffic, reader engagement, conversions, and more. 

When you measure your performance based on data, you can better understand what’s working and what’s not. Even more important, you can dig into the data to understand why. Having a thorough understanding of your blogging effort’s results makes it easier to plan and budget so that more resources go towards channels that most impact the bottom line. You can use these statistics as leverage to prove return on investment (ROI) as well. 

Use blog analytics to get a pulse on your law firm’s:

  • Search presence
  • Traffic performance
  • Authority within your niche
  • Reader engagement
  • Lead generation

15 Analytics that Law Firms Need to Know

To prove the ROI of your blog and understand the areas we mentioned above, dive into these metrics. You can find these metrics in your law firm’s Google Analytics account.

1. Organic search impressions

“Impressions” are the number of times your post displayed in a search engine result page (SERP). A higher ranking post naturally means more visibility. If you notice these impressions are low, it’s likely your search presence is not high enough. 

2. Organic clicks

It’s great if your post is ranking well and getting impressions, but that’s not enough. You want your content to be compelling enough that people click to learn more. If your post’s impressions are great but clicks are low, try tweaking the attention-getting elements like the headline or meta description.

3. Organic click-through rate

The CTR is the number of impressions that resulted in a click. The higher this percentage, the better your content is performing. Even posts that have a low impression rate (perhaps because of low keyword volume) can earn a high share of clicks from those impressions. At the same time, a high volume query can still generate a lot of traffic even with a low CTR. 

4. Total views and visits

A visit measures the number of times your post was seen by a user. You’ll look at this to understand whether traffic is going up or down, whether a user is engaging with more pieces of content when they visit, and the average views per post (how far your content is reaching). 

5. Individual post performance

For more granular data on how posts perform, look at their individual statistics. Page views for each post can provide insight on which topics are most relevant, as well as optimization ideas around blog length, post titles, etc. Look for patterns and then apply what you learned to future posts. 

6. Traffic referral source

This information will tell you where users are coming from and how they find your blog. This way, you can identify deficiencies in your blog’s visibility. You’ll want to spend more time promoting your blog in places where your audience tends to populate. 

7. Number of inbound links

These are the links that your blog earned from other sites. Your goal is for your blog to be viewed by search engines as authoritative, and having other credible sites link to your blog helps with this aspect of SEO. Aside from SEO, understanding these referring websites can expose you to new audiences and provide ideas for new topics. 

8. Time spent on page

This metric tells you how long a user stayed to engage with the content once arriving on your post. General wisdom dictates that the longer someone is on your post, the more engaged they are. However, keep in mind that some posts simply take longer to read than others, and a great user experience makes it easy for readers to find things quickly, which isn’t a bad thing. 

9. Bounce rate

This number will tell you how often people leave your post without clicking through to other parts of your site. If this rate is high, it’s time to increase the quality of your content. Consider adding a sidebar widget to your blog that will display the top 5 posts, so that readers have the ability to choose new content that’s more tailored to their interests. 

10. Social shares and comments

These metrics shouldn’t be your main focus, but they are a nice supplement to the rest of the data you pull. Using this data, you can discern how likeable your content is. Identify strengths and weaknesses in your social presence and get new ideas for content. Be sure you have social share buttons installed on all of your content in order to get better results. 

11. Subscriber count

How much is your blog’s readership growing over time? People who subscribe are your content’s true fan base and more likely to share and promote your content. 

12. CTA Click-through rate

Hopefully your law firm’s blog makes an impact on your bottom line. However, if no one is clicking through your blog content to other landing pages, you’re unlikely to generate leads. Look at the CTR of your calls-to-action (CTA), keeping in mind that the higher the CTR, the better your CTA. To improve your CTR, make sure the CTA aligns with the content of your posts and is compelling with a sense of urgency.

13. Number of leads

This is a big one. Is the number of leads generated going up or down over time? Make sure that every post tells the reader what they should do next. 

14. Goal conversion rate

This rate measures how many people did what you wanted them to do (ideally convert from a visit to a lead). The number of leads tells you how much you’re generating leads, and conversion rate tells you how effectively. Keep in mind that this rate will be highly dependent on your existing traffic. 

15. Lead-to-client conversion rate

How effectively did the leads generated from your blog turn into eventual clients? This insight is particularly helpful for measuring marketing channels against each other. If your blog is a top-generating medium, be prepared to devote more resources to it. 

Related: How Google Analytics Can Inform Law Firm Content Marketing


Blog analytics can give your law firm the data that will provide valuable insights and ideas for future action and optimization. However, remember that data alone is not enough to create an impactful strategy. It’s critical to understand and interpret the data to get the best results. 

Contact us today if you need help measuring and applying data intelligence to your law firm’s digital marketing strategy.


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