One of the most crucial elements to tracking the progress of your law firm website comes through Google Analytics. This valuable tool allows you to monitor all aspects of the traffic visiting the site. It will help you better understand and monitor the performance of your website, which will assist with marketing strategies as well as in the SEO for your law firm website. Familiarizing yourself with the behavior of site visitors is essential for making intelligent, statistic driven, marketing decisions

Here are a few of the many useful metrics that Google Analytics measures:

  • How many visitors your site gets
  • What pages they view
  • How long they stay on the site
  • How they ended up on the site (organic, paid, social, etc.)
  • What content they like the most
  • And much more!

How do I install Google Analytics?

Fortunately, Google Analytics is fairly simple to install. With a few quick steps, you will be tracking the performance of your legal website in no time.

Step 1: Sign up for Google Analytics.

Go to From there you will need to sign up or sign into Google Analytics using your Google account information. If you do not have an existing Google Account, you can create one here:

Step 2: Add your law firm website information to the account.

This portion of the sign-up process is required to obtain the tracking code to implement on your website. After entering the Account Name, Website Name, URL, Industry Category, and Time Zone, you will be on to the next step

Step 3: Implement the tracking code on your law firm website.

After signing up your website with Google Analytics, you will be led to a page containing the tracking code. There are a few ways to add the tracking code, but I would recommend the first option: copying and pasting the script into the site. The code must be implemented into every page that you want to track. In order to track every page of your site, add the code to an element that is dynamic throughout the site, the header or footer. This will need to be added just below the closing head tag, </head>, of the page. Many websites differ in how to access the hard code of your site, so that can end up being a bit tricky if you don’t know what to look for. If you run into any roadblocks, contact your webmaster, or the team at ONE400 and we would be glad to implement it.

Google Analytics is a valuable, must-have tool for any legal website. Whether you are interested in the status of your law firm SEO campaign, how your PPC campaign is performing or any other traffic statistics, Google Analytics will provide you with all the information that you need. We all love data, so once you have installed Google Analytics, dive in! You will be surprised at what you will find

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