By Dana Alley, Kelly Myers and April Leabo
Once you start reviewing your IMS Essentials Marketing report on a regular basis and reviewing your Essentials 1.0 dashboard and your AWR Reporting, you’ll start seeing correlations between behavior on your website and what goes on in your estate planning and elder law practice. As a result, you’ll be able to make more informed decisions about marketing and strategic planning for the growth of your practice.
Here are a few key factors to focus on:
Start where the traffic originates from, oftentimes called the Channel or Source, and look at your Top Traffic chart in your ESS 1.0 Dashboard; all traffic is divided out into Channels. Organic means the website traffic comes from search engines like Google or Bing. Direct Traffic refers to when a visitor typed your web address into the browser directly. Other popular channels include Social, Referrals and Email. Don’t panic if the latter of these channels aren’t on your Google Analytics. You’ll want to be sure that your website’s main source of traffic comes from the Organic and Direct channels.
When your website is showing that the majority of its traffic is coming from Organic searches, we know that we’re on the right track to optimizing the site for web search, and that you are easily being found on the web.
In the column to the right of Channels is Sessions. One session means one visit to your website. It includes all interactions a user may have on your website once they arrive. In other words, if someone goes to your website and clicks on six different pages and spends ten minutes reading page content, it still only counts as one session.
Session amount varies from site to site depending on geographic location, services offered, onsite optimization, and many other factors. We drive sessions to your website through organic search, eNewsletter campaigns, blogging, social media interaction and properly set up local listings and directories. On average, IMS clients have around 300 sessions per month. If your number of sessions is around 300, consider your website to be in good standing. If the number of sessions your website is receiving is well below 300, consider the factors. Are you a new firm? Have you recently bought a new domain? When is the last time your site was re-designed? These can all contribute to low session numbers.
The number of new users your website receives is correlated to the number of sessions. New users are visitors who have never been to your website before and should typically account for over half of your overall sessions. For example, if you have 300 sessions for the month of March, the number of new users should be over 150. New users is a great tool to measure meaningful growth!