Google has a great set of free tools to assist you in getting the most out of the information about traffic to your website. My friend, Maile Ohye, is a Google Developer Programs Tech Lead and she explains how to take advantage of Google Webmaster tools to learn about your website impressions – defined as examples of when your website appears in the top search results even if a searcher doesn’t click on your website.
Who Is Your Audience and What Should They Do on Your Website?
At 4.30 in the above video, Maile includes a list of questions to ask about your strategy with your website. These questions are about your audience. If you are a litigator, part of your audience maybe other litigators who come up against you in court. While these folks aren’t clients, you might want them to be plenty scared of you as an opponent. You want to make sure they click through to your “about” page and read that you’ve never lost a trial.
More likely, your focus is on potential clients. Who do you want these people to be? Consumers? Small business people? Women contemplating divorce? What information should they see from your homepage that either makes them want to know more or disqualifies them from learning more about your practice. Don’t try to be everything to everybody. You don’t want people not at all appropriate for you legal practice to call or email you and take up lots of time that you don’t have. So be bold about letting people know from the homepage whether you practice the kind of law at the level of expertise they need. Speak in their language not yours.