Know Who Is Visiting Your Law Firm's Website to Drive Sales


Steve Glaveski

Wouldn’t it be great to know exactly who is visiting your firm’s website?

Wouldn’t this be incredibly valuable knowledge to your firm’s partners, managing associates, and business development teams?

Wouldn’t it help to dictate where we focus our business development efforts, and increase revenues?

Of course it would.

And fortunately, nowadays, website analytics goes far beyond simply giving you aggregated insights on total visitors numbers, or what percentage of users belong to different demographics. 

Track Individual Users

Nowadays, you can track individual users, along with their actual identity - that is their name not just a random number, and know exactly which actions they are taking on your site. 

Tools such as Kissmetrics can do this for you.

When a prospect clicks on a referrer link of yours - be it from an email or otherwise, Kissmetrics will create a unique tracking property for that individual (see below). 

You’ll then be able to know:

  • When they visit your firm’s website
  • How long they visit for
  • Which pages they visited
  • How long they visited each page for

Determine Buying Signals

Of course, such information acts as a valuable buying signal.

If, for example, you know that a decision maker from mining firm BHP has visited your firm’s cross-border transactions page several times, or even once, it signals that BHP might be on the market for support with a cross border transaction.

Chances are said prospect might be visiting other law firm websites too, but armed with this knowledge, you can be proactive and reach out to said decision maker, with some more information about your services, perhaps a case study, and an offer to hop on a call. 

Trigger Communication

Not only that, but from within Kissmetrics you can set up triggers so that, depending on an action a user takes on your website, you can automate a tailored and relevant email being sent, so that you don’t manually have to monitor Kissmetrics and send emails all of the time - which can be quite burdensome for a time-poor lawyer.

Final Thoughts

This is just one of many tools that most law firms are leaving on the table in favour of dated and traditional business development techniques. But firms who move forward and embrace the possibilities will have a serious competitive advantage over everybody else. 

about the author

Steve Glaveski is a Harvard Business Review contributor on all things high-performance at work. He is the author of Employee to Entrepreneur (Wiley, 2019), and co-founder of Collective Campus, the boutique consultancy behind NewLaw Academy that has generated millions of dollars selling discretionary services to many of the biggest organizations in the world - without the benefit of an established brand,pre-existing relationships, a corporate card, or a large team. Steve previously consulted to the likes of King & Wood Mallesons, Mills Oakley, and Cornwalls, and worked in consulting for EY and KPMG.

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