Google Analytics is an invaluable tool for any law firm with a website. With Google Analytics, you can track how your website’s visitors interact with your content, and what percentage of people choose to contact your firm to learn more about your legal services. A great report for your firm to look into is Mobile.

You can see your Mobile report by going to Audience → Mobile → Overview.

Why is This Report Important?

This view will give you a look at your traffic from desktop users, mobile users, or tablet users. It’s vitally important for your firm to have a site that’s optimized for mobile. Back in April of 2015, Google released a Mobile-Friendly Update that affected all sites that were not optimized for mobile. While the update only affected mobile search results, anyone who did not have a mobile-friendly site will begin to rank lower than competitors who were optimized.

This is important for your firm because according to a ComScore survey, mobile became the preferred way to access the web back in 2014, overtaking desktop or laptop computers for the first time. This may be even more relevant for some attorneys—according to the Pew Research Center, 13% of people with low income levels are entirely dependent on smart phones to access the Internet. If your firm takes bankruptcy claimants, it’s very likely your claimant is primarily using his or her phone to get onto the web.

Many websites have an even split between traffic from desktop and mobile, while tablets are often behind. If you can see in your Mobile report overview that your mobile traffic took a steep drop after April of 2015, you may have been negatively affected by an update and you should begin to optimize for mobile as soon as possible.

What Else can Your Firm do With the Report?

You can add secondary dimensions to the Mobile overview report to get even more understanding of how consumers use your firm’s site. For example, you can look at your landing pages by device. A landing page is the page at which a consumer arrives on your website.

For example, you may find that the bounce rate (percentage of consumers who leave your site immediately after arriving) is significantly higher for mobile traffic to one page than desktop. This could mean that something is deterring your potential claimants from staying, whether it’s a large pop-up ad that takes up more space on mobile, or a page that’s too slow to load. Using the Mobile report allows you go get a better understanding of how consumers interact with your site across different devices, and which pages need to be optimized. Some large “Contact Us” forms that perform well for your site’s desktop pages may need to be modified so that they do not take up as much space on a cell phone.

Optimizing your site for mobile is expensive and takes time. If you’d like to grow your practice in the meantime, consider using our high-quality Social Security disability, personal injury, workers’ compensation, or employment law leads to increase your caseload in the meantime. Give us a call today at 617.800.0089 to discuss availability in your area.