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Marketing the Law FirmFeaturesLaw Firm Marketing and Business Development

Understanding Your Audience by Traffic Sources

By Keith Ecker
February 01, 2023

Quality content marketing takes a lot of thought and analysis. However, oftentimes, resource-strapped law firms don't have the time to invest in the legwork required to create content that navigates different audience types down the funnel to convert them into warmer prospects and, ideally, eventual clients.

One of the first steps to creating an effective content marketing program is to gather information about website traffic sources. Website traffic sources are the channels through which website visitors enter your website. You can think of these channels as doorways that users access to reach your law firm's digital hub.

Data about the percentages of your audience that enter your website through specific channels is available via your website analytics dashboard. For most law firms, this will be Google Analytics, and so for the sake of this article, I will be referencing Google Analytics' traffic source categories, of which there are six I will cover:

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  • Organic search
  • Email
  • Direct
  • Social
  • Referral
  • Paid search

A website visitor that enters your site through the organic search "doorway" might be a very different sort of audience member than the one who enters through the "social" doorway. This all has to do with audience behavior and intent, which is not universal. For some law firms, certain doorways are going to yield much more valuable visitors than others. Which doorways offer the most value will likely depend on the type of law firm, its service offerings and its typical client type.

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