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Business INSIGHTS e-News for Professional Services
Metrics to Monitor on Your Website

Tools that can help you measure the success of your site with a wider lens.

Most professional-services firms have at least a basic website, but the majority of these firms have no idea whether or not clients and prospects are visiting the site or what they view on the site once they do visit. And those firms that do measure website performance typically measure number of visitors, a metric that only provides one piece of the website-performance puzzle.

The following metrics will give you a real sense of how your website is performing.

Set Goals

The first step is to determine exactly how your firm defines website success. Is it the number of unique visitors? Is it having clients sign up for a firm-sponsored event? Is it downloading your newsletter? Google Analytics Goals allow you to define your goals and then track their progress. A template makes establishing goals easy, but you can also create your own goals with the custom-goal builder.

Measure Overall Performance

To get an overall idea of how well your website is performing, track at least these statistics:

  • Average length of visit
  • Average number of pages per visit
  • Number of social media shares

Measure Page Performance

The bounce rate is the percentage of visitors who abandoned your website from a particular page. Measuring bounce rate lets you know how individual pages are performing, what is working--and what isn't--on a page-by-page basis.

Measure Action

Are visitors to your website engaging with you by downloading information or filling out a contact page? The conversation rate measures the percentage of people who complete an action and are therefore more likely to have continued contact with your firm.

Identify the Path Taken

Site keywords show you what terms visitors entered into search engines to land on your site. They let you know what visitors are looking for when they find you, so you can deliver the content they want.

Visitors can also get to your site via backlinks--other sites that point to your website. Knowing your backlink profile is important, since search engines can penalize you for having inappropriate links or links from low-quality websites that were built only for search-engine optimization (SEO). Do your best to remove these links and improve SEO results.


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