11 min read
Updated: November 10, 2021

How to Measure & Improve Law Firm Website Performance

Most law firms say their websites don’t help get more business. How do you measure website performance? Here's your guide on the best metrics to watch.

Effectively every law firm has a website.

And yet…the vast majority of law firms report that their websites don’t help them get more business.

They just act as digital brochures, showcasing the “practice areas” of the firm or the history of how they got there. The information that most prospects don’t care about.

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Once you implement a new high-performance law firm website that has all the new things your website needs and start to get more calls, you’ll need to be vigilant and stay on top of your web design agency to make sure that they continue improving the results.

If you don’t measure, you won’t know how to maximize cash flow/revenue or how to continue improving the metrics that matter.

This article gets a little technical but will be your golden ticket to review expectations with your web design and digital marketing company. The experts will implement these tactics, but knowing what questions to ask will mean knowing where your money is going.

Let’s dive in.

  • Start with knowing what you want to achieve

    Effective objectives for law firm websites must be the foundation of everything you do in your web design.
    You want to attract prospects, educate, and convert into opportunities.
    Placing these objectives in the limelight means measuring what you really care about. Before you get started, make sure to measure and establish your benchmarks, such as

    • Number of visitors
    • Number of leads/inquiries (phone and contact us form submissions)
    • Cost per lead (CPL)
    • Close rate (number of inquiries it takes to get one new client)
    • Average revenue per client

    Check out the Best Law Firm Websites [2021 Edition].

  • Review industry standards

    Now you know your numbers, but what numbers are “good?” Use industry-specific research as an example, such as this report by Word Stream to learn what a good conversion rate is.

    For instance: a typical conversion rate on websites for lawyers is around 2.07%. Let’s round that down to 2%. That means two people out of 100 website visitors pick up the phone or fill out the “Contact Us” form.

    Now let’s say 1-of-3, or 1-of-4 callers become clients.

    In that case, you need 200 visitors to the website to get one single client.

    Once you have these benchmarks, you can decide what to improve and by how much. Do you want to triple that conversion rate from 2% to 6%? Or do you want to double your website traffic?

    If you want 15 new clients a month but you only have 1,000 website visitors converting at 2%, for example, you have to boost website traffic or your conversion rate…or both.

    For reference: a high-performance website can convince about 10% of all visitors to call. Can you imagine your website performing like that?

  • Number of unique visitors

    This is what we’re talking about when we refer to website “traffic.” Your traffic is the measure of how many unique visitors arrive at any page on your site.

    If you haven’t already talked to your Chicago web design agency about SEO for attorneys, this is where those strategies come into play. SEO (or Search Engine Optimization) is the linchpin to blowing up bigger visibility across Google, meaning your website will show as a relevant result for more users searching for services you provide.

    There are literally hundreds of metrics in play to tell Google how much of an expert you are in your field. But the more of an expert Google thinks you are, the more search results you’ll show up in.

    And the more searches, the more unique visitors to your site.


    You’ll see the best strategies to boost unique visitors and your Google ranking when you learn how your blog can be the most powerful business tool your firm has.

  • Bounce rate

    The “bounce rate” measures when someone looks at whatever page of your site they land on, and then decide, “Nah, not for me.”

    Then they leave.

    You’ll see a lot of articles talk about 50-60% average bounce rates. But with the industry you’re in, that should be more like 25-30%. Think about it…people aren’t looking for lawyers casually, they google these services with a real need. Your website should engage them beyond a look at a single page.

    Is your website designed deliberately? If visitors are bouncing quickly off your site, talk to your web design and development company, or contact us.

  • Dwell time

    Google cares about bounce rate, but it also cares about how much time visitors spend on your site. This is an indicator of whether the content users find there is valuable or not. And that’s how Google decides if your content is “relevant.”

    The more time users spend on your site, the higher your Google ranking will be and the more of an “expert” you’ll be indexed as.

    bounce rates

    And the higher your rating, the higher you’ll show up in search, and the more visitors you’ll get.

    As long as you maintain longer dwell times, the effect will snowball and you’ll have killer search rankings to show for it.

    So, make sure that the content on your website goes beyond basics and really expands into answering the many common questions your prospects and clients have for you. Again, check out  Your Law Firm Website’s Blog Can Be the Most Powerful Business Developer Your Law Firm Has.

  • Traffic-to-lead

    Traffic-to-lead is a fancy way of talking about conversion rates. And there are two conversion rates your law firm needs to focus on: desktop and mobile.

    Imagine it. You have a killer law firm web design, and desktop visitors are converting at 10%. But then, on mobile, you’re only converting 2%.

    Looking at today’s statistics on website visits from mobile devices, this would mean you’re missing out on half of your business.

    That’s why we look at both desktop and mobile “traffic-to-lead” conversion rates.

  • Lead-to-opportunity rate

    This is an internal metric for your web design and digital marketing agency. Not only are you measuring website traffic, but here you’ll measure whether that traffic ends up bringing in real opportunities for you to serve new clients.

    If you haven’t seen these numbers before, ask your marketing company today where your website stands and what their goals are over time.

  • Cost-Per-Lead (CPL)

    Here’s where you keep your pulse on cost. If your marketing costs are climbing but your client flow is doubling, cost-per-lead (CPL) calculations will keep costs in perspective.

    This is one of the most important metrics in web marketing for lawyers. You could even argue that it’s what all the others boil down to:

    Are you getting new clients in a cost-effective manner?

Know these metrics and work with your marketing agency to improve on each of them. You need a plan, or your marketing vendor needs to come up with one. You need it to match your objectives, and you need it written down.

Start by downloading our checklist to see what that plan needs to be successful.

And always keep measuring along the way. Remember: “When you can measure what you are speaking about, and express it in numbers, then you know something about it,” Lord Kelvin.

If you want the Comrade team to help you improve your law firm website performance, schedule a consultation.

Get a complimentary marketing audit

Find out how much demand there is in your geographical area.

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I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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