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Attorney Marketing 101: The Context Behind Bounce Rates

Website bounce rates require contextIf you start getting serious with your law firm’s website and paying attention to its analytics and other data, one of the first things you’ll encounter is a measurement, expressed in a percentage, called bounce rate. Your site’s bounce rate can tell you a lot about the site as a whole, as well as individual pages on it. However, standing alone, your site’s bounce rate has only a limited meaning, and needs some context to understand fully.

What Does Bounce Rate Mean?

Your site’s bounce rate tells you the percentage of visitors who come to your site, look at one, single, page, and then leave. For example, if you came directly to this blog post on the Myers Freelance website, read it, and then closed the browser or went to a different site, the bounce rate for Myers Freelance would go up. However, if you came to this blog post and then clicked on one of the links on the right, or this one to read an article on how legal blogs influence corporate clients, then Myers Freelance’s bounce rate would go down.

What’s a Good Bounce Rate?

Knowing that bounce rates tell you what percentage of visitors leave after a single page view, you can figure out that having a low bounce rate is better than having a high one. A bounce rate of 0% means that visitors always stick around on your page by clicking another link, while a 100% bounce rate means that they always leave.

But is 70% low, or high?

Unfortunately, the answer is “it depends.” Different types of pages – like blog posts, contact pages, and your home page – all have different purposes, only some of which involve directing the visitor to another page.

Context Is Everything

Because understanding your bounce rate is not a straightforward analysis, you need to understand the context of your individual pages in order to see what your bounce rate means. Your site’s aggregate bounce rate, therefore, is nearly meaningless, because it’s giving the total numbers of all of your different types of pages, all rolled into one number.

Comparing the bounce rates for your individual blog posts is a better use of your time. Which ones have high bounce rates? Which ones have low ones? Plugging the posts with low bounce rates on social media is a better use of your time – they are the ones that are successfully bringing users to other parts of your site. Identifying the writing techniques you used on these posts and reusing them for future articles is also a wise move.

Myers Freelance Writes Legal Blogs That Lower Your Bounce Rate

We at Myers Freelance understand the techniques that go into writing legal blog posts with low bounce rates. By keeping your site’s visitors engaged and interested in what you law firm has to bring to the table, Myers Freelance’s writing talent and SEO know-how keeps your site’s visitors on your page, increasing the likelihood that they’ll turn from visitors into paying clients.

Contact us today to get started on your firm’s legal blog, and connect with us on Twitter, Facebook, and Google+ for regular updates.