Traffic statistics to a web site tell you where the visitors come from, and what pages they look at. The pages visited give you an idea of what visitors are generally looking for when they come to your site.
Most websites providing general information are mostly static-all the visitor can do is read, unless you have a clear call to action that prompts the visitor to contact your office via email or telephone or to take some other action.
But there are other, simple ways you can allow your visitors to have limited interaction on your web site without creating an attorney-client relationship.
One way to provide limited interactivity is through informal, general, and unidentifiable polls and surveys. Not every visitor will participate; but if constructed with some attention to detail, a certain number will take a minute or two to participate, providing additional information about what visitors look for when visiting your online legal website in particular.
To test this theory in the real world, I just started running a survey, in Spanish, of 10 short questions related to family law. I am only seeking 200 responses; and I am waiting to see how long it will take to collect those. Once the survey closes, I will post some general observations about the process and the resposes. I’ll also be able to have more information to keep visitors returning to the website; and, hopefully, comtinue to tailor my online legal marketing.
Feel free to post your ideas about ethical online marketing- I would love to hear any ideas on the topic from other lawyers.