Measuring Success: How Analytics Improve Client Experience and Business Growth

When a solicitor invests in a new website, the goal isn’t just to have something that looks modern. The real question is: is it working for the business?

Does it bring in more enquiries?
Do visitors find what they need quickly?
Are potential clients dropping off before they get in touch?

Without proper measurement, you’re guessing. With the right analytics in place, you know. That knowledge allows you to improve client experience, generate more leads, and make better decisions about where to invest time and money.

This is one of the biggest advantages of a bespoke website: you can build in the right analytics from day one.

Why analytics matter for solicitors

Every firm spends time and money attracting new clients — whether through SEO, Google Ads, or word of mouth. But not every visitor to your website becomes a client. Some look around and leave. Some start filling in a form but never finish.

Analytics show you:

• Where visitors come from (Google search, adverts, referrals).
• Which pages they read before contacting you.
• Where they get stuck or give up.

Instead of wondering “why aren’t enquiries higher?”, you can see exactly what’s happening and act on it.

Why bespoke websites are better for measurement

Off-the-shelf sites often come with generic tools like Google Analytics switched on, but they usually track surface-level information: page views, traffic sources, and not much else.

A bespoke website can go deeper, because it’s designed around your specific client journey. For example, you can measure:

• How many people start a conveyancing quote.
• How many click “proceed” after seeing the estimate.
• How many upload their documents and complete onboarding.

This gives you a clear picture of how clients move from curiosity to instruction.

Making improvements step by step

Once you know where clients are dropping off, you can make small, targeted changes that add up to big results. For example:

• If many people view your conveyancing page but few request a quote, perhaps the wording isn’t clear enough.
• If people request a quote but don’t click “proceed,” maybe the next step needs to feel simpler or more reassuring.
• If form completion is low on mobile, the form might need redesigning for smaller screens.

Even a small uplift makes a difference. Imagine 100 people visit a page each week. If two currently enquire and you improve that to four, you’ve doubled enquiries without increasing your advertising spend.

Learning directly from client behaviour

Modern analytics tools — such as PostHog — give you more than numbers. They can show you recordings of how people actually use your site (with personal details hidden). You might see that:

• Clients hover over a button but don’t click, suggesting it’s not obvious.
• Many people scroll quickly past long text but stop on short FAQs.
• Users pinch and zoom on a phone, showing the design isn’t mobile-friendly enough.

These insights make it easier to design improvements based on real client behaviour, not assumptions.

Supporting product and service development

Analytics don’t just help with the website itself. They can guide wider business decisions too.

If you notice that most visitors go straight to your conveyancing calculator, that’s a sign this service is in high demand. It might justify further investment in automation, content, or staff training.

If a page about wills or probate consistently attracts traffic but enquiries are low, that tells you the interest is there but the message may need refining.

Over time, the data helps you decide where to grow and what to prioritise.

Why templates fall short

Template websites usually track only the basics. Adding deeper insights often means plugging in multiple third-party tools, which can be fiddly and unreliable. Bespoke websites, built on modern frameworks, can integrate analytics properly from the start.

That means you get:

• Reliable data that matches your business goals.
• Fewer plugins to update or worry about.
• Insights you can actually use, rather than endless charts that don’t connect to your client journey.

Measuring ROI

For solicitors, return on investment is crucial. A bespoke site is more expensive up front, but analytics prove whether it’s paying off.

With proper tracking, you can answer questions like:

• How many new enquiries came from organic search last month?
• Which campaign brought the most valuable clients?
• What change improved conversion most?

Instead of “we think the new site is working,” you can say, “we received 30% more enquiries after launching, and enquiries from PPC now cost 20% less because the site performs better.”

Continuous improvement

A good website is never finished. Analytics make it possible to keep improving:

• Test different page layouts and see which brings more enquiries.
• Add new FAQs if people keep searching for certain terms.
• Adjust forms or calls-to-action based on where people hesitate.

This cycle of measurement and improvement creates compounding returns. Each tweak builds on the last, steadily increasing enquiries and client satisfaction.

Final thoughts

For solicitors and other professional firms, websites are not just brochures. They are working tools that can attract new business, reassure clients, and streamline operations.

The difference between a website that “looks fine” and one that truly supports the business often comes down to measurement. With analytics built into a bespoke site, you don’t have to guess what clients are doing — you know. That knowledge allows you to refine the journey, increase conversions, and invest confidently in the services clients value most.

In a profession where trust and efficiency matter, that makes analytics not a luxury, but a necessity.