Consulting Website Design 021: The Law of 80/20

In this video, you’ll about the law of 80/20 when applied to your consulting website — and how to identify the top performing pages on your consulting website using Google Analytics.

(Slides)

Summary

• Most people use Google Analytics as glorified hit counters, or they don’t use it at all. And can you blame them? It can be incredibly confusing and intimidating to learn. Many people are embarrassed about their traffic, so they don’t look at Google Analytics at all. I think you should learn how to use it one action at a time.
• Google Analytics can be an incredibly valuable asset to your consulting business. It can tell you a lot about your potential clients, what they’re interested in, how they find out about you, and how effective your consulting website is. One of the best initial ways to use it is to discover the most popular pages on your website.
• The Law of 80/20: 80% of your results come from 20% of your actions. This is actually a physical law that’s observable in nature. So when we apply this to your website, 80% of your traffic will come from 20% of your pages. I have two or three posts on my website that generates 80% of my traffic. I have a client where 1% of their posts generate 40% of their traffic. This law will most likely apply to your consulting website as well.
• Use your Google Analytics account to discover your top performing pages like this: Home -> Behaviour -> Site Content -> All Pages. This will give you a breakdown of the pages on your website and what percentage of traffic they are generating for you.
• Most importantly — what does the fact that this page is your highest traffic post? What does this say about your potential clients and what really interests them? What actionable insights could we ponder based on this data? Examples: Perhaps you should insert your lead magnet in this post instead of your homepage? Perhaps you should create more content like this particular page or post to gain more traffic? Perhaps, when following up with a sales lead, this is the article you send them in your follow-ups to provide value?

Action Step

Identify your top-performing page using Google Analytics (or whatever other software you use). Ask yourself the above questions on what this means for your business, and how you can use this information to provide more value for your prospects and drive more profitable marketing for your firm.