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If you’re not regularly reviewing your website statistics, you should be. These stats provide a wealth of interesting and often actionable information. To get a full picture, though, you generally need to look at a number of these stats in tandem.

For example, my website gets a lot of traffic, but not a lot of orders. A close look at the stats explains why. Most of my site visitors are looking for a support group or a particular food allergy resource, not books. They arrive on one of the links pages, find what they need and leave. This doesn’t help sales, but it does meet my goal of providing practical help to parents of kids who have life-threatening food allergies.


How is your website working for you? How can you even tell? One obvious measure is the number of prospects who contact you, download your free report, or do whatever other action your site suggests. But whether those numbers are fabulous or disappointing, if you’re not paying attention to the website stats that your webmaster should be providing to you, you’re missing out on a treasure trove of useful information.

Here are some of the things to look at:

  • Unique Visitors – How many people visited your site in a given time period? If you’re only getting a trickle of visitors, your site clearly isn’t getting found and some search engine optimization (SEO) is in order. But if you’re getting tons of visitors but no responses, something else is going wrong.

  • Bounce Rate – This is the percentage of visitors who arrive at a page on your site and then leave (i.e. “bounce” away) without viewing any other pages on your site. A high bounce rate could be a sign of trouble – unless your home page or landing page is so wonderful that people are responding without the feeling the need to read more.

  • Visit Duration – Amount of time spent at your website. If your bounce rate is high and your visit duration is low, you’ve got a problem. In this case the question is: are you attracting irrelevant traffic (people who are searching for something other than what you’re offering, and who therefore don’t stick around on your site) or is your website ineffective?

  • Search Terms – These are the terms that people typed into the search engine when they found your site. A close look at this can inform your SEO efforts, and help answer the “are you attracting irrelevant traffic” question.

What are your web stats telling you

What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon