Your Web campaign is comprehensive and includes search marketing (SEO), Pay-Per-Click (PPC), email marketing and social media. You have invested in improving your website traffic. But are you actually obtaining cases from your Web investments?

If you are not receiving cases, it is time to analyze your data and determine what you can do to correct that problem.

As with all marketing efforts, tracking performance is key. You need to know how much these respective efforts are contributing to your website traffic.

BrightEdge, a global SEO enterprise for large corporations, recently conducted a major study that analyzed the origin of website traffic received by Retail, Media/Entertainment, Business Services, Technology/Internet and Hospitality companies. Here is what the study found:

• The Business Services sector (where law firms fall) has the largest disparity between traffic generated from organic search compared to all other forms of online marketing, including paid search and social media.

• Approximately 72% of the traffic coming to law firms’ websites is generated by organic and local search marketing.

• Paid search (PPC) and social media account for less than 10% of law firms’ website traffic.

So What Do Those Website Traffic Numbers Mean?

What does this mean to you and your online marketing campaign?

With so much competing data, it is comforting to know that the numbers do not lie. Analytic data do not care about hype, groundswell or synchronized blog voices. Data simply point out the facts on an ongoing basis.

According to Consultwebs’ internet marketing consultant Dawn Jernigan, “Organic has always been the largest driver of traffic – and by a large margin.” She added, “Social does play a supporting role in conversions, but many firms do not accurately capture that percentage.”

Social Media manager Kenny Harris and PPC manager Paul Julius, colleagues of Jernigan at Consultwebs, agree that synchronized marketing efforts provide the best overall results.

Consumers conduct more research now than ever before when hiring a professional. Online reviews, website content and the composition of Facebook and Google+ posts, as well as Tweets, all factor into shaping a prospective client’s opinion of your firm – opinions that (most importantly) determine whether that prospect will convert into a client.

Internet marketing is dynamic and ever-changing. Yet, it is built upon a discernible, static foundation that has held up for many years: Provide value for your target audience and be rewarded with visibility.