RLM BLOG
Mastering Website Analytics
Let’s be honest: most freelancers and small business owners would rather do almost anything else than stare at a wall of website analytics. The charts, the acronyms, the “data talk”—it can feel like you need a degree in rocket science just to understand where your clicks are coming from. But here’s the truth: analytics doesn’t have to be scary, and it definitely doesn’t have to be boring. With just a few simple metrics, you can uncover exactly what’s working on your website, what’s not, and where you should put your energy next. Think of it like getting a cheat sheet for how people actually use your site.
1. Understanding the Basics:
Cut through the technical jargon— the three main things you need to know are: how many people are visiting your site, what they’re doing while they’re there, and whether they’re taking the action you want them to take. That’s it. Forget all the extra fancy terms for now. For example:
Traffic (sessions) = how many people are stopping by.
Bounce rate = how many people peaced out without clicking around.
Conversions = the people who actually did the thing you wanted (like filling out a form or buying a product).
Once you understand those basics, you’ll start to see your website less like a mystery and more like a story of how people interact with your business.
2. Using Tools to Your Advantage:
You don’t need a $1,000/month analytics dashboard. Start simple. Google Analytics 4 (GA4) is free and gives you all the essentials, though the setup can feel a little clunky at first. If you want more of a visual, try Hotjar for heatmaps that literally show you where people are clicking and scrolling. Search Console is another freebie from Google that tells you what keywords are bringing people to your site. Together, these three tools give you a solid foundation without drowning you in data you’ll never use.
3. Focusing on Easy Wins:
Look at your top three most-visited pages—what are people doing there? Are they sticking around, or leaving after a few seconds? If your contact page gets a ton of hits but barely any form submissions, that’s a clear sign something’s off. Maybe the form is too long, or maybe your call-to-action isn’t clear. By focusing on just a few key pages, you’ll quickly spot the changes that could make a big impact.
4. Tracking What Truly Counts:
Analytics are only useful if they help you reach your goals. Want more email subscribers? Track how many people actually sign up each month. Running an online shop? Keep an eye on abandoned carts versus completed checkouts. Don’t get caught up chasing “vanity metrics” like pageviews or likes. Sure, it feels good to see big numbers, but if those numbers aren’t tied to your bottom line, they’re just noise. Defining a handful of real goals keeps you focused on what matters.
5. Building a Monthly Check-In Routine:
Think of your analytics like a monthly coffee date with your business—quick, consistent, and surprisingly insightful. A once-a-month check-in is perfect. Block off 30 minutes, grab your favorite coffee (or cocktail, no judgment), and look at your traffic, your top pages, and whether you hit your goals. Write down a few notes about what’s working and what you want to test next month. That way, analytics feels less like a scary data dump and more like a friendly progress report.
Website analytics don’t have to be overwhelming. By focusing on the basics, using simple tools, and building a light routine, you’ll start to see your website as a living, breathing part of your business—not just a static page on the internet. The best part? You’ll actually feel confident making changes because you’ll know what’s working and what’s not.
Pick one tool to familiarize yourself with— whether it’sGoogle Analytics, Hotjar, or Search Console—and spend 15 minutes exploring it this week. You’ll be surprised how quickly the numbers start making sense once you know what to look for.
Want someone to walk you through the process before you take the reigns? Schedule a consultation for a one-on-one tutorial: