ezylegal Weekly Growth Report

📊 Top-Level Metrics (Last 7 Days)

🚨 Critical Issue: Conversion Funnel Breakdown

The Problem

We're sending 247 people to /start-your-case this week. Only 2 actually submitted a case. That's a 99.2% drop-off rate.

Even worse: we had 36 onboarding_complete events but only 2 new_case_submitted events. That means 34 people finished onboarding but didn't commit. They're warming up the system and bailing.

Why This Matters

• We spent $1,288 on ads this week driving 222 paid search sessions — if even half went to /start-your-case, that's ~$600 of wasted ad spend on users who don't convert
• 131 CTA clicks tracked in PostHog, but only 2 case submissions — that's a 98.5% leak
• Lawyers are reviewing cases that go nowhere, burning capacity on non-revenue work

📈 Traffic Breakdown (Last 7 Days)

Channel Analysis

Direct (45.6%): Highest traffic source. Could be returning users, branded search typing URL directly, or missing attribution. High engagement (49% engaged session rate).

Paid Search (24.2%): Second-largest source. We're spending heavily here ($1,288/week) but conversion to case submissions is abysmal. Need to assess ad copy and landing page alignment.

Referral (15.5%): Likely lawyer/admin dashboard traffic based on the case-specific URLs in top pages. High engagement (81% engaged) but not customer traffic.

Organic Search (6.0%): Small but engaged. 67 clicks from Search Console, 55 sessions in GA4 — good alignment. Average position 13.0 shows opportunity to climb rankings.

Display (4.6%): Low engagement (31% engaged session rate). Likely awareness play but not driving quality traffic.

Organic Social (1.6%): Negligible. Instagram posts getting zero engagement (0 likes, 0 comments on recent posts). Social strategy needs complete rethink.

🔍 Top Pages (Last 7 Days)

Page Performance Analysis

⚠️ /start-your-case/: 50% bounce rate is a problem. Half of users who land here leave without engaging. 247 sessions but only 2 case submissions this week. This page is the primary leak.

✓ /pricing-calculator/: 8% bounce, good time on page. Users who reach this page are engaged. Only 37 sessions though — need to drive more traffic here from homepage and ads.

Case pages: High engagement, long time on page. These are existing customers/lawyers working on active cases. Not acquisition traffic.

/about/ and /team/: Moderate traffic, reasonable engagement. Could be users doing due diligence before committing.

💰 Google Ads Performance

Ads Assessment

✓ "Self-Rep & Court Prep": Best performer. 20 conversions, 9.1% CTR, reasonable CPC. This campaign is working — scale it.

✓ "Search Only Campaign": Highest CTR (18.1%), lowest CPC ($1.25), 4 conversions from just $46 spend. Small volume but extremely efficient. Increase budget.

⚠️ "Family Law - Search": Highest spend campaign but only 4 conversions. $87 per conversion. Need to audit ad copy and keywords.

⚠️ "AI Legal Help": $301 spend, only 4 conversions. "AI" positioning might not resonate with legal customers who want human expertise.

⚠️ "DIY - For PK": Lowest CTR (3.4%), only 2 conversions. High impression count suggests broad targeting. Need to tighten or pause.

Critical Question: What Counts as a Conversion?

Google Ads reports 34 conversions. PostHog shows only 2 new_case_submitted events. Either:

• Google is counting soft conversions (form starts, page visits) rather than actual case submissions
• Conversion tracking is misconfigured
• People are converting in ways PostHog isn't capturing

Action required: Audit conversion tracking setup immediately.

🔎 SEO Performance (Last 7 Days)

Organic search is underperforming. Average position 13 means we're on page 2 for most terms. 67 clicks from 1,026 impressions is reasonable CTR for page 2, but we need to climb to page 1.

Opportunity: If we could move average position from 13 to 5 (top half of page 1), CTR would likely double or triple. That could mean 150-200 organic clicks per week instead of 67.

📱 Social Media

Instagram (@ezylegal.com.au):

• Posted 3 times this week (March 17, 19, 20)
• 0 likes, 0 comments on all recent posts
• 15 sessions from organic social (1.6% of total traffic)

Recent post topics: Property settlement, AI + human expertise, access to justice, how ezylegal works, divorce costs, fixed fees. Content is on-brand but getting no traction.

Recommendation: Pause organic social posting unless we're willing to invest in growth tactics (paid ads, partnerships, UGC, testimonials). Current approach is wasted effort.

🎯 Top 3 Priorities for Next Week

📉 Key Concerns

• Funnel drop-off is catastrophic. 99.2% of /start-your-case visitors don't submit a case. This is the #1 business problem.
• Conversion tracking discrepancy. Google Ads and PostHog show completely different conversion numbers. We're flying blind on true CAC and ROAS.
• Lawyer capacity wasted on low-intent leads. If we're getting 36 onboarding_complete events but only 2 case submissions, lawyers are reviewing cases that go nowhere.
• Social media is dead weight. Zero engagement, negligible traffic. Either invest properly or stop.
• SEO is stuck on page 2. Average position 13 means we're invisible for most searches. Need aggressive content + backlink strategy to climb.

✅ Bright Spots

• "Self-Rep & Court Prep" campaign is a winner. 20 conversions from $459 spend. Scale this hard.
• "Search Only Campaign" has best efficiency. 18.1% CTR, $1.25 CPC, 4 conversions from just $46. Increase budget immediately.
• /pricing-calculator/ has 8% bounce rate. Users who land here are engaged. Drive more traffic to this page.
• 46.3% bounce rate is healthy. Users are exploring the site, not bouncing immediately.
• 11:20 average session duration is strong. People are spending time reading, not skimming and leaving.