Introduction:
KPIs reveal what’s working and what’s not, especially in an industry where timeframes are tight and competition is fierce. If your website isn’t converting at the right time (i.e., peak protest season), you’re leaving revenue on the table.
This article outlines essential KPIs Property Tax Protest websites should track to measure digital performance.
Website Traffic: The Right Kind at the Right Time
Use Google Analytics to monitor:
- Total sessions during peak months (Feb–May)
- Organic traffic trends over time
- Geographic source of traffic (localized by city or county)
Compare seasonal trends year-over-year to gauge SEO and campaign effectiveness.
Conversion-Focused Metrics
Conversions are more than visits—they’re measurable actions:
- Form submissions (e.g., "Start My Protest")
- Portal registrations
- Click-to-call actions on mobile
- Quote requests from commercial clients
Set up goal tracking in GA4 or Tag Manager.
Engagement KPIs
Measure how engaged your users are:
- Bounce rate (should be under 50%)
- Time on site (longer = more trust)
- Pages per session (2–4 is a healthy range)
- Scroll depth on key pages
These indicators reflect content effectiveness and UX quality.
Local SEO KPIs
Since this industry is hyperlocal, track:
- Google Business Profile views
- Map Pack click-throughs
- NAP consistency across directories
- Localized keyword rankings (e.g., "Travis County property tax appeal")
Use tools like BrightLocal or Whitespark.
Email and Remarketing Metrics
Use CRM/email software to track:
- Open and click-through rates of deadline alerts
- Engagement with case studies or results
- Form abandonments and retargeting re-entries
Review and Reputation Signals
Monitor:
- New Google reviews per season
- Average star rating across platforms
- Response rate to feedback (Google favors engagement)
Final Thoughts
Data fuels results. By tracking the right KPIs, Property Tax Protest websites can refine strategy, improve ROI, and better capitalize on seasonal urgency.
