In this episode, I’m joined by Pete Everitt, and we dive into the intricacies of Google Analytics 4 (GA4), AI's role in the legal industry, and strategies to boost SEO and conversions for law firms.  We discuss key differences between GA4 and Universal Analytics, setting up Google Analytics effectively, and optimizing website conversions. Additionally, we explore the impact of AI on search, creating meaningful content, and leveraging AI for enhanced digital marketing.  Pete also shares insights from 'The Million Dollar Weekend' by Noah Kagan and stresses the importance of sustained client relationship management. Pete gives listeners actionable tips on: 00:00 Intro 01:18 Understanding GA4: Basics and Differences 02:19 Challenges and Criticisms of GA4 05:16 Setting Up GA4: Key Steps and Tips 09:04 Tracking and Analyzing Traffic Effectively 15:17 Conversion Optimization Strategies 19:06 Real-World Examples and Best Practices 23:20 Customer Service Frustrations 24:16 Website Conversion Essentials 25:17 Understanding Calls to Action 27:09 Optimizing Client Interaction 32:03 Marketing Funnels and Strategies 34:18 The Role of AI in SEO 39:14 Book Recommendation: The Million Dollar Weekend 41:12 Final Thoughts on Conversions Resources mentioned in this episode: Million Dollar Weekend by Noah Kagan Connect with Pete here: Instagram Twitter LinkedIn Facebook https://www.peteeveritt.com   Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com