Top digital tools for law firms – Part 1: What is Hotjar? Understanding audience behaviour

Impressions, views, and bounce rates are useful but will only tell you so much. Imagine watching visitors as they interacted with a page – giving you insight into why they clicked or exited. Good news: now you can by heading over to Hotjar. What is Hotjar? It’s a behaviour-based analytics platform that uses visualisation tools to help you understand how users engage with your website or apps.

Although created with marketing and product managers in mind, Hotjar is also used by organisations to leverage better insights into their audiences and identify the strengths and weaknesses of their websites and applications.

In this blog, we’ll answer the following questions:

  • What is Hotjar used for?
  • What are the benefits of Hotjar?
  • What are the cons of Hotjar?

Ready to learn more? Then let’s get started.

Hotjar review

What is Hotjar used for and how could it help my law firm?

Hotjar is a powerful visualisation tool that literally gives you the bigger picture. It achieves this feat by letting you ‘watch’ your audience by using a range of feedback tools.

What feedback tools are included with Hotjar? Here’s a breakdown of each.

#1 Heatmaps

Hotjar uses colour to represent a sliding scale, with green sitting at the bottom and red at the top. These colours represent where your prospects are clicking, tapping, and scrolling – providing invaluable insight.

Imagine your bounce rate on a page is high. Opening up your heatmap you can see users rarely read beyond the first paragraph before exiting. You can then review the content to identify issues.

#2 Session recordings

Hotjar recordings track users’ movements so you watch them click, drag, and pause while digesting your content. This nifty feature could help you spot user experience issues – for example, if a link isn’t working or visitors are confused by the site navigation.

#3 Feedback tools

What do Hotjar surveys do? Well, there are two types: an on-site version that helps you understand what prospects want and the blockers obstructing them and an external option that lets you build bespoke (and fully responsive) surveys that can be shared via email or web links.

is Hotjar worth it?

The benefits (and downsides) of using Hotjar for your law firm

What is Hotjar like overall,? Here’s a breakdown of the platform’s strengths and weaknesses to help you decide..

What you’ll probably love

#1 Easy to install

It takes minutes to integrate Hotjar with your website and requires minimal effort to use it in the long term – making it ideal for small businesses with limited time, resources, and knowledge.

#2 Integrate with ease

One of the big benefits of Hotjar is its ability to integrate. Just imagine being able to access data in one convenient location. No more hopping from platform to platform. No more cross-referencing information. 

Hotjar syncs with all of the following and more:

  • Google
  • Slack
  • Hubspot
  • Optimize
  • Segment

#3 Near zero learning curve

Hotjar’s interface is simple to use, so you’ll be able to understand what’s happening and why without having to visit the FAQs page or talk to customer support.

And this leads back to what’s arguably the biggest benefit of Hotjar: its visual reports which reveal visitor behaviour in real-time, empowering you to tweak and constantly improve user experiences.

best analytics platforms 2022

Things you’ll probably like less

#1 Pricey for small businesses

What is Hotjar like in terms of costs? Its free version is adequate for small businesses. But, as you amass more visitors, the subscription costs increase in tandem – so be prepared to open your wallet.

#2 Limited survey options

If you want to create eye-catching surveys you’re better off looking at Typeform. That’s because Hotjar’s customisation options are limited to buttons, backgrounds, and font colour changes (you can add your company logo too).

#3 Gaps in the data

Not all users are captured – so there’ll be inevitable gaps in your data. That said, the visual insights offset this deficit. Especially as the company continues to invest in brand new tech year-on-year. 


The overall benefits of Hotjar outweigh the negatives, provided you can handle the platform’s hefty price tag as web visitor numbers swell. Easy to configure and just as simple to use it will save you time and stress  – allowing you to spot and fix problems faster.

If you’re not convinced or would prefer to hand the hard work to someone else, contact our friendly team. With an extensive experience in helping firms like yours deliver exceptional user experiences we’d love to talk to you.

Cookie Consent

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it. Read more in our Privacy Policy.