Law firms are constantly trying to find ways to increase website traffic and conversions.
In order to stay ahead of the competition, it is important to focus on both online visibility as well as lead generation. Traffic is key, but you're losing out on potential business if you can not convert that traffic into leads.
This post will discuss 12 law firms' strategies to improve their website traffic and conversion rate.
But first, let's discuss what conversion rate is and why it is necessary to your law firm.
What is the Conversion Rate?
Conversion rate is the percentage of visitors to your website that take the desired action that you are setting your website up to accomplish.
The desired action can be anything from buying something, subscribing to a newsletter, or asking for more information.
For many law firms, examples of the intended action include:
- Signing up for a consultation
- Filling out a contact form
- Downloading a white paper
- Requesting a prospective client to call you
The conversion rate is important because it determines how well your website generates leads.
A high conversion rate means that your website effectively and efficiently converts visitors into leads.
A low conversion rate might mean that there are issues with your website design, content, or user experience.
It is necessary to regularly check your conversion rate so that you can identify any problems and make changes as needed.
You can install Google Analytics Goals or use other lead conversion tracking software.
Now that we've gone over conversion rate and why it's important, let's proceed to the 12 ways your law firm can boost its website traffic and conversion rate.
Simple Sometimes Means More Effective
The average attention span is just eight seconds, so you have a very brief window to make an impact on your website visitors.
This means that your website needs to be simple and easy to navigate. Attorney websites are frequently filled with jargon and long, complex sentences.
While it's important to sound professional, you also want to make your website understandable. Use simple language and short sentences to get your point across.
Make Sure Your Contact Info Is Always Visible
Your website visitors should be able to find your contact info easily. Include your phone number and email address in the header or footer of every page on your website.
You might also want to include a contact form so that potential clients can reach out to you directly from your website. This can be particularly useful if you target clients in a specific geographic area.
Use Appealing Visuals
People are visual creatures, so it's important to use attractive visuals on your website. Include images and videos that help show your law firm's story.
Make sure that your visuals are high-quality and relevant to your content. You don't want to use stock photos unrelated to your business.
Include a Call-to-Action
A call-to-action (CTA) is a sentence or phrase that urges website visitors to take a particular action.
For instance, you could include a CTA on your contact page: "Submit your information for a free consultation."
Be sure that your CTA is clear and easy to understand. You want website visitors to understand exactly what they need to do to take advantage of your offer.
This can be done by really making your CTA stand out using color, font size, or by adding a picture that jumps out to potential clients.
Be Available to Speak to Clients Who Reach Out Using Your Site
If you include a contact form on your website, make sure that somebody is available to respond to inquiries promptly.
Too often, people trying to contact a law firm end up talking back and forth through emails or needing to leave a message.
While it's important to have somebody available to reply to website inquiries, you also want to be sure that your phone lines are open and that you're easy to reach.
You can also install a live chat feature that allows website visitors to talk with someone from your firm in real-time.
This can be a great way to respond to any inquiries potential clients might have regarding your firm or provide quick answers to questions they have prior to meeting them face to face.
Google My Business is a Must
Google My Business is a free listing that enables businesses to manage their information on Google Maps and Google Search.
When potential clients search for your law firm, you want to make sure that they can find accurate and up-to-date information.
Including your business hours, address, phone number, website, and practice areas are all important pieces of information to include in your Google My Business listing.
If you have multiple offices for your law firm, you'll want to create a separate listing for each one. This will provide potential clients easier access to your information and appear under more geo-specific searches.
Optimize Your Site for Mobile Devices
A growing number of people are utilizing their mobile devices to access the internet. In fact, over 50% of web traffic comes from mobile devices.
This means that it is essential to optimize your website for mobile devices. This includes making sure that your website is responsive and that your content is easy to read on a small screen.
You also want to ensure that your website loads quickly on mobile devices. People are not likely to wait around for a slow-loading website, regardless of how good the content is.
Create Enticing and Intriguing Copy
The content on your website should be well-written and engaging. It must be free of grammar and spelling errors, and it needs to be interesting to read.
This is particularly true when talking about your law firms:
- Story or background
- Mission statement
- Anything regarding giving back to the community
Your content should be able to capture the attention of prospective clients and motivate them to act.
Remarketing Ads Give You a Second Chance
Remarketing ads are a good way to reach prospective clients that have visited your website but didn't convert.
These ads follow prospective clients around the internet, reminding them about your law firm and what you have to offer.
It's important these ads are well-targeted so that they're just being shown to individuals who are actually interested in your services.
You don't want to waste your time or money on ads that nobody will see or care about.
You can produce remarketing ads with Google Ads or other ad platforms like Facebook and LinkedIn.
Use Your Google Analytics for Trial and Error
Google Analytics is a free device that allows you to track the traffic on your website.
This is a useful resource when trying to boost your website's conversion rate.
You can utilize Google Analytics to see which web pages on your website are receiving the most traffic and where people are leaving.
This info can help you make changes to your website so that potential clients are more likely to act.
For example, if you see that people are dropping off on your pricing page, you might want to include more info regarding your services or include a CTA that directs people to contact you for a consultation.
Even utilizing analytics to track your ad performance can be helpful. You can see which ads are receiving the most clicks and adjust your budget as needed.
Remember, not everything you try will succeed the first time. Using Google Analytics will allow you to monitor your progress and make changes as needed.
Make Sure Your Website is Safe and Secure
When people are entering their personal information onto your website, they want to know that their data is secure.
One way to show potential clients that your website is safe and secure is by having an SSL certificate.
This certificate encrypts the information that is being sent to and from your website, making it harder for hackers to access.
You can tell if a website has an SSL certificate by looking at the URL. If it starts with "HTTPS" instead of "HTTP," then the website is secure.
Including security info on your website can help improve trust and conversion rates.
Use Pop-Ups Sparingly
Pop-ups can be aggravating, and they frequently cause individuals to leave a website entirely.
However, if used sparingly and properly, pop-ups can in fact be rather effective.
For example, you might want to use a pop-up to offer a free consultation to individuals who are about to leave your website.
Or, you can use a pop-up to capture email addresses so that you can add potential clients to your marketing list.
Just be sure not to overdo it with the pop-ups. You do not want to drive prospective clients away with too many ads and offers.
Utilizing all or even a few of these suggestions can help boost traffic and conversion rates for your law firm's website. Just don't forget to be patient and to keep track of your progress. With a little time and effort, you'll see the outcomes you're looking for.
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