After spending time and money redesigning your website, creating a strong social media presence and improving your site rankings, you’re still not seeing any tangible results. You hoped to be getting more and more cases by now but you still can’t see an improvement in your conversion rates. What could you be doing wrong? Enter CRO, website conversion rate optimization.
Website conversion optimization involves getting as many people as possible visiting your website to take a certain desired action. This desired action could be signing up to a newsletter, downloading a tool, purchasing a product or even getting in touch with you. As a lawyer, the desired action is possibly getting as many of those potential clients seeking your legal services.
One mistake that most lawyers and law firms make is to assume that once they redesign their site and work on improving their search rankings, the clients will automatically come in. Some of the changes you make on your law firm website will only begin to bear fruits months or so later. What’s important is to ensure you make the right changes so that they are effective over time.
What works for your law firm website?
What may work for one law firm website may not work successfully on your own. Therefore, CRO involves keeping track of what’s working and doing more of it and then getting rid of what’s not working. Once you know where you can improve and work towards it, you’ll always remain on top of your game. Unfortunately, most law firms don’t pay attention to website conversion optimization. This is actually a golden opportunity to convert the same clients your competitors wish to serve.
You need to know what kind of data can help you to figure out what works for your law firm website. We’ll take a look at some of the numbers you need to be looking at below
You need to know how much traffic your website is currently getting. Is this traffic being utilized in the best way possible? How long are people staying on your site? If the bounce rate is high, it means people are leaving the site too quickly. You need to provide website visitors with valuable information so that they can stay on your site for longer.
How did clients find you?
You already have a list of clients in your law firm but do you know how they found you? It’s important to keep track of all these sources because they’ll let you know which avenue gives you the highest conversion rates. For instance, you may be surprised to find out that many of your clients are coming from social media pages. It could mean that the blog articles and information you share on social media work to build trust and credibility. Ask clients how they found out about you and keep track of this information. Keep track of the number of people reaching out to you through contact forms, phone calls and live chats.
When do clients decide to look elsewhere for legal assistance? By analyzing the information above, you can quickly determine at which point you are missing out on critical conversions.
Who are your potential clients?
The key to improving website conversion optimization is determining who your target audience is and what they’re looking for in a law firm. For instance, if you’re targeting personal injury cases, think about the questions and needs that these kinds of clients have. Sometimes all your clients need is an assurance that you will be honest, confidential and trustworthy. Provide this information upfront and you’ll see the impact it has on your conversion rates.
We can have generalizations of the different kinds of clients your law firm is possibly targeting. We’ll break it down for you in 4 different categories.
- Results-oriented clients: These are the ones who are looking for quick action because they mean business. They want a law firm that is always on top of their game, shows professionalism and is credible. You can convert this kind of client by providing content that is straight to the point.
- Friendly clients: These ones need to feel safe and know that they can trust an attorney with their case. To win the hearts of amiable clients, you can use things like testimonials and post content that shows you truly care about the people you work for.
- Extroverted clients: These clients can take a little longer to make a decision. In fact, they will discuss their options with other people around their circles before making a decision. You can also use testimonials to convert these clients
- Analytical clients: These are possibly the hardest people to convert. This is because they take calculated steps before making a decision. They will go through your FAQ section in order to figure out if you’re the best people for the job. To convert them, you’ll need to answer the important questions on your website.
What’s the web user’s intent
User intent is a critical aspect. Understanding why certain web users are visiting your site is important if you want to convert them into clients. It’s impossible to find out exactly why each user came to your site. There are those who will come to your website looking for information or to have their legal questions answered. Others will be looking for more information on what kind of lawyers you are and whether you’re likely to fulfill their needs. The easiest customers to convert are the ones with a transactional intent. This means that they are already looking to hire you. You just need to ensure that your site is easy for them to contact you and hire your legal services.
The website elements you choose can also help you to convert most clients. From the banner to testimonials and CTAs, potential clients need to be given the right direction in order to take them through the conversion funnel. We know that getting clients to convert can be somewhat confusing, which is why we offer our CRO service. Get in touch with us today to find out more.