10 Conversion Optimization Tips for Lawyers

After working tirelessly to improve your law firm website design, are you still seeing no results? Your law firm needs a lot more than just a good website design and social media presence to gain visibility on the web that translates into more leads. To convert more website visitors to clients, you’ll need to implement effective conversion rate optimization tactics.

What is website conversion rate optimization?

Simply put, when someone visits your website, you want them to take a certain desired action. Whether it’s to sign up for your newsletter, buy a product or hire your services, this desired action varies from business to business. As a law firm, you want your website visitors to hire your legal services. 

The first step to conversion rate optimization

First things first, it’s critical to understand that there’s never a one size fits all approach to conversion rate optimization. What may work well for one law firm website may not work for your own. Therefore, you need to start by recognizing what works for your existing web pages and use this as a foundation to build more of the good stuff. This approach will always keep you on top of your game. In order to figure out what’s currently working for your website, you’ll need to collect some critical data. 

Here’s a rundown of the data you need to better keep track of what’s currently working:

Website traffic metrics

This includes the average sessions your web pages are getting and where the most traffic is coming from. You’ll also need to look into the website bounce rate as this tells you which channels are driving low-quality traffic or the pages that are pushing out your website users so you can begin improving them. You may also want to check the average session duration as this may tell you whether your web pages have valuable information which allows users to stay on for longer.

Website traffic sources

Different sources of traffic will have different conversion rates. For instance, users who are landing on your website through organic search may be converting into customers more often than those who reach you through social media. Understanding the number of people who reach you via live chat, phone calls, and contact forms and who are most likely to become customers helps you refocus on the highest converting channels.

Understanding your law firm client

Before you can begin building effective web pages with high conversions, you must understand your target audience and what they’re looking for prior to landing on your website. For instance, a personal injury law firm will need to address some of the concerns and FAQs among their clients. This acts as an assurance that your legal team is not only well versed with that area of law but is also trustworthy, credible, and honest, which eventually impacts the website’s conversion rates.

 There are different types of clients that your law firm will attract. Typical examples include:

  • The client who means business: This type of client wants to deal with a credible and professional law firm. They know what they want and are looking for quick and straightforward answers to their top concerns. 
  • The client who needs to feel safe: This type of client simply wants the assurance that they can trust you with their legal situation. To win this type of client, you need to provide things like testimonials, which show others have trusted you and can vouch for your legal services.
  • The overanalytical client: These types of clients are often slow decision-makers. They are arguably the hardest to convert and will have longer conversion cycles than the other types of clients your law firm website attracts. They want to know your business more and will scheme through all the details before making a decision. With this type of client, you must be ready to provide clear and detailed answers. They prefer data, detailed information, and facts. To convert overanalytical clients, your information must be presented in an organized manner. You may need to offer background data on your landing pages to help them in making a decision. 

Understanding user’s intent

Not everyone visiting your website wants to hire your legal services. Some people are simply looking for more information or to have some legal questions answered. To improve your conversion rate, you must find ways of identifying the customers who have a transactional intent and make it easy for them to contact you and hire your services. We’ll share a few tips to convert this type of client when they land on your law firm website:

  1. Ensure your firm’s address and contact information are easy to find on the website across multiple devices. E.g., place these details on the footer & header, location web pages, and always ‘above the fold’ even on mobile devices.
  2. If you have more than one location, optimize your Google My Business Listing for each one of them so that clients can reach you directly.
  3. Redesign your landing pages to ensure the Call-to-Action statements are clear, prominent, and convincing. You can do this by using color, styling, and sidebar forms.
  4. Use pop-ups and exit intent pop-ups effectively. These are best used for users who have shown some engagement on your website when you need to ask them to take a certain action such as to contact you, read reviews, or sign up for your newsletter.
  5. Find out what your highest exit pages are and make changes to ensure they are more engaging. If they are pages where you expect users to take action, find out how to keep them on your website for longer.

If the traffic to your law firm website is increasing but you’re still not getting more cases, it’s safe to say that your website is not converting. Redesigning your website and working on your on-page SEO to improve search rankings is just the first step. What’s even more important is to ensure that a higher percentage of people who visit your law firm’s web pages eventually seek your legal services. This is what conversion rate optimization abbreviated as CRO, is all about.