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Conversion Rate Optimization

Getting more traffic is good, now we need to convert visitors, into new clients.

Conversion Rate Optimization

Let’s get those phones ringing. CRO.

There are many ways that a website visitor can turn into a client. Conversion rate optimization is essential to growing your intakes.

What is Conversion Rate Optimization?

CRO is the process of optimizing your site to increase the probability that potential clients will call or fill out a form.

Clients arrive at your website because they have shown interest in the area of law you practice. Conversion Rate Optimization is the method of helping them get what they want by guiding visitors to the information they need. This is typically through carefully laid out UX/UI designs.

So, let’s say your site’s SEO campaign is performing great. Your law firm is appearing on the first page of Google. Traffic is coming your way via effective SEO, Adwords, social or content strategies. Great!

However, the people visiting your site aren’t achieving the goal you want them to do in the first place, put it quite simply, they’re not converting.


Why do website visitors leave?

We now know that when a visitor comes to your website, they come with intent. When a visitor “bounces out”, we know where they are likely going – to your competition.

“Why do visitors leave my website?”

There are many different factors as to why a website visitor would Bounce out from your site.

  • Confusing color schemes
  • Lackluster design
  • Not mobile-friendly
  • Poor navigation
  • The wording is difficult to read
  • Difficult to find information

Any of these factors will cause a high bounce rate. If you know anything about Google Analytics, then you might be interested in the following metrics:

  1. Bounce rates in the range of 26 to 40 percent are excellent
  2. 41 to 55 percent is roughly average
  3. 56 to 70 percent is higher than average and should cause concern
  4. Anything over 70 percent is a cause for serious concern and should be addressed immediately

Even if you have a beautiful looking website, visitors can still leave. However, this can be addressed by factors such as:


  • A/B testing or split testing
  • Studying the data and CTAs
  • Addressing confusing color schemes
  • Implementing an excellent UI/UX.

What can be done to deter people from leaving your website?

There is not much that can be done to stop people from leaving your website. Or is there?

If someone wishes to leave your website there are ways we can at least suggest they don’t leave, until they contact you.

As an example, one way is by adding a little message that is triggered to show when a user’s mouse goes to the top of the browser or back button on the main page. We call these messages “exit-intent” and are in the form of a popup. Most likely you have seen these little popups before.

One of the most important aspects of an exit-intent popup is showing it to the right visitor and to minimize the chances of irritating them. We leverage this by using cookies which in turn, have many benefits.


Call To Action

CTA or calls to action are often buttons that help guide a client in the right direction. UI designs facilitate the flow of a visitor to easily get in contact.

Also, we can utilize chat functions. These are excellent ways for your visitors to ask questions in real-time. If we consider millennials for example, they are far more likely to interact with a chatbot than initially calling or sending an email. And yes, there’s a chat function at the bottom right of this website.

Using strategic analysis,, the metrics are fine-tuned for maximum conversions. We encourage you to read the Reporting and Analysis page for a better understanding of how we using tracking data to give us insights into how we conduct CRO to gain the advantage over your competition.

So what are the best colors of CTA to improve conversions?

Well if you said green, you may be correct.  However, if you said red, you may also be correct. Actually, if we look at color psychology,  we will note that in fact that any color is correct. However, the CTA has to be distinguishable from the other colors on that page. This method will always catch the eye.


 CRO is an enormous factor in the overall digital marketing strategy


Increase In Conversions


Visitors will click leave intent


Increase in Engagement


Significantly Benefit

If you want to dominate the competition, learn how Adwords can lend credence and elevate your law firm.


A/B Testing

Generate more conversions and dramatically improve your chances for law firm intake success.

Customer Journey

Guiding potential clients to get the information they need – easily.

Bounce Rates

The percentage of visitors to a website who navigate away from the site after viewing only one page.

You can beat your competition. Get in touch with Law SEO Pros.