Law firm conversion rate optimization – an easy guide

Law firm conversion rate optimization

Another article, another day on how to drive more business through a law firm website using Law Firm Conversion Rate Optimization!

Today we’re going to talk about conversion rates and how they can grow your law firm – not just by bringing in new clients but also by turning casual visitors into regular readers. In the past, I’ve talked about getting new clients from search engine optimization (SEO) and the importance of making your law firm website a Lawyer Landing Page. Today, let’s focus on converting casual visitors into new clients.

Lawyers who want more clients should optimize their law firm’s conversion rate.

It’s a simple and effective strategy that can help boost your legal practice revenue! A law firm’s website needs to be optimized for them to generate more qualified leads and new clients. Conversion rate optimization or CRO is a tool that enables lawyers’ sites to get contact info from potential lead visitors on your site, then provide it over email campaigns with personalized messages explicitly tailored towards each person looking at their options as possible future customers.

conversion rate optimization for lawyers man climbing ladder to success

Grow your law firm’s conversion rate with new clients

Every single day, millions of people search Google for a law firm or attorney. They either have a legal issue or are doing some research before going to see an attorney. Whether they’re trying to find a lawyer in their area or reading up on hot topics like DUI defense, most searches end with someone finding our site via Google – but only if we’re found in the SERPs!

Many lawyers try to get more organic traffic from Google by focusing on conversion rates. It’s been proven that creating content that users want boosts your conversion rates through the roof. So, how do you get more of this “user-want” content? Let’s look.

Make it easy for website visitors to call you.

Before we get into specific strategies to boost your conversion rate, let’s start by ensuring your law firm website is set up so visitors can quickly and easily find what they want quickly and easily. A good site map helps search engines understand the topic categories of your site, which in turn helps get you found easier when someone enters specific keywords into Google. The more user-friendly you make your law firm website, the better chances you’ll have at converting visitors into new clients. Remember that it s more than likely your visitors arrived with search intent – let’s make it easy for them to get in touch.

Getting people to fill out inquiry forms

One of the easiest ways to grow your law firm with conversions is by having a ‘Contact Us form on every page of your site. Many law firms also have a separate inquiry form, where users can submit a quick question and get a call back from the law firm. This is especially helpful if your site gets lots of searches that land on pages that don’t necessarily represent what the searcher was looking for. For example, someone who searches “criminal defense attorney” might end up on your home page because of the current metadata you have – but there’s no way to contact you on your home page! An inquiry form solves this issue – and it tells you which keywords people were using to find your site so you can optimize going forward, especially if it is shown across the entire website.

Law firm conversion rate optimization. Increase engagement with blog posts showing a funnel and computer screen to symbolize CRO

Increase engagement with blog posts

Another great way to turn casual visitors into new leads is by growing your law firm conversion rate with CRO on blog posts.

The next step would be to write articles for each area of law in which you practice. For example, if I was a family lawyer in Ohio, I would write articles on family law in Ohio, parenting time issues in Ohio, child custody lawyers in Ohio, and so forth.

If you’re not sure what keywords to target for your site, talk to the people who are experts. Ask them what they think someone might be searching for if they were looking for a lawyer like them. If they say something like “DUI defense attorney,” start writing content containing that phrase – eventually, it will get ranked high enough that it will show up in Google when anyone searches that phrase (and most likely convert into new clients).

So now you’ve got a great article directory with lots of information about every area of law you practice; you’ve also got good information on each page of your site about the practice areas and attorneys working for your law firm. Let’s look at the next step:

Law firm conversion rate optimization showing a funnel and magnifying glass to dictate to the user CRO techniques

Target keywords with PPC campaigns

Another easy way to boost conversions is by creating Pay-Per-Click (PPC) campaigns. By targeting specific keywords, your law firm website will show up when someone searches that phrase or related phrases. This, in turn, shows them exactly what they’re looking for and boosts conversion rates. It’s easier than ever to find just about any lawyer these days – all you must do is Google it! So why not make sure they end up on your site?

A landing page is a fancy way of saying “webpage.”

Landing pages direct potential customers or clients “landing” on your law firm’s website when they visit it, rather than sending all visitors to the first page altogether- this gives you more control and allows for targeting specific kinds of users with tailored copy instead! Your conversion rate will increase. The text in these targeted landings can be consistent (or different) depending on what was clicked through from an advertisement like Map Pack Ads campaigns. These location-based Ads are essentially classed as local SEO and are incredibly effective, especially if your law firm is in a highly competitive market.

The formatting should always be kept professional as well–don’t go overboard here; keep things simple yet engaging so people will stick around longer and increase the conversion rate. Layouts can utilize the default align center on mobile devices and ensure that your letter spacing default value is easily read. Try to emphasize essential elements to engage potential clients. Always try directing potential clients towards one explicitly designed for their needs.

Developing a law firm’s CRO strategy

Developing a law firm’s conversion rate optimization CRO ​strategy can be difficult. If you’re looking for ways to increase your conversion rates, take the time and see what has been holding them back in terms of potential clients coming through online doors – it could just come down from an unmanipulated website or one where users are trying out similar sites as they browse around on their own instead.

Boosting organic traffic through SEO

The last thing I’ll cover today is how SEO affects conversions. If your law firm website isn’t showing up in Google when someone searches for a lawyer, you’re missing out on potential clients. We’ve talked about good SEO practices before, but today, let’s look at how they can affect conversions.

If someone is looking for an attorney, chances are they’ll type the name of the city or town they live in along with what they’re looking for – i.e., “Toledo DUI defense” or “Toledo family law.” It only makes sense that if your law firm website shows up here, people will click it! So get started with promoting your law firm through SEO and watch as traffic to your site increases.

Conversion Rate Optimization

It’s time to stop guessing conversion rates and how you can achieve them. With CRO, law firms have succeeded in increasing their conversions without wasting any of them on unneeded web pages or expensive advertising campaigns that only waste money instead of converting as intended – but there is much more than meets the eye with this strategy/end goal.

One big mistake law firms make when trying to convert visitors is by adding more and more pages or Facebook boxes (we’ll cover FB like Box in a later article) and asking for basic information such as name, phone number, and email address before they can learn about your firm and if you meet their needs. This is a surefire way to lose potential clients! Remember: every page you add has the potential of being a conversion killer if it isn’t properly planned out – so take a step back and think about what your conversions need. Sometimes less is more.

The last step for boosting conversions is giving them exactly what they’re looking for without making them search long enough to find it…yet this may not be the result that turns into a conversion.

Is a 30% conversion rate good?

To answer this question, you must know the total number of visitors for a conversion rate to be considered “good” or even just average. If a firm gets 1000 unique visitors per month and sees 30% turn into conversions, that might not be too bad! It could put them in front of more prospective clients than they used to have.

If they only got 20 new clients from these conversions, however, it would probably be time to reassess what’s going on with their conversion rate because there’s likely an issue somewhere. The final answer comes down to your strategy and how it works out for your firm; what may work for one law firm will never work well for another.

Law Firm Conversion Rate Optimization specialist

What does a law firm conversion rate optimization specialist do?

A CRO specialist knows how to drive conversions using the best methods possible, and law firms hire them for everything from website audits to client conversion rates.

What you want to do is get your focus on what you’re selling instead of how many visitors are arriving at your site. The more relevant traffic you get, the better off your conversion rate should be – but that’s not always true! You’ve got to give people exactly what they need if you want it to work for you just like other forms of marketing do – so take a look at your site and see where changes can be made to increase conversions.

You might also consider hiring an SEO company or agency.

” We happen to know some excellent SEO Experts.

To drive more conversions, you should consider getting your firm in front of as many people as possible. Start with the basics – look at what services and cases people are searching for in or around your community so you can provide them with exactly what they need. Don’t forget to check our website at for more information on how we can help your business stand out!

CRO superheroes showing cartoon heroes with red capes

How do I make the best or most effective use of my law firm conversion rate optimization?

It’s easy to say, “just get more traffic,” but the truth is, if you don’t work on conversions, your conversion rate will suffer regardless of how much traffic you get.

While many elements of CRO can become confusing or difficult to understand, some are very simple, and anyone can do it! Some examples include things like making sure your phone number is visible on every page of your website (and not just on contact pages), removing unnecessary distractions from the parts of the site where conversions should happen – such as navigation bars – and adding an explanation about why a law firm would want them to fill out a form to learn more about what they offer.

Is 8% a good conversion rate?

It can be, but it also depends on how much traffic you’re getting – so you have to always check the math.

Here’s an example: if law firms get five new clients from 500 unique visitors per month – that 8% conversion rate only gets them one client every ten days. They might look at this and say, “That’s not bad!” But what about other law firms that get 200 new clients from 5000 uniques? That 8% would get them 16 clients every month.

What makes the difference? The first firm may be converting better than the second one because they’ve focused more on conversions than anything else! It could also mean too many distractions working against their CRO efforts.

Law Firm Conversion Rate Optimization bounce rate

How to reduce bounce rate through law firm conversion rate optimization.

If a visitor comes to your website, you know they have intent. You can also guess where the person is going based on their web habits – toward other sites that offer what’s being searched for or wanted by yours instead of yours! But why do people get frustrated when visiting websites? There are many different reasons–from confusing color schemes and lackluster design to poor navigation bars making it difficult to find information quickly without having pages load slowly in front of one another. Revise the user interface to reflect this, adding relevant radio and checkbox elements where they will be helpful.

Consider visually impaired users.

Ensure blind users visiting can use screen reader mode and ensure web content accessible methods are in place wherever you can. The cognitive disability profile assists with reading and focusing. Ensure as few limitations as possible. Always check browser compatibility and help guide website visitors. These adjustments are compatible with popular screen readers such as JAWS, NVDA, VoiceOver, and TalkBack. Keyboard navigation optimization.

Getting users to fill out the forms

Don’t let people scroll past certain pages of your website! Make it clear why they should stay on the page. Don’t just write “contact me” using a contact form at the bottom – say something like, “How can I help you today?” And if they are ready to work with you, make sure that it’s easy for them to find by putting multiple forms throughout the site.

Provide accurate form labels

We often dislike filling out forms. Make sure form labels are clear and accurate because it shows searchers that you’re not just guessing at what the form is about, and most likely, you will get more clients.

Getting your clients to fill out reviews

The easiest way to get reviews from clients is to ask them directly. You can use an automated email system, put up a post-call popup asking for feedback, or maybe place a sign-in sheet on your front desk – but make sure you give your clients multiple ways of getting in touch with you if they have any problems or questions before giving them a chance to write a review! The more ways they have, even better!

Titles should be helpful and useful.

People looking at law firm websites only go there for one reason help. Don’t assume people will read the content. Draw their attention to meaningful titles. The legal industry is notorious for this. Think carefully about conversion rate optimization strategies to gain more clients.

Law firm conversion rate optimization 101. Make it easy for people to contact you.

Make sure that there are multiple ways people can contact law firms. A phone number, email address, or sometimes even a form they can fill out on-site is all needed. Sometimes it’s also helpful if the three elements are close together, making them less likely to get lost when browsing the site!

How frequently should law firms update their websites?

The short answer is as often as possible, but this doesn’t mean they must create new content daily! Intermittent updates over time are still valuable for search engines because they show that something has changed on your website. This way, long-term visitors won’t be able to say, “But I remember this page used to look.”.

Making sure all details are included

Don’t miss any essential elements of what makes your law firm different from others – including your law practice area(s), who is working there, hours of operation, and anything else that might be important for visitors to gather information about what you do before contacting you. Also include testimonials from those who have enjoyed working with your legal practice and help light the path to conversion with candles – leave a line of light across it!

Don’t forget to include information about your law firm’s unique features that might be important for visitors to gather before contacting you. Do not just tell them they can get in touch with you by filling out a form – give them every method possible, so they don’t have any excuse not to contact you and potentially become a client. Don’t light the path to conversion with candles – leave a line of light across it! Make sure everything is easy enough for people looking, whether they complete a form, call, or email.

Establish authority!

Law Firm Conversion Rate Optimization establish trust

See our other blog posts!” – should be linked to previous work you’ve done on your website. If the other content is good enough for Google to highlight as related, it’s probably good enough for visitors looking at your site! The links also act as signals that increase the quality of whatever page they’re listed on by showing Google that you know what you’re talking about. “More information” should include links to all places where people can contact you, including how best to get in touch with your law firm. Ideally, anchor text should mention the name of the link. For instance, instead of saying something like “read more,” try to be more concise, like “find out more about our privacy policy“.

Don’t let this happen to your law firm conversion rate optimization!

Make sure your website loads quickly and is easy to navigate. Study other popular sites like yours–you’ll start noticing certain patterns emerge as you go along (make sure they work for legal purposes back home!) Google Analytics isn’t just a great resource for SEO, either – it can help you see what pages on your site users spend the most time on and which ones give them that annoying bounce rate too. The more you know, the better!

Keep your law firm website up to date and easily navigable by using good design principles. Try using social media icons to increase engagement in the overall law firm conversion rate. This will increase the user market share.

Law Firm Conversion Rate Optimization search intent

Make sure your law firm conversion rate optimization hits the searcher’s intent and reduces that bounce rate.

Careful, structured keyword research and well-written content will provide their desired information. The next step is getting them to turn into qualified leads. Your law firm’s website hits the search engine results page by employing good content writing and SEO practices.

Keyword research is vital for finding out what people are looking for when they search for your services.

One of the quickest ways to ensure you’re hitting your number one keywords with great SEO is to study what other sites are doing in your niche. Consider how they work it into their on-site content (such as title tags, alt tags on images, etc.) – while also ensuring that the information addresses searcher intent! This will help get them to turn into leads faster.

The best thing you can do is employ a company or agency that specializes in law firm marketing.

Make sure their information is captured, and you can follow up on prospects who visit your site.

If you want more information about law firms and conversion rates, check out: Map Pack Ads and Search Engine Optimization, and check out Hotjar’s article “CRO: the user-centric approach“. Not enough time for this? Contact us to get an estimate on our consulting services today.

Here is some more information about Conversion Rate Optimization, Why Your Law Firm Needs a Website, Not Just a Facebook Page, and Why Content Marketing is Crucial to Your Law Firm