Want to jump on a call? 520-475-5555

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 in order for them generate more qualified leads and new clients. Conversion rate optimization or CRO is a tool that enables lawyers sites get contact info from potential lead visitors on your site, then provide it over email campaigns with personalized messages tailored specifically towards each individual 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!

One way that many lawyers try to get more organic traffic from Google is by focusing on conversion rates. It’s been proven that when you create content that users want, it 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 making sure your law firm website is set up so that visitors can 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 certain 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 enquiry 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 enquiry 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 current meta data you have in place – but there’s no way to contact you on your home page! An enquiry 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, I were 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 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 where it will show up in Google when anyone searches that phrase (and most likely convert into new clients).

So now you’ve got great article directory with lots of information about every area of law in which 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 start showing 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 type of 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 extremely effective especially if your law firm is in a highly competitive market.

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

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 an un manipulated 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 before about good SEO practices, but today let’s take a look at how it can affect conversions.

If someone is looking for an attorney, chances are they’ll type the name of the city or town in which they live 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 about what conversion rates are and how you can achieve them. With CRO, law firms have found success in increasing their conversions without wasting any of it on unneeded web pages or expensive advertising campaigns that only waste money instead of converting as intended – but there is a lot 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 like boxes (we’ll cover FB like Box in a later article) 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 really 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 have to know what the total number of visitors is in order for a conversion rate to be considered “good” or even just average. If a firm gets 1000 unique visitors per month and then sees 30% turn into conversions – that might not be too bad at all! It could potentially 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 out well for another.

Law Firm Conversion Rate Optimization specialist

What does a law firm conversion rate optimization specialist do?

A CRO specialist is someone who 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 work for you just like other forms of marketing do – so take a look at your site and see where changes can be made in order to increase conversions.

You might also consider hiring an SEO company or agency.

” We know some awesome SEO Experts 🙂 “. Website traffic will increase to get incremental traffic from local SEO

If you’re trying to drive more conversions, you should definitely 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 out our website at lawseopros.com 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 there are many elements of CRO that can become confusing or difficult to understand, some of them are actually 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), remove unnecessary distractions from the parts of the site where conversions should happen – such as navigation bars – and add an explanation about why a law firm would want them to fill out a form in order 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 – which is why you have to always check the math.

Here’s an example: if law firms get 5 new clients from 500 unique visitors per month – that 8% conversion rate only got them 1 client every 10 days. They might look at this and say, “That’s not bad at all!” But what about other law firms who gets 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 that there are 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 all the way down to poor navigation bars making it difficult 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 useful.

Consider visually impaired users

Ensure blind users visiting can use screen reader mode and make sure web content accessible methods are in place wherever you can. Cognitive disability profile assists with reading and focusing. Ensure as few limitations as possible. Always check with 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’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 for 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 the chance to write a review! The more ways they have, even better!

Titles should be helpful and useful

People who are looking at law firm websites are only going 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 in-site is all that’s needed. Sometimes it’s also helpful if the three elements are close together, making them less likely to get lost when browsing through the site!

How frequently should law firms update their websites?

The short answer is as often as possible – but this doesn’t mean they have to put up new content every single day! Intermittent updates over time are still useful to 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 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 that 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 who are 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, then 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 information 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 (just make sure they work for legal purposes back at home!) Google Analytics isn’t just a great resource for SEO, either – it can help you see exactly what pages on your site users are spending 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 reduce that bounce rate

Careful, structured keyword research and well written content will provide the information they’re looking for. The next step is getting them to turn into a qualified lead. 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 make sure 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 making sure that the information itself 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 rate, check out: Map Pack Ads and Search Engine Optimization and be sure to 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.

Leave a Comment

Get in touch


Contact Us