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In this article I'd like to focus on how you can encourage your website visitors to engage with you by taking an action that converts on your website.
To justify its investment your Law firm website needs to generate qualified leads and acquire new clients. There are a number of ways to do this but first let’s define what we mean by “actions & conversions” and conversion rate optimisation.
Actions and conversions refer to something a visitor does on your website as part of their reason for visiting. Once these actions take place they are called a conversion. Here are three examples of actions your visitors could take on your website;
Your conversion rate is a direct reflection of how well you guide your website visitors with the tasks they came to perform.
The “conversion rate” is the number of actions through your website, divided by the number of website visitors over a set period of time.
“Conversion rate optimisation”, CRO, consists of a number of techniques that guide potential clients to take an action on your law firm website.
You will find the most effective way to improve your conversion rate is to make small, incremental improvements and analyse what happens over a period of time. That way you can isolate each iteration to see how it’s improved your CRO.
Law firms can get obsessed with the number of visitors to their website using techniques like Search Engine Optimisation. That in itself if fine, but you could be wasting your budget if they are being directed to poorly designed pages, without much thought into who is visiting and appropriate calls to action.
Law firms spend less than 1% of their marketing budget on Conversion Rate Optimisation and the majority getting visitors to their website, with only 3% of visitors converting into customers at best.
Previously we have discussed knowing who your clients are and their intent. When you know this you can specifically target content and actions that appeal to them. Typically this could be whitepaper downloads, this format could be used to gather email addresses before a visitor downloads documents - this is sometimes referred to as "Gated Content".
Nurturing website visitors gives you the opportunity to;
You now know website conversions are about guiding specific visitors towards completing a specific action – but how is this achieved?
This can be done with design triggers, a good starting point is removing visual clutter and creating a strong value proposition headline.
Law firm web pages often use jargon and complex language, but for your landing pages you should keep it short and use the same language your clients would use.
Most landing pages in the legal industry are not easy to read and your conversion rate could start to reduce if your word count is too high. Again think about the mind set of your potential clients – it’s unlikely they will want to read lots of text in their moments of need.
There is evidence to suggest negative words and emotions could generate lower conversion rates on legal landing pages. So try to emphasise your professionalism and positive outcomes generated by your teams work.
You may want to start making decisions about implementing changes based on what you have uncovered about your clients. Remember, the smaller incremental change the better, that way you can build and test one assumption at a time.
There are too many poorly optimised law firm websites that with basic Conversion Rate Optimisation techniques will see improved performance. After these simple steps a more sophisticated approach can be taken to keep improving conversion rates further.
This survey is being conducted solely for the law firm online marketing community. The subsequent report will highlight key trends, stats and averages, allowing law firms to benchmark themselves against their peers. It’s fantastic opportunity to reflect the reality of the online marketing community capturing your successes, challenges and expectations of the year ahead.
This is not about you all as competitors but as a community who can learn from each other in an open and sharing way. Here is a sample of what we will provide for you:
The survey takes about 7 minutes to complete and as a thank you for taking part, you'll receive a copy of the full results.
Remember if you have any questions about your websites redesign - you can start a conversation on 0131 454 3311 or just add your contact details here and we'll get back to you.