There are dozens of good technical questions to ask when evaluating your attorney website:
- Does it have a compelling design?
- Is it visible to search engines?
- Is the navigation structure easy to follow?
- Does it look and perform the same in different browsers?
While those and others like them are all valid, they can obscure perhaps the most important question of all: What is my site doing to help convert visitors into clients? After all, that goal — conversion — is one of the primary reasons for having a website in the first place.
With that in mind, here are four techniques to help boost your conversion rate.
1. Think of your website like a car engine
An engine contains no unnecessary parts; everything in it has a specific purpose. The same should be true for your website — every element on every page should work toward driving conversion.
That starts with considering things from your visitors’ point of view. From the minute they click onto your site, they’re asking this question: Why should I work with this firm? Reviewing your website with that question in mind will help you determine what to include, what to discard and what to highlight.
2. Establish your personality
Do a quick Web search for law firms in and around your area. Chances are good you’ll find a lot of similarity — cookie-cutter sites with attorney bios, practice area lists, boilerplate on capabilities and like. And that presents you with an opportunity to set your firm apart. Write home page copy that clearly spells out the benefits of working with you. Publish a blog with your legal/practice area insights. Use a bold, memorable design. Provide content and social media tools to engage your visitors. These and other elements that showcase your firm’s unique style and approach will make an impression on them — and help drive conversion in the process.
3. Make it easy for users to contact you
While Web users appreciate and even expect engagement, you still need to guide them to the next step in the conversion process: getting in touch with you. Make sure your contact information is tastefully but prominently displayed all over the site. Using calls to action that provide users with specific commands — call, email, click here — is one tactic. Another is to make your contact form intuitive and user friendly. You might even consider including a short version of it on every page of your site.
4. Take advantage of technology
Technology can also play a vital role. Web chat services, for example, have emerged as a powerful way to ensure 24/7/365 site staffing. And website analytics packages allow you to scrutinize overall site traffic, where specific visitors came from, the number of visitors who have contacted you via phone or email and more. Still other types of services merge Web chat with comprehensive analytics to provide such details as visitor contact information, demographic details, contact management capabilities and other functions that provide you with the knowledge to make informed decisions.
Have you considered how you engage visitors on your firms website? If not, FindLaw’s Conversion Optimization Solutions could have a powerful impact on your law firm’s Internet marketing program. Interested? Contact us for a free consultation.