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Web Conversion Demystified

Conversion Demystified

“Conversion” has become one of those Web buzzwords that gets tossed around a lot these days. You’ve no doubt heard of it — along with other terms such as “HTML5,” “3G/4G/5G,” “cloud computing” and others.

Strip away the buzz, however, and you’ll see that conversion is a practical concept. It simply means persuading website visitors to take an action. Pick up the phone and call. Fill out a form. Email you. Of course, the ultimate goal is to use your site to help convert visitors into clients.

And that’s where it gets tricky. While there is no magic formula, here are five areas that — when handled correctly — can help perk up your conversion rate.

1. Value proposition

When visitors check out your attorney website, they consciously or unconsciously ask questions:

  • What does this law firm do?
  • Will it be able to help me?
  • Can I trust this firm and its people?

The answers will shape your unique value proposition, which is perhaps the most important conversion factor. Your site needs to communicate that proposition — and do so quickly. You only have a tiny window of opportunity to connect with visitors, and you can’t convert them into clients once they’ve left.

2. Design and imagery

Web design is another powerful conversion factor. For starters, an out-of-date or amateurish look and feel will brand you as, well, out of date or amateurish. Other factors to consider:

  • Intuitive navigation: You’ll lose visitors if you make them struggle to find key information.
  • The left side of your site: Web usability studies reveal that people spend twice as much time viewing the left side of pages as the right.
  • The upper-left corner: Again, numerous studies show that Web viewers gravitate to that spot first and then scan sites in an “F” pattern.
  • Image quality: Poor or irrelevant photos can spoil an otherwise fine design. Consider: What impression will rainy or unprofessional photos of your partners and associates make on your visitors?

3. Text

Two guidelines:

  • Be concise —250 to 300 words per page. People tend to scan Web text.
  • Focus on users’ needs.

4. Calls to Action (CTAs)

CTAs are explicit commands that trigger passive visitors to become engaged prospects. They should be easy to find and focused on the visitor. What issue are you helping each person solve? What will the person receive when he or she fills out the form? The answers will influence your CTA verbiage.

5. Technology tools

New generations of tools also can help boost conversion. Case in point: online chat — which allows visitors to type responses with a customer service rep. The same goes for 24/7 phone coverage options, which can be set up with operators who can connect callers directly to your firm and/or collect key information. And Web analytics tools can supply key details — where your visitors came from, the links they clicked, how long they stayed — to arm you with information to make changes to your site.

It’s not about page rank

Finally, notice that all of these points share a common trait: They’re not geared toward boosting Web traffic. That’s another issue altogether( and one which usually gets the most attention when it comes to legal Internet marketing). Rather, they focus on harnessing your existing traffic and transforming it into new business. And that’s what conversion is all about.


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