Do you ever wonder what people really mean when they talk about page rank? To give a short definition, page rank is the position of your website on a search page when a user searches for a firm in your metro or practice area. The higher the page rank, the better chances you have of getting a new visitor to your website and a potential client. It should come as no surprise then, that law firm websites focus a great deal of time and energy on improving their page rank. While page rank is certainly an important aspect of any legal marketing campaign, it is only part of the equation.

So let’s think beyond page rank and turn your attention to the real goal: converting site traffic into clients. Here are some tips to make this happen:

Give Visitors A Reason To Call: So you got a new visitor to your website, but does your website encourage him or her to call your firm? Every element of your online presence should encourage customers to contact your law firm. If it doesn’t, then you need to rethink some of your design and content.

Get 24/7: Let’s face it — a potential client may not be working on your hours. According to a FindLaw attorney focus group, not getting back quickly enough to potential clients is the top reason for lost business. But it simply does not have to be that way. With FindLaw conversion tools such as online chat, your firm can make itself available to visitors 24 hours a day.

Be Human: Remember that your clients are probably not lawyers. Knowing that these are the very people you are trying to attract as new business, make sure that your website speaks to them in plain English. Leave the legalese for the courtroom. By giving your law firm brand an accessible personality, you make yourself human and much easier to contact. Tools like social media and attorney videos are two great ways to achieve this goal.

We hope these tips help you turn your website traffic into clients. To view a free education webcast on the conversion process, click here. And, as always, get in touch with your FindLaw rep today to hear about all the products and services we have to assist you.

— Michelle Croteau, Director of Marketing Communications
with Laura Strachan, FindLaw Audience Team

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