If you’re a marketer or law firm owner, then you’re likely very interested in bringing the maximum number of visitors to your website. But the volume of traffic really shouldn’t be your top concern. Instead, you should be paying attention to your conversion rate, one of the most important marketing metrics. Conversion rate is the percentage of website visitors who take a specific action on your site, such as downloading material, filling out a form, or registering for an event.
What’s a Good Conversion Rate?
What’s considered a good conversion rate varies by industry. In the legal sector, median rates average around 2.07%. That means that for every 1,000 visitors, only 20 leads would be collected. That doesn’t seem like many, does it? Clearly, the higher your conversion rate, the better.
There are a number of factors that influence conversion rate, but there are a few key things you can do to increase it.
Understand Your Target Audience
The first step to increasing your conversion rate is understanding your customer journey. What steps do your potential clients take before they reach your website? What are their needs and pain points? What information or assistance are they looking for? If your message doesn’t resonate with your target audience, they’re not likely to take any action. Once you have a clear understanding of the customer journey, you can start to optimize your website to address their needs.
Optimize Your Website for Search Engines
SEO is an important part of increasing your conversion rate because it helps you improve your visibility online. The better your visibility, the more likely people are to find your website and take action. When optimizing for SEO, be sure to focus on both on-page and off-page optimization. On-page optimization includes things like improving website speed and title tags, while off-page optimization includes link building and social media engagement.
Use Effective Call-to-Actions
Your call-to-action (CTA) tells visitors exactly what you want them to do next. It’s important to use an effective CTA so that you steer visitors in the direction you’d like them to go. An effective CTA is short, clear, and to the point. It should also be placed in a prominent location on your website so that visitors can’t miss it.
Shorten Your Forms
Asking for too much information on your forms will discourage people from filling them out. Your goal should be to streamline the process, removing any unnecessary friction and making it as easy as possible for your lead to complete the action. Ask for the minimum information, which in most cases is the name and email address.
Test, Test, Test
Finally, one of the most important things you can do to increase your conversion rate is to test different elements on your website. Try different CTAs, placement of forms, and images. Then, track what works and what doesn’t work, using analytics tools like Google Analytics. By continuously testing different elements on your website, you’ll be able to fine-tune your website so that it’s optimized for conversion rate.
Conversion rate is critical for any law firm website. By focusing on a few key areas, you can increase your conversion rate and improve your marketing and sales efforts overall.
Rita Chaires
Director, Web and Online Marketing Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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