Have you ever wondered why your law firm website gets many visitors, but the amount of actual contacts and transactions your firm closes still remains the same? The issue is not one of web traffic, but rather one involving conversion rate optimization, or “CRO”. CRO is the overall system and strategy for increasing the percentage of website who convert or take the desired action on the website page.
“Converting” can take many forms depending on the goals of the business. Examples of conversions include:
- Making a phone call to the firm or business
- Signing up for a subscription
- Making an online purchase
- Signing up for services
Basically, a “conversion” happens when a lead becomes a customer. So how is this done? What steps can be made to ensure that more visitors are converting? There are several steps that law firms and other businesses can take to improve CRO.
Make Sure Your Visitors Can Contact You
It seems like common sense, but you’d be surprised at the number of law firms and businesses whose websites provide no way for visitors to contact them. Whether it be something as simple as a phone number or email address, your visitors need to be able to get in touch with you.
Most law firms fail because they don’t have a conversion point on every page that exists for the website. It’s not enough to have a separate “Contact Us” page. Some visitors might not ever click to that page; people need a way to contact you wherever they are on your site. Clickable phone numbers and contact forms need to work on mobile as well.
Create Strong Calls to Action
In addition to conversion points, your web content pages need to include calls to action (CTAs). These are short sentences or phrases that prompt the visitor to take action. These are usually used in conjunction with a clickable button or a form pushes the visitor further down the sales funnel. They can be embedded within the web content at the end of an article or blog post.
Some common calls to action include:
- Get a Free Consultation
- Sign Up Today
- Contact Us Now
- Download Your Copy of the Guide
- Call Us Today to Get Started
Tip: Experiment and A/B test different call-to-action phrases, as well as the colors of the buttons. These can make a big difference when it comes to conversion rates. Voicing should be attention-getting and should create a sense of urgency to act.
Increase the Amount of Time Your Visitors Stay on Your Web Pages
One of the best ways to ensure that more visitors are converting on your page is to increase the time that they are spending on each page. In Google Analytics parlance, this is known as “user session”, and is an important metric to understand. The longer someone spends on your page, the more likely it is they will convert.
You can increase the time spent on your law firm’s pages through:
- Increasing the amount and length of the content
- Uploading video onto the website — if people stop and watch a video, they’ll also be likely to click on a contact page or fill out a form
- Inserting infographics into blog posts and other content — this will cause the reader to pause and shift their attention to the graphic apart from the text, thus increasing the page session time
- Using interactive content such as surveys and other alternative graphics
All of these not only increase conversion rates, but they also mix things up and provide a more rounded, varied experience for the visitors to your website.
Some Final CRO Best Practices
Good CRO MUST be:
- Defined by clearly stated business goals and objective (“SMART” is a great acronym to remember — goals should be Specific, Measurable, Achievable, Relevant, and Time-bound)
- Supported by data analysis and feedback from users and clients
- Structured, systematic, and strategic
CRO should NOT be:
- Based on “intuition”, guesses, or personal opinion
- Influenced by trends or “what everyone else is doing”
- A complete overhaul of the website (it’s really a “fine tuning” of the conversion points)
Lastly, conversion rate optimization doesn’t necessarily have to do with increasing web traffic or visitors. It’s more about making sure that the people who do visit your sight are properly guided to convert through proactive yet tactful messaging, and ensuring that they have mechanisms for doing so.
Like search engine optimization (SEO), conversion rate optimization is an ongoing process and should be periodically reviewed to make sure everything is performing well. An initial assessment can provide insights about improvements that can be made. Contact us today at Flashpoint Marketing to discuss a customized CRO strategy for your organization.