Sometimes the smallest things can cause users to abandon a conversion process. Forms that are too long, calls to action that are hard to see, lack of trust, slow load times and ambiguous processes are just some of the culprits that kill conversions. Check out these 7 ways to improve conversions on your law firm website.
(Disclaimer: Be sure to check State Ethics Rules Governing Lawyer Advertising, Solicitation and Marketing to see if you’re allowed to use all of these tactics for your particular state.)
Testimonials
Trust is big with visitors and if your site doesn’t instill trust, you’ve lost a potential client already. Testimonials from your current clients can go a long way toward establishing trust on your website and getting new visitors to pick up the phone, initiate a chat, or fill out a contact form.
Testimonials can be text or images but video is by far the most powerful. When people can look in the eyes of your clients first hand and see that they’ve had a good experience, there is nothing that builds trust more.
Case Results
Talk about what you have been able to do for other clients. Whether you won them money, got them justice, or helped them out of trouble, promote the heck out of that. When people come to a site looking for help, they are not typically looking to hire an attorney. Instead they are looking for results. They are trying to avoid some kind of pain and they want to know you can help them do that. If they can see that you’ve helped others then they are more likely to dial you up.
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As Seen In – TV & Magazines
This may seem cheesy but it works (as long as it’s authentic). If you’ve run ads on TV or in publications, been on popular shows, or participated in some other notable form of media, reference that on your website. Even if a visitor never saw the appearance of you, your firm or your ads, they will still recognize the brand of the media and that helps establish trust.
Awards and Accolades
If you’ve been awarded, nominated, inducted or otherwise honored in some way during your career as an attorney, broadcast that on your site. Not only have you earned the right to do so but this is another thing that can establish trust. Organizations like National Trial Lawyers, AVVO Top Contributor, Super Lawyers, BBB.org, etc are all good places to promote if you are affiliated.
Prominent Contact Information
Don’t make your users sift through your website to find your phone number. It should be on every page, at every turn always ready to be punched into a phone. Contact forms should be the same way. For example having a contact form on your side bar for all or most pages is a good way to increase lead generation.
The point is that you should make it as easy as possible for someone to contact you right at the moment they decide they need an attorney.
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Responsive Design
Mobile use now outpaces that of traditional desktop computing. This is especially true when it comes to people looking for local businesses (like attorneys). With content management systems being as advanced and easy-to-install as they are, there is no excuse to not have a responsive website.
Your visitors should have just as easy of a time navigating your site on a mobile phone as they do on a desktop computer.
Local Reviews
Here is another form of social proof that can increase the chances that a visitor will contact your firm. Embed reviews on your site in some fashion so that people can see you are pleasant to deal with. People will read reviews somewhere online so it might as well be on your website.
For the most part, increasing conversions is about establishing trust. Trust can be broken in a lot of ways (some of which have nothing to do with your reputation as an attorney). Having poor or confusing navigation, a site that doesn’t work well or load fast, or a confusing layout all diminish a user’s trust just like a negative review.
