The end goal of creating a law firm website is simple. Bring in visitors and get the largest percentage possible to convert and become clients. But there’s a lot involved in the sales funnel process and a nearly infinite number of variables that ultimately determine what your conversion rate is. To ensure that you maximize that rate, you’ll want to utilize some fundamental conversion optimization techniques. Here are the basics.
It all starts with having a distinct goal in mind. For instance, maybe you want visitors to sign up for your newsletter so you can build rapport, nurture them as leads and eventually turn them into paying clients. Or maybe you want to send new visitors to your contact page right away so that they’ll contact your law firm immediately.
Whatever the specifics are, it’s essential to know definitively what your goals are because this will impact all of the other areas of conversion optimization. It will also help you assess how well you’re doing in this department later on.
The next step in the process involves figuring out where any problems lie. Here’s an example:
Say your goal was to get 100 new subscribers for your newsletter each month, but you’ve only been averaging 75. In this case, you would ask yourself, “What’s stopping me from reaching my quota each month?”
Or if your goal was to get a certain amount of new visitors to contact your law firm upon landing on your site, you might ask yourself, “What’s hindering visitors from contacting us?” “What can I do about it?”
Testing and Tweaking
The final step in the conversion optimization process is to gather relevant data to provide you with intel on what’s working and what’s not. Maybe the reason you’re not getting the number of new subscribers you’d like is because your call-to-action (CTA) on your website doesn’t catch the attention of your visitors. Or maybe the reason visitors aren’t making it to your contact page is because your site lacks intuitive navigation and has a less than ideal design/user experience.
So how do you gather this data?
You’ll typically want to utilize some type of analytics software such as Google Analytics or Crazy Egg. These types of tools can provide you with some very helpful insights so that you’re able to make the right judgment. You’ll also be able to base your decisions on tangible data and not merely a hunch, which is extremely important for online marketing.
You can also do conversion optimization by simply experimenting with different options on your site. This is known as A/B or split testing. For instance, you might experiment with a red and green (CTA) box to which one results in more conversions.
If you’re unfamiliar with conversion optimization, it’s definitely something that’s worth your time to research. Even if you only know the basics, you’ll be in a better position to make the most of the leads that you generate. It’s also recommended to check out a few helpful resources like The Definitive Guide to Conversion Optimization and 21 Conversion Rate Optimization Best Practices for Beginners. Both should point you in the right direction.
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