Generally speaking, you’re looking for your website visitors to stick around and explore for awhile. You want them to engage. This is important because it gives them time to familiarize themselves with your law firm, build trust and nurture leads until they’re ready to become clients.
But having a high bounce rate can throw a wrench in your plans, and many would-be clients will click the back button before ever really giving your law firm a chance. If your legal site has a high bounce rate (anything over 70), you’ll want to improve it by doing the following.
Speed Up Your Site
The moment a visitor lands on your site, you’re on the clock. In fact, “47% of people expect a web page to load in two seconds or less, and 40% will abandon a web page if it takes more than three seconds to load.” If your site is too slow, this can definitely be a major culprit for your high bounce rate.
To determine if this is an issue, you’ll want to perform a Pingdom Website Speed Test. It’s completely free to use and will let you know just how fast (or slow) your site is and provide specific performance insights. If you need to speed it up, I recommend reading this guide from Quick Sprout.
Ditch the Pop Ups
Pop ups can really be an engagement killer, especially if they’re overtly annoying and in your face. If you’re currently using pop ups, you may want to get rid of them temporarily to see if it has an impact on your bounce rate. If you notice a considerable improvement after a few days to a week, then this is a clear sign that pop ups are a bad idea for your site.
Offer Simple Navigation
If visitors have to stop and figure out how to get to where they need on your website, it’s probably not going to bode well for your engagement. Simple, intuitive navigation is essential for getting visitors to explore additional content and for nurturing leads. If your site looks chaotic and prospects have to sift through mountains of content to find what they’re looking for, you definitely need to make a change.
For instance, you can place links to frequently viewed content on your sidebar so that it’s accessible from whatever page visitors happen to land on. You may also want to place a search bar in a visible location so they can simply type in what they’re looking for.
Improve Your Content
Sometimes, a high bounce rate is simply due to mediocre content. Kissmetrics points out that “if you notice the issue on some of your content isn’t just a high bounce rate but also a low average time on site (meaning people leave pretty quickly),” then your content quality is most likely the problem.
When this is the case, you may want to create longer, more in depth articles, add visuals or include relevant statistics and case studies. If you’re strapped for time or just aren’t adept at writing, you may want to consider hiring a professional.
If your bounce rate is less than ideal, don’t worry. There are plenty of things you can do to improve it. By following these tips, you should be able to lower your bounce rate considerably and create a better user experience.