There are innumerable factors that impact your law firm’s conversions. One of the biggest is your bounce rate, which is “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.” Having a high bounce rate means that a large portion of your visitors are landing on your site and leaving prematurely before they fully explore your content.
Finding Your Bounce Rate
If you’re unsure of how to find your website’s bounce rate, here’s how you do it. From your Google Analytics dashboard, click on “Audience” and then “Overview.” The bounce rate will be listed beside other key metrics like sessions, users, pageviews and so on.
Just to make sure that we’re on the same page, a high bounce is usually defined as being 70 percent or higher. With that being said, here are some common factors that could be raising your bounce rate and how to fix them.
Slow Load Time
The average Internet user is incredibly impatient. Research has even found that “nearly half of web users expect a site to load in two seconds or less, and they tend to abandon a site that isn’t loaded within three seconds.” If your site isn’t lighting quick, it can definitely increase your bounce rate.
Who likes ads? Pretty much no one.
If your site is clogged with obtrusive, disruptive advertising, it’s likely to send visitors leaving just as soon as they land. Popups can be especially annoying and get in the way of visitors exploring your site.
While a relevant ad here and there is usually okay, you’ll definitely want keep them at a minimum or even eliminate them altogether if your bounce rate is suffering.
Unprofessional/Poor Web Design
These two adjectives are inherently subjective, but most people can instantly recognize lackluster web design when they see it. It lacks visual appeal and instantly raises skepticism in visitors.
Can this attorney be trusted? Is this someone I should seek out for legal guidance?
If your web design is raising these kinds of questions, there’s a problem and it’s likely to be contributing to your high bounce rate. That’s why it’s smart to use a quality platform like WordPress for creating your website. Or if you lack the design chops altogether, you’re probably better off hiring a professional designer.
This last factor may not be so obvious, but when the content of a page doesn’t match the title found in search results, a large percentage of visitors are going to leave. So make sure that the titles you use are always relevant to the content found on that page.
A high bounce rate can be a real conversion killer and can also hurt your law firm’s brand equity. If yours is 70 percent or higher, you’ll want to examine what’s wrong and take the necessary steps to correct your mistakes.
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