Getting a ton of traffic to your landing page is great. But that’s only half the battle. What’s really important is that you’re able to convert the maximum percentage of those visitors.
For some legal marketers, bringing in traffic isn’t the problem. Where they run into trouble is making actual conversions.
If this sounds like you, here are some factors that may account for why you’re getting huge traffic but few conversions.
Average Conversion Rate
Just so we’re clear, the average landing page conversion rate is 2.35 percent. So if yours is any higher than that, you probably don’t have a problem.
However, if it’s significantly lower than 2.35 percent, something is definitely amiss, and here are some of the most common issues.
Slow Load Time
Nearly half of all visitors (47 percent) expect a page to load in two seconds or less. If your legal site takes longer than that, it means that a large chunk of your visitors will exit before they ever get a chance to check out your content, which will in turn dramatically reduce your conversion rate.
Lack of Mobile-Friendliness
Statista reports, “In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year.” If you fail to deliver a positive mobile experience, you can bet that most visitors won’t hang around for long, and many will simply look for a competitor instead.
Little to No Trust Indicators
Skepticism runs rampant these days, and it can take a lot to convince a person that you’re the right attorney for their case. If you fail to include trust indicators like testimonials, reviews, etc., it can certainly contribute to a sub-par conversion rate.
Poor Web Design
There’s also the issue of web design. Most people expect a site that’s professionally designed and that has all of the right aesthetic attributes. Without this, it can quickly create a sense of distrust where many visitors will leave as soon as they land on your site.
Lack of Media
Humans are naturally wired to be visual creatures. While excellent copy is definitely important, it’s equally important that your site contains eye appealing media like high-quality images and video. You’ll find that an “explainer video” can be especially critical for law firms who need to quickly and succinctly explain their areas of specialty and the services they offer.
Finally, it’s necessary to mention your call-to-action (CTA). Although this is one of the most simple elements of a landing page, it’s also something that many marketers get wrong. But this is very problematic because any uncertainty of what visitors are supposed to do next can result in wasted traffic. Check out this resource from Wordstream for CTA best practices.
Getting huge traffic but few conversions can be incredibly frustrating. You’re obviously doing something right bringing so many people to your site, but it’s all for naught if it’s not actually leading to new clients. Hopefully, these points will clear up any issues so you’ll know what needs to be corrected to get your conversion rate back on track.