Your law firm’s conversion rate is everything. But did you know that “only about 22 percent of businesses are satisfied with their conversion rates?” That’s not ideal.
And when it comes to specific pages on your website, your homepage is arguably the most important to address. After all, that’s where the bulk of your traffic will initially land. Let’s now discuss some psychological principles that will increase your law firm’s homepage conversion rate and land you more clients.
The moment a prospect arrives on your landing page, they have to figure out what’s important and what most deserves their attention. If there’s a mass of information that’s highly congested, it can create “cognitive overload” where they feel overwhelmed and unsure what to do.
What you want to do is go the other direction and create “cognitive ease” by keeping the information on your homepage fairly sparse and easy to digest. If you’re looking for an example, just think of Apple. Pretty much every page on their site is clean, crisp and minimalist. As a result, their visitors can seamlessly browse their site and find what they’re looking for.
One of the easiest ways to create cognitive ease for your visitors is to include plenty of white space. Make sure that your text isn’t jumbled up into an ugly glob. Also be sure to leave some extra space around your CTA so that your visitors can easily locate it.
The Paradox of Choice
You may have heard of “choice overload,” which is a very real issue that many of us face these days. This simply means that we’re often bombarded with choices when buying a product to the point that it becomes crippling. We’re basically paralyzed with choices.
One of the most famous studies done on this topic is The Jam Study, from back in 2000. Long story short, it found that too many choices leads to a state of paralysis, which decreases satisfaction and turns would-be customers off. You can capitalize on this phenomenon by ensuring that you’re not going overboard with choices on your homepage.
For instance, don’t overwhelm your visitors with a dozen different plans. Instead, keep it at a max of six, and explain your offerings later on once you’ve actually gotten a prospect to contact you. Check out this infographic from Quick Sprout for more on reducing options to increase conversions.
This is incredibly simple but can have a tremendous impact. All you have to do is include a visual cue that points to your call-to-action. For example, you might have an arrow pointing to it or a person looking at it. Using a visual cue such as this is a great way to lead visitors’ eyes to the specific area you want them to look. In fact, ConversionXL performed some exhaustive testing on this topic, which you can learn more about here.
If your homepage conversion rate is less than stellar, you can fix it. Using any of these three psychological principles should have a noticeable impact that can raise conversions considerably. Just do some experimentation to see what’s best for your law firm.
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