The longer visitors spend on your law firm’s site, the likelier they are to convert. In fact, a 2017 study by Wolfgang Digital discovered, “By increasing time on site by 16 percent, conversion rates ramp up 10 percent. Pages per session also correlated solidly with revenue growth (0.25).”
The bottom line is that anything you can do to keep visitors browsing for longer should be beneficial. Let’s now discuss some simple techniques to increase time on site.
1) Make Your Legal Site Lightning Fast
Before you do anything else, you need to make sure that your site is crazy quick. Even as little as a three second delay will send a large chunk of visitors running before they ever chance to explore your site.
The best way to go about this is to first use the Pingdom Website Speed Test to see how your site is performing. It’s completely free to use and will tell you how quick your site is and identify any particular issues that are hindering its performance. Just look at the “performance insights” section for guidance on how to improve site speed and follow their suggestions.
2) Improve Overall Aesthetics
First impressions are huge when a visitor first lands on your site, and they’ll instantly judge your law firm based on its aesthetics. So of course you’ll want to have a professional design, eye appealing images, intuitive navigation and so on.
If web design isn’t your forte, you may want to hire an expert to handle this as the investment should be well worth it. You should also take a look at this resource from IMPACT for tips on improving your web design.
3) Make Your Content More Digestible
When it comes to content, you could argue that the format is every bit as important as the writing itself. After all, if it’s ugly and overwhelming, no one will want to read it. But if it’s crisp, clean and properly formatted, you can expect readers to hang around for much longer.
I’m even a proponent of approaching it like it’s a design in and of itself and using best practices that are proven to optimize the aesthetic appeal. Check out this post from Writtent for more on this.
4) Create Plenty of Internal Links
Internal links kill two birds with one stone. First, they point visitors to other relevant content on your site that may be of interest to them so they can conveniently learn more about a particular topic. Second, they play an integral role in SEO and help strengthen your link profile.
So building plenty of internal links is a win-win. And by doing so, you’re encouraging deeper site exploration, which should keep visitors browsing for longer.
The average session duration for all sites in 2017 was 2 minutes and 17 seconds. That’s not terrible, but there’s certainly room for improvement. By putting these four tips into practice, you should be able to increase time on site—perhaps even significantly. This should inevitably result in visitors becoming more aware of your legal brand and a higher conversion rate.
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