Personalization is a big deal these days. It’s something that brands across nearly all industries are striving to achieve and something that many users have come to expect.
“78 percent of US Internet users said personally relevant content from brands increases their purchase intent.”
And by 2020, “51 percent of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.”
One of the best ways to accomplish this is by offering visitors a personalized homepage.
What’s a Personalized Homepage?
This is simply a version of your law firm’s original homepage that’s displayed based on a visitor’s previous browsing and/or purchasing behavior. It works by capturing action-based data and using it to provide that visitor with a customized version of your homepage that targets their unique needs and pain points.
Here’s an example:
Say that you’re a general practice attorney and handle a variety of different cases. A person visited your site once before and spent a considerable amount of time looking at content regarding auto accidents and injuries. It might have been blog posts or a dedicated landing page.
Rather than seeing your generic homepage the next time they visit your site, they’re shown a personalized homepage with information specifically about auto accidents and injuries.
The Benefits of Personalization
Providing visitors with a customized experience is a win-win. You’re able to:
- Boost the quality of your leads
- Increase the average amount of visitor engagement (visitors tend to spend more time exploring your site)
- Increase your overall conversion rate
And from your visitor’s standpoint, they tend to have a much more rewarding, less friction filled experience. Once they return to your site, they don’t have to manually navigate their way back to the section they’re looking for or filter through a bunch of irrelevant content.
Instead, they’re able to find exactly what they’re looking for and can learn more about the legal services that interest them the most.
A Growing Trend
A 2017 report by Marketing Charts found that homepage personalization was the second most popular way to personalize the user experience—second only to email. So it’s obviously a trend that’s catching on and something that can be immensely beneficial to your law firm.
Utilizing this technique is practically guaranteed to give you the edge over the bulk of your competitors.
And the great thing is that it’s not all that difficult to do. It works by simply creating different segments based on engagement and other metrics and displaying a relevant homepage. There are several different platforms available that do all of the heavy lifting for you, which means you don’t need to be an super savvy developer to implement this tactic. One of the more user-friendly tools is Optimizely.
Personalization is starting to become the new norm, and many users now demand a customized web experience. One of the best ways to provide that is to create a personalized homepage. Not only does it make for happier visitors, it should boost your engagement and help you convert more of your leads.
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