Put yourself in your average visitor’s shoes for just a second. They just arrived on your website and are seeking specific information.
Maybe they want to learn about a certain area of law that you practice. Maybe they want to know about your background and experience. Or maybe they want to know how to schedule a consultation. Whatever the case, most visitors are looking to find that information by taking the path of least resistance.
One of the best ways to optimize the user experience and direct them to where they need to go is through site search.
What is Site Search?
It’s basically a search engine for a single website. You’ll typically see a search box located toward the top of the top where visitors can quickly enter search criteria to find what they’re looking for.
Here’s an example from the Dallas Bar Association’s website.
As you can see, it’s quite simple. But when done correctly and by following best practices, site search can have a huge impact. Here are some reasons why.
Most People Are Comfortable With Search
One of the key elements of their success is their search function. People use it all of the time to streamline the search process and find what they’re looking for. This means most of your website visitors are already familiar with search and comfortable using it.
In fact, up to 70 percent of visitors are open to using an internal site search function.
It Can Increase Conversions Dramatically
Professional web design agency, Screen Pages performed an in-depth study on 21 of their clients websites to see what impact onsite search has. One of their most compelling findings was the spike in conversions that happened across the board. In fact, “Visitors converted at 4.63 percent versus the websites’ average of 2.77 percent — that’s 1.8 times more effective.”
Separate research from Prefixbox had similar findings and says, search users are on average four to six times more likely to covert than regular webpage visitors.
Just imagine how beneficial it would be to your law firm if you got results like that. It would be a real game changer and help you capitalize on far more of your visitors.
It Can Boost Revenue
As you might imagine, converting more of your visitors into clients translates into more revenue. Marketing expert Neil Patel, references the study from Screen Pages and points out, “The average revenue that came from site search was significantly higher than regular users.”
Prefixbox even goes so far as to say that 40 to 80 percent of online revenue comes through site search.
Incorporating this function into your law firm’s website offers some major advantages. Most people are already familiar with a search box, and it can help you crank up both conversions and revenue. So it’s definitely something to consider, especially if you have a large volume of content.
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