Conversion Rate Optimization for Lawyers

Conversion Rate Optimization for Lawyers: Turning Visitors into Clients

Clients — both current and potential — are the lifeblood of any law firm. Even when lawyers are well-known and have an established practice, having a consistent flow of prospective clients is critical to success. Large law firms may have entire departments devoted to marketing and sales, but smaller firms often struggle to make the most of their limited resources. Proficiency in practicing law isn’t enough; lawyers must also be able to market their services effectively by creating a consistent pipeline for potential clients and converting them into paying customers. Optimizing your conversion rate is the key to achieving this goal; luckily, lawyers can improve their marketing efforts in several ways.

What Is Conversion Rate Optimization?

The first step to optimizing your conversion rate is understanding what it is. Conversion Rate Optimization (CRO) involves making changes to a website, landing page, or sales call strategy to increase the number of visitors who take action or the number of potential leads who convert into paying customers. In its simplest form, it’s the practice of improving your lead-to-sale ratio.

Law firms and legal practitioners are increasingly relying on digital marketing to reach prospective clients and get more cases. While there is no magic wand, there are several strategies lawyers can employ to increase their conversion rate.

Understanding Your Prospective Clients and What They Need

The first step in optimizing your website conversion rate is clearly understanding your prospective clients and what they need. To do this, you’ll need to identify key demographic information such as age, gender, income level, location, and lifestyle. It’s also important to understand the type of services they may be looking for from a legal service provider. Once you’ve determined this information, create blog content that resonates with your target audience and utilizes the most effective strategies for converting qualified leads.

Make It Easy to Contact Your Firm

At Blazeo (formerly ApexChat), we understand the importance of making it easy for prospective clients to contact your firm. Ensure potential leads can easily get in touch by providing a phone number, e-mail address, or contact form on every website page. Providing an FAQ section in which prospective clients can find answers to common questions is also a good idea. 

Use Simple but Informative Lead Forms

Once your prospects have decided to make contact, the next step is to provide an easy-to-fill lead form. Keep this simple, and don’t ask for too much information. Use lead forms to collect basic contact info along with some additional questions to help you determine if they are a qualified lead. This will help you prioritize qualified leads by their level of interest and provide personalized follow-up for each lead. If your law practice has a LinkedIn page, you can also use LinkedIn’s internal lead generation form to capture even more detailed insights about prospects.

Analyze User Behavior on Your Site

To further optimize your conversion rates, it’s important to understand user behavior on your website. Analyze how visitors interact with your content by using tools such as Google Analytics to gain insights on what pages are being visited, how long people spend on each page and where they go after leaving the page. Analyzing exit pop-ups can also help you understand why potential customers are leaving your website. This information can be used to refine and adjust your content, allowing you to convert prospects into qualified leads.

Improve Your User Experience 

To further optimize conversion rates, it’s important to pay attention to the user experience of your website. Take time to review how easy it is for visitors to find what they’re looking for and how optimized your page load speeds are. Making sure your site is mobile responsive will also create a better overall user experience. Additionally, creating content that is helpful to your prospects will help them engage on a deeper level and provide value that ultimately leads to conversions. 

Elevating a website’s search engine optimization (SEO) can also help you to attract more prospects and increase conversion rates. A content marketing strategy for your law practice can provide SEO benefits and aid in building relationships with prospective clients. By providing helpful information and resources about legal topics, you can create trust and familiarity with prospects that will lead to more conversions.

Finally, consider using A/B testing to test different variations of content and design elements to learn which version drives the highest conversion rate. 

Try Our 24/7 Staffed Live Chat to Generate Leads

Finally, consider using a live chat feature as a way to generate leads. A 24/7 staffed live chat on your website can give your prospects a direct line of communication with you, allowing them to ask questions and receive information in real time.

A chat button is prominently displayed on the page so users can quickly get in touch with a live chat operator eliminating the need to search through pages and find your contact details. Since 2008, Blazeo’s (formerly ApexChat) Live Chat Software has helped countless firms optimize their website conversion rates with ease. Our chat agents can assist 24/7, enabling you to respond quickly and efficiently to inquiries at any time zone.

Get a demo today!