When you build your attorney website, your focus should be conversions. Not high Google rank. Not traffic. But converting visitors into leads.
Many lawyers focus on traffic. They may run pay-per-click ads, engage with social media, send out press releases, regularly send an email newsletter, or run banner advertising on local websites.
Regardless of the means, the traffic is there. You are getting a few hundred visitors per day (at least). But no one calls. What’s the problem?
What’s Your Conversion Rate?
Traffic by itself is only half the equation. The second part involves getting these visitors to raise their hands and let you know who they are.
A conversion is anyone who takes the specific action you want them to take. That could be to sign up for your newsletter, to download your free report, to watch a video, to fill out a form, or to call your office.
Your conversion rate is the number of people who take a desired action divided by the number of visitors you get to your website. For instance, if you get 2 inquiries from your contact form a day from 150 visitors; your conversion rate is 2/150 or about 1.33%.
That’s OK if those are qualified leads, but you may be able to boost your conversion rates with different types of offers and incentives. Not everyone who visits your website will be ready to talk with you – but they might in a few days, weeks or months. Why not capture these people as well, and keep in touch with them until they are ready? Here are seven steps for increasing your conversion rates.
Step 1: Know Your Audience
Not all traffic is qualified traffic. The first step to getting higher website conversion rates is to attract the right visitors.
- Who are the people you want to attract?
- What characteristics do they have in common?
- What are their top 2-3 biggest problems, concerns or frustrations that they are seeking information about?
Think like your prospect.
- What information are they looking for?
- What information do they need to make an informed purchasing decision?
- What would motivate them to volunteer their name, email address and other contact information in exchange for the information you have?
Each person who visits your website will be in a different stage of their buying process.
- Some may be trying to figure out the magnitude of their problem.
- Some may be exploring different types of solutions to see if they can fix the problem themselves or if they need to hire representation.
- Some may have been referred to you and want to check you out before they contact you.
On the other hand, you won’t get 100% targeted traffic.
- Some may be curious – perhaps just browsing for information – because they had a conversation with a friend about the issue.
- Some may be law students researching a case.
- Some may have found you randomly by typing in a keyword they guessed would lead to the right answer.
Your attorney website should take into account different scenarios to help weed out the good leads from those who are just browsing. What offers can you make, such as free reports, case studies, audio/video presentations, webinar invites, and other educational materials? The more offers you make, the more leads you can capture.
Step 2: Design A Simple User Experience
Next, take a hard look at your website. For each page, do you clearly state what action your visitor should take?
- Is your offer clear, simple and easy to understand?
- Does it explain the benefits they will receive in a brief sentence or two?
- Does your offer convey urgency – or why your visitor should take action now?
What is your desired action?
- Does the action you want people to take stand out?
- Can they quickly scan the page and see they should fill out the form or enter their email address or buy your book or sign up for your event within just a few seconds?
- Does your form work?
- Does your website load quickly without major problems?
- Is your content skimmable, with bullets, bold text, and headlines rather than large paragraphs?
You may understand exactly how to use your website, but that doesn’t mean your prospect does – nor has the time to learn. Don’t assume visitors know what you want them to do. Tell them directly.
Step 3: Create Relevant Content
Attracting the right prospects means helping your visitors find the information they seek quickly and easily. Rather than focus on you, your qualifications, and your law firm’s achievements, most of your content should address your prospect’s key problem. What’s in it for him?
When someone searches information on the web, they are in “selfish” mode. They don’t care who you are, what you do, or why you are great. They want to know how they can fix their current issue.
They want information that can help them make a decision:
- What’s the best solution based on their circumstance?
- What criteria should they consider before they do anything?
- What mistakes might they make?
- What’s the next step?
When dealing with any legal situation, your prospects are most likely suffering from considerable anxiety.
- They may be embarrassed to find themselves in this situation.
- They may beat themselves up for making a mistake.
- They may want to make the problem go away as fast and painlessly as possible.
- They may not want anyone to know they have this problem.
- They may not understand how bad the problem is and what happens if they don’t take immediate action.
They may also have considerable anxiety about hiring a lawyer to help them:
- Can they afford it?
- Is this the best possible solution?
- Are you the best lawyer to help them?
- What if they make a mistake in choosing the right lawyer?
There’s a lot riding on their decision – but you can help calm their fears by addressing these key issues on your website.
Step 4: Build Multiple Landing Pages
If you are running advertising, especially pay-per-click ads, you will want to direct visitors to a specific “landing” page designed to capture their contact information through a lead capture form. An effective landing page contains a few key traits:
- A benefits-focused headline: The first thing prospects should see is a clear statement of what they will receive if they fill out your form.
- An enticing offer: What would convince prospects to give you their contact information?
- A call to action: How do they take advantage of your offer? This usually involves giving you their name and email address.
Landing pages are designed around offering a solution to one particular problem. If you have multiple problems you can solve, build one landing page for each.
Keep it simple with crystal clear intent. What should prospects do when they arrive at this page? Minimize any distractions, use action-oriented verbs, and only ask for information you need.
Step 5: Have a Follow Up System In Place
Your landing page is designed to get your prospect’s permission to follow up. It’s tough to make a complete case for your legal services with just one page, so focus on getting prospects to take that one first step – giving you their contact information.
By giving you their contact information, your visitors go from anonymous web surfers to people who are identifying themselves to you with this problem. This makes them more qualified leads that have a higher than average chance of becoming your clients.
You know they are at least considering how to solve this problem. You know that it’s important enough to them to give you their contact information. So it’s possible they could eventually hire you.
But the burden is on you to build a case for why they should hire you. That’s where follow up comes in.
Email marketing has made much of the follow up process automatic. You can easily create a series of emails that are sent at regular intervals:
- Introduce yourself and describe the types of cases you’ve handled just like them
- Offer tips and advice on taking the next step
- Clearly outline everything that will happen if they do take that next step
- Answer frequently asked questions
- Build rapport and credibility by demonstrating your experience and thought leadership
Creating landing pages without having a follow up system in place is a waste of time and money. Fortunately, it’s fairly easy and cost effective to create this step with email service providers like Aweber.
Step 6: Install Web Analytics
While lead capture forms are the cornerstone of your website conversion strategy, having a solid web analytics program to track and analyze visitor behavior is also extremely important.
Google makes this step simple with their powerful and free Google analytics software. Simply sign up and they’ll give you a snippet of code to insert into your website. Web analytics help you track key metrics like:
- Which keywords are prospects searching for?
- What websites send you the most traffic?
- Where are your visitors located?
- What are the most popular pages on your website?
- How long do people stay on your website?
- How many pages do they typically visit on average?
- Which page is the most popular entrance page?
By knowing this information, you can tailor your site content to those particular visitors. For instance, you can create specific content around those keywords that are most popular or you can add information to your most popular pages to guide visitors to the information they might be seeking.
Step 7: Test Everything
Finally, test everything. Test your headlines, your offers, and your calls to action. Which work the best? Once you know, you can try to beat that with a better headline, offer or call to action.
When it comes to web conversions, making decisions from real world data trumps your preferences. You may love the page design, the graphic, the headline or another element of your website. But do your visitors? Is that element helping or hurting your conversion rate?
A/B split testing is a method of testing webpages that uses a control page (the “A” page) and a variation (the “B” page) to see which page converts more traffic. Usually, the pages are identical except for one element – like the headline, offer, price point or graphic. Often, you will be surprised to learn that what you think works best and what actually works best are completely different.