Legal Marketing Blog

Conversion Strategies For Your Website

Friday, July 1st, 2011

The value and cost of quality traffic requires you to constantly improve how your website converts visitors into working leads and new business!  Thus, it is vital to consistently and accurately track the leads, whether emails or phone calls, and analyze your ratio of visitors to leads.

The following are some things to consider when evaluating and enhancing your website conversions:

1-      Tracking Data – Don’t just track email leads.  Make sure you are data tracking your phone calls (don’t simply rely on your receptionist asking how they heard about you.)  In many cases, phone leads outnumber leads through email by as much as 2-1.  Use a designated call tracking phone number only found on your website.  I recommend using a local number (can help “connect” with local visitors and may enhance your Google Places Business Listing.)

2-      Layout - Position your most important calls-to-action and “destination links” above the fold of the page.

3-      Make It Pop!  - Use graphics and colors to set off your most important next step links.  Color and graphics make a big difference in your conversions.

4-      Action Elements – Utilize more interactive elements – instant chat, click-to-call, blogs, videos, reviews and ratings, etc.  Statistics show that these elements can spike your leads.

“The live chat is a great investment. It has really increased our website inquiries,” Earl W. Long, IV.

5-      Contact Forms – Even your website forms can make a big difference.  The number of form cells, the layout, form promotions (what they get!), even the limiting or removing required fields “*” can make a tremendous impact on the number of submissions.

6-      Key Motivation Wording – Free and complimentary no longer have the same impact on Internet users as in the past.  Many of today’s convenience-focused and instant gratification-driven consumers respond more frequently to keywords such as “easy,” “instant,” “quick,” “now,” etc.

7-      Imagery – Custom images and graphics from your practice versus stock or generic photos can accelerate the relationship with today’s more “social” Internet user.

8-      Repetition – Repetition is not a bad thing if you want people to take specific action.  For example, promoting you phone number visibly in multiple areas of the same page (top to bottom) can increase your phone call leads.

These are just some of the data-driven strategies that can enhance your website lead conversions.  Closely evaluating your Google Analytic or other website tracking data and your leads is the first place to start.  Invest in A/B testing when implementing new conversion elements.

Tags: legal website design, website design for attorneys
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