The website of a law firm or legal practice is the virtual storefront that makes a first impression on potential clients. But in the cutthroat competition today, just having a pretty or large website isn’t nearly enough to drive business growth. Converting website visitors into clients requires a thoughtful approach driven by data and market understanding.
Today, we’re going to talk about the essential tactics for maximizing conversions on your legal website without breaking the bank.
Note that if you’re in a highly competitive sub-niche or in a market that’s saturated with many law firms or lawyers, then you might need the help of a specialist agency like Comrade digital marketing. They can use their expertise in the legal sector to fix any problems while using their advanced SEO tools to maximize your website’s performance and conversion rate.
With that out of the way, let’s talk about how to get new clients for law firm all on your own!
Streamlined User Experience
The user experience of your website should be your first priority. There should be as little unnecessary information, clutter, or friction as possible. It’s not hard to create web pages that are to the point and visually appealing without overwhelming the user. Ensuring an excellent user experience and streamlined content flow and navigation is very important, particularly for landing pages.
- The website’s navigation should be user-friendly. Visitors should be quickly able to find important pages and intuitively understand the flow and hierarchy of the content to arrive at the intended or relevant section.
- Make sure the user interface is 100% optimized for smaller screens such as mobile. Responsive design is an umbrella term that includes techniques used to optimize the experience on mobile as today, the majority of internet traffic for most websites comes from mobile.
- Elements like the navigation menu, buttons, forms, calls-to-action, etc. should focus on making the job of a visitor easier and faster. Avoid embellishments and decorations in your website’s design wherever possible.
One of the most ignored aspects of a website is the call-to-action (CTA) sections and buttons. These elements are pretty repeatable across websites and nobody seems to pay much attention to them. After all, it’s just a button, right?
A strong CTA section or button is crucial to guide visitors toward taking the desired action. It can compel people to click or read more. If the CTA fails, your conversion rate is hurt terribly.
CTA sections can lead visitors to a variety of pages or touchpoints such as contacting the firm, scheduling a consultation, putting in a phone number, or filling up a contact form. These should be placed in the first fold of landing pages and the first 50% of other pages, including the webpage.
Don’t take too long to bring up the CTA.
Also, make sure that your CTA follows your branding (including the form fields, which should not look too different) but at the same time, is bold and stands out. The best way to do it is by creating a color contrast. Most likely, your website has a light, if not white, base. Your CTA section should be a flat wrapper that’s a dark color and the button within it should then again be white. This creates ample contrast, making the CTA magnetic.
The communication in your CTA also matters. You can’t sound too desperate for business and you can’t promise the world. At the same time, you can’t be too casual as if you don’t want the visitor’s business in the first place.
Say just enough and keep it crisp. Persuasive CTAs can go a long way in maximizing conversion rates of your website.
Compelling Content that Engages
Your content should be highly engaging, relevant, and resonate with a potential client. As there are many types of legal specializations, there is no cookie-cutter approach when it comes to creating textual or visual content. But you should always prioritize providing as much value in as little time as possible to a potential client over everything else.
You might also need a full content marketing strategy to crack open tougher niches. For example, comprehensive keyword research can help you understand how to get more personal injury clients in a particular region. You can then refine your content to be the #1 result for queries related to personal injury in the region—Increasing your traffic and conversion rate significantly.
In many cases, high-quality and relevant content is the very cornerstone of a successful legal website. Well-crafted content in various forms, such as guides, infographics, tips, and blog posts, helps educate the audience while improving your website’s SEO for organic traffic.
It’s also important to establish your website’s domain expertise, authority, and trustworthiness—Collectively canned E-A-T which Google pays a lot of attention to.
A well-optimized legal website has the potential to be a powerful lead-generation tool, converting clicks into valuable clients.
Remember, conversions are not just about numbers; they represent the connection between the law firm and individuals seeking legal services. Maximizing conversion tactics will not only drive business growth but also nurture lasting professional relationships with clients.
Everything from social media marketing to pay per click for lawyers needs a specialized approach that balances professionalism and helpfulness with a differentiating factor that sets you apart. With time and experimentation, you will arrive at the right online marketing strategy as well as a high-converting website in no time.
Olivia is the Editor in Chief of Blog Herald.