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It’s 2019. Everyone knows that in order to be competitive in Lawyer Marketing, your law firm needs to have a robust online presence, including a website that ranks highly in the search engine results pages (SERPs) for the search terms your potential clients are using when they are looking for legal representation. That said, you can have all the website traffic in the world, but if those visitors are not taking action that converts them into paying clients, your site is not doing its job. Here are seven secrets to turning website visitors into paying clients.
1. Provide Informative, Useful Content
Providing your visitors with relevant, high-quality, and informative content is an essential step in converting visitors into clients. In fact, it’s an essential step in getting visitors generally, as content is one of the most important ranking factors for search engine algorithms. Your website’s content can establish you as a leader in your area of law, build trust, and also use certain triggers that induce action.
2. Make Sure that Your Visitors Have a Good Experience
User experience, often referred to by industry insiders simply as “UX,” is of critical importance when it comes to turning browsers into customers. Imagine going into a poorly lit, dirty, and visually unappealing restaurant – how likely are you to sit down and eat there? The same principles apply to your law firm’s website. Your site should be easy to navigate, provide information in a clear way, and be accessible to all users. Elements of good UX include easy-to-read and unobstructed content, pleasing aesthetics, personalized experiences, and user journey flow.
3. Engage, Engage, Engage
Once upon a time, websites were like a lot like the billboards you still see on the side of the highway – static advertisements that provide basic information about a company inviting the reader to learn more. These days, website visitors expect more and will move on to the next site if they do not feel engaged right away. Some of the ways you can engage visitors immediately include fast page load speeds, autoplaying video, live chat options, simple navigation, and putting useful, well-written, and relevant content on your landing page.
4. Run A/B Testing
A/B testing involves testing the performance of two versions of a webpage against one another to determine which one performs better. This type of experiment allows you to gain insights into user behavior and isolate variables to increase your website’s conversion rate. A standard example of an A/B test would be creating a new version of your site’s homepage and changing certain elements (or the entire design of the page itself) and showing half of your visitors the one version and the other half the other version. Data regarding user behavior is collected and analyzed, allowing you to determine whether the changes you made to the original had an effect on user behavior.
5. Let Your Current and Former Clients Speak for You
Research indicates that 84 percent of people trust online reviews just as much as a personal recommendation. An excellent way to improve your website’s conversion rate is to let your satisfied clients do the talking for you. It’s one thing to hear about how experienced and well-regarded you or your firm are, but it’s completely another to hear about how your legal services solved someone else’s problem or changed their life. Of course, it’s important to check with the rules in your jurisdiction regarding previous case results and be sure not to disclose your clients’ identities.
6. Consider Adding Video to Your Landing Page
As an attorney, building trust with your potential clients is a critical step in Lawyer Marketing and turning website visitors into clients. After all, whether you are in criminal defense, family law, personal injury, bankruptcy, or business law, you are asking them to trust you with some of the most important issues in their life. Video is a great way to build that trust and establish yourself as a knowledgeable, approachable, and qualified attorney who help visitors solve their legal problems.
7. Make it Easy for Potential Clients to Get in Touch
Finally, you should make it as easy as possible for your clients to get in touch with you. Make sure that every page has a call-to-action and an easy-to-use contact form that users can submit. In addition, keep in mind that while some people may want to pick up the phone, others may prefer email or even text. To maximize conversions, visitors should be able to contact your firm in the way that is most convenient for them at the time, and integrating email, texting, and calling options into your website generally is a must.
Call Gorilla Webtactics Today to Speak with a Lawyer Marketing Expert
Gorilla Webtactics is a full-service Lawyer Marketing Service that works with law firms throughout North America. We’re passionate about helping law firms of all sizes grow and provide custom marketing solutions for every client we take. To schedule a free consultation with a law firm marketing specialist, contact us today.