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How to Optimize Your Law Firm Website for Higher Conversions

Optimizing Law Firm Website

As a website owner, what do you think is the number one goal of your law firm’s website? 

 

That’s correct! It is to generate the maximum number of leads. 

 

However, law firm marketing is one of the most competitive sectors out there. So, having a run-off-mill law firm web design with virtually no interactive elements isn’t going to get you more leads. 

 

That’s where website conversion rate optimization can help. If you already have a website or you are planning to have one, you need to know about how web optimization works. It can help you get more leads and amplify your other law firm marketing strategies. 

 

Here’s how you can optimize your website for higher conversions.

 

1. Update Your Web Design

 

Whether your leads are coming to your website from organic searches or through PPC advertisements, the first thing they are going to look at is the visual appearance of your site. If your law firm web design is old and dull, they will quickly turn away. In other words, if you want them to take your offerings seriously based on your design, you need to update your website now. 

 

When updating your website, you need to focus on improving the user experience. From the color scheme to the form fields, design everything from the user’s point of view. 

 

You can use Funnel Visualization and Goal Flow in Google Analytics to understand how users are interacting with your website. This analysis may reveal those pages on your website that are not bringing in any traffic at all. If you find such web pages, it will be a good idea to remove them.

 

2. Make Sure the Navigation Is Accurate

 

Once users are on your website, they would want to find what they’re looking for as soon as possible. If it takes longer for them to go to the desired web page or information, they will leave. 

 

That’s why a streamlined navigation menu is a critical element of every law firm web design. It allows users to move from one webpage to another without so much as a hiccup. 

 

The navigation bar or menu needs to have a sufficient number of links. Think about what your users would want to see in the main menu. If your current menu looks cluttered, think of streamlining it for better use. 

 

While you can be as creative as you want when designing a law firm website, the navigation should always be placed in areas where users expect to find it. The two most popular areas include the header and the sidebar. Remember, sometimes simplicity can attract more visitors than creativity. 

 

3. Design for Mobile

 

An increasing number of people are using their mobile phones to access the web. According to Statista, nearly 52.60% of web traffic came from mobile devices in the fourth quarter of 2019. If your website is not mobile-friendly, you may lose the potential leads coming from the mobile user base. 

 

It is now easier than ever to check if your website is mobile-friendly using different online tools. You should use a responsive technology framework as it will ensure your website is accessible across different devices, not just mobiles. 

 

Also, make sure to keep the content short and sweet. No one likes to read lengthy pages on their smartphones. You should also use special mobile CTAs like Call button or Message button, making it easier for the prospective clients to reach you. 

 

4. Speed up Your Website

 

Speed also matters, especially on mobile devices. Your potential clients will leave your website immediately if it fails to load quickly. According to Google, as your website speed goes from one second to three, the probability of bounce speed increases by 32%. The bounce rate reaches 123% if your website takes 10 seconds to load. 

 

You can use any of the online tools to check how fast your website is and which areas need to be improved. A variety of factors will affect the speed of your website, including your web hosting, the number of HTTP requests, synchronously loading CSS and JavaScript files, and bulky images and media files. Make sure to consult your web designers and developers to identify and fix the issue.

 

5. Use Custom Landing Pages for Your Main Practice Area

 

Finally, custom landing pages can also help increase on-site conversions. They allow users to find what they want without having to browse further through your website. However, you need to optimize each page to make sure users take the desired action. 

 

The sole purpose of a landing page is to convert visitors into customers. So, make sure to have only one clear and simple CTA (Call-to-Action) and keep it front and center. If you are using text-based CTAs, try to include them organically in the content. You can use videos, images, and graphics. However, make sure they are relevant and short.

 

Parting Words

 

Increasing your website conversions doesn’t have to be rocket science. Hopefully, with these five tips, you will be able to turn your website into a lead-generating machine. Alternatively, you can also hire an expert agency offering legal marketing services for lawyers like Gorilla Webtactics. We will help you not only optimize your website, but also with other marketing services like SEO, PPC, and digital marketing. Call us today at (612) 260-1506 or contact us online to know more.

David Juilfs

David has 15+ years in marketing experience ranging from traditional print, radio and tv advertising to modern day digital marketing for law firms and lead generation software. He is a multi-award winning marketer and has also volunteers his time with SCORE as a business coach/consultant to help businesses get better leads, more business and higher ROI. You can contact him at [email protected]

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