How Your Website Converts Prospects Into Clients

Having a successful online presence is critical to the success of your law firm. However, a lot of strategies designed to optimize law firm websites focus solely on attracting viewers. Making your site more visible and getting significant increases in your viewership is a great first start towards optimizing your online presence but if the majority of those users aren’t becoming clients, then something is amiss.

The purpose of creating a website for your law firm is to increase your client base by attracting large amounts of viewers and converting them into clients. A page that is visited often yet has a low conversion rate is not a successful website. Fortunately, there are a few strategies you can implement to increase your conversion rate and maximize the benefits of your law firm’s web site.

High Quality Content Drives Conversion Rates

The most important key to success is effectively demonstrating your value to potential clients via the content on your site. Modern users are presented with so many choices on the Internet, they have to be convinced that your law firm provides a unique element they can’t get anywhere else. Determining what added value your law firm provides and incorporating that into your messaging will make a big difference in whether or not users choose to work with you in the future.

Outside of working on developing a solid unique selling proposal, there are other things you can do to improve your conversion rate.

Keep Track of Your Website’s Analytics

The first step in ensuring you have a high conversion rate is having a reliable way of tracking that rate in the first place. If you’re unaware of the existence of any sort of problem, you’ll be entirely unequipped to solve it. The specifics may vary based on where your website is hosted and whether you have partnered with professional web designers. Ideally, you should have some way to verify statistics and data regarding site traffic, including things like average session duration, traffic sources, and conversion rates.

Keeping an eye on these metrics can help you track the impacts of any changes you make to your website. For instance, if you intend to redesign your homepage to make it more user friendly, comparing the data from before and after the change will show you whether that change was beneficial. This can, in turn, provide you better guidance on what changes might help you continue to improve your site in the future.

Consider the Visual Impact of Your Web Design

Web design is important for a number of reasons – and it’s about more than looking pretty, though that matters, too. Elements of design are important because they have measurable impacts on how your website is perceived on a subconscious level. Numerous aspects of your site, including the color palette, font, spacing, image choice, general layout, and more, can make you appear more or less trustworthy, professional, and experienced.

In some cases, efforts to improve one area of your site can be counterproductive to another. You may be inclined to incorporate larger amounts of information on your front page to fully showcase the variety of services you offer and proactively answer any questions potential clients might have. However, incorporating too many elements at once can ultimately be more distracting than helpful, overwhelming users in the process.

To further complicate matters relating to web design, the standards and best practices of web design have changed significantly over the years. If you’ve ever stumbled upon a website that hasn’t been updated since the early 2000s, it is almost immediately recognizable as a relic of the past. If you haven’t updated your website in several years, consider reevaluating your current design to determine if it is still an appropriate representation of your law firm.

Streamline Website Navigation

Making your website easier to navigate will prevent users from becoming frustrated or being unable to find the information they need. There are numerous ways to improve navigation on your site. First of all, improving the loading time of your pages will go a long way to keeping users from exiting. Studies show that even a delay of a few seconds can drastically impact the probability of a bounce. That probability grows exponentially with every new page the user has to load to find the content they’re looking for.

By increasing the load speed of your site and reducing the number of clicks required to access pages, you’ll be creating a much more streamlined, satisfying experience for users.

Optimize Your Site to be Compatible With Any Browser or Device

Nowadays, it is increasingly common for site traffic to come from mobile users. Unfortunately, many websites aren’t fully optimized to be displayed on the screens of mobile devices. Images don’t display correctly, and grids become distorted, causing blocks of text to become unreadable. In some cases, parts of the website get cut off completely, making it so that users are unable to click on certain links.

There are many ways to incorporate compatibility into your web design, ensuring that no matter what device or browser users prefer, they can still access your firm’s site.

Encourage Engagement

Once you’ve already proven the value of your services via the content of your site, make it as easy as possible for potential clients to contact you. Including a clearly visible call to action on every page ensures that users always have an easy way to request your services. Another way to encourage engagement is by providing multiple forms of contact, depending on the resources you have available. Different people have different preferences, and providing multiple options, such as a phone number, online contact form, and live chat, will significantly increase the conversion rate of your site.

These tips are all extremely effective ways to turn mere users into clients. Know that it can be difficult to successfully incorporate them all at once. At RizeUp Media, our team has years of experience optimizing websites to maximize their potential, incorporating elements of web design with polished written legal content. With our assistance, we can increase the viewership of your site and help you build a strong customer base in the process. To get started, simply fill out our online form or contact us by calling 866-806-8538.