One of the primary functions of any business’s website is to influence your users and potential clients to take action. This desired action will be different depending on the purpose of the business, but common examples include actions like viewing and buying a product, signing up for an email list, contacting the company to book a service, or engaging with customer service. These predetermined actions are known as conversions, and they serve to indicate how effective your website is at influencing both user engagement and business revenue.
While SEO can help you drive more traffic to your law firm’s site, you of course don’t have complete control over a user’s activities. However, your page content can improve the likelihood that a user will convert into a client, and one proven way to increase conversions is to add interactive page elements to your website. These web design elements can include items like chat boxes, buttons, pop up forms, and promotional videos.
Why Are Interactive Page Elements Important?
There are several ways in which interactive page elements can help your website and improve conversions, search engine rankings, and more. Increasing user engagement demonstrates to search engines like Google and Bing that your site is popular among internet users searching for relevant keywords. If a user navigates to your site, spends time there without bouncing away, and proceeds to fill out a form or click a button, they have shown interest in your site’s content. Conversely, if users frequently bounce away from your site without interacting, search engine algorithms may assume your site provides little value to most users and could diminish your search engine ranking.
Interactive page elements hold more concrete value, as well. Making your site simpler to navigate and highlighting critical resources is key to improving user experience (UX). Interactivity can also serve to boost the visual appeal of your site and draw user attention to your firm’s positive attributes.
How Do Interactive Page Elements Increase Conversions?
While it is certainly possible to provide simple hyperlinks to conversion elements like contact pages, customer service, and fillable forms, interactive page elements have a critical advantage. In fact, there are multiple psychological and technical reasons interactive page elements can help improve your conversion rates. Though you may have had similar content elsewhere on your page, making it interactive helps for these reasons:
Types of Interactive Page Elements
There are several different types of interactive elements appropriate for use on a professional website. The elements you choose will likely depend on what you want users to do once they land on each particular page, as well as the types of conversions you value for your firm. Some examples of interactive page elements include:
For many law firms, the primary appeal of incorporating interactive website elements is the ability to drive conversions and track those that occur via the interactive element. When you choose conversions you want to highlight and measure the interactions that move the user to take your desired action, you can see how your digital marketing efforts translate into more clients. This is a quantifiable way to track your firm’s progress toward conversion goals.
For example, if you want to collect email addresses so that you can pursue leads, you can track your conversion rate—how many addresses were generated with a pop-up interactive form per 1000 interactions with your page. Comparing this figure with the number of contacts generated without the interactive element will give you a quantifiable measurement of your improvement. This, in turn, can be compared with your number of new clients or actual revenue to reflect the return on your investment.
Contact RizeUp Media
The process of implementing interactive page elements and using them to track conversions can be complicated, and often requires more time, effort, and expertise than is available to a busy attorney. This is where the value of a professional digital marketing agency comes in. Here at RizeUp Media, we specialize in creating high converting websites for law firms. Our expert digital marketing tools and services can help your firm improve your website, boost conversions, and track your progress without sacrificing your time.
For more information or to get started, contact us via our website.
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