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Conversion Rate Optimisation (CRO) for Law Firms

Conversion rate optimisation (CRO) is a fairly new marketing field that came about with the fast rise of the internet and it should be one that every legal marketer needs to invest time and resource into. Whether your law firm have just launched a brand new website design or have ongoing issues with converting your traffic into leads, you will benefit from conversion rate optimisation to convert those visitors into leads.


What is Conversion Rate Optimisation for Law Firms?

Conversion rate optimisation (CRO) has a main goal to convert your law firm's website's traffic into qualified leads. In the realm of law, CRO's main purpose is to capture the contact information of potential clients who are looking for legal services, so that they can convert into accepted cases.

No matter how well your other online marketing activity performs in terms of sending relevant visitors to your website, if you're not able to convert them into clients, you won't be getting the best possible return. Increasing law firm brand awareness and driving traffic is vital, but it's only part of the bigger picture.

Learn more about Conversion Rate Optimisation and some of our processes.

Want us to show you how we can improve your conversion rate? Enquire Now!


CRO for Law Firms Services

Your law firm website's conversion rate is the percentage of all visitors who complete a goal on your website. Law firm conversion rates usually range between 2% up to 10%, but this depends on a variety of factors, such as the number of services you have, to the number of top of the funnel visitors your law firm website is receiving from blog content.

Our aim is to get you the highest conversion rate possible out of the visitors your website is getting with a tailored CRO approach for law firms. With thorough analysis and supported recommendations, the percentage of visitors converting can leap up within days of making a simple change. If your legal digital marketing efforts are bringing people to your website, small increases to your conversion rate can make a huge difference to your bottom line. 

A quick summary of what our CRO for law firms services is aimed to achieve include:

  1. Increase the number of clients your law firm generated.
  2. Creating a better image of your legal brand and online presence.
  3. Focusing on acquiring qualified leads that turn into accepted cases.
  4. Providing tailored law firm CRO, thorough analysis and vigorous testing to make sure every change recommended to increase conversion rate is the right choice.

Reasons Why CRO is Great for Law Firms

CRO lets you see exactly how your website is performing and identify what you need to change to increase conversions and generate new cases for your law firm, therefore increasing revenue and profits. If that isn’t enough of a reason for why your law firm should care so much about conversion rate optimisation then check out these three reasons below.

Our Case Studies

Proven experience with law firm conversion rate optimisation

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Get More Clients

Your firm should be focusing on conversion rate optimisation by optimising your legal site because you can provide a great user experience for your potential clients. This allows you to help engage and move potential clients through your conversion funnel and into new business cases for your firm.

Understand Your Clients

By conducting CRO tests, you gain invaluable data both quantitative and qualitative on how your potential claimants interact and behave on your legal website.

This data can be really useful for a number of reasons from optimising page elements such as your headlines, CTA buttons, or page layout to helping you know what types of content your audience engages with most be it blogs, podcasts or videos.

Knowing all of this enables you to build a strategy to optimise your website with these findings in mind and increase your conversion rate.

Reduce Risk

By gathering data on the performance of your law website and the behaviour of your potential clients you can begin to make informed decisions on how best to optimise your website instead of guessing what might work. This reduces the risk in making changes to your firm’s website and, by utilising CRO testing processes such as A/B testing, you can provide an insurance policy in case your testing doesn’t perform well. Allowing you to simply change back to the original, before testing a different variation to optimise your website.

Download our digital marketing guides for Law Firms:

Law Firm Digital Marketing Guides

How Do We Track Conversions & Gather Data

for Law Firms

Track Phone Calls

It sounds simple, but many of the law firms we speak to don’t do this. It’s simple and inexpensive to setup and can provide call volumes and insights all the way down to the referring channel level i.e. SEO, PPC, Content, Display etc. Phone is often one of the highest methods of contact and takes up a large portion of your law firm's conversions, so it's a no brainer to implement phone call tracking to see which pages of your website and specific activities are driving phone leads.

Form Tracking

Forms are one of, if not the most important part of your law firm's website in terms of converting website visitors. This is because a form allows your target audience to describe their issue and submit their details easily to then be contacted by the most appropriate lawyer.

Our in-depth form tracking can identify issues with forms, including where visitors drop off. It's likely that your law firm will have a variety of forms to cover each service, so making sure each works correctly with form tracking tools is an important part of conversion rate optimisation for law firms.

Ensure there are no errors on the forms across your site. It never ceases to amaze us how many times we review a form on a legal services website with a high drop off rate and the reason is something simple and easily remedied. A perfect example of this is with some CMS systems where they, as standard, put a character limit on the email field. This limit is usually smaller than more than half of your client's email addresses! Changing it is easy and a quick way to increase case enquiries and conversion rate.

Track Events

Using Google Tag Manager, we can track an endless amount of events. From clicks to scroll depth, and video engagement to site speed, there are so many events that can be tracked and then used to improve your law firm's conversion rate and generate more leads. 

Devising a Law Firm CRO Strategy

One of the biggest problems any law firms make is believing CRO is easy. Anyone with an understanding of how a website is meant to work can take a look as a site and pick out things that might prevent users from converting into leads. But how can we really know that these are the issues? And how do we fix them?

You may change one thing that you think would have a positive impact to conversion rate, but in actual fact it has had a negative impact. The user behaviour, intent and other contributors all have an impact towards conversion rate and what works for one website will not work for another, even if they're in the same industry. We can use these five steps to construct your law firm CRO plan and we can make sure we see results by identifying the real reasons visitors aren’t converting.

Discover The Issues

The first step is to research and discover the issues that may be effecting your law firm website's conversion rate. Begin by clearly outlining your legal firm’s goals so that you can make sure your CRO plan is built around those business goals. Of course, this relates to all aspects of your marketing strategy too, from SEO for solicitors to email law firm marketing, so CRO is no different. 

Next is to research the target audience and how they interact with your website, gathering data from Google Analytics on bounce rate, time on page and pages viewed will give you some basic information on how users interact with your firm’s site. Diving deeper you can use tools like Google consumer surveys, heatmaps and real-time analytics to gain further understanding of your user’s behaviour.

Hitsearch's conversion rate optimisation experts look at all of the above as well as more in-depth metrics that can be focused on to improve your law firm conversion rate and generate more leads.


Start with your target legal personas

Well, let’s start initially with WHAT you are trying to achieve (and don’t say to improve conversion rate!) Improving ANY user journey across your law website can increase conversion rates, but our advice is to break it down into small chunks. Try starting with the flow of users from the homepage (which is where most of your traffic will arrive) through to the services pages (more specifically the area of law you are interested in targeting). 

With this information we begin to generate informed ideas about what is affecting your conversion rate. Focus on who your law website is for and how such changes will help solve the issues they may currently be having. We also define where we will test and which pages have the highest priority in improving conversion rate. For example, we look at form drop off rates as this is a vital part of the enquiry process you’ll want to address and fix; particularly identifying any parts of the form that are showing errors. Small improvements here can make large-scale increases in case enquiries further down the funnel, and ultimately, conversion rate as a whole.

During the hypothesis phase, our conversion rate optimisation experts use data-led legal personas and run them through a thorough user journey depending on what goal they have. If you are a law firm with multiple services, we devise a user journey for every type of user journey and use this in correlation with the issues we discovered during analysis.


Once we have our targeted hypothesis, it’s then time to design or test the changes for your law firm’s website, keeping in mind that they need to address our hypothesis and meet your business goals. It is also important in this stage of your CRO plan to make sure the changes are on brand and are technically possible this can be done by working alongside your designers and web developers.

Testing & Implement

What about the ‘measure' bit?

Now that we have found out what changes improve conversion and have designed the changes that we feel will address our hypothesis to help increase your conversion rate, it is time to implement them across your law firm's site. We don’t want to simply roll them out across the whole site before we’ve performed rigorous testing.

What law firms need to establish is a conversion rate optimisation testing strategy. There needs to be a calendar of activity planned out in advance, with goals set accordingly, to understand what success does and doesn’t look like. Once this is in place, we advise looking at tools like Visual Web Optimiser (VWO) and Formissimo that will provide the technology to make sense of what the results are telling you – and indeed what to do about it. There are a number of tests we do, such as A/B or multivariate testing as well as extremely in-depth testing such as eye tracking and biometrics. There are more common tests too, such as conducting surveys within your target audience to get feedback on the changes compared to the previous designs.

Testing is the most important part of this stage and is often never skipped before implementing any changes. This is because we need to make sure that the changes we have recommended will actually provide a positive impact to your law firm website's conversion rate. As mentioned previously, what works for some websites may not work for others and this is because each law firm's services and audience are different. See the CRO tools section for how we test the variations and recommendations to improve your law firm's conversion rate.


The final step in the CRO plan is to look at the results of the tests. Did the changes prove the hypothesis to be correct or not. If not then we need to return to step three and four and repeat. If our hypothesis was proven correct, however, then we can roll out the changes further and begin to move onto the next issues found in the first discovery step.


Want us to show you how we can improve your conversion rate? Enquire Now!



Common and Upcoming Law Firm Conversion Rate Optimisation Trends

Conversion rate optimisation is a powerful and cost effective strategy within the legal marketing world and in today's modern age there are a number of law firm conversion rate optimisation trends your firm should know about. So take a look at the top four trends below and start optimising your law firm's site to convert more cases today!

Mobile Optimisation

A couple statistics to begin with, in 2020 there were projected to be over 2.87 billion people who use mobile devices to access the web and 63.4% of them form a better opinion of a brand if they offer a great mobile experience. These figures are growing higher by the year which is why Google has adopted the mobile first indexing, supporting why having a mobile friendly law website is important from a SEO perspective, not just a CRO perspective. It's a fundamental focus of online marketing for law firms.

With this in mind it’s key that your law firm’s website is optimised for mobile users providing fast load times, easy visibility and simple mobile functionality.


Personalisation of your law firm website is critical to increasing conversion rate and is one of the fastest growing conversion rate optimisation focuses in 2021 and beyond. Potential clients want to feel directly connected to the services your law firm offers and the content they read. But it’s not only on-site where personalisation can increase the number of cases generated, email and social media need to speak to your ideal claimants on a personal level and create an open space for interaction.

Cross platform testing

With increased use of mobile, tablet and wearable tech along with other connected technologies the need to test the suitability of your content, design and other elements is more important than ever. Here are three suggestions for exploring the full potential of your cross platform testing to improve law firm conversion rate:

  1. Know what your users want – Understand your users and what it is they want. By knowing which platforms they use you can focus your legal firm’s optimisation efforts.
  2. Conform to UI/UX guidelines - By understanding the respective guidelines for each, your firm can utilise the full functionality of the platforms.
  3. Test frequently – By testing your site frequently you can optimise elements and reduce the risk of errors at later stages.

Custom call-to-actions

Call-to-action buttons allow you to drive your potential claimants to the next step in their conversion process. You need to consider a number of things such as your CTA design, be it a simple in-text CTA at the start of a blog or a graphic at the end of your post. Be it the wording and placement or the actual offer itself. Ask yourself, is it something that will actually benefit your law firm's audience and improve conversions?

Legal Podcast 2 - Gathering data for your CRO strategy

Contact the experts in conversion rate optimisation for law firms

As an experienced digital marketing agency, Hitsearch have provided award winning digital marketing services for legal businesses for 15 years. We’ve built a team of experts who specialise in conversion rate optimisation for law firms. Check out our Legal Marketing case studies to learn more about our work. We’re always available to provide advice and assistance to marketers in the legal sector. Arrange a 15 minute session with one of our team to learn more.

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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