I’ve been working with law firms across the UK for coming up to 10 years and there are two consistent themes that this work brings me into contact with frequently: conversion rate & measurement.
So where should a law firm start when embarking on improving and measuring conversion rates through its website?
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 legal website can increase conversion rates, but my 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). Small improvements here can make large-scale increases in case enquiries further down the funnel. Once you are happy, then move onto looking at the 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.
What about the ‘measure' bit?
What law firms need to establish is a conversion rate 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.
Start blogging more often
Once the process of test and refine is underway, another area sure to bring both high quality and a high volume of converting traffic to your site is your blog. Both search engines and your target audience alike, consistently turn to news and blog articles to help them find a solution to a problem. In a law firm’s case, the problem can be how they get help for a serious injury, or how long a claim process can be for medical negligence, for example. This becomes even more important in areas of law that are sensitive and complex on many different levels, such as family law and estate planning. Here, your audience wants YOUR help and guidance - so why not give it to them? Be part of their journey! They’ll search for your help in Google news. So make sure your blog articles are picked up there. We recommend a minimum of four blog articles per month for most areas of law to ensure you are visible when your audience is looking for help.
A few quick conversion tips and tests for law firms
1. Track phone calls – Sounds simple, but many of the law firms I 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.
2. Ensure there are no errors on the forms across your site. It never ceases to amaze me 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.
I'll be speaking at our legal marketing workshop in Liverpool on 23rd March - apply for your tickets now - places are limited!!