Your legal website is the first place and main area where potential claimants will interact with your law firm while they research their options and decide what to do. And there are numerous ways you can optimise your website to increase the conversion rate, but it all comes down to providing a great user experience and here are the three top elements of your legal website you can optimise today to provide a great user experience.
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The first element of your legal site you should look to optimise is the navigation. Navigation refers not only to the main navigation bar of your firm’s site but also your internal linking. By keeping your sites navigation clear and simple you can provide a great user experience which allows your users to find the information they are looking for as well as easily discover other relevant and engaging content you have on your website.
You can also provide a search function to aid in your firm’s navigation allowing visitors who know exactly what it is they are looking for to go straight to it, without having to learn and understand your sites navigation.
The next element to optimise and provide a great user experience through is your call-to-actions. Your CTAs are there to make potential claimants take action on your website be it signing up to a newsletter or submitting a claim enquiry form.
Here it’s important to provide a great user experience to make sure users take that action and there are two ways you can do that with your CTAs:
The placement of your CTA is important be it within the first paragraph, as an in-text CTA to make those visitors who are ready to take the next step to take it. Or a graphic CTA at the bottom or as a pop up on an article to provide users with the next page they should visit once they have completed their first action of reading your content.
The language of your CTAs should be clear and simple, describing exactly what you want your potential claimants to do and what they will receive by doing so. You also want to create a sense of urgency with your language so that users take action there and then.
Finally forms. In the conversion process for your legal website forms are the final step to converting but can also be the biggest obstacle your potential claimants face.
So when creating forms think about the user and their experience of using your forms.
Your forms should only ask for the information you really require for the offer you’re asking your potential claimants to take up. For example a newsletter sign-up only requires a name and email, while a claim enquiry would require a phone number so you could contact the claimant and discuss the claim in more detail.
So there you go three areas of your legal website that you should optimise today to provide a great user experience, as the most important thing is that your legal site should make life easy for your potential claimants not difficult.
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