How Law Firms Can Convert More Visitors Into Clients
By John O'Haver
When you became a lawyer, you probably didn’t expect so much marketing and sales work. However, running a successful law firm requires a strategy for acquiring and maintaining clients. One way to do this is by converting your website visitors into clients.
At Go Answer, we do our best to help you maximize conversion through our legal intake and answering services. However, there is much more you can do with your website to increase your conversion rates and grow your law firm’s revenue.
Optimize Your Sales Process
A sales process is a system to convert inquiries into leads and leads into clients. It helps you measure your success, optimize client interactions, and maximize client satisfaction.
As a law firm, it is important to understand the client’s process of discovering your firm, making contact, and becoming clients.
This helps you plan the resources and actions you’ll need to move the client along during each interaction. This customer journey from discovery to contracting your services is your sales funnel.
Enhance Your Client Intake Process
Your client intake process is the most important part of the sales funnel. There are four critical parts to this process:
- Acquiring leads through channels such as referrals, advertising, and organic web traffic
- Collecting information through intake forms
- Providing support during the initial consultation to build trust
- Negotiating, drafting, and signing agreements
By having a repeatable process to source and convert leads, you can maximize conversion and more efficiently measure your performance.
Double Down on Client Relationship Management
Building and maintaining relationships is one of the most valuable marketing channels. For law firms, the majority of business comes from referrals.
Building authentic relationships with new leads and existing clients greatly increases your conversion rates and reduces your client acquisition costs.
Optimize Your Website for Conversion
The term conversion rate optimization (CRO) is commonly used in digital marketing. It is a site-wide strategy to increase the number of leads who make it from the top of the sales funnel (first-time visitors) to the bottom (those calling for a consultation).
CRO follows a framework customized for your website, industry, and conversion goals. There are several steps that attorneys can take to increase conversion rates.
Create Successful Landing Pages
When clients click on links in your marketing and outreach campaigns, they land on specific landing pages. Since this is the first point of interaction with most of your web traffic, landing pages are one of the most important features to optimize for conversion.
Here are a few tips to help create a persuasive and effective landing page:
- Use vibrant visuals
- Make your contact buttons prominent and accessible
- Use powerful, contextual, persuasive calls to action (CTAs)
- Use social proof to increase trust; for example, dollar amounts of compensation won
- Create a short video to help build trust and authority
- Instead of generic landing pages, use targeted text for your potential clients
Optimize Website Performance
Your site is the digital face of your law firm. It should be professional and well-designed to inspire confidence in your services.
Small details, like how it displays on mobile devices, how fast it loads, and how easy it is to navigate, all make an impression on visitors. For example, across the eCommerce industry, the first five seconds of page load time have the biggest impact on conversion rates.
Upgrade Your Content
It’s surprising how many law firms still have impersonal, generic content on their websites. Clients are more likely to pass you over for your competitors if you don’t offer thorough, reputable, and user-friendly content. Your content should:
- Be specialized for each of your service areas
- Describe your firm’s values and experience
- Utilize effective SEO to attract more valuable leads
- Be personal to optimize your content for conversion
Thoughtful legal content increases your reach and site authority, and it builds your firm’s reputation and trust with potential clients.
Increase Dwell Time
Dwell time is the amount of time visitors spend on your website. When visitors bounce from your site without spending any time on your pages, it hurts your conversion rates and can reduce your site’s Google ranking.
When visitors spend more time on your site, it gives you more time to persuade them to contact your firm. You could accomplish this by doubling down on user needs, creating highly readable content, using more internal links, and enhancing user experience (UX).
Reduce Client Friction
You may not have considered this, but your website visitors may encounter psychological friction when interacting with your website. For example, it may be difficult to reach your office, or your blog may include too much complex legal terminology. You should also consider whether your site is leaving many important questions unanswered.
Reducing friction in your customer interactions helps clients advance along the sales process and increases the chances of successful conversion.
Keep Navigation Simple
Your website’s structure should be simple and intuitive. For example, plan your categories, use footer menus, and quick navigation bars, and provide a functional search feature.
Write Content from the Visitor’s Point of View
Your site’s visitors should be able to relate to your blog and website pages. Use language that speaks to them and makes them feel understood instead of just displaying your legal expertise.
Provide Clear and Confident Communication
Your message on every blog and landing page should be clear and confident. Similarly, your communication with clients by phone, email, and chat must demonstrate your knowledge, experience, and support in a relatable way.
Provide a Live Chat Option and Hire a Virtual Receptionist
The key to client communication is to always have someone available to respond when clients call or send a message. Rather than hiring a full-time assistant, an easy and affordable way to increase your accessibility is to outsource your live chat and answering services to a virtual receptionist.
Be There When Clients Call
When potential clients call, chat, or text, you should be there with 24/7 availability to capture any leads and increase conversion rates. Go Answer can help you handle all your legal intake needs and help you convert more site visitors into clients. Contact us today for your free quote.
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