Surfing through websites is more or less like virtual window shopping. And just like regular window shoppers, there are consumers who are looking to buy, and those who are simply checking out the online marketplace—the legal marketplace being no exception. However, if your website provides all the bells and whistles a potential client needs, you can convert a would-be window shopper into a paying customer.
Let’s take a look at how the structure and content of your firm’s website can turn looky-loo surfers into lucrative leads.
Provide a Clear Call-To-Action
One of the most effective, and often underused, conversion tools on a website is a clear call-to-action (CTA). If you’re not providing your visitors with a specific “next step,” or a prompt to contact your firm, there’s really no urgency to do so—this even applies to users who are faced with an urgent situation.
Legal matters are time sensitive matters, and you need to stress why it’s important, often critical, to contact your firm as soon as possible before too much time passes on a claim.
TIP: Use time-sensitive terms in your CTA’s, such as “Now,” “Today,” or “Get Started Here.” These action terms create a sense of urgency, which can lead to higher conversion rates. In addition, use call-to-action contact buttons that are easily visible and distinguishable from other content on the page.
DOUBLE TIP: Make sure you place your social media share buttons at easily visible areas on your website, too; e.g. Pin this, Tweet this, share this video, comment below, etc., as well as opt-in buttons to subscribe to your email, e-newsletters, and more.
Provide Valuable Content and an Easy Navigation
It’s been said that it takes mere seconds for a visitor to like the look and feel of a website, and if they don’t, they’ll leave the site and won’t likely return.
Providing a website with valuable content and an easy navigation works wonders for conversions. Not only will your firm be regarded as tech-savvy, a website that is both valuable and user-friendly conveys that your visitors’ experience on your site is important to you, and you’ve made sure that they have quick and easy access to a list of your services, helpful legal articles, documents, and other quality content, and instant contact information.
Is your website in need of a redesign? Our expert web designers can help! Contact us for a free website evaluation.
Provide Testimonials From Happy Clients
Testimonials and successful case examples from happy clients are marketing gold, and one of the best conversion tools available. A strong testimonial promotes your firm’s skills and credibility, and lets a potential client see a more personal side of you. If you can get a satisfied client to film a video testimonial which you can upload to your website, this is even better.