If you are looking for a better way to increase the number of website visitors that convert into clients for your law firm, look no further than conversion rate optimization (CRO). CRO tactics combine science and digital marketing best practices, which means that they can take some of the guesswork out of attorney marketing.
Below you will find 7 top tactics to magnify the success of your law firm’s internet marketing. Try them out to see what works best for your law practice.
1. Integrate psychological triggers into landing pages
Emotions tend to push people to make decisions far more often than logical decisions. Understanding these emotional situations and integrating appropriate psychological triggers to guide those emotions can significantly increase conversion rates and improve the performance of your law firm’s internet marketing.
For instance, loss aversion—the preference to avoid losses over valuing gains—can make people jump to act when they normally wouldn’t, such as switching to a cheaper cell phone plan to avoid losing money.
Promoting loss aversion on a landing page (a standalone website page that is dedicated to a single purpose like converting leads into clients) for a law firm specializing in Social Security Disability benefits can be as simple as editing a headline from “Get the benefits you deserve” to “Don’t lose the benefits you are owed.”
2. Utilize heat maps
A heat map is a visual tool that displays where website visitors look and click most often. In the three examples below, taken from Nielsen Norman Group, the red splotches indicate the most heavily read areas.
Source: Nielsen Norman Group
The Nielsen Norman Group found that across the board, most people read in an F-pattern, with most of the attention falling on the left side of the screen.
Take that to heart and place your most important website copy and content, such as convincing website copy or an email opt-in form, in the top left area of the page. It could help to convert more website visitors into leads.
3. Nurture through email
Many website visitors who have opted into your email list may be interested in your law firm yet not quite ready to sign that engagement agreement. This indecision could arise due to a variety of objections, such as:
- Concern about cost
- Lack of information about your law firm
That is why it is so important to focus on building a solid relationship and nurturing your leads until they are “sales-ready.” Email drip campaigns—sets of marketing emails sent out based on a specific timeline or recipient behavior—are an inexpensive and efficient way to build trust and interest in your law firm’s services in order to increase conversion rates and improve your attorney internet marketing.
A bankruptcy attorney could create a drip campaign similar to this sample from Salesforce:
4. Reduce distractions
A study conducted by two psychologists found that offering too many options actually hurts sales, and even increases buyer’s remorse for those who do purchase.
The lesson here: reduce distractions on your website homepage and landing pages to see greater attorney internet marketing success.
One clear call to action (also known as a CTA, this is a prompt that instructs readers to take a certain action) encouraging readers to schedule a free consultation is much more effective at driving profitable business than three separate options to learn more about your firm, download a free resource, or schedule a free consultation.
5. Experiment with calls to action
Speaking of calls to action… featuring the right CTAs on your marketing collateral can be the difference between landing a new client and letting that website visitor just slip away.
The best CTAs are simple and action-oriented, and showcase the benefits of taking advantage of what is being offered. For instance, a medical malpractice law firm could try:
- “Get your free case evaluation”
- “Don’t wait to get the help you deserve”
- “Yes, I want to talk to an experienced legal professional”
Great CTAs can also make marketing emails, social media posts, and direct mail pieces more powerful.
6. Run A/B split tests
One of the best ways to improve your conversion rate and boost your law firm’s internet marketing is to run A/B split tests. The key to successfully split testing your website or marketing emails is to experiment with one small tweak at a time, to determine which change(s) most affect your conversion rate.
For instance, try featuring a different headline on your email opt-in form, or changing the pop-up box that appears once a website visitor has stayed on your homepage for 10 seconds. A/B split testing these elements consistently over time can discover what types of website copy or email subject lines most resonate with viewers and push them to convert.
7. Gather positive online reviews for strong social proof
Social proof in the form on positive online reviews can significantly increase both the number of promising leads coming into your law firm and the percentage of leads that convert into clients.
One James Attorney Marketing client, Loren Etengoff of Vancouver, Washington, used the online reputation management tool included in the James Legal CRM (client relationship management system) to automatically gather positive reviews. Mr. Etengoff more than doubled his caseload, and 90% of his clients say that they contacted him because of the positive reviews they found online.
Law firms can also use the online reputation management system to “park” negative reviews before they hit the internet, limiting the reach of damaging social proof.
A positive online reputation can mean more leads and more clients.