So, we know that targeted SEO (search engine optimization) causes readers to land on your web page when they query Google looking for a law firm to hire. But what happens next? How do you get that user to take the next step after reading your page and pick up the phone to call your firm or send you a message? The key here is strong CRO (conversion rate optimization). Getting a user to “convert” and directly engage with your law firm significantly boosts the probability that you will land them as a client. And landing them as a client is what marketing is all about.

Measuring CRO is an important indicator of the effectiveness of your law firm’s online marketing efforts. CRO directly impacts your revenue and bottom line.

How do you go about strengthening your CRO and converting leads into clients? Well, read the information that follows, and we’ll walk you through the world of conversion rate optimization. Yes, we know it can feel like vegetable soup when we get into SEO, CRO and the like, so if all of it feels a bit overwhelming, skilled lawyer SEO professionals at Gladiator Law Marketing can help you, too. Don’t hesitate to give us a call.

What Is CRO?

CRO is the number of visitors who “convert” by contacting you after visiting your site. That’s what it is: it’s a number. The higher the number, the better off you are. Here’s how you calculate CRO – take the number of times a user completes a goal (such as submitting a form, engaging in a chat, or calling you) and divide it by your site traffic. You can improve your CRO by “optimizing” your site or landing page based on the users’ interactions with information. When you do this, you increase the probability that a user will stay on the page and become curious and engaged, thereby prompting the decision to take the next step and reach out to your firm. In short, make your page compelling, easy to read and, perhaps most important, include clear – very clear – ways to contact your firm.

Why Is CRO Important?

It’s great to have strong SEO to drive traffic to your site, but if your design and content don’t move the site visitor down the funnel to contact you, then SEO is for naught. The goal is to generate more leads from the same amount of site traffic. SEO and CRO work hand in hand to lead a user down the path from initial Google query to live, real-time interaction with an attorney at your law firm. It doesn’t stop there. You and your staff need to close the deal. Once a site visitor becomes a lead and contacts you, it’s incumbent on your team to build a quick bond with the potential client, invite them into a discussion, and get them to sign on the dotted line. One thing leads to another, leads to another. This is what makes law firm SEO and CRO effective.

Core Elements of Site Design and Content That Drive Conversions

While every website is different depending on the company or firm it reflects, there are certain important elements of content and site design that are essential to strong CRO. You see, behind the scenes there are strategies to use that enhance the likelihood of conversion. The trick is to employ these tactics effortlessly and invisibly so that site design is pleasing and intuitive and content is interesting and engaging. Skilled lawyer SEO professionals know how to do this. Here are 7 core elements of site design and content that enhance CRO:

1. Content must be high quality and engaging.

Gone are the days when you can cut and paste and throw humdrum content against the wall, hoping something will stick. Today’s content needs to be informative, engaging and thought provoking, and it must hold the site visitor’s interest. Time-on-page directly corelates to the likelihood of conversion. No one stays on a page that is boring, dated or sloppy. Users move on to greener pastures. Content also needs to be client centered.  This means that you succinctly answer questions that clients might have, and you approach all content from the user’s point of view.  While talking about your firm’s accolades is nice, that reflects your point of view, not theirs.  To learn more about the tricks of client-centered content. Headings, calls to action and even paragraph length all influence how and when a user will take action to reach out to your firm – or not.  A question-and-answer (Q&A) section can be very effective.  Content must garner trust, speak with authority and make a user feel confident in your expertise.  This collection of feelings is called E.A.T. (Expertise/Authority/Trustworthiness).

2. Design must be eye-catching, intuitive and, above all, user-friendly.

A pitfall not to tumble into is site design that is clever but difficult to navigate.  Too many bells and whistles may seem nifty to the designer, but users get frustrated and bail out if they can’t easily find their way around your site and locate the information they want.  Remember, the longer a user stays on the page, the more likely they’ll take the next step and convert.  Make it effortless for a user to continue drilling down into your site and find what they’re looking for.  Also, make sure your site is designed for mobile users, too, for visitors on the go. Use of images, fonts and font size are critical.  Choose wisely and always with the reader in mind.  Banner “hero” images, colors and placement are also important.  Insert enough internal and external links to facilitate information gathering and boost time-on-site but not so many links that it’s confusing.  Testimonials can also be a powerful tool to trigger conversion because consumers pay attention to what other consumers say.

3. Button design and placement make a difference.

It may seem like a small thing, but the design of buttons and where you place them on a site can make a big difference.  Make sure they are large enough to find easily and place them in locations that make sense.  You won’t go wrong by placing a button in close proximity to a call to action (CTA).  Color, size and the text on the button also are important.  Who says a button must read “Contact” or “Click here”?  Buttons can say anything as long as it’s compelling.  Consider things like “Substantial payouts” or “Record of success.”

4. Overall user experience (UX) and “friendliness” is key.

If a site is hard to navigate, scan or read, it may not only reduce conversions but cause a user to leave quickly.  Site speed is also important, meaning how quickly a page populates with text and images. We’ve all visited sites that load slowly, waiting for text and pictures to pop up one at a time, leaving gaps of white space.  That’s frustrating for everyone.  If a page is slow to load, you may lose a visitor before they even begin to look at your site.  Keeping the user on the page is paramount.  Whatever you do, don’t let them leave!  It took a lot of know-how to get them there in the first place.  To find out more about how to increase UX.

5. Don’t overlook the footer.

The footer may seem like a tiny, insignificant section on a page, but it can be an unsung workhorse. Make sure it contains useful information including how to contact your firm. A site map, privacy information and other relevant info can also be placed here.

6. Include a bold and easily found Contact page.

Since contacting your firm is the entire goal of effective CRO, make sure your contact page is clean and quick to find. This page should not be text-heavy or slow the reader down. We’re assuming that by the time a user is looking for a contact page they’re already well on their way to a decision to initiate interaction with your firm. Any digital contact form should be well-designed, succinct and effortless. Keep “friction” to a minimum. Make it really easy and clear to understand how to contact the firm and ensure the user can do the least amount of work possible to reach you. For example, keep the number of fields in a form to a minimum.  And always test your form before going live.  You don’t want to lead a user all the way to a contact form only to have the form fail and lose the lead.

7. Utilize calls to action (CTAs).

CTAs are strategically placed sentences or buttons that tell a user to initiate action NOW.  There should be more than one on a page – especially if a page requires significant scrolling – and setting them off with white space or bold/large/different colored text can often be effective.  Make sure the firm’s phone number is repeated more than once in the content.  And, most importantly, include it at the top of the site in large font.  A “sticky” top navigation/banner can also be effective.  It stays in place as you scroll down. Include multiple methods of contact. Users may want to reach out to you by phone, a quick form or chat. Make sure all of these are available on your site. These should be easy to find and use, but not intrusive (some chats can be aggressive and aggravating, so it’s best to work with a vendor on the design).  Where forms are concerned, you want one with text that nudges a visitor but doesn’t overwhelm them.  The design should be clear and simple.  With chat, create an encounter that mimics texting because this communication platform is increasingly preferred by potential clients, especially younger ones. Call tracking means including a dynamic phone number that tabulates the quantity of calls you receive from your site.  If you’re not familiar with this, a law firm SEO agency can help you.

Strong CRO Is the Name of the Game

Strong CRO can propel a site visitor into taking action and contacting your firm. This is the central goal that moves a site visitor → to an engaged lead → to a signed client. CRO is sophisticated business and often includes hiring a law firm SEO agency. But you can also give it a whirl by following the instructions above to create a more dynamic, intuitive and compelling website and enhance user experience. If you need help with CRO, contact a Gladiator professional at 888-683-3212. We’d be glad to work with you!