For many firms, driving traffic to their website is a top priority. However, what happens once they get there? By monitoring your websites bounce rate, you can calculate your conversion rate based on how many new clients you gained in a month – as opposed to how many visitors you had on your website. This can be gauged simply by asking new clients how they found you.
Once a visitor has found your website, you want them to stay. You want them to feel as though they have found the service they have been looking for. How do you do this? There are several steps you can take to help ensure that potential clients, become clients.
One way you can convert a visitor into a customer, is by audience targeting. Demographic research will help you to find who your potential clientele is. First, define your firm’s specialty. Most firms take two kinds of cases: the kind that pay the bills, and the kind they look forward to. You want the kind of business you specialize in, so focus on that. Only put forth the effort to market your firm’s specialty. The “in betweens” will come, so you don’t put your focus or energies into it.
Once you have defined your firm’s specialties, focus on your website’s content. Doing this takes less time, and allows your content writer to focus on what’s important. Make sure each section is clear and defined. Each section of your website should be dedicated to one topic. Make sure that each topic is clear and concise. Choose your wording carefully, taking care to construct relevant, useful content to the reader. This is not the time to sell. This is where you explain the service in a way that a reader can understand. The content should be written in a way that informs the reader, and answers as many questions as possible.
Next, is sight navigation. Ensure that each section is defined. You want to leave out as much legal speak as possible. Remember, most people visiting your website are not lawyers. They do not understand certain terms and phrases commonly used in court. Define each section as clearly as possible, and make sure there is an easy to see “Contact Us” area within reach of each section. This can be put on your header, or page banner.
Another useful tool, is testimonials. Most websites have a testimonials page, and this is great. However, try peppering them around your website, as well. Each page which focuses on a specialty would benefit from featuring an in-depth testimonial that is relevant to that service on the bottom or top of the page. This adds to the impact of your “know how” in regards to that specific service.
Adding video or other multimedia tools are another useful tool you have at your disposal. Video, especially, provides you with an opportunity to go face to face with a prospective client every time your website is viewed. Adding social media threads is also another great way to demonstrate your websites popularity.
Jeff Hughes, J.D.