Making Sense of CRO for Law Firm Case Acquisition
What is Conversion Rate Optimization and Why Does it Matter for Today’s Law Firm
Even if you are new to legal marketing, you have inevitably run into the alphabet soup: SEO, PPR, ROI, etc. The list is endless. We could write a novel on the acronyms, but today we will focus on a very important, but often underutilized one: Conversion Rate Optimization (CRO).
So what is CRO? CRO is increasing the number of website visitors that complete a goal on your site. For instance, you may offer a newsletter or a downloadable ebook, CRO focuses on getting visitors to complete the desired website action such as signing up for the newsletter or submitting their information to download your informational ebook. The focus is on increasing the engagement of the website visitor. The more engaged the visitor, the more likely they are to become a client and increase your return on investment (ROI).
How to Increase your Law Firm’s CRO
Increasing your CRO begins with establishing a goal or desired visitor action for each page. Every page should be seen as having the potential to engage and, ideally, convert a potential client.
Largescale Attorney Website CRO
- Up-to-Date and Mobile-Friendly
- Site Speed (Desktop and Mobile)
- User Experience
- Client-Focused Content
As a whole, your website must be up-to-date and mobile friendly. Nothing will divert a potential client to your competitor quicker than a website that is not optimized for mobile.
Secondly, you need to pay attention to site speed. Google will kill you in rankings if your site does not load quickly (read their July 2018 Update on PageSpeed Insights), so will your competitors. You can have a great website, but if it doesn’t load quickly on desktop and mobile, it won’t matter. Run your mobile site speed here to see how you stack up. Anything more than a few seconds and your conversion rate could be significantly impacted.
Think about the design and layout of your website. Is it user-friendly? Do all of the features function on desktop and mobile? If you are asking people to submit contact information for a free download, is it clear and easily accessible? Consider the overall look and function of your website and the experience that a website visitor will have.
Finally, you need to make sure that your content is not just search engine friendly, but it is also client friendly. SEO is still important, but you need to focus on content that your potential clients want to read and gives them clear direction on what action they need to take. The more client-friendly your content, the more likely it will speak to search engines as well.
On a Micro Level
- Clear Contact Information
- Definitive Practice Area
- A/B Testing
On a smaller level, you need to make sure that your contact information is clear. Give potential clients a way to contact you on each page. This may seem basic, but you’d be surprised how many law firm websites lack a phone number on their home page.
Make sure that your practice area is clearly outlined. To someone outside of the legal industry, it may be unclear who a particular law firm represents. If you offer several different practice areas, you need to take some time to determine which is the most profitable. Where do most of your cases come from? Case acquisition is best done in a focused area.
Consider A/B testing. Whether it is for calls to action, content, downloads – decide on two campaigns and see which one performs better.
Benefits of Focusing on CRO
Bottom line: the more you focus on CRO, the more likely you are to convert potential clients into paying cases. Marketing firms that sell you purely on a high amount of traffic visiting your website are doing you a disservice. Are those visitors converting to paying customers and cases? Are they engaging by downloading your ebook or signing up for your newsletters?
For CRO to be successful, you need to track and measure your efforts. CRO done right can lower your cost per client acquisition significantly. Understanding what is driving potential clients to connect with your firm will help you make better marketing decisions now and in the future.
Ready to See A Better ROI?
If you are ready to see a decrease in your cost per client acquisition (CPA) and an increase in your ROI, contact Amicus Media Group today. We are at the forefront of implementing effective website conversion techniques for your law firm. Our goal is not to merely increase the number of visitors to your website, but to turn those visitors into paying customers. Contact our leading marketing experts today for a free consultation at (888) 700-1088.