12 Ways for Law Firms to Increase Website Conversions

conversion rate optimization
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Conversion rate is the most important website factor for your law firm’s  growth. 

You can drive massive amounts of organic or paid traffic to your website, but if the user does not engage and reach out to contact you, then all that traffic-driving work is useless.

Across all industries, the average landing page conversion rate is 2.35%. For law firms, however, that conversion number varies greatly from between 2-10% according to industry metrics.

To hit the higher end of the conversion scale, Conversion Rate Optimization (CRO) must be a priority if your family law digital marketing strategies are to be profitable.

So, let’s focus on the good problem of having a high volume of traffic landing on your website and how to turn those visitors into clients. 

1 – Google My Business and Map Listings Optimization

Conversion rate on your website often happens before a user ever lands on your page.

Create a strong Google My Business (GMB) page with photos of your legal team, your offices and your location. 

By having a professional GMB page, you create instant credibility with the user. This gives the potential client confidence that your business is legitimate and has tenure in your legal area of expertise.

Conversions will also increase from the instant ability of users to contact your office immediately from the ad without ever going to your website. 

You may monitor the number of calls you get by using a third-party call monitoring tool such as What Converts. 

It’s important to differentiate calls that come directly from your GMB page as opposed to your website. By doing so, you can see how to better optimize your GMB page (maybe with a more prominently placed phone number or with additional photos). 

2 – Make Your Contact Form Easy to Find

Now that a user has landed on your law firm’s website, let’s explore the best ways to capture that lead.

Every good law firm digital marketing strategy should include both a contact phone number and online contact form visible on every page of the website. 

While this may seem self-evident, we often see websites where the form is hidden at the bottom of a page or worse – there’s no visible link to get there.

Ensure that the form is prominently displayed “above the fold” of your website, meaning, the user does not have to scroll down to find it. 

In addition, there should be a “Contact Us” link at the top of your website in the main navigation area that sends users directly to the form on its own page. 

Also consider placing a link to the form at the bottom of your website in the footer area. 

3 – Create a Clear Call to Action (CTA)

Believe it or not, even long-time web surfers still need to be told what to do and where to go. 

It never hurts to state the absolute obvious with a button or text that reads: “Click here to contact us today.”

Colorful buttons at the top navigation bar and littered throughout the site are clutch. Make the buttons stand out with declarative statements like “Book My Appointment” or “Get My Free Consultation”. 

The use of the word “free” will always drive higher conversions, but beware that a person who responds to the word “free” may not be able to afford a high retainer.

digital marketing agency in Los Angeles for law firms

Improve your website’s calls to action to turn visitors into clients.

4 – Emphasize Graphics & Testimonials

Let’s face it, most people don’t have the time or desirability to read a website.

You want to wow them with graphics that provide credibility to your practice. 

Symbols and photos of awards, recognitions, licenses and organizational affiliations will make you stand out from the crowd and instill consumer confidence. 

Include photographs of significant publications in which the law firm has been featured. Use awards and recognitions near conversion areas of your site as a psychological technique to establish credibility and trust with users. 

Most businesses can get free badges or icons from directories or organizations to which they belong or through which they promote.

It’s also critical to provide customer testimonials. By now, web users are so attuned to doing due diligence on products and services that reading positive reviews from actual clients will go a long way to instilling greater confidence in your law firm.

Be sure to place those award logos and testimonials on every page, so that whatever page a user lands on or surfs to, he will be inclined to see them.

In addition, seeing the testimonials on every page will more subliminally assert your message of trust and confidence with the client.

5 – Videos Improve Conversions

Even better than static graphics, short videos convey far more information and personality about your law firm than static images and text. 

Video is informative and requires no effort by the user to see your message. You can convey a great deal of information in a short period and instantly appeal to your potential client. 

You can use videos to answer queries or to show how your firm runs and differentiates itself from competitors. 

Videos showing satisfied former clients’ testimonials will also pay conversion dividends. 

Videos introducing the watcher to the law firm’s partners shows professionalism but also humanism. With the proper messaging, a video can make the watcher feel as if he already knows the legal team before he even picks up the phone.

That first impression will go a long way to closing on a client. 

And as an extra benefit, Google loves websites that contain embedded videos. So, not only will conversions improve, but results in Google search will also steadily improve.

6 – Create Location Pages

Often, potential clients choose a legal firm based on its location and their proximity to the main offices. If your company has many locations, create a web page with contact information for each location. 

Impart location information prominently on your home page. Many legal firms will put their address in the top nav area so it’s one of the first things a user sees.

To make it even simpler to locate your contact information for each location, embed a Google map on that page.

7 – Make Your Website Mobile Friendly

By 2025, over 72% of internet users will access the web via their mobile device. 

Designing your website with mobile in mind is paramount to converting leads.

Your design team should make sure that forms are as prominent and easy to use on a small mobile screen as they are on desktop. 

Menu and nav options should also be prominently displayed and easy to use with the touch of a finger. 

Make sure that the user can access your website across all devices. Assist visitors using mobile devices to convert by making it simple to find and fill out your contact information. 

Better yet, have your phone number prominently displayed and linkable to making a call with one touch. 

To capture an interested party on this initial impulse will be key in creating a good new lead. 

Most importantly, make sure you have someone live to answer the phone during business hours. If the call is after hours, those messages left should be the top priority of your support staff when your office opens the next morning.

8 – Maximize Your Website Speed

Make sure that your website is user-friendly and loads quickly. 

There are many site audit tools that will analyze the speed of your site and point out any on-page issues that need to be addressed.

Avita Group offers a free site audit inspection that will recommend page recommendations to improve your site’s presentation and performance. 

Faster websites often have lower bounce rates, implying more engagement. 

A fast website results in fewer visitors abandoning your site, taking no action. The longer it takes a page to load, the more likely an internet user will leave the site and visit another. 

9 – Live Chat Options

Law firms should include a chatbot on their websites. 

A chatbot converses with the user in a virtual environment. Law firms may configure the Chatbot to respond to frequently asked inquiries and be available to internet users 24/7. 

Better still, many users prefer the more intimate live chat feature since it saves time and is more personal. 

“One benefit of incorporating live chat technology into your website is communicating with a visitor immediately,” says Brad Weber, CEO of Avita Group, a leading digital marketing Calabasas firm.

After an initial live interaction, that user is more likely to contact the firm and make an official appointment. In fact, statistics show that live chat has a more than 90% satisfaction rate among web users versus connecting via email or even over the phone. 

10 – Always Be Testing New Design and Messaging Ideas

Creating a Google Analytics (GA) account can help educate you as to your traffic’s behavior. With GA on your side, you can create two landing pages with a slightly different message or design and track which one is generating greater engagement.

The better the engagement, the better the conversion rate will be. 

These are not the only tests you should do. 

Conduct A/B testing of various call-to-action messages on your homepage, practice area pages and across the site. 

You may determine success by tracking your website’s conversion rate over time or by looking at total conversions or other metrics you establish. 

Testing is a necessary component of conversion optimization. Never allow yourself to get complacent.

11 – Utilize Pop-Up & Exit Consoles 

Just because a user doesn’t become a new lead immediately upon landing on your site, doesn’t mean there still isn’t a chance to grab his attention.

Oftentimes the best way to catch a user’s attention is by suddenly popping up a console in the way of a contact form. 

Forms can be programmed to “pop up” when a user engages (i.e. scrolls) and navigates across your website. They can also be programmed to pop after a certain amount of time goes by that the user has been on a web page.

Also, when a user leaves your website, an Exit Intent pop-up should launch. 

It is activated when the user clicks on the exit button. This pop up should be a simple contact form to get the user to give up his contact information. 

12 – Leverage Retargeting Ads

Even after a visitor has left your website and ignored all CTAs and lead-gen consoles, there is still an opportunity to capture his attention.

Law firms should retarget visitors who did not convert after visiting the firm’s website with the use of re-targeted ads.

Retargeting or remarketing enables you to advertise to users who have previously visited your website. It is the second point of contact for website visitors who did not contact you or convert initially. 

Google, Facebook and LinkedIn all provide retargeting and remarketing technologies that enable businesses to advertise only to individuals who have previously visited their websites.

There will be a cost to launch a retargeting campaign, but the ROI on capturing even one previous visitor to your site will more than pay for itself.

In Conclusion

Conversion rate should always be a primary focus for any law firm trying to maximize their leads. Making sure your website has the proper Calls to Action will go a long way to turning visitors into new clients.

Avita Group has over three decades of experience in creating the best converting strategies for multiple industries. If you’d like to engage in a free consultation about your website’s conversion needs, please contact us today


Avita Group is a digital marketing firm based in Calabasas, California. We specialize in attorney marketing organic Search Engine Optimization (SEO), Pay Per Click (PPC) campaign management, Online Reputation Management (ORM), website creation and conversion optimization. The Avita Group team boasts a collective experience of over 25 years in the industry and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews and results.