Your website is a valuable tool for online branding. But it must also provide value to prospective and existing clients, demonstrate the features and benefits of your legal services, and allow users to connect with your practice.
More importantly, an effective website must compel visitors to take action. Having clearly defined goals for your site improves the marketing results it provides your law firm.
Knowing what types of actions you want your visitors to take on your website enhances your web design, content, and marketing strategies.
Conversion Essentials
Conversions are those actions that law firms need their site visitors to take. Conversion goals are critical in marketing, and they allow you to measure the performance of your website, advertisements, blog posts, and other content.
Conversion rates must be measured to determine whether you are achieving your business objectives and identify the factors that may be limiting your success.
Today’s marketing requires the implementation of a sales funnel or process. This is the path through which your prospective clients move as you guide them towards your primary offer.
Sales funnels consist of incremental steps that build momentum and help law firms achieve higher conversion rates. These steps are built upon smaller (micro) conversions that guide users towards a larger (macro) conversion.
The following are some examples of micro-conversions:
- Commenting on a blog or social media post
- Sharing your website’s content
- Signing up to receive email updates
- Watching a video
- Downloading a free guide
Macro-conversions typically include more significant actions such as the purchase of your legal services. But they often require smaller conversions first, as users may need to learn more and develop trust before saying “Yes” to your primary offer.
Setting Action Goals for Your Website
The actions that you want visitors to take on your website depend on the services you provide, your practice area, target audience, and the goals you’ve established for your site’s pages.
Lead generation goals require actions that include submitting a form, sharing content on social media, or clicking a link that takes users to another page.
You can measure the value that your site provides to users by the number of page views, comments, downloads, and other metrics.
Measuring Website Performance Through the Actions Users Take
Having a system in place to measure the performance of your site lets you optimize its design and content for improved results. You gain insight into your target audience and can begin to craft a more customized marketing message.
Analytics allow you to measure page views, unique visits, bounce rates, and other metrics that reflect the behavior of your visitors. You can track click-through rates to determine how effective your calls to action are.
Establishing key performance indicators (KPI) is essential to this process. Focusing on the KPIs that are relevant to your business objectives make the process more efficient while providing the data that supports future marketing campaigns.
If you’re struggling to get users to take action on your website, landing pages, or advertisements, let us know what questions you have in the comments below.
There are many actions that users can take when they visit your website. Determining what actions directly support your business goals is the first step to designing a website that generates new leads and paying clients for your law firm.
