If your website isn’t making the most of the traffic you send to it, your marketing ROI is lower than it could be.
You invest in marketing with the hopes of gaining new clients or connections. Entirely too many law firms underutilize their websites, cutting into their return on investment (ROI) drastically. Your marketing techniques might be expertly crafted and executed, but if they’re directing people to an unimpressive website – it’s all for nothing.
Begin evaluating how your website affects your law firm marketing strategy by examining your website’s conversion rates. Then you can use the data to make improvements to your website that focus on boosting your marketing ROI.
Is Your Website Converting Properly?
Understanding how your website affects your law firm marketing strategy is the first step towards maximizing your marketing dollar. Turn your attention towards making your website more effective.
An effective website converts web traffic into clients. A website that converts will decrease your cost per lead, which in turn increases your marketing ROI. Did you know that an effective website is one of the top three most effective marketing tactics for law firms and lawyers?
In fact, 70% of law firms indicate that their website generates new cases. If you can track and analyze your website’s data to discover what works most effectively—and what doesn’t—you can streamline your website to maximize conversion rates. Three core areas of law firm websites that play roles in converting traffic into cases are:
- Design: Your branding, graphics, font choices, and other user interface improvements.
- Content: Your blog, written content, videos, and other information.
- Development: Your overall user experience (UX), which depends on functionality and skilled programming.
Examine each of these areas as you proceed with improving your website and evaluate the effectiveness of your changes with measurable data.
Ways to Improve Your Website – And Measure ROI Changes
You may not need a complete overhaul to improve your website’s ability to convert. Here are a few ways to quickly improve your website:
- Landing Pages: Many law firm marketing campaigns make the mistake of sending all web traffic to their home page. Try creating a custom landing page for your campaign instead. A landing page should have very little navigation, if any, and direct your prospective clients directly toward filling out a contact form or calling you.
CTAs: Also known as a “Call to Action,” a CTA is a specific type of copy—about two sentences long—that compels someone to take action. Once upon a time, “click here,” was a CTA. Now, your CTAs need to promise the reader something in return or otherwise entice them to take the desired action.
A good example of a CTA is a button on your home page that reads “Free Download!” and leads your prospective client to a submission form for an infographic or whitepaper that you have created on a specific practice area.
- Submission Forms: Your website’s main goal is to acquire new leads, so give readers plenty of places to provide their information. Insert quick-fill submission forms for questions and consultation requests in sidebars, below blog posts, and on your home page.
As you implement new features and make changes, you can evaluate how those changes are impacting your ROI by keeping track of a few key metrics. Tracking sales, email opt-ins, and content downloads all help you understand the impact of the changes you have made. For best results, you will need to make one change at a time and measure the key metrics over the course of 1-6 months.
For help with your law firm website design, contact Kirkpatrick Creative at 501-663-6364 to get started maximizing your online presence.