Advancement in technology especially the internet has helped many companies to promote their brands in various ways. Today, it will be surprising to find a law firm or any serious business that doesn’t have a website, blog or social media page.
However, it is important to determine if a law firm is indeed using these channels (website blog or social media page) to convert visitors into clients.
It takes a lot of time and effort to create a website or blog and build enough traffic into the site. However, the question is the traffic coming into the website converting those visitors into active clients? Or do they just come and go? There’s a need to go beyond just generating traffic into websites and blogs.
There’s no better place for a law firm to communicate and promote its services than a website. It is up to the website administrator to ensure that people visiting the website or blog are able to take substantial action such as requesting some of the services listed on the website. How can one achieve this?
Data is the answer. The first and best way of making a website a great and effective communication tool is by studying user behavior data from the start to the end. The following are some of the ways that law firms can make their websites effective:
Website user behavior
The first step towards the right direction will be to study visitor behavior on the website. It is important to note that user behavior is often influenced by user experience. Although tracking user behavior might be a difficult task, its benefits outweigh the later. It is a step where web developers and designers get involved.
One of the most important things to check in user behavior is mouse movement, how many page clicks and how far down they scroll. Among the things that impact user behavior is how a website has been designed, its speed and accessibility. There are various tools that you can use to track this kind of information.
Once enough data on user behavior has been acquired, changes can then be made to ensure that visitors and read or see whatever is meant for their eyes. Tracking tools will be of great help when it comes to identifying key areas on the website that need to be changed.
The power of content
There’s no doubt that content is still king. It is because of content that most people rush to the internet trying to get different types of legal advice and help. Content is what is used to inform and engage people visiting the website about the law firm and the services that it provides. In most cases, a visitor will read the lawyer’s bio before checking out his or her specialty.
There are two things that usually happen when users visit a website. They either land and leave, or land and get converted into customers. One of the important things to monitor is how often users visit a page and how much time they spend on it. It is also good to check on the bounce and exit rates for different pages.
Google Analytics is one of the best ways of determining how website content is performing. Through this technique, a law firm is able able to find out which of its pages are frequently visited, the number of repeat visits, keywords used to find pages and what type of content discourages people from visiting again.
Other methods to consider
Optimization of conversion rates. This is regardless of whether it is in the form of a contact submission form or another engagement objective. Web admins should always ensure to optimize the number of conversions of visits to make sure that the law firm’s website performance remains high.
The other thing is to track the use of contact forms. Statistics have shown that changing the appearance of a contact form can increase conversions.
Last but not least, ensure that the website of the law firm can be easily accessed by anyone including disabled people to avoid losing potential clients. In case there are chatbots or a live chat on the website, it is important to track how they are used as well as the level of engagement.
In general, user data is crucial when it comes to effectively marketing law firm services. It is the best way to ensure that your website generates leads that can easily be converted into active clients.