Time to Convert: 12 Ways Your Law Firm Can Increase Its Website Conversion Rate

In order to stay ahead of the competition, it is important to focus on both online visibility and lead generation. Traffic is key, but you're losing out on potential business if you can't convert that traffic into leads.

Law firms are always looking for ways to increase website traffic and conversions.

In order to stay ahead of the competition, it is important to focus on both online visibility and lead generation. Traffic is key, but you're losing out on potential business if you can't convert that traffic into leads.

This blog post will discuss 12 law firms' strategies to improve their website traffic and conversion rate.

But first, let's discuss what conversion rate is and why it's important to your law firm.

What is the Conversion Rate?

Conversion rate is the percentage of visitors to your website that take the desired action that you are setting your website up to achieve.

The desired action can be anything from making a purchase, subscribing to a newsletter, or requesting more information.

For most law firms, examples of the desired action include:

  • Signing up for a consultation
  • Filling out a contact form
  • Downloading a white paper
  • Requesting a potential client to call you

The conversion rate is important because it measures how well your website generates leads.

A high conversion rate means that your website effectively and efficiently converts visitors into leads.

A low conversion rate could mean that there are problems with your website design, content, or user experience.

It's important to continuously monitor your conversion rate so that you can identify any issues and make changes accordingly.

You can set up Google Analytics Goals or use other lead conversion tracking software.

Now that we've discussed conversion rate and why it's important, let's move on to the 12 ways your law firm can increase its website traffic and conversion rate.

Simple Sometimes Means More Effective 

The average attention span is only eight seconds, so you have a very short window to make an impression on your website visitors.

This means that your website needs to be simple and easy to navigate. Lawyer websites are often filled with jargon and long, complicated sentences.

While it's important to sound professional, you also want to make your website easy to understand. Use simple language and short sentences to get your point across.

Make Sure Your Contact Info Is Always Visible

Your website visitors should be able to find your contact information easily. Include your phone number and email address in the header or footer of every page on your website.

You might also want to include a contact form so that potential clients can reach out to you directly from your website. This can be especially helpful if you target clients in a specific geographic area.

Use Attractive Visuals

People are visual creatures, so it's important to use attractive visuals on your website. Include images and videos that help tell your law firm's story.

Make sure that your visuals are high-quality and relevant to your content. You don't want to use stock photos unrelated to your business.

Include a Call-to-Action

A call-to-action (CTA) is a sentence or phrase that encourages website visitors to take a specific action.

For example, you might include a CTA on your contact page: "Submit your information for a free consultation."

Make sure that your CTA is clear and easy to understand. You want website visitors to know exactly what they need to do to take advantage of your offer.

This can be done by really making your CTA stand out using color, font size, or by adding an image that jumps out to potential clients.

Be Available to Speak to Clients Who Reach Out Using Your Site

If you include a contact form on your website, make sure that someone is available to respond to inquiries promptly.

Too often, people looking to contact a law firm end up speaking back and forth through emails or needing to leave a message.  

While it's important to have someone available to respond to website inquiries, you also want to make sure that your phone lines are open and that you're easy to reach.

You can also set up a live chat feature that allows website visitors to chat with someone from your firm in real-time.

This can be a great way to answer any questions potential clients might have about your firm or give quick answers to questions they have before meeting them in person.

Google My Business is a Must

Google My Business is a free listing that allows businesses to manage their information on Google Maps and Google Search.

When potential clients search for your law firm, you want to make sure that they can find accurate and up-to-date information.

Including your business hours, address, phone number, website, and practice areas are all important pieces of information to include in your Google My Business listing.

If you have multiple offices for your law firm,  you'll want to create a separate listing for each one. This will provide potential clients easier access to your information and show up under more geo-specific searches.

Optimize Your Site for Mobile Devices

More and more people are using their mobile devices to access the internet. In fact, over 50% of web traffic comes from mobile devices.

This means that it's important to optimize your website for mobile devices. This includes making sure that your website is responsive and that your content is easy to read on a small screen.

You also want to make sure that your website loads quickly on mobile devices. People are unlikely to wait around for a slow-loading website, no matter how great the content is.

Create Enticing and Interesting Copy 

The content on your website should be well-written and engaging. It should be free of grammar and spelling errors, and it should be interesting to read.

This is especially true when talking about your law firms:

  • CTA
  • Story or history
  • Mission statement
  • Goals
  • Anything about giving back to the community

Your content should be able to capture the attention of potential clients and encourage them to take action.

Remarketing Ads Give You A Second Chance

Remarketing ads are a great way to reach potential clients who have visited your website but didn't convert.

These ads follow potential clients around the internet, reminding them of your law firm and what you have to offer.

It's important these ads are well-targeted so that they're only being shown to people who are actually interested in your services.

You don't want to waste your time or money on ads that no one will see or care about.

You can create remarketing ads through Google Ads or other ad platforms like Facebook and LinkedIn.

Use Your Google Analytics for Trial and Error 

Google Analytics is a free tool that allows you to track the traffic on your website.

This is a valuable resource when trying to increase your website's conversion rate.

You can use Google Analytics to see which pages on your site are getting the most traffic and where people are dropping off.

This information can help you make changes to your website so that potential clients are more likely to take action.

For example, if you see that people are dropping off on your pricing page, you might want to add more information about your services or include a CTA that directs people to contact you for a consultation.

Even using analytics to track your ad performance  can be helpful. You can see which ads are getting the most clicks and adjust your budget accordingly.

Remember, not everything you try will be successful the first time. Using Google Analytics will allow you to keep track of your progress and make changes as needed.

Make Sure Your Site is Secure

When people are entering their personal information onto your website, they want to know that their data is safe.

One way to show potential clients that your site is secure is by having an SSL certificate.

This certificate encrypts the data that is being sent to and from your website, making it more difficult for hackers to access.

You can tell if a site has an SSL certificate by looking at the URL. If it starts with "HTTPS" instead of "HTTP," then the site is secure.

Including security information on your website can help increase trust and conversion rates.

Use Pop-Ups Sparingly

Pop-ups can be annoying, and they often cause people to leave a website entirely.

However, if used sparingly and correctly, pop-ups can actually be quite effective.

For example, you might want to use a pop-up to offer a free consultation to people who are about to leave your site.

Or, you could use a pop-up to capture email addresses so that you can add potential clients to your marketing list.

Just be sure not to overdo it with the pop-ups. You don't want to drive potential clients away with too many ads and offers.


Using all or even a few of these tips can help increase traffic and conversion rates for your law firm's website. Just remember to be patient and to keep track of your progress. With a little time and effort, you'll see the results you're looking for.

Want to focus on your law firm and your current clients?

Let #Smart Marketing handle all of your website updates and implement everything on this list, while increasing the number of conversions that can become clients.

You have marketed before, now it's time to turn it up with #Smart Marketing

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