Most web marketing efforts are geared toward drawing traffic to your firm’s website. Often overlooked (and more cost-effective), are techniques to convert more of your site’s existing visitors into paying clients.
A firm’s conversion percentage will often rest on the ability of the homepage to capture a visitor’s attention. Without an inviting and informational homepage, visitors will be quick to hit the “Back” button and move on to the next website until they find a firm that fits their needs. As such, there are a few things your can do to improve that first impression and attract more clients.
First, always be sure to display your firm’s contact information prominently on the home page. This may seem elementary, but many attorneys make a critical mistake in not displaying their contact information up front and in plain view. In a world where obtaining information quickly is essential, the extra steps necessary to gather the correct contact information may be enough to turn potential clients away from a firm.
Next, websites should take advantage of stylistic options to enliven content and emphasize points of interest. Web users have notoriously short attention-spans and will rarely spend their time reading an entire block of text, instead skimming the surface of pages, potentially skipping over important pieces of information. By bolding or italicizing certain words or phrases, your site can break up large blocks of monotonous text and draw visitors’ attention to important ideas. Grouping lists using bullet points is another effective way of emphasizing individual portions of text and attracting the reader’s eye.
Finally, be sure to take full advantage of your achievements and existing reputation. Logos for awards and honors should be prominently displayed on your home page. Depending on your practice, it may be also be worthwhile to include testimonials from previous clients. These forms of third-party validation are useful in setting your firm apart, and communicating the reputation which may otherwise be buried in the more remote pages of your website.
As always, any updates to your firm’s website should be made in line with your overall marketing strategy. Keeping that in mind, the tips discussed above can be instrumental in helping your website maximize its current traffic — and turn prospective clients into paying ones