What is Conversion Rate Optimization (CRO)
Conversion Rate Optimization is the process of increasing the percentage of users who perform the action you want on a website. For the legal industry, the desired action you would want users to take is to request a consultation with the attorney through an online contact form or to call the firm for a consultation.
Over the first 12 months of relaunching the website and implementing our developed marketing strategies, The Nava Law Firm saw a substantial increase in lead generation, and revenue.
Over the first 10 months of launching a new website and implementing our developed marketing strategies, the Immigration department of Rose Law Group saw a substantial increase in lead generation from the web.
Conversion Rate Optimization is so important for law firms because the entire online ecosystem relies on this method of marketing. Google is determining which law firms to show to users based on which firm is satisfying users online when they are looking for an attorney. If you aren’t implementing the practice of conversion rate optimization in your marketing efforts, then you are losing revenue.
There are some tools we would recommend setting up before you implement this practice for your online efforts. One tool you can set up is a heat mapping tool. These tools provide a lot of data on how users are interacting with your website. Two examples of these tools are HotJar and CrazyEgg. Another tool you will need to set up is Google Analytics. This is a standard tool to have in web marketing and you can gather a lot of data on user behavior on your website.
In order to track how many consultations you are generating from your website, you’ll need to have set up Google Analytics. Once you have Google Analytics set up, you will need to set up Goal tracking within the Google Analytics platform. The goal that you set up will be focused on form submissions. For more data on user behavior on your website, you can use ancillary tools like HotJar and CrazyEgg.
Developing a CRO strategy for a law firm takes time and patience. There is a lot of data analysis involved along with constant experimentation to get the best results. The best part of implementing a CRO strategy for your online efforts is that once you have a successful experiment, then that experiment will continue to benefit you every month going forward. Because of this, there is gradual but ever increasing growth in new client generation with this process implemented appropriately.
There are some common trends that we see benefit the conversion rate of law firm’s websites. One of the biggest contributing factors to a higher conversion rate is the presentation of credibility. Credibility can be viewed as a professionally designed website, badges from associations you are a part of, reviews and testimonials from past clients, any media appearances you have had and your past case results. Having all of this information on your website will improve the conversion rate of your website.
At Lab Coat Marketing, we sit down with our clients in the legal field with the goal of understanding their business inside and out. By understanding their business and by understanding what the future goals are, we develop a comprehensive marketing plan that targets the specific case types our clients want for their firm.
Our marketing firm is based out of Arizona, but can serve every state in the US. If you are in need of an experienced, results driven marketing partner, please contact us today to schedule your free marketing consultation.
Over the first 9 months of launching a new website and implementing our developed marketing strategies, Nava Law Texas saw a substantial increase in lead generation from the web.
Over the first 8 months of launching a new website and implementing our developed marketing strategies, Fendon Injury Law, PLLC saw a substantial increase in lead generation from the web.
Our client's success is extremely important to us. We work day and night to truly understand the nuances of each of our client's law firms to develop the right marketing strategy for them.
Join our newsletter to stay up to date on lead-gen strategies for your law firm!
Lab Coat Marketing was started with the intention of bringing truth to the digital marketing industry. Many law firms need a marketing partner that will look out for their business and approach marketing from the global perspective to make sure they are generating new clients and getting a good overall return on their marketing investment.
*We don't have a sales team, so don't worry about being spammed.
