Instead of asking friends and family for referrals to good attorneys, more and more potential clients are turning to the Internet to look for a lawyer to represent them and help them with their legal needs. So what are some marketing tactics you can use to get them to call you, or take the call to action on your site. Let's go through both the practical nuts-and-bolts ideas and the wider philosophy.
Image Credit: Flickr, Creative Commons: Jes
Offer something free
The best way to increase conversions on any site, especially a law site, is to offer something in return for the conversion. That's why you see so many sites offering a free e-book or report in exchange for an email address. In psychology, there's something called a "yes ladder." If you make someone say yes to something small, they are more likely to say "yes" to something big. Very few people can say "no" to a free offer if it's relevant to them.
Make sure you follow up
The best way to ensure that conversions go up is to make sure that you follow them up. According to Adam Zayed, founding partner of Zayed Law Offices, "This is especially true when it comes to legal services, people are hesitant to pull the trigger. Just because you have them as a reader, or in your sales funnel, doesn't necessarily mean that they will convert." It might mean sending a follow up email, or it might mean picking up the phone, but until you do all you can to convert a prospective client, you are leaving money, and conversion rates, on the table.
Be clear, to the point and honest
Nobody likes to feel tricked in any situation. When you're giving legal advice, you have to be double-sure, because of the complexity of the subject matter, that you put across what you mean to in the way you intend it. Use a test audience if it's necessary. When it comes to increasing conversion rates, you need to be honest. If you, for instance, wanted to increase your twitter following for your company, then having a part of your site that says, "Follow Us On Twitter" is not going to make people think you're illegitimate. However, if you have annoying pop ups that won't let them read until they follow you on twitter, you will lose that reader.
Provide actionable information and a call to action
There is one thing that a lot of webmasters and companies make on the Internet: That's not having a clear call to action. When you are talking to someone, you don't want to sell, sell, sell. You don't want your customer to feel as though they are being pressured into the sale, because in person, you have their attention and they can't escape. On the Internet, it's a little different. On the Internet, there are a million temptations - a million things to draw a person's attention away. You only have a few seconds, statistically, before a person loses interest in your site and clicks to a new page. You need to tell them what to do in those few seconds.
Optimize for conversion
The fifth step is to dedicate a portion of your time each month to going through your website and optimizing it. If things get a little messy, then change that. The process of optimizing is an ongoing one, so do a good job!