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With the rise of social media marketing, conversion optimization is becoming a lost art. Businesses are focusing on getting “likes” and “follows” and forgetting what truly matters: conversions. If you don’t get people to buy, sign up for your email list, or engage with the content on your actual website, then your other digital marketing endeavors are simply vanity metrics. They look good but don’t contribute to the bottom line.

'If you don't get people to buy, sign up for your email list, or engage with the content on your actual website, then your other digital marketing endeavors are simply vanity metrics.' - Jeff Green, Green Thoughts Consulting Click To Tweet

Let’s start with the basics.

What is Conversion Rate Optimization?

Moz defines CRO as:

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take the desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.

Breaking this down a bit we find that CRO is the system that is used to get traffic or visitors on your website to take a particular action or set of actions. It involves increasing the percentage of those visitors that take a given action over time by continually working on your site and identifying issues in the user experience.

6 Tactics to Improve your Conversion Rate Optimization for the Legal Field

So what does this have to do with the Legal field and how does it pertain to your website? Next, we’ll take a look at six proven conversion optimization tactics to get more sales, profits, and customers for your area of legal expertise.

1. Attention and Traffic

If you don’t get enough attention, no one will ever buy from you. Consumers today are more distracted than ever, which leads to higher competition for businesses of all kinds. Any idea of how many lawyers there are per capita in the USA? 1 out of every 300 people. Instead of worrying about which technical features to mention in your ads, set yourself apart and convert more customers by grabbing their attention with great headlines and high-quality imagery.

You can’t convert someone into a lead without interest. To engage interest, mention facts and figures that are both relevant and timely to their market. It’s best if you can combine these with testimonials from previous customers to back up your claims. In the legal field, testimonials, especially video testimonials, are a great way to communicate your unique value without saying a word.

2. Landing Pages

A Landing Page is the page a visitor “lands” on when they come to your site. Sadly, for many businesses, this is your homepage (hint: that’s usually not the best landing page for a visitor!).

A great landing page contains three things: a great headline, an attractive CTA, and a clean user experience. Your headline should be catchy, clear, relevant, and concise; most importantly, it should appear above the fold. Further, creating a headline that mimics the referral link exactly increases relevancy. If I come from a Facebook page that says “Free Legal Consultation Today” and the headline on the pages reads Brown & Black Legal Team there is a disconnect, because the visitor expected a page with a contact form right away.

Here’s an example of a nice above the fold landing page design that’s both clean and simple.

Image Credit:

Next, a landing page needs a great call to action. A call to action is the clear path or action you want a visitor to take; it might be “Contact us” or “Learn more”. The point is when someone lands on the page there should be no question as to what you want them to do. For the legal field, we’ve had some of the most success with driving visitors to schedule a free consult.

Finally, you need less distraction on the above the fold. There should be only one choice of what to do, and there should be only a hint of content below the fold. You want the visitor to get what they want and get it fast.

3. Content

Your website must have relevant and useful content and it must tell an amazing story that gives your visitors what they want.

If you don’t have a unique selling proposition, your content efforts are dead in the water. This is especially true in the legal field as there are a lot of lawyers vying for the same traffic. A USP, put simply, is a description of what makes you different and why your services are better than other your competitors.

Your website should be littered with your USP and it should resonate with the people that you serve. Look over your reviews on Google My Business, Yelp, or wherever you get reviewed and see if there is a commonality in there that can help you with your USP.

At a minimum in the legal field, you should list your subspecialties, as in the example below.

This lists the area served, the area of law, and promotes their credibility as experienced legal practitioners.

Here’s another example. I will not comment on the logo.

It’s clear that this law firm is a handles family and criminal law, with a focus on divorce, adoptions, and child custody cases.

A USP alone won’t be enough to convince a potential visitor to hire you. Your content must provide real value. Your homepage and service pages, about us page, and the like should have approximately 400 to 600 words of text at a bare minimum (between 1,000 to 2,000 words would be better!). This content needs to be laser-focused on explaining your USP and driving visitors to conversion.

It’s essential to create a sense of desire or want in the visitor. To active desire and increase conversions, leverage emotional appeals such as pride, lust, shame, fear, and greed. While this sounds strange at first, the reality is that no matter what you are selling, you are tapping into some kind of core desire.

In the legal field, the best way to locate and find that quality content that elicits desire is to dig into your reviews and the feedback you are hopefully collecting from both satisfied and unsatisfied clients. Your current and past clients are your best information for what your ideal client is like, demographically, psychologically and what drives them to you. You need to be asking for feedback and responding to it. I realize you are busy as a lawyer, so hire someone to outsource these tasks and step in when needed.

4. Website speed, SEO, and health

People give your website a very brief look before making a decision about you. Therefore, the speed of your website is imperative to the user experience. Your site needs to run fast, have proper header and meta tags, and give visitors what they want if it is going to convert. I realize in the legal field many of you are commanding 300 to 400 dollars per hour. Your time is valuable and you can’t be spending it on the speed of your website. Outsource these tasks and it will pay for itself through the increase in conversion rate!

5. Trust Factors

Social proof and other credibility-building items on your website increase trust in a visitor and help improve conversion rates. As an example a PayPal seal of approval below a buy now button gives buyers peace of mind and leads to increased conversions. Additionally, embedding badges like the ones provided by UpCity or the Better Business Bureau tells visitors that you’re one of the top businesses in your area.

Here’s a great industry example:

In the legal field, you should be including proof of affiliations such as the American Association for Justice, American Bar Association, your state’s Justice Association, etc.

Beyond social proof and badges, don’t forget traditional PR tactics! Local news articles, press releases, and guest posts all help build your credibility as an expert in the field. To be honest there isn’t enough of this utilized in the legal field and I believe it is something all law firms should implement immediately.

6. A/B Testing

In sales, ABC stands for “Always Be Closing” and in digital marketing, you need another acronym: ABT, which stands for “Always Be Testing.” When you A/B test, you are simply redirecting 50% of your traffic to one version of your landing page or ad, and the other 50% to another version. The “A” version should be your initial webpage or prototype that you test all other ads and landing pages against. Once you have this initial version, you can rotate out the “B” versions until one of them beats your control ad. Then, rinse and repeat.

When it comes to business in the modern world and specifically what goes down in the competitive sphere of the Legal field, you need to leverage conversions to get more profits and sales than your competitors. If you don’t, they will pass you by as they collect more data, test more versions, and ultimately tweak their funnels to put you out of business. So don’t miss out on the chance to grow your company. Use the tactics above and enjoy peace of mind that you are poised to succeed now and into the future.

Jeff Green
Lead Web Design & SEO Specialist at

Jeff Green is the lead web designer and SEO specialist at Green Thoughts Consulting. He has been designing conversion-focused websites for over 10 years. The company is based in Chattanooga, TN and provides Affordable Web Design to businesses looking to convert traffic into clients.  Let us help you optimize your website for traffic!