Some tips on how to turn a visitor to your website into a client
In an increasingly competitive legal business environment, converting a visitor to your website into a paying client is the ultimate goal, although any conversion activity: whether it is filling out a form on your website, or emailing your practice with a customer enquiry, can still be seen as a positive interaction.
While turning a visitor into a paying client can seem like a challenging prospect, by concentrating on some of the following aspects, may assist in improving your visitor conversion rate.
Provide a value proposition to the client
The overarching line of enquiry for almost every client is: 'How can this law firm assist me with my matter?' The essence of this question is 'can the client trust your firm'. So how can your firm convey trust? Lawyers are renowned communicators, however, being primarily involved in a world where legalese is the lingua franca, lawyers may not completely grasp the fact that potential clients don't communicate in the same way. Therefore, in order to convey trust, the language used in your website should be accessible and communicate in the same way that, dare we say it, an ordinary person would.
Looks matter (we're talking about your website)
How your website appears does matter to a visitor, and lawyers should be mindful that they have only a small opportunity to convert a visitor into a client. As a consequence, a website that was built in the late-noughties might not be cutting it anymore - especially if the site appears to be basic and amateurish (no offence). How your site looks whether you like it or not, can be associated with your firm and brand in the minds of potential clients.
Beyond the appearance of your site, some of the following things should also be considered that may help with conversion:
- Navigation: if a visitor has difficulty finding important information, such as contact details for instance; how can they possibly become a client? Furthermore, making the visitor work hard to find the relevant information is not going to endear them to your firm, thus, potentially jeopardising your chance to convert them into a paying client.
- Images: the importance of how your site appears should not be underestimated, and the quality and type of images used is fundamental. Out of focus and poor quality pictures of your team can reflect poorly on your firm for example. Picture quality is so important that it has the potential to ruin an otherwise, high quality website - especially when we consider that the pixel quality on many devices has gotten better and any blemish may be amplified.
- The left side is the 'right' side: have you noticed how much time you spent looking at the left side of a website as opposed to the right? Usability experts generally agree that users will spend about twice as much time looking to the left hand side of the page, as opposed to the right. Additionally, users will also generally start off looking towards the upper left corner, then scan the page in an 'F' type pattern. Sceptical? Pay attention to your viewing behaviour the next time you're online.
The essential thing that lawyers should keep in mind is that in order to improve your chances of converting a visitor into a customer, your website should make the visitor experience as seamless as possible.