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Conversion rate is web marketing speak for the rate at which visitors to your website decide to request your services. While most SEO practices are geared toward improving the number of visitors that see your site, raising your conversion rate is also important as it represents the rate at which your law practice makes money.
All legal professionals should focus on raising their websites’ conversion rates through the use of good design, well-written copy and other elements discussed below. A website’s conversion rate is an excellent quantifier of its overall value.
The average conversion rate on most websites is one to three percent, though this is generally the case for products rather than services. You may define a conversion as getting a user to sign up for a consultation, join a mailing list or express interest in some other way. The ideal parameter for a law firm’s website is from five to 10 percent, meaning that five to 10 percent of people visiting the site sign up for the service.
Say you are a law firm with a special focus on Arkansas estate planning and are experiencing lower conversion rates than you’d like. How do you go about improving customer conversion? Ask the following questions about your site’s content and style:
It is sometimes easy to miss the forest of your overall business model for the trees of improving your website’s SEO. Conversion rate, not online visits, is the number that you should be looking at when analyzing your web marketing strategy. Think about your website from this perspective, redesign it appropriately, and you’ll see your firm’s online business skyrocket.