By Chris Casseday
Website traffic from mobile devices is at an all-time high. As of January 2017, over 77% people own a smartphone and the trend isn’t going to stop anytime soon. These people use their phones for just about everything, including finding an attorney online.
We have seen mobile traffic increase significantly for all of our clients over the last several months. This is probably true for your website too. What are you doing to maximize these visitors and promote conversion?
Improving Your Website’s Calls To Action
15 years ago if someone wanted to contact an attorney they would grab a phone book or boot up their desktop computer and make a call after finding the phone number. Today, people are still calling your office, but there are now so many other ways that people contact attorneys.
A law firm website optimized for conversions will have the following:
- Phone number
- Contact form
- Email address
- Live chat functionality
- Text (SMS) functionality
If you don’t have all of the above in place, we strongly recommend that you add what’s missing. Once you have these conversion elements in place, it is important to consider how your website promotes conversion across all devices.
During our consultation calls with firms, we often find that their desktop site promotes conversion fairly well, but the mobile experience does not—the essential conversion elements often disappear or don’t function as intended. So not only is it crucial that you have these elements on your site in the first place, you have to promote them strategically so that your prospective clients can actually use them, regardless of the device they’re using.
Case Study: Levy Law Offices
In the case of our client, Levy Law Offices, their website looks great across all devices (it actually won a design award recently), but we wanted more. When reviewing a 6-month period, we found that their mobile traffic was high (42%), but only 31% of their conversions came from mobile users. We felt that there was an opportunity to further maximize these mobile users so that’s exactly what we set out to do.
Our team developed a way to increase the visibility of the key conversion elements on their site by adding conversion-oriented buttons that remain visible at all times for the mobile user. This means that as the user scrolls down the page, the buttons will always remain visible—giving them the opportunity to convert whenever they are ready.
Did it work?
Yes! In the first month following this adjustment, we saw a 10% increase in mobile conversions compared to their average mobile conversions for the previous 6 months, to a whopping 41%.
It may sound obvious, but if you make it easier for users to contact you…they will. This doesn’t mean that you should add an obnoxious amount of buttons, links, or pop-ups to your site. This conversion optimization should be done strategically.
Tip: Before making any adjustment to the user experience of your website we always recommend that you take the time to review the data first. By checking your site’s analytics you can see how users navigate your site on all devices and then identify improvement opportunities. For example, if you notice that mobile users always leave your site on a certain page, you probably want to dig into that to figure out the reason. You might be surprised at what you find during this process.
Even if you have a brand new website that looks great, there is always going to be room for improvement.
When it comes to improving your mobile conversion, answer the following questions about your website and then create the appropriate action items:
- Do you have the right conversion elements in place?
- Are you maximizing these conversion elements?
- What is your mobile conversion rate?
- Has your mobile conversion rate increased over the last 12 months?
- Which pages are converting the best?
- Which pages have the highest bounce rate?
If you have questions about maximizing conversions on your law firm website, send us a message or give us a call. We know what works, and what doesn’t. With a few minor tweaks, you might be able to boost your conversions from the site traffic you’re already getting.