In the first two parts of this series (which you can read here and here), we looked at reviewing your website and improving your content marketing. With that done, we can now look at other tweaks to improve your website’s returns.
In this article we’ll look at Google Advertising, ways to communicate with leads & prospects and how to better convert web users into clients.
July - Don’t make me think
What we’re looking at here are your site’s ‘Calls to Action’ - these are the prompts to users to take a particular action. To call, email or subscribe, for example.
The art and science of placing Calls to Action is part of a process known as 'Conversion Rate Optimisation'. This draws together elements of design, content marketing, A/B testing and user psychology.
Your conversion rate is the percentage of users who take a desired action on the site. For law firms, between 4%-10% is fairly typical, although this depends on practice area, geographical location, competition levels etc. As we mentioned previously, the best tool here is Google Analytics.In the left sidebar click on ‘Conversions’ then 'Overview'. (This presupposes you have goals set up in analytics of course)
In an ideal situation, you’d have a different goal set up for each means of getting in touch with you - one for forms, one for emails and another for calls.
For big businesses such as Argos & British Airways, even very subtle tweaks to key product pages can mean millions of pounds in revenue. Even for law firms, where their website traffic is a tiny fraction of those behemoths, improving your conversion rate can yield significant gains.
If, for example, your website attracts 2,000 users per month and converts 2% of those into clients, that is 40 new clients. Improve that conversion by 1% and that 40% becomes 60 new clients!
Acquiring another 2,000 visitors is likely to be difficult (and expensive) but tweaking the site to convert more users is much more straightforward.
What are the principles of a good Call to Action? First of all, as the headline suggests, you don’t want to make your users think - their next step should be easy and obvious. A prominent button with clear instructions for example. A form in the sidebar or footer also helps.
You need to minimise the amount of clicking and scrolling required to contact you. Any barriers to getting in touch must be removed, and ‘hooks’ added or improved. Remember to state WHY they should contact you!
August - Communication is key
This month, we’re going to look at how we communicate with potential clients. When it comes to converting users, response time is key. If you are there and available, then they are more likely to choose you over a competitor who isn’t.
Most websites now offer a greater degree of interactivity. Web users are accustomed to being able to take steps proactively to solve their problems. The tools described below are now commonplace on many websites and the legal industry, once again, will have to catch up.
By now, most of us will have used a livechat feature. Most large organisations - such as utilities companies, telecoms companies and retailers - use them as a first port of call.
When using them, we’re usually asked about our query by a bot which then forwards us on to the most appropriate person. Using these is more immediate than sending an email and less inconvenient than the interminable hold we face on the telephone.
Livechat plugs seamlessly into most (if not all) websites and is operated via a user-friendly desktop or phone app. Agents can handle multiple queries at once and engage users as they browse your site. There is an element of a ‘number game’ to it but if handled properly it can add significantly to your site’s conversion rate.
On a similar note, we’re now rolling out Whatsapp integration across our client sites. The ubiquitous messaging app is familiar to most people and gives an even more personal touch than a livechat service - there’s no need for users to be tied to the livechat window and the asynchronous nature makes things easier and smoother for you and the client.
Appointment setting software
For users with a less pressing issue, appointment setting software may be the key. We typically recommend Calendly for this.
This gives users another path to converting on the site by allowing them to choose a time and date which suits them AND you - by syncing with your Outlook calendar or other diary.
You can set the app up to pre-qualify (i.e., by asking questions) to ensure that only genuine leads make appointments.
This is probably the ‘interactive’ tool of most interest to you - online payment! Allowing users to pay for your services online improves cash flow, saves time and makes life easier for you and the client. There are several online payment tools including stripe, go cardless and worldpay, all offering similar solutions.
September - Stand out with ads
Now we have the website sorted and are communicating with our potential clients, it’s time to drive more traffic to the site using ads.
‘Pay Per Click’ is a marketing model where you pay a search engine - Google, Bing, Yahoo - to show your advertisements in premium positions on search results.
The beauty of Pay Per Click is highlighted in its name: you only pay when someone clicks on your ad. You bid on the keywords most relevant to your practice areas, create convincing advertisements and set a budget for how much you are willing to spend on each click.
The key benefits are:
- Quick return on investment
- Prominence in search engine results
- You control your budget
- You choose which search terms you target and adjust your campaign quickly to target certain locations and/or promote a specific service
- Having a combination of PPC ads and high organic rankings increases your presence on search engine result pages
If you’d like to discuss any of these tactics further, we’re always happy to have a 30-minute, no-obligation chat. Call Chris on 03333 442 722, email or fill in our enquiry form.