If you want to see a stronger ROI from your legal website, you’ve got to improve your conversion rate. Conversion rate refers to the percentage of website users who take a desired action. In the case of legal websites, the most common desired actions are usually 1) phone calls and 2) contact forms / emails.
Last December my agency launched a redesigned website for Houston personal injury lawyers, Sutliff & Stout. We made a few intentional design changes with the express goal of improving the conversion rate for contact form submissions and click-to-calls.
Here, I’ve detailed 4 of the specific changes we made in an attempt to improve conversion rates, along with the results we’ve seen after 3 months of data.
1. Add action language to phone call prompt
The previous design prominently featured the firm’s phone number in the upper right-hand corner, but there was no language prompting users to call. Adding the action language “Call for a free consultation” has correlated with an increase in mobile click-to-calls.
2. Make the click-to-call prompt “sticky”
Another change we made was coding the call prompt to be “sticky” in mobile. In other words, as users swipe down the page, the call prompt follows them, allowing them to click to call from any point on the page:
Results: 60% Increase in click-to-call conversion
The results since the launch of the redesigned site show that these 2 relatively simple changes have had a significant positive impact on mobile click-to-call conversions.
Note: As always, correlation is not causation. We can’t say with certainty that these changes are solely responsible for the increase in click-to-call conversions, but that doesn’t mean it’s not worth testing for yourself!
3. Add a contact form to every page
When we launched the redesigned site, we removed the contact form from its previous position in the footer. Where before the form was on every page, it was now on just 1 page.
Instead of including the form in the footer, we added a button for clicking through to the contact page:
Here’s what happened to our contact form conversions:
Obviously, we decided to put the form back in the footer:
Since then, contact form conversions have almost fully recovered:
4. Improve Page Speed
When we launched the redesigned site, we also upgraded the server from Bluehost (~$6/month) to WP Engine (~$100/month). Investing in a superior server resulted in significantly faster page load times:
Page speed is especially important for mobile users, so it should come as no surprise that our most important mobile metrics are up across the board:
Note: There are many ways to improve your site’s page speed that don’t involve paying more for hosting. However, in our case, simply moving to a better server had a significant positive impact.
In closing . . .
These conversion optimization techniques have correlated with significantly improved conversion rates, especially on mobile devices. I encourage you to give them a try on your site and measure the results.
If you’ve had different results with similar changes, or if you have additional conversion rate tips to provide, please share in the comments below!