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CRO For Lawyers: 10+ Effective Tips To Increase Your Law Firm’s Conversion Rate


Conversion rate optimisation (CRO), although relatively new, is gaining rapid attention. It is a term not commonly used among lawyers but one to which any legal personnel should devote time and resources. 

Whether your law practice has just launched a new website design or is having trouble converting visitors into leads, conversion rate optimisation will help you convert those visits into leads. To have a successful law firm website, CRO should become your priority. This CRO for Lawyers guide highlights key strategies to boost your law firm’s conversion rates. 

What is CRO for Lawyers?


The fundamental purpose of conversion rate optimisation (CRO) is to convert your law firm’s website visitors into qualified leads. In the legal field, the main goal of a CRO is to collect contact information from potential clients looking for legal help to be converted into accepted cases.

No matter how well your other online marketing activity performs in sending relevant visitors to your website, if you’re not able to convert them into clients, you won’t be getting the best possible return.

Learn more about Conversion Rate Optimisation here.

Your law firm website’s conversion rate is the percentage of all visitors who complete a goal on your website. Law firm conversion rates will depend on various factors, such as the number of services you have, to the number of top of the funnel visitors your law firm website is receiving from blog content.

Reasons Why CRO is Great for Law Firms


Marketers embrace conversion rate optimisation (CRO) because it allows them to get the most out of the traffic they already have. More conversions = More enquiries = More clients 

Here are more reasons why CRO is necessary for law firms:

Get More Clients

Conversion Rate Optimisation for lawyers provides a beautiful user experience for your potential customer.

Understand Your Clients

You acquire both qualitative and quantitative data about your target audience by running CRO tests. For example, you can figure out how your potential customers interact and behave on your legal website with conversion rate optimisation. With this information, you can make informed judgments about headlines, CTAs, layouts, and other aspects of your web pages.

Less Marketing Cost and More Money

The most apparent advantage of CRO is that it increases your income. The point is that even a slight increase in conversion can result in a significant increase in revenue. CRO, unlike other marketing tactics, yields quick and measurable results.

Increase the level of competition 


The legal industry, in particular, is becoming increasingly competitive. As a result, your institution may as well vanish from the face of the earth if your website can’t keep up. If you want to convert more people into clients, your website should be user-friendly and drive them to your conversion funnels, where they may take action. The higher the level of competition, the more competitive you must be. CRO is an excellent way to stay ahead of the competition.

Reduce Risk

Instead of guessing what might work, gather data on the performance of your law website and the behaviour of your potential clients to start making informed judgments on how to optimise your website effectively. CRO lowers the risk of making changes to your company’s website, and by using CRO testing techniques like A/B testing, you may provide an insurance policy in case your testing fails.

Lawyer CRO Best Practices

The purpose of assessing your conversion rate is to see how successful you are at converting potential clients to the next step in the conversion process.

If your organisation provides free consultations, you may be calculating your conversion rate by comparing the number of consultations per month to the number of new clients. For example, if you had 25 talks and got seven new clients, your conversion rate from free consultation to the new client would be 7/25 or 28%.

1. Is your website living up to its full conversion potential? 

Let’s imagine your law firm’s website receives a lot of traffic from various sources. Is that sufficient to make you happy? Having many visitors is beneficial, but are they converting? There’s a problem with your conversion if you have an excellent website but don’t acquire many new clients or inquiries. 

2. Create a Unique Selling Proposition (USP)


What distinguishes your company from the competition? A unique selling proposition determines your company’s offerings. It’s not simply a slogan or a tagline; it’s a game-changer. For example, USPs are a little more difficult for law firms because you and your competitors provide similar services.  

You can try using “Representing Domestic Violence Victims in Bournemouth Since 1990” or “The Most Trustworthy Attorneys in Manchester”.

3. Make Your Main Practice Area Obvious

Clients are never sure whether or not your firm is the correct fit for them. Many of them want to know your firm’s speciality right away. Display the significant practice area of your firm on your home page. How can a client tell if you’re the proper lawyer for his case right away?

4. Make Contacting the Firm as Easy as Possible

A popular trend in law firm site design is to allow clients to readily submit their information on the home page for a free consultation. It reduces the stress of initial contact by putting a contact form on the home page that is easily accessible. Keep your contact information easily accessible on your law firm’s website. Keep your phone number somewhere above the fold on your website so potential clients don’t have to search for it. You want to be sure that a client could call you in just a few moments, regardless of which page she may be viewing.

5. Optimise for Mobile Users  


In this day and age, everyone has a smartphone. In the UK, 99 per cent of those aged 16 to 34 own a smartphone. While 96 per cent of those aged 35 to 54 own one. In 2021, the number of smartphone users in the United Kingdom rose to 53.5 billion, making it 78.9 per cent of the population. In January 2021, 97.5% of the UK population used a mobile device to access their social media platforms. 

All these indicate that mobile search has been more popular in recent years. This means that when optimising your marketing efforts for conversion, you must keep the mobile user in mind.

6. Page Speed

Conversions are highly dependent on the speed with which your website loads. Therefore, lawyers whose websites load faster are more likely to have a better user experience, more conversions, higher engagement, and higher rankings. 

Run a test to see how fast your page loads. You can use Pingdom to analyse the load time of a page and Google Page Speed Insights to check the content of a web page and then offer recommendations to make the page load faster. Afterwards, you can look for ways to improve the speed of your website based on the report. For example, your page can load slowly if your site design incorporates rich media, such as videos, audio, and other components to increase engagement. Also, the theme you’re using might be causing speed issues. As a result, conversion rates drop as loading times grow.

7. Choose Your Colour Wisely

Colours are an essential part of any website’s design. It can be challenging for lawyers to pick a colour scheme without much thought. Look at your CTA buttons; do they mix seamlessly with the rest of the page’s elements and background? Your conversion rates will plummet as a result of this. Instead, display your CTAs clearly on the website. 

8. Implement Remarketing Ads

When a visitor to your law firm’s website does not “convert” into a lead by filling out a contact form or calling your firm, you should take advantage of the opportunity to contact them again. You can keep your law firm in front of this potential customer’s thoughts and boost their chances of becoming a client by employing remarketing techniques.

9. Add Human Faces

Is your photo on the website of your legal firm? If it isn’t already there, add it. Make sure someone’s face is included in the design, even if you don’t want to use your picture. Human faces influence conversion

10. Avoid declutter 

Less is always more. Law firms attempt to squeeze as much material into a single web page. Having all of your services, pictures and CTAs crammed into your home page, and landing pages will only serve to distract your visitors. Make your design simple, so there are fewer distractions. Complex layouts with a lot of clutter aren’t going to convert.

11. Create a Simple Navigation

Your website’s layout and navigation are essential aspects of its design. The home page will be the starting point for your most significant pages, which will then spread out from there. For example, your law firm’s services should be accessible directly from your home page. Although each service, whether corporate, family or property, might have its landing page.

12. Produce quality content 


Your law firm’s blog can help you produce conversions, mainly if you utilize it to provide helpful content relevant to your profession. The most frequent CRO strategy in a blog includes calls to action both within the post and at the end. 

In exchange for their email address, you can also offer visitors something of value, such as an ebook covering one element of your practice. Your content should be educational, entertaining, and informative. In addition, it should be able to pique the interest of site visitors. In other words, it should be Client-centric. This implies that you respond to customer questions and approach all content from the user’s perspective. 

13. Track Analytics and Adjust Accordingly

You can’t measure what you don’t track. Always make decisions based on data as well. You can utilize A/B tests to see which CRO design changes have the most impact on your website. Split testing is used to examine the placement of CTA buttons, their colour, or the appearance of one human face compared to another. Is it true that a woman’s face converts more than a man’s? Only by putting your theory to the test will you know for sure.

Putting it together 

The goal of conversion rate optimization (CRO) is to turn visitors to your law firm’s website into qualified leads. Therefore, understanding your conversion rates and what they mean for your law firm is critical for evaluating your firm’s legal marketing success throughout the new client journey and identifying opportunities to improve while keeping leads in the new client funnel.

If your law firm website needs some help with conversions, LiftedWP is here for you.


If you decide to hire a CRO agency to help increase your law firm’s conversion rates, here are three important questions you can ask:

  • What’s the process you use for CRO?
  • Do you have case studies that highlight your CRO result?
  • Do you need to know more about our law firm?

You’ve probably spent a lot of money on SEO, content production, social media marketing, and various other strategies to increase the number of people who see your digital brand. However, all of that expenditure will be for nought if those site visits and ad clicks do not result in leads or customers. The final element of the digital marketing puzzle is conversion rate optimization (CRO). It ensures that the money you’ve put into all of your digital brand assets is paying off at the best rate possible, and it builds on previous accomplishments.

Your digital marketing assets will convert visitors into money with the help of a CRO service provider. They use best practices and tried-and-true strategies to increase your conversion rates. 


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