law firm content marketing

The Law Firm Guide to Conversion Rate Optimization

by Vondrae McCoy • May 1st, 2020 • Conversion Rate Optimization | Blog

law firm conversion rate optimizationLaw firms that are focused on generating qualified leads and acquiring new clients through their website need to ensure that their website is optimized for conversions. Conversion rate optimization (CRO) aims to convert qualified leads from visitors to your law firm website. That’s where conversion rate optimization (CRO) comes in. Here’s what your law firm needs to know about CRO. 

What is Conversion Rate Optimization (CRO)

Think about the way your website works. To obtain more leads, you can either drive more people to your website, or you can improve the effectiveness of your website so that you can drive more revenue with the same amount of traffic you’ve always received. 

CRO – Conversion Rate Optimization – is the scientific approach to optimizing websites in order to convert more visitors into clients. It’s a big deal because it’s been proven that CRO provides significant opportunities for any business looking to generate revenue online. 

Essentially, conversion rate optimization will help law firms do more with less. You’d be surprised how much small changes can impact people’s next steps on your website and their relationship with your firm.

CRO Strategies for Law Firm Websites

1. Create text-based CTAs within blog posts.

Make sure to encourage next steps throughout any content. You can also ask people to exchange their email address for more content. The key is not to use only banners – people get desensitized to those. Instead, try a text-based CTA incorporated organically in the middle of your blog to encourage actions. See: 8 Compelling Calls-to-Action (CTAs) for Law Firm Blogs.

2. Include lead flows on your blog.

These are high-converting pop-ups designed to attract attention and offer value. You can choose things like a drop-down banner or pop-up box and you’re likely to see higher click through rates than a traditional CTA at the bottom of a blog post. Use this format to promote gated lead magnets like eBooks or whitepapers.

3. A/B test landing pages.

Testing is critical to your optimization strategy. Plan to test several elements of your landing pages. Consider headlines, colors of design elements (such as buttons), button placement, overall page layout, copy, CTAs, and media (like videos or pictures). Make a point of constantly testing one element at a time so that you can make incremental changes that lead to more activity. 

4. Add messaging to high-converting web pages.

Live chat software can be effective in offering support and guidance in real time. Use this feature on your best performing pages. 

5. Optimize your best blog posts.

Blog content is important for your overall digital strategy. One thing you can do with existing blogs is leverage them for more conversions. Start by looking at blogs that get a lot of traffic, but don’t necessarily drive any actions (low conversion rate optimization). Make sure they are properly optimized for SEO (to drive even more traffic), and then see where you can add in CTAs or other clickable content like an offer of a template or checklist. 

6. Re-engage visitors with retargeting.

If you’ve experimented with advertising for your law firm, you know that retargeting is one of the most effective ways to continue a dialogue with leads. Retargeting works by targeting past visitors to your website. Then they receive ads for your firm as they browse other sites online. This strategy is particularly impactful for people who have visited pages with high conversion rates. 

How much improvement can I expect? 

Naturally, that’s going to depend on a variety of factors such as how many changes you make and how many visitors you had in the first place. Though you might see some blogs boasting conversion boosts of 100% or more, many firms don’t experience wins that huge. Most importantly, set up and track conversion goals in Google Analytics. Doing so will be key in helping you understand what’s working and what’s not. 


Conversion rate optimization can help law firms gain more leads and clients even while driving the same amount of website traffic. Leveraging savvy tactics like smart CTAs, A/B testing, and consistent blog post optimization, you can actually encourage more activity. The best place to start is understanding what works for your clients and what will drive results for your firm and then go from there. We know it’s not always easy to figure that out, so if you could use some help, just ask us.



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