law firm content conversionsIs getting website traffic and clicks your law firm’s ultimate marketing goal? 

Most likely not. You want your website visitors to perform a desired action rather than just landing on your website, reading a blog or two and moving on.

With content marketing, converting readers is not that simple. Site visitors come for answers, and then leave.

A blog post or practice area page doing well in terms of attracting organic traffic may still fail to make any difference to your law firm’s bottom line. In other words, you see clicks but few to no conversions (newsletter opt-ins, clicks through to your service pages, contact us form fill ins etc.) from your content.

So, what can be done? 

I wrote a blog post on how to boost organic rankings of old content. But how do you improve its conversions? Consider this process and these tools to optimize your law firm’s old content for new conversions.

1. Determine your higher-ranking pages.

How much current traffic a page is generating is not quite a reliable metric to see what pages need updates. Rather, a better way to estimate any page potential is to look at its rankings.

If a particular page shows up in page 2 of search results for a target keyword, just a small boost could bump it to page 1, where it will get exponentially more clicks. 

Identify pages with the potential to convert more traffic with a free tool like Ubersuggest. It’s a simple way to understand your page’s current ranking, competing pages that rank for the same keyword, and estimated traffic a page receives when it ranks for #1 of this term. This way you can determine the keywords worth pursuing and how tough the competition is likely to be. 

2. Set up conversion monitoring. 

Monitoring your on-page clicks and interactions will help you to understand your law firm’s web page visitors. How well you understand them determines your conversion optimization success. You need to know what they are looking for to serve them better.

Finteza is a free web analytics platform that makes this process easier. Of course, Google Analytics is also a powerful tool for monitoring conversions but a bit more complicated to set up. In GA, you’ll create a conversion “event” (what you want to happen) and then monitor progress and optimize your law firm’s content accordingly.

3. Optimize in-content calls to action (CTA)

The best way to get people to take a next step with your content and convert is to include compelling CTAs within the material. For example, an article on a certain topic might contain an opt-in form to a downloadable document that expands on the subject matter. Your in-content CTAs should be related to the content, of course. 

TextOptimizer is a tool that can help you create actionable CTAs. The tool extracts action-oriented concepts to help you draft CTAs that lead to more activity.

4. Scroll through your organic competitors. 

Sometimes, this activity alone can lead to really enlightening ideas. Take a look at what they are doing to engage visitors with content. What CTAs are they using, and how do they encourage people to spend more time on their website? To better understand who these competitors are, try using Serpstat’s Top Pages report. Just type in your most critical keywords and it will find the urls that rank for the most closely related queries.

5. Try engaging in more ways.

People are becoming increasingly wary of giving away personal information, even for something they deem worthwhile. A simple opt-in form usually won’t cut it. Try coming up with new ways to engage on your site, like a widget that helps people to calculate something. Consider options like an intelligent chatbot, the ability for visitors to leave audio messages, or surveys. 

  1. You can invest in AI powered chatbots out of the box. A solution like MobileMonkey lets you create chatbots with an intuitive visual interface.
  2. The ability to leave audio messages directly from your website is a great way to encourage interaction and also helps pre-qualify leads. SpeakPipe is a free audio-message service that can be added to web pages.  
  3. Ask people to take part in a survey that they’re interested in, and then compile the results into a white paper that they can receive for taking the survey. This method tends to attract new people to your content, and can also build a lead list for you. SurveyAnyplace is a good tool to pull inspiration from.


Existing content is a great place to start if you’re trying to encourage further activity from your law firm’s target audience. To optimize your law firm’s older content for more conversions, start by auditing the content you have, and using these tools to improve CTAs and engagement on your higher ranking pages. Then, you can create new content where you find gaps.

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