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14 Strategies To Increase Your Website Conversion Rate

Written by Gary Honold on . Posted in .
Home > Blog > 14 Strategies To Increase Your Website Conversion Rate

Key takeaways:

  • Marketing campaigns can get people to your website, but once there, your content needs to turn visitors into leads.
  • If your website conversion rate is not what you want it to be, there are several strategies you can tweak to get better results.
  • At Array Digital, our ability to find your website visitors’ pain points and resolve them makes us the ideal team to call when it’s time to improve your conversions and get more of the leads you need.

We have all heard of the content creation train. Brands want to stay up to date with new information, touching stories, and incredible ideas. But where does search engine optimization come into play, and how do you get your audience to convert into leads? Today, we are here to talk about conversion rates across the wide web and how you can increase yours. Are you ready? Let’s start from the foundation and work our way to the top.

What does website conversion rate mean?

conversion rate goals infographic

Website conversion rate represents the percentage of people who visit your website and take the desired action, such as filling out the contact form to request service or calling your office. This is the action that converts them from a website visitor to a lead, and eventually to a client.

There’s no specific target number, though you typically want to see your conversions steady or increasing, indicating your website is performing at the desired level.

The higher your website conversion rate is, the better. When you notice it’s not reaching your goal, that’s a key indication you may need to make some adjustments.

How do you find your website conversion rate?

To calculate website conversation, follow these steps:

  • Divide the number of conversions you have (the number of people who took the time to contact you) by the total number of visitors to your site.
  • Multiple that figure by 100. This creates a percentage.

Take a look at the following screenshot. It shows several types of actions that we believe represent a conversion of a person becoming a lead. In this example, there are three key figures to consider:

Screen shot of Google Analytics conversion rates
  • Form submissions (the number of people who filled out a form)
  • First-time phone calls (that first call to your law office)
  • Repeat phone calls (the number of times a person calls more than once)

Using these figures, we can determine the conversion rate.

  • 57, 67, and 20: 128 – that represents the total number of conversions.
  • Divide that by 179 – which is the number of visitors to the website.
  • Multiple that figure by 100, which gives you 71.5%.

Strategies to increase your website conversion rate

In the above example, we increased our client’s conversion rate by over 70%. That represents an increase of an extra 60 to 70 phone calls to the firm. How did we accomplish this task? Let’s talk about it.

In any legal marketing strategy, the first step is to create goals. What do you want your website to accomplish for your law firm? Typically, the focus could include:

  • Generating new leads
  • Selling a specific type of service
  • Getting newsletter subscriptions
  • Getting sign-ups through emails
  • Getting downloads to your legal guides

Once you know what you wish to do, the next step is to narrowly define your target audience. This is the group of people who need your services the most, the people who represent your biggest client base desire. Then, speak to that target audience throughout your company, in your branding, videos, images, and anything else you place online.

Let’s take a couple of moments to expand on these strategies and tips.

1. Define your service

The first step is to define what you are selling. As a law firm, you’re not selling an actual product but a service. Define what you offer.

  • What problem are you solving?
  • What services do you offer to do that?
  • How do you provide that service?
  • What is your overall value proposition?

Here’s an example. If you’re a personal injury lawyer, your main goal is to attract clients who have just been in a car accident or suffered another injury. Your website content should easily showcase the problem you can solve for that client.

  • The main title in your hero (at the top of the page) might be: “Aggressive Miami Personal Injury and Accident Attorney.”
  • That instantly lets users know they have come to the right place.
  • They know that you are a personal injury attorney and that you’re going to provide aggressive legal services.

2. Write step-by-step articles

Step-by-step articles provide users with very clear tasks to achieve the end result. As an attorney, you can create articles that offer a guide to this. You may approach this in various ways, such as:

  • Create an article that tells a person how to file a lawsuit.
  • Detail 7 steps to filing for divorce.
  • Outline a 10-step process for creating an estate plan.

Create a list of any type on which you are an expert. Use that content to show your authority and expertise in your field and to make it attention-grabbing. People want to know exactly what to do. Step articles communicate that.

3. Get the best speed for your website

website speed performance screenshot

Ensure your website is loading quickly:

  • Google bots value a fast-loading, smooth-functioning website.
  • People have very short attention spans. If your site doesn’t load in seconds, they will move on.
  • A key reason for losing visitors – people who don’t convert – is a slow-moving website (and slow doesn’t mean lagging for very long. Even 10 seconds is too much!)

4. Focus on making your website mobile-responsive

Your next step is to have a mobile version of your website that is very easy for people to use on any device. Mobile design means the site should:

  • Have a responsive design
  • Provide smartphone-friendly navigation
  • Offer simplified, easy-to-read content
  • Include optimized videos and images

To find out how well your website is ready for mobile users, use Google’s Mobile-Friendly Test tool. It will provide very specific information on how to improve.

5. Help users navigate around your website

Consider your user experience. Consider, for a moment, an e-commerce site. There are often category pages to find the product you want, followed by subpages that offer more specific category options like brand, color, or size. You don’t have products, but you do have practice areas.

For conversion optimization for your navigation, consider these steps:

  • Create relevant content based on what searchers are looking for. Make it accessible.
  • Interlink your pages one to the next where it makes sense, allowing people to move through the site easily.
  • Interlink your practice pages to your blogs.
  • Create an easy-to-use navigational setup and menu on the site.
  • Ensure people can “find their way back” through the site and always have a way to get to the contact page.

This helps improve user experience, helping people to get around your site. It can also boost your website’s SEO value because it will register with Google, indicating that these sites are useful. That helps to lower your bounce rate, too, which also improves optimization overall.

6. Add a chat box to your website

chat box

Live chat is an extraordinary feature that law firm website visitors often use. If a website visitor is not converting, it may be because they have a question that you haven’t answered yet.

  • To avoid losing a prospective client, include a chat feature that lets them ask that question and get accurate insights back.
  • Live chat is ideal, but even automated features can help to pull in client contact information so you don’t outright lose that visitor.

7. Use videos to engage readers

Google algorithm changes have made it nearly critical for lawyers to have website videos that help to demonstrate expertise, professionalism, and high-quality content.

Start with making your written content as easy to read as possible by:

  • Incorporate headings to break up the test
  • Include bullet lists that help provide valuable information in an easy-to-read format
  • Use numbered lists
  • Bold where you need to in order to make a point

Then, incorporate multiple media content into your written content. This helps supplement your website content and keeps people interested and on your site.

Related: 3 Impressive YouTube Lawyers (& Pro Tips to Up Your Game)

8. Fix broken links

As important as navigation is, any stop to that movement through your site is a problem. That’s what a broken link can do.

  • Fix any broken links on your site (any link that is not working as it should)
  • Add internal links throughout the site and on every article, blog post, or piece of content. This keeps people moving on the site instead of leaving it

9. Showcase awards and testimonials

screen shot of reviews

Your website needs to demonstrate to readers and Google itself that you are worthy of their time. To do that, you need to meet Google’s E-E-A-T guidelines. That stands for expertise, experience, authoritativeness, and trustworthiness. Testimonials do a great job of this.

  • Incorporate testimonials from real clients into your website
  • Include any testimonial data to back it up, like the person’s name and city location
  • Try to have testimonials relate directly to the content (or practice area) on that page.

10. Create compelling CTAs (calls to action)

You’ve got the reader on the site. Tell them specifically what to do.

  • Incorporate web forms that make it very easy for people to fill out a few lines of information to get the information they need. Place these above the fold with just a few fields to complete.
  • Ensure your firm’s phone number and email address are easily visible on the site at all times.
  • Boost call-to-actions to provide actionable versions and phrases that help to command a sense of urgency. Create a list of a dozen CTAs and then choose which works best.

11. Conduct A/B testing

conduct a/b testing

To boost conversions for landing pages, consider a/b testing. Also known as split testing, this method allows you to try out different strategies to see what works the best.

  • Consider different colors of the CTAs.
  • Consider different terminology on your site.
  • To get higher conversion rates, switch up the types of content.
  • Improve your value proposition by comparing several options and how people respond to them.
  • Including pricing data – or don’t – dependent on what gets more results from your clients (free consultations, no-fee-unless-we-win strategies, for example).
  • Constantly make gradual adjustments by a/b split testing to see better results over time.

12. Declutter your website

Now, tackle a few additional steps to boost conversions by getting rid of what’s there that’s distracting or bothersome:

  • Reduce the number of options in the menus on your page, making them choose fewer options.
  • Remove items from your site that are a distraction, such as statements, tools, or videos not directly related to the lead.
  • Consider what user behavior tells you about various features and tools on your site – if people are not using something, why and should it really be there?

13. Track how users engage with your website

Get into the mind of your visitors to see how they actually interact with it.

  • Use Google Tag Manager to help with quickly and easily updating codes and tags throughout the site.
  • Ensure your value proposition is clear for submitting your form. “Contact us” isn’t valuable because it doesn’t contain any exclusive benefit. Why should they click it?
  • Use website analysis tools, like HubSpot’s website grader, to find out what’s working well.

In e-commerce sites, for example, we often look at an abandoned cart – one that people put items into, but they never completed the checkout process. On a law firm’s site, we want to see where people jump off the customer journey for some process. Google Analytics and other tools can shed some light on this, allowing you to make clear adjustments.

14. Publish your results online

screen shot of GA4 conversions

Notice that we published results from GA4 in the article above in a screenshot? That’s providing you with proof of what we’re really doing. You can see how we help law firms win.

  • Publish social proof for yourself. That could include monetary outcomes for clients you’ve helped.
  • List case results or provide case studies that document what you did.
  • Incorporate client feedback about what you accomplished and how.

Digital marketing efforts for your law firm must have a concrete goal that will yield a desired return on investment. There is no benefit to spending time driving traffic to your site that does not convert. These conversion rate optimization strategies do more than just get people to your site. They also improve your bounce rate and convert more visitors into leads.

How to convert website visitors into conversions

You’re now getting more people to your website, and while that’s step 1, we need them to become leads. To achieve this, follow these steps.

Analyze the online presence of the competition.

You have to know what your competitors are doing well.

  • How are they marketing their website?
  • What types of calls to action are they using?
  • What type of reviews, testimonials, or site features do they have?

Research what they are doing to see if it could benefit your site as well.

Develop an email list

Another way to get people back into the conversion funnel is to use email. That is, once they’ve visited your site and provided an email address, you can contact them again to bring them back in.

To do this, create gated content. That is, create some type of valuable content you know that the reader needs and will provide their email address to obtain. This could include an exclusive how-to report or a case study documenting the legal strategies you use.

Check that you are not penalized

Duplicate content is a big problem with legal sites. Google will penalize you if you have content on your site that’s duplicated from other websites but also on your own site.

  • Do you use the same CTAs or phrases throughout your site?
  • Are the meta descriptions on all of your pages the same?
  • Are you using the same description for various services?
  • Do you include the same author bio on multiple pages?

Optimize and facilitate the payment method

Even if your law firm does not offer a payment method online, consider how it may work in your case. For example, if you charge your clients a flat fee for initial consultations, create a way for them to book that appointment online and pay for it in advance.

Then, offer different payment options to help them to easily make the decision to book it. This simple change can help you book more of the consultations you desire.

Why law firms work exclusively with Array Digital

Do you have a good conversion rate? We can help make it even better. At Array Digital, we listen to our clients and create custom strategies to meet their needs. We value our customer experience and provide highly specific strategies that work for your law firm’s brand.


Andrew Z. “Erik and the Array Digital team are top-notch in the digital marketing spaces, particularly for SEO. Their understanding of Google, the algorithms, and the work involved in getting websites ranking on the first page is unparalleled. Thank you, Erik!!”

Start turning visitors into leads

It’s time to get not just more traffic but more effective leads for your firm. Reach out to Array Digital now by calling us at 757-333-3021 or filling out our contact form. We’re ready to offer you a consultation to determine why your conversions aren’t meeting your expectations.

Frequently Asked Questions

Why is my website conversion rate so low?

When you meet with the team at Array Digital, we’ll help you learn more about the average conversion rate we see on law firm websites in your practice area. Then, we’ll find out what’s happening that could be hurting your site. Common reasons for this include:

  • Poor user experience or website design: If you have complicated navigation, slow load time for your site due to pop-ups or coding issues, or unclear call-to-action buttons, that’s going to limit the actions your potential clients take.
  • Irrelevant or unappealing content: If your website doesn’t meet the needs or interests of your specific target audience, they’re less likely to convert.
  • Poor conversion from mobile devices could be directly related to a lack of mobile-friendly design. Since we see so many more leads coming from mobile devices, this can be one of the biggest problems.

These are examples. Our goal is to pinpoint exactly what is occurring to make changes. For example, if your homepage is loading slowly, that’s a clear indication of why people will back off the site. By improving load times, we should see conversions increase. We repeat this process to find all concerns that could be limiting the success of your site.

What is a good conversion rate for a website?

A good conversion rate will vary based on your industry and business model. It can vary even between practice areas and geographical areas. Typically, the average conversion rate should be 2 to 5%.

Your goal, though, should not be a static 5%. Instead, you want to see growth and development over time. By tracking metrics (including the length of time visitors spend on your site and where they jump off), you can better enhance the quality of your site to drive more visitors to fill out your contact form.

Bottom line: you need to see consistency and growth. Continuous improvement, regardless of a baseline, is far more important.

Note that the e-commerce conversion rate is going to be much different from what you can expect from a law firm’s conversion rate. Consider how many times you go to Amazon to buy something. It’s generally a purchase on your first visit. However, most people gather information about a legal matter over a period of time, visiting more than once before they make a decision to “buy” by contacting you.

What exactly is a valuable proposition?

A value proposition is a concise statement that communicates the unique benefits and advantages that your services offer to your potential customers or clients.

Your value proposition needs to answer the question, “Why should a customer choose your product or service over alternatives?”

  • Free consultations
  • No risk guarantee (for personal injury firms)
  • Customer reviews that demonstrate success
  • Services that are offered by you that others do not
  • Experience in the field
Written By Gary Honold
I am a digital marketer and SEO manager with 30+ years’ experience driving web traffic, leads, and conversions for clients in highly competitive markets.

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