In the space between where SEO comes to an end and content marketing takes up the mantel, conversion rate optimization (CRO) steps up. At its most basic, the function of CRO is to discern which aspects of a legal website isn’t working and decide ways to fix them.
Two strategies law firms can use to bring CRO into practice include:
A/B testing is both the most common and simplest CRO testing approach. A/B testing can be used to explore the way single elements work—through a modified group and with a control sample—to see if any change(s) you make will alter your firm’s conversion rate. On the chance this approach doesn’t work, go back to the beginning and try other options. If your first test doesn’t work, don’t think of it as a failure, think of it as gaining valuable knowledge.
Trust and Authority
Trust and authority are important factors within the legal community because if they’re absent, potential clients would be less likely to provide your firm with information that could be important to develop a strong case in their defense.
Additionally, having good trust and authority is essential for providing visitors to your site with a good first impression. Three ways to do this involve:
- Providing a favorable user experience
- Creating a sense of trust
- Allowing visitors to see your firm has real people