Having a website with a high ranking in search engines like Google and Bing is just the beginning. After your law firm is getting high placement, it’s time to improve the click-through rate (CTR). The click-through rate is a percentage which reflects the number of times your search engine listing is clicked on, compared to the number of times it is just shown and not clicked on.
Once your website is getting visitors, the next metric that matters is conversion. Most legal marketing professionals look at the number of visitors on your website and compare that number against the number of inquiries received through your website’s contact form(s).
Your click-through rate is most often improved through modifications to your page title and descriptions — the two items seen in your search engine listing. But improving your website’s conversion rate often comes down to design.
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