Having a well-designed lawyer website that effectively converts visitors into clients is essential for all legal teams’ and their firms. Whilst clean aesthetics and basic usability are important, your lawyer website design must go further to engage, educate, and persuade potential clients to choose your firm over your competitors. Here are 9 innovative, lesser-known tips for boosting conversion rates on your lawyer website.
Related Read: 5 of the Best Law Firm Website Designs
Conversion Rate Optimisation (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action, such as booking a consultation or filling out a contact form.
For lawyer website design, CRO involves crafting features like trust-building elements (testimonials, case studies), interactive tools (legal assessments, jargon translators), and personalisation (geo-targeted content). These features align with user needs, making the site engaging and effective in converting potential clients into paying ones. CRO ensures your website isn’t just impressive, but also highly functional and persuasive.
Related Read: KIJO’s 10 Essential Conversion Rate Optimisation Tips
Offer an engaging, interactive tool that allows potential clients to self-assess their legal needs. For example, a user-friendly questionnaire could guide visitors to determine whether they require legal assistance for property disputes, employment issues, or family law matters. Providing personalised results positions your firm as both approachable and knowledgeable, and invites users to book a consultation directly from the results page.
Real-time trust signals on your website can reassure potential clients of your credibility. Consider adding a dashboard that displays:
These features help build immediate trust and confidence in your services.
Law is complex, but gamification can simplify the learning process as well as make your website memorable. For instance:
This approach helps build your email list while educating potential clients in a fun and engaging way.
Legal terms – whilst necessary – can be intimidating, and this can put clients off and thus slow conversions down. To help minimise this friction, include a jargon buster or translator tool on your website!
For example, hover-over tooltips or a dedicated glossary page can break down complex legal terminology into plain English. Simplifying language builds trust and ensures potential clients feel informed, not overwhelmed.
Instead of static FAQ pages, add short, dynamic videos of your legal experts answering common client questions. For example:
Videos humanise your team and make your firm’s expertise relatable, boosting confidence and encouraging enquiries.
Utilise geo-targeting to make your website’s content more relevant. For example:
This personal touch can improve engagement and make it easier for clients to connect with your firm.
Potential clients want to see results. Include anonymised, real-time case studies showcasing successful outcomes your firm has achieved. Focus on relatable scenarios with clear before-and-after transformations, and tie each story to specific services you offer.
Don’t let potential clients leave without offering value. Use exit-intent popups to provide a compelling offer, such as:
Ensure the popup is unobtrusive and focuses on helping the user, not pressuring them.
Ensure your lawyer website design is inclusive and accessible to all users. Key features include:
Accessibility isn’t just about compliance — it’s about ensuring no potential client feels excluded. If they do, they’ll simply select legal support elsewhere.
By implementing these innovative tips, your lawyer website design can stand out in a crowded market, effectively converting casual visitors into loyal clients. Remember, the key to successful conversion rate optimisation lies in creating a user-centred design that builds trust and delivers value.
Related Read: 6 UX Tips for Your Law Firm Web Design
Need expert CRO guidance on your lawyer website design or considering your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. Let’s bring the vision of your brand to life — book your free consultation via the link below:
