You’ve got an impressive website with a responsive, mobile-friendly design. You’ve got an editorial calendar, with blog posts designed to boost your SEO scheduled out a few weeks in advance. You’ve brought on a social media manager to get relevant posts out to the social platforms that your target market uses. You are starting to see some strong traffic to your site. However, how do you convert that website traffic to paying clients?
Your first priority should be collecting email addresses. Email marketing is has a large Return On Investment (ROI) when compared to other forms of marketing, including direct mail and social media. While click-through rates remain rather low, on average, those leads who signed up for your mailing list did so because they are genuinely interested in what you have to offer.
To help build an abundant mailing list, it is imperative that you offer something in exchange. When you offer value, people are much more willing to give you their information. Plus, by giving away your knowledge for free, you are building trust, which we know is a key factor in lead conversion. Stuck for ideas for something to give away? A quick guide to your area of expertise, geared to your clients needs, is a good starting place.
Once you’ve built a mailing list, you can use that list to send out a newsletter every month.
Remarketing allows you to target previous visitors to your site through services such as Google. Remarketing helps to keep your law firm fresh in the mind of previous visitors, and this becomes increasingly important if the lead has visited several law firms in your area. While they may have a mental list of law firms, when you use remarketing, you trigger name recognition, which could move you up on their list.
There are several different ways to use remarketing. Through Google, standard remarketing shows ads throughout the Google network no matter what the user is doing or browsing for. Dynamic remarketing targets specific services, while remarketing for search allows you only to target users as they use the search feature. If you are not sure what’s right for you, a marketing agency may help.
Looking at site behavior means that you are carefully watching how your typical client acts while they are visiting your site. Google Analytics will provide a lot of this information for you. This allows you to determine which pages and/or pieces of content are causing certain behaviors. When you can accurately anticipate those behaviors, you can then put conversion triggers into place to help increase your conversion rate.
For example, let’s say you practice family law, and you’ve designed a page dedicated to helping parents collect late child support. If you are noticing many visits to that page, you’ll want to make sure that you not only have a newsletter sign up available on that page, but your value add might be a guide related to the process of collecting back child support.
Similarly, if people are clicking off that page quickly but used relevant search terms to get there, you should evaluate the copy and design that’s currently on that page. Short visits with relevant search term use indicate that your leads are not finding the information they need on your page.
Converting your website traffic to leads is both art and science. It may seem overwhelming at first, but once you determine how you are going to work to convert those leads to clients, you’ll be better able to measure success. You’ll also be better able to find problem areas and correct those issues quicker.