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Have a website that generates trafficking, that's good. But one High traffic is useless if it does not turn into concrete opportunities. Imagine a Full waiting room of prospects, but none come through your office door. Frustrating, isn't it? That is why it is crucial to convert these visitors in patrons.
Let's speak the same language
What is the CRO ?
The CRO (Conversion Rate Optimization), or conversion rate optimization, is the set of techniques and strategies aimed at increasing the percentage of visitors to your website who perform a desired action. This action can be:
- Get in touch
- Download a guide
- Request a consultation
- Sign up for a newsletter
- Make a purchase
The CRO is essential because it transforms existing traffic into concrete opportunities, thus maximizing the effectiveness of your website.
What is a CTA ?
For us to speak the same language, a call to action (CTA) is a crucial element that encourages visitors to act. Think of a conspicuous button that screams”Click on me!“. It can be:
- Get in touch
- Download a guide
- Request a consultation
Why and where should CTAs be integrated?
It may seem beast, but do not encourage visitors to make an appointment is never going to help. Many firms tend to think that it's just their repute who will bring them customers and therefore Have not put anything in place to do that.
From experience, a site optimized for conversion, it works, and finally, put few things in place, that's already a lot.
Integrate a CTA right from the start
As soon as your page opens, a CTA must be obvious to the user. Don't leave your visitors Guess what they should do. Be clear and motivating.
Scatter some CTA throughout the reading
For a pleasant reading and easy contact, scatter CTA throughout the page:
- To the left of the text for the desktop version on a clog page
- In each section For a generic page
- At the bottom of the screen for the mobile version.
Conclude with CTA
Finish your content with one to two calls to action. For example, suggest:
- An incentive to contact your office.
- One special offer Or a free consultation.
Use Pop-ups strategically
Les Pop-ups can be effective if they are not annoying:
- Exit-intent pop-up : When a user attempts to leave the site, suggest a contents in exchange for a email. Try to leave our site, you'll see.
- Timed Pop-up : Appears after a certain time (at least 5 seconds) on the site. It must be easy to close at the risk, on the contrary, of increasing friction.
Optimize the loading speed Of the site
A fast site = happy visitors. Use Google PageSpeed Insights to identify and correct speed issues. The software will give you a detailed report that will point to the problems of your site (very often, images that are too heavy, a tool from the Middle Ages, too many animations...).
Use testimonies And customer reviews
Extremely used by large firms that publish press articles, opinions and testimonies reinforce the credibility of your firm. Display them proudly. However, you are obliged to anonymize, I invite you to still put the Google reviews (always anonymized) because they are verifiable in a few seconds.
Questions about ethics and your website? See you here!
Simplify the contact forms
Nobody likes endless forms. Just ask for essential information.
To build optimized contact forms, go to our article on the subject!
Offer a quality content
Blog posts, guides, and educational videos attract and retain visitors, turning them into potential customers.
To build hyper-optimized content for the natural referencing, see you here!
A/B testing
Test different versions of your pages to see which ones convert the best. For example, you can test two versions of a consultation page: one with a button CTA red and the other with a button CTA blue. Compare conversion rates to see which is the most effective, keep the best one, then compare it again with a new one!
Use a responsive design
Make sure your site is optimized for all devices, including mobiles and tablets. For example, if a potential client is looking for a lawyer on their phone, they should be able to easily navigate your site and quickly find a button. “Make an appointment”.
Add a live chat
A live chat allows visitors to get immediate answers to their questions. For example, if a potential customer has an urgent question about a divorce case, they can get a quick response via chat, increasing the chances of them making an appointment. Give an answer, and ask him to discuss it in more depth during an appointment.
Create specific landing pages
Landing pages dedicated to specific services or offers can better meet the needs of users. For example, create a page dedicated to divorce with customer testimonials, detailed explanations and instructions to request a consultation.
Use trust indicators
Display security badges, certifications, and partner logos to reassure visitors. For example, show specialization certifications and logos from recognized partners to strengthen the credibility of your firm.
Go further
Optimizing customer conversion of your website is an ongoing and essential process to maximize the impact of your online presence. By applying these techniques, you can transform a simple visitor In one loyal customer, thus increasing the profitability of your office. Whether you start by integrating Strategic CTAs, improve the loading speed of your site or use customer testimonials, each small adjustment can have a significant impact On your conversion rate.
To deepen these tips and discover other practical tips, we created a full video on the subject. This video covers all aspects ofoptimizing customer conversion and guides you step-by-step to implement these strategies on your site. Feel free to watch it for additional tips and to see concrete examples in action.
