Kissmetrics posted an excellent article that examines what websites need to do to convert more visitors into paying customers (aka clients for us lawyers). This is a topic that I need to spend more time understanding. My Arizona Limited Liability Company website has 9,627 visitors during April of 2012, but I only formed 41 new Arizona LLCs. That’s an awful conversion rate of .004. I would have loved to convert 1%, which would have been 96 new LLCs.
Understanding the best ways to convert traffic to paying clients is important for all attorneys who have websites and who want more revenue. Remember this important fact: Your goal is not merely to have a blog or a website – it is to make more money. To accomplish that goal you must do more than have a static site/blog. Take some time and learn from Kissmetrics’ article that begins:
“In this post we’re going to go over what the highest converting websites do differently. But before we get into the details, we want to highlight a few points to get you thinking first:
- You have 0-8 seconds to make a compelling headline and landing page. After 8 seconds, the majority of visitors leave.
- Approximately 96% of visitors that come to your website are not ready to buy.
- The more landing pages you have, the more leads you are likely to get.
- Product videos can increase purchases of the product by 144%.
- A 1 second delay in your site speed can result in a 7% reduction in conversions.
- A/B testing is becoming the preferred method that has brought a lot of the companies the most success.”
Note the statistic that 96% of the visitors who come to your website are not ready to purchase your services. This fact is why it is so important that you have a system like Infusionsoft to collect visitors’ names and email addresses from your blog or website and do automatic email followup marketing. Your site must offer visitors a free report that they get only in exchange for giving you their name and email address. Once you have the prospect’s name and email address you want your system to automatically send the prospect one or more email messages with content designed to:
- Give the prospect some useful information about the topic in which the prospect expressed an interest.
- Keep your name in the mind of the prospect.
Marketing experts say that you need an average of 7 – 9 touches (contacts) with a prospect before the prospect becomes a customer/client. If you don’t keep your name and contact information in the mind of a prospect that prospect is not likely to remember your name or how to contact you weeks or months after the prospect visited your site/blog when the prospect is ready to buy.
I have used Infusionsoft for five years to collect leads from my websites and do automatic followup marketing. To learn more about Infusionsoft and how I use it to make more money in my law practice read my “Infusionsoft Review: The Cheapest & Best 24/7/365 Marketing Department.”
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