Over the years, I have developed a comprehensive and effective strategy to keep users on a website for at least three minutes, which increases their conversion. These strategies are complex and time-consuming to implement and require a deep understanding of the psychology of selling and the art of custom design. I know you are wondering if there is something you can do now to help improve your website and get more clients now. Here are three ways you can boost your website’s effectiveness today.
NUMBER 1: COLOR SCHEMES MATTER
The Max Planck Institute for Human Cognitive and Brain Sciences reveal that our decisions are made seconds before we become aware of them. Using fMRI and by monitoring the micropatterns of activity in the frontopolar cortex, the researchers could predict which hand the participant would choose seven seconds before the participant was aware of the decision. The more we study websites for multiple industries, the more we see inappropriate and revenue restricting colors used.
- Dominant colors for legal websites to focus on: Black, Blue and Purple.
- Secondary colors to enhance the experience of your visitors: Orange, Green and Yellow.
NUMBER 2: SHOW CREDIBILITY
I have spent many years developing the definitive sales dynamic model for websites and digital strategies. One of the most important pieces of advice I can give to any business owner, is the need to resolutely establish what we call social proof. By the way, social proof has nothing to do with social media.
One of the biggest fears that every human being has is the fear of getting ripped off. In fact, this fear is so dominant psychologically, if it is not addressed then your law firm will not get the client. You should remember, however, there is good social proof and bad social proof.
There are many elements to establishing strong social proof, however, one you can employ right now is using testimonials written by your clients. The golden rule here is, the closer the potential customer identifies with the social proof offered, the more likely it is to be accepted.
NUMBER 3: CREATE A POWERFUL CALL-TO-ACTION BELOW THE FOLD
When people stop and become aware of what this tip can do to increase new customer acquisition and revenues, they know they’ve got something really powerful. In fact, it’s hard for many people not to realize just how beneficial this piece of advice is.
Without a doubt, you have been advised to put all your call-to-actions in the top right of your website, to stack the “above the fold section.” Here is the deal, 66 percent of all attention on a normal Webpage is spent below the fold, which means, according to scientific consensus based on comprehensive user behavior studies carried out by Google, Microsoft, Yahoo and the oft-quoted Chartbeat, someone looking at a page for 20 seconds with a powerful call-to-action is 20-30 percent more likely to recall it afterward.
I encourage all of our clients to think outside the box. The three tips I shared with everyone may sound like a collection of small steps, but they have the potential to significantly transform your law firm’s website performance, which means not only do you win, so do your potential clients.
Let’s face it, don’t you want success for yourself, your employees, your family, your clients and your law practice over failure? Paul Gray
