How to Optimize Your Conversion Rate and Get More Clients
You’ve heard of SEO but have you ever heard of CRO?
CRO stands for conversion rate optimization. It is a very overlooked topic in the marketing world which is a problem. Your ability to optimize your conversion rate will make or break your lead generation and business growth in the long run.
Today we’re going to explain what CRO is, why you should care about it, the specific things you need to change on your website to optimize your conversion rate, and where to start with all of this.
Conversion rate optimization simply means optimizing your content to increase a conversion rate that you’re measuring. Conversion rate means how many people are converting to leads.
The reason, at the end of the day, that you should care about CRO is that there is massive value in increasing your conversion rate. Plus, this massive value comes without much cost to you.
Let’s say you made some changes to your headlines or calls to action and your conversion rate increases by only half a percent. That means that your leads per month jumped from 20 to 30. You didn’t have to pay anything more to Google Ads or do a ton of extra SEO work but you still got amazing results.
The main way to optimize your conversion rate is by improving your website. There are several ways to get more leads through your website.
Firstly, ask yourself, “What does my ideal customer want from my website? What information do they want and how do they like to consume that information?” You can find this out by running a test on your website and seeing what features bring you the most traffic and leads.
One aspect to begin working on and testing is headlines. Here are some tips to implement when it comes to your headlines:
- Make your top headline very clear.
- Write in a tone that will speak to your target client.
- Emphasize your unique value proposition in your headline.
- Speak to your ideal client’s pain and pleasure points.
- Make it easy to understand and avoid jargon.
The next thing to work on is images. As they say, a picture is worth a thousand words.
Experiment with different images, especially the “big hero image” at the top of your website or landing page. Find images that represent your ideal client.
Remember, in general, photos of people perform better than photos of objects. On your website, include photos of the people that your prospects will interact with in your law firm such as attorneys or office personnel.
Body copy is the next element of your website to work on. Consider if you need long copy or not, depending on the complexity of your clients’ cases. If you do use longer blocks of copy, break it up with section titles. You may even consider providing a summary list that’s collapsible to prevent overwhelm.
Additionally, match your language to what got the prospect there. For example, if they found your website through a Google ad, make sure the language on your page has the same tone and feel as the ad that interrupted them and their search.
Calls to Action
There are various best practices when it comes to calls to action. Here are a few:
- Experiment with different designs for the call-to-action button (i.e. a simple round one or a long rectangle).
- Whatever you choose, make sure it grabs people’s attention. Using contrasting colors can help do this as well.
- Add an element of urgency or scarcity. Explain that you have a limited number of seats or that signup closes in so many hours and/or minutes.
- Make the call to action button as close to the form field as possible.
- Instead of just saying, “submit,” use more specific language like, “schedule a consultation,” “get help now,” or something similar.
- Repeat the call to action button throughout the page.
Inserting direct quotes and testimonials from your current customers into your copy helps build trust right away. If a prospect doesn’t know you and just did a random search about their problem but then sees other people saying good things about you on your website, that will boost their confidence. It will also increase the odds of converting them to a customer.
If you want to learn more about where to begin with tracking CRO, check out Episode 061: Conversion Rate Optimization.