Turning website visitors into leads is a major goal of every chambers website. The following tips will help you make the most of your website and online marketing efforts, in order to convert more of the traffic that is visiting your site.
Developing the User Journey
To ensure that your website takes a tailored approach to the user journey, you need to study the flow of traffic. Understanding where users enter the website, and where they leave can be extremely helpful in improving the overall user journey and experience.
If you have a page that has a high bounce/exit rate, then it means there is the opportunity to add further content leading on from that page. This will encourage the user to continue their journey into other areas of the website. For example, on a practice area page, if there is nowhere else for a user to go, then they may leave the website. However, you could develop this page further to have links through to niche practice area content pages. These pages should contain obvious calls to action (CTAs) which would encourage the user, at the end of their journey, to submit a contact form or get in touch.
An online form will help you to gather information from users that visit your website. You might have a form for newsletter sign-ups, or a form on each of your practice area pages for enquiries.
Contact forms allow you to collect information on the user, which then gives you the opportunity to progress the potential lead. For example, the form might include the user’s phone number and email address so this would give you multiple options to make contact. The use of forms gives your chambers greater control over generating leads.
Including a live chat facility on your website gives a certain audience the convenience of an instant response. They are a quick and easy solution to allow users to get in touch and receive specific answers to questions quicker than waiting for a response to an email.
Live chat facilities can be flexible in that they can be included on some pages and not on others. For example, on a page that you might not want a lot of information on, you might include a live chat box so that the user can get in touch with any questions. Alternatively, you might include one on a specific practice area page so that a user can inquire about your services and expect a swift response.