Conversion Rate Optimization
Schedule your FREE website strategy session
Schedule your FREE website strategy session
John McDougall will discuss your digital marketing goals and suggest strategies to double your sales. (Others charge up to $500 for this.)
Schedule your FREE website strategy session
John McDougall will discuss your digital marketing goals and suggest strategies to double your sales. (Others charge up to $500 for this.)
Download a free copy of our legal marketing book, to learn
- What successful law firms do differently (and others get wrong).
- How to easily identify your website’s biggest opportunities.
- A step-by-step guide to apply our Raindrive framework™ to dramatically increase your sales
Clients
Testimonials
John delivered a compelling program at the Legal Marketing Associations chapter’s regional conference on Internet marketing that left the audience with practical strategies on the best ways to increase your ROI. It was quite apparent that John has an in-depth understanding of web marketing strategy, as well as Google algorithms and how they impact search results.
Christopher Newman
Cooley LLP
I learned more today about web-based marketing than I have in the last 10-12 years. It feels like some very dynamic, strong, smart people “have my back” on the web, while I wail away in court day after day. The reduction in my stress level from a business/practice perspective can’t be overstated. Thanks again for all you are doing.
Attorney Michael Bowser
P.C.
Picture a blind man (me) being guided (by you) through a (Google) minefield. Everything you (and the “McDougall Team”) have done for me and my website is more than I ever could have imagined. I’m trying not to sound “unprofessional,” but it’s wonderful! Again, thank you!
John F. Murphy
Esq. – The Whistleblower Lawyer
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Increase actions on your law firm’s website with optimization.
Increase actions on your law firm’s website with optimization.
If your company will generate twice as much revenue from the number one spot in paid or organic results, you can spend twice as much to get there. In addition, if you double your conversion rate, you essentially double your revenue.
Conversion rate optimization services
Conversion rate optimization services
How important is CRO?
In addition to making PPC feasible, given the high competition in the legal industry, Google also has patents on determining whether or not your customers convert, so advanced SEO experts like me, place a high emphasis on this powerful marketing tactic.
The following will be part of our process for improving conversions.
The following will be part of our process for improving conversions.
Persona Development
Defining more tightly who you are targeting will improve our persuasive writing and increase conversion opportunities.
User Tests
Quarterly, we’ll run at least 1 round of user tests (Q&A) to uncover pitfalls and again cross reference with the other data gathered.
Heat Mapping
We will implement heat mapping and click tracking software on key areas of the site, home page, service pages, etc. (landing pages if we add them).
Landing Page Creation and Optimization
We will design and build landing pages, if we believe it will help for key market segments, to accelerate PPC conversion results.
Call to action and buyer journey optimization
Documenting your buyers journey and pain points will help us perform better optimization. It will allow us to offer calls to action at various stages of the marketing funnel specific to your customers/industry.
Analytics tracking, auditing and recommendations
We will evaluate channel effectiveness, look for conversion pitfalls, etc., within analytics data and use this data to corroborate findings from other tactics (heat map, user tests, etc.).
Website navigation, bounce rate / time on site optimization
Optimizing your site to improve the user experience with actionable data such as bounce rate, exit rate, time on site and where people are scrolling / clicking, will help all tactical efforts – especially PPC and also SEO Via Google Rankbrain / AI.
This is especially helpful when the site has load time, mobile UX flaws and issues of not being able to simplify the layout or add important conversion elements.
We have used Unbounce landing page software for many years with excellent results and we can work independently of bulky back end systems or team processes that may block the speed of making adjustments. This can help us quickly impact your bottom line.
These landing pages will go on a subdomain of your site and will intentionally be blocked from Google’s index via no index / no follow code.
A/B Testing – for website or landing pages, as needed to further boost conversions. Depending on which pages are receiving the most traffic we can launch A/B tests of headlines, copy, imagery, etc.
Here are some of the basics in our introductory level CRO services
Here are some of the basics in our introductory level CRO services
- Strategy and site review call.
- 3 user testing videos with actions to take to fix users issues.
- Hot jar heat mapping / scroll mapping.
- 3 new headlines.
- 3 new sub headlines.
- Call to action analysis and suggestions with light adjustments like adding buttons or links.
- Review and possible adjustment of your navigation.
- Review and adjust placement of testimonials and trust badges / association badges etc.
- Review of high traffic, high bounce rate pages for fixing conversion leaks.
- If you are doing PPC we can create one landing page – writing, design and dev included.
- Point of action assurances like privacy policy implementation.
Our landing page design and writing helps you win
Our landing page design and writing helps you win
There is a reason why we win landing page design awards. We take the time to think through what your customer is thinking and give them what they want.
Once upon a time, paid search was a “set it and forget it” option in the online marketing world, but all that changed. Some clicks Google estimates to cost over $1,000. The most we have paid in the legal industry is $600 but it worked because of good CRO.
Now, paid search requires an understanding of both assessment tools and landing page testing to ensure you get the most out of each click you’re paying for.
Our paid search specialists can help you achieve max ROI on paid search campaigns with custom landing page design, targeted copywriting, and expert campaign management that takes your paid search advertising to the next level.
Our landing page campaigns include
Our landing page campaigns include
- Writing
- Design
- Development
- Writing
- Design
- Development
Analytics optimization, user experience and user signal audit
Analytics optimization, user experience and user signal audit
If you’re just driving more traffic to your website, you’re essentially adding water to a leaky bucket. Getting more leads, more conversions, and more profits requires methodical user activity analysis.
Google Analytics and goal tracking
Google Analytics and goal tracking
I can help you set goals to track everything from how many people click through to your important pages to how many people fill out your online forms.
Actions – e.g., special offers, forms, and other calls to action and incentives – need to be defined and measured. Changes to increase actions need to be made and tested. And if users don’t stay on your site, your ranks will go down.
Google tracks user behaviors, like how long visitors stay on your site after a search, whether they bookmark your page or bounce off, etc. Your website needs to give visitors a reason to stick around and, furthermore, to take action. That means you need great writing, free information, exciting offers, and other content that gets visitors excited.
Heat Mapping with HotJar (and other tools like Crazy Egg and ClickTale)
Heat mapping tells you where users click, scroll and move not just what pages they visited and how long they stay.
Initial set-up & benchmarking (or audit) and ongoing analytics are also part of our advanced legal marketing services.
Initial set-up & benchmarking (or audit) and ongoing analytics are also part of our advanced legal marketing services.
Here is an idea of the types of things we do in this area
Here is an idea of the types of things we do in this area
- Monthly Search Engine Ranking Reports
- Google Search Console set-up and verification with monthly analysis
- Google Analytics audit of user experience signals: bounce rate, time on site, visit depth etc.
- Google Search Console audit for website errors
- Hotjar set up for advanced heat mapping to diagnose conversion leaks
- Custom monthly analytics dashboard tied back to your corporate and lead generation goals.
- Google Search Console audit for user signal optimization
- Baseline keyword ranking report watermarking current activity (Google, Yahoo/Bing)
- Google Analytics optimization, configuration and conversion goal tracking set up
We will review metrics such as subscribers, open-rates, click-through rates, and conversions. We will strategize to improve your results each month.
Our analytics and reporting services track things like these to make sure your website rocks:
Our analytics and reporting services track things like these to make sure your website rocks:
- Your unique goals
- How long visitors stay
- Top sites that send you traffic
- Top entry and exit pages