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Web Optimization: Your best bet to driving lead generation

Did you know that a law firm’s practice area is a strong indicator of how potential clients find their services? For example, clients looking for support with criminal law often search with Google My Business and Google Ads, whereas clients looking for estate planning or divorce lawyers often come through organic channels such as blog posts or social media. But — while traffic to your law firm’s website is always great — if you can convert more of that traffic into inbound calls, it’s even better.
According to recent legal marketing data from CallRail, 42% of firms say that clients found their firm through search engines. Yet, 51% of respondents say website optimization is the biggest challenge their firm faces when it comes to online marketing strategy. Here are three best practices to help optimize your team’s call tracking strategy via the web:
Conduct A/B testing to optimize your firm’s inbound call volume
Many businesses include their phone number on their website’s contact page, while others prefer to keep it on their homepage. Additionally, there are countless micro adjustments that can be made to a website — layout, color, font. So how the heck are you supposed to know what works best for your audience? The answer: A/B testing. 
Here’s how to put A/B testing into practice: Put the phone number at the top of the homepage for two months, and then move it to the bottom the next two months. The firm’s marketing team should then compare the performance results to determine which location is more successful. This strategy can be applied to all kinds of elements: button color, shape, and call-to-action language — you name it! 
Landing pages, on the other hand, are a little easier. Simply create two versions of the same landing page, isolating a single element of your phone number’s appearance, and then test it across both landing pages — which should be used equally in a given campaign. Once you have enough traffic hitting these landing pages, you might be able to identify a difference in performance that can likely be attributed to your phone number’s appearance on the page.
Update the calls to action in your firm’s digital marketing content
Whether you find them in your firm’s blog or on a landing page, most CTAs are built around clicking on a link, downloading an ebook, or visiting a law firm’s contact page to take the next step in the client relationship. However, your firm could benefit from suggesting a phone call directly to your main line. 
When it comes to the actual placement of your phone call CTA, make sure you have click-to-call functionality in place — especially on the mobile version of your site. This functionality streamlines the process for clients to quickly go from reading your content to contacting your firm, all without leaving your webpage.
In fact click-to-call is so successful, Forrester found that it can increase marketing ROI by a staggering 143%. In short, the function leads to more calls, more conversions, and a higher ROI. Which firm wouldn’t love to achieve these sorts of results?
Use dynamic number insertion when featuring multiple phone numbers on your website
Dynamic number insertion (DNI)  is a call tracking feature that assigns a unique phone number to each online source and then displays that phone number to visitors who arrive at your website via that specific source.
But some firms worry that using a variety of phone numbers on their website might cause SEO problems. While it may be true that multiple numbers could cause confusion for Google, leading to SEO issues, there’s an easy fix: JavaScript. DNI uses JavaScript to render a phone number that is visible to your website traffic, but unseen by the search bots lurking on your site. This allows you to leverage as many phone numbers as you want, without any negative impact on your SEO.
Better still, DNI is easy to set up on any website. A call tracking solution can help you implement this function with just a little bit of code added to the webpage. Then, you can use the software to track performance and manage attribution for your marketing campaigns.
By incorporating these three practices, it won’t matter if your firm practices personal injury law, divorce law or immigration law, or anything in between – you’ll be sure to drive leads! 
To learn more about optimizing your firm’s website, check out this Legal Content Hub from CallRail.

Emily Popson is the Head of Demand Generation & Customer Marketing at CallRail, a company that helps 200,000+ businesses turn more leads into better customers. Emily has over a decade of experience in marketing, with a specific focus in the legal industry through her role at CallRail.

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