How to Turn Website Visitors Into Clients

How to Turn Website Visitors Into Clients

Attracting clients to your law practice is harder than ever. A listing in the local phone book and a couple of ads in newsletters and regional papers won’t cut it. If you prefer to stay away from television ads or renting billboards on the highway, online marketing is a great alternative. 

Creating a website that attracts potential clients and persuades them to contact you isn’t easy. It’s not a one and done process. If your website isn’t yielding the results you want, you’re not alone. Many attorneys face a similar problem, even after shelling out thousands for a new website. 

The good news is, you don’t have to be an expert online marketer to create an effective website for your law practice. A few basic strategies will increase the success of your website.

To turn your website visitors into clients, contact Alphalegal today.

The Foundation of a Successful Website

Want to know if your website is successful? Figure out your conversion rate. A conversion happens when your website visitor does what you want them to do. For most attorneys the goal is to have visitors make contact via phone, email, or by filling out a form. When your site visitor takes the action you want them to take, in the online world that’s called a conversion.

There are a lot of things that go into getting conversion right, but the principles behind websites with great conversion rates are relatively simple.

4 Simple Tweaks to 10x Conversions

There are a lot of small things you can do to attract more clients with your website, but it’s easy to get overwhelmed by all of them. We’ve focused on some of the most important things you can do to increase your conversion rate. You don’t need to make all of these changes at once and actually, it’s best if you don’t.

Tip #1: It’s About Them, Not Your Law Firm

One of the biggest mistakes a lot of well-educated professionals make is trying to show off their education and expertise. Attorneys aren’t the only people who fall into this trap. Doctors, educators, and even online marketers often make the same mistake. 

The truth: most of your potential clients don’t have your level of expertise and won’t understand, much less care about, your accolades, education, years in business, or the legal jargon you sprinkle throughout every sentence.

To illustrate, let’s use the example of a website visitor who was injured at a neighbor’s house and is researching online to find out what their rights are. If this person lands on your website, they want to know a few very important things, including: 

            ·       If you handle personal injury cases. 

·       What you’ve helped people injured in an accident receive, i.e. compensation. 

·       What they’re entitled to in broad terms. 

·       How to contact you. 

There’s a good chance they aren’t interested in where you went to college, what year you graduated, how many generations of lawyers your family law firm has produced and any other information of the sort. 


Keep your website focused on your ideal client and how you can help them quickly and easily achieve their goals. Doing so will prove you understand your market, can help them solve their problems and motivate site visitors to contact you.

Tip #2: Show Site Visitors The Way


Increase the likelihood your website visitor will take the desired action by showing (and telling) them what to do. If the main goal of your website is to have visitors contact you, demonstrate what you want them to do by using a few (or all!) of the following call-to-action techniques:

·       Include your email and phone number in the header of your website.

·       Have a dedicated “Contact Us” page.

·       Use a messenger bot on your site so visitors can ask questions.

·       Link to your firm’s Facebook page or other social media profiles.

·       Create CTA (call-to-action) buttons that prompt your visitor to get in touch.

·       Use a static or pop-up form visitors can fill out with their information.

·       And more.


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Remember: It’s your job to make sure the website visitor knows what to do when they land on your website. Map out various paths they can take to achieve your one main conversion goal.

You should have several calls to action throughout your website. At a minimum, every page should include a call to action. Put them in different spots, test them out to see what’s working and tweak until your conversions increase to your desired rate.

Without CTAs, your site visitors don’t have any reason to commit to you. They might like your website and even think that the information you’ve provided is useful, but they won’t hire you unless you ask.

Tip #3: Buttons With Benefits

In tip #2 we discussed the importance of CTAs. Buttons fall into the CTA category and are so important that they deserve their own explanation. According to OptinMonster, “a call-to-action button is a piece of text, sometimes combined with an image, that tells your audience what you want them to do next.”


When done properly, call to action buttons generate an increase in conversion rate. A few things to remember…

Tip #4: Know, Like & Trust Your Way to Higher Conversions


Even though your site visitors aren’t making a purchase in the traditional sense, they are deciding whether or not to engage with you further. People buy from those they know, like, and trust. You must communicate that feeling of goodwill, trust, and reputation on your firm’s website. 

A few ways to do so include: 

·       Avoid spelling and grammar mistakes.

·       Create content that your prospective clients are interested in.

·       Provide testimonials from past clients.

·       Highlight your experience, expertise, and that of your team. Just make sure not to focus exclusively on this.

·       Make it easy to contact you by providing your phone number, email address, and office address on your website.

·       Choose a professional uncluttered website template and make sure your website is secure. For more info on this, contact your website hosting company.


Trust is an essential component of conversion and extremely helpful in transforming website visitors into clients. If you’re unsure where to start, focusing on increasing trust with your online visitors is a surefire way to help increase website conversions.

To turn your website visitors into clients, contact Alphalegal today.

Alicia Kamm

Alicia Kamm

Content marketing for lawyers including blogs, webpages, opt-ins, emails and more.



Check out our Blog Writing Services

Expand your reach and get more clients with professionally written blogs, reviewed by a licensed, practicing attorney.