Conversion rate optimisation for professional services firms
What a CRO agency does for a professional services firm
Conversion rate optimisation (CRO) is the work of getting more of your website’s visitors to ring, email or fill in a form. For a law firm, accountancy practice or advisory firm, we look at the route from the search result or advert to the enquiry and fix what loses people on the way. It usually costs less than buying more traffic.
Where firms lose enquiries
The click
The page should match what the visitor searched for or clicked. A mismatch is the commonest early leak.
The first screen
Within a few seconds the visitor should know you handle their kind of matter, where you are and how to get in touch.
The proof
Reviews, results you can share, the person who will handle the enquiry and the regulatory details people look for.
The enquiry
The phone number, the form and the booking link, and whether each one works on a phone and says what happens next.
How we find them
We set up call and form tracking first, so every enquiry is tied to the page, advert or search that produced it. Analytics and recordings of how visitors use the pages then show where people stop and what they missed.
Testing on a site with modest traffic
A practice area page may get a few hundred visits a month, which is often too few for an A/B test to give a clear answer. We fix the clear problems first and compare enquiries before and after each change. A formal test is worth running only where a page has the traffic to settle it.
Why CRO for law firms and advisers is different
- Phone calls count
- Many clients ring rather than fill in a form. We count calls as enquiries, because a form-only view undercounts what a page does.
- Decisions take time
- People choosing a solicitor or an accountant compare several firms and come back. The page has to earn trust on the second visit as well as the first.
- Wording is regulated
- Solicitors must make sure their publicity is accurate and not misleading, and financial promotions are regulated by the FCA. We keep every claim to what your firm can support.
Who makes the changes
We recommend each change, write the wording and agree it with you before it goes live. We make the changes ourselves where we have access to your website, and brief your developer or web agency on anything that needs their work. We do not build or redesign websites.
A result: Osbornes Law
Osbornes Law is a London firm working across personal injury, medical negligence, family, property and private client law. We changed how its site is found and how it turns visits into enquiries, and it now gets more than 2,000 calls and emails a month from its website.
“We’ve seen a big increase in the amount of enquiries coming from our website since we started working with Next Customer Please. We rely on the work that we generate from these enquiries.”
- £3.75m
- a year from website leads
- 2,000+
- calls and emails a month
Figures from Osbornes Law’s call tracking and enquiry data, and the firm’s own fee figures.
How CRO works with SEO and Google Ads
SEO and Google Ads bring people to your site, and conversion work decides how many of them get in touch. A better landing page makes ad spend go further, and the same tracking shows which searches and adverts bring clients, so you see one set of numbers for all three.
What it costs
A fixed monthly price, agreed before work starts and quoted plus VAT. There is no long contract. It runs month to month with 30 days’ notice. A one-off review of your pages is also available for a fixed fee.
What to watch for when hiring a CRO agency
- Reports that show a better conversion rate but no extra enquiries.
- Tracking that counts forms and ignores phone calls.
- A programme of tests on pages with too little traffic to settle any of them.
- A rebuild proposed before anyone has looked at what the current pages do.
- Long contracts before you have seen how the work is measured.
Questions firms ask before booking
What does a CRO agency do?
It finds where visitors leave without getting in touch, works out why and changes the page or form so more of them do. Then it checks that enquiries rose, not just a percentage.
What is a good conversion rate for a law firm website?
It depends on the area of law, how people reach the site and whether calls are counted as well as forms. We measure against your own enquiries month by month rather than an industry average.
How do you work out a conversion rate?
Divide the enquiries (calls, emails and forms) by the visits for the same page and period. The hard part is counting every enquiry, which is why we set up call and form tracking first.
Is CRO worth it for a smaller site?
Often, yes, because fixing a broken form or an unclear first screen costs little compared with buying more traffic. A smaller site cannot support many tests, so we start with the changes that matter most.
Do you count phone calls?
Yes. Call tracking is part of what we set up, so each call is tied to the page, advert or search that produced it.
Do we need a new website first?
Usually not. We start with the pages you have and tell you if a rebuild would do more.
How long does it take to see results?
It depends on how many visitors your site gets. Busier pages show a change sooner, and quieter ones need longer to give a clear answer. We tell you what to expect in the free review.
How much does CRO cost?
We charge a fixed monthly price, agreed before work starts and quoted plus VAT. It runs month to month with 30 days’ notice, and the free review shows what would suit your site.
Get more enquiries from the visitors you already have
Book a free 20-minute review. We look at how your site turns visits into enquiries and tell you what we would fix first. No obligation.
Prefer to talk now? Ring 07779 238876