Are Your Contact Forms Keeping Visitors from Contacting You?
We often hear from attorneys who have a significant number of visitors to their websites but fail to get a steady number of contact inquiries through the site each month. If you’re one of these attorneys, you may painstakingly analyze your Analytics data, carefully re-read each page to ensure there are no offensive typos and even contemplate whether your attorney profile photo is scaring them away. One component that is often overlooked by law firms during this review is the contact forms throughout the website.
What kind of contact forms are available on the website?
Most attorney websites have a very basic contact form where they ask the visitor for his or her name, phone number, email address and a bit more about the legal matter at hand. While these contact forms can be helpful for some visitors, they may not be appropriate for all visitors, particularly those who aren’t yet ready to take that first step of scheduling a consultation with your firm. In identifying other types of contact forms that resonate with your prospective clients, it’s important that you determine the needs and questions of these individuals. If you’re a criminal defense attorney, your prospective client will likely need immediate assistance and may be more inclined to use a Click to Call feature or request a consultation through a form on your website than an estate planning client who wants to learn more about your expertise before making that call. With an estate planning client, a special report feature that shares information and showcases your experience may be a bigger draw than a free consultation request.
Best Practices for Your Contact Forms
Once you’ve decided on which form(s) you want to employ for your target client base, consider the following:
- The less information you ask for, the more likely an individual is to complete the form. Whenever possible, cut down on the number of fields you include. If you are asking folks to sign up for an e-newsletter, the only information you need is an email address.
- Does the user know what to expect by submitting it? For example, if they are requesting a consultation, when will they receive a call or email from your firm? If they are signing up for a special report, when will they receive this information? A short blurb above the form that sets expectations can help.
- Will they be charged? People have heard jokes that they will get nickel-and-dimed, and charged big bucks to ask an attorney a single question. People fear what they don’t know and some may erroneously believe that just by contacting you, a big bill is coming their way. If you offer a free consultation or white paper, make sure you state that above the form.
- Is your form intuitive to complete and submit? How does it work across all devices?
Of course even the best form, offering a great incentive for visitors, won’t be completed if it can’t be found. Make sure you continuously point visitors to that page of your website with a powerful call to action and strategic linking within other pages. The design team of Zola Creative can work with you to ensure your forms are capturing the attention of visitors and encouraging interaction. Contact us to schedule a review of your website.