Once your law firm has a website, it is going to get visitors and traffic if it is optimized. This could be through social media or online searches or email marketing or content marketing. Each new visitor on your law firm website is a potential customer. When a person visits your website and checks all that you have to offer, it is essential that you find some way for the visitor to contact your business.
How can you convert more visitors into leads by using pop-up forms, which can be a crucial tool to convert visitors into clients.
What is a Pop-up form?
A pop-up form literally refers to a form that pops-up on the website. It usually asks for the contact details of the visitor.
While originally pop-up forms were distracting and annoying to users, because of their in-your-face nature, they have evolved to blend in well with the web environment without irking a visitor.
There is no end to the number of styles and types of pop-up forms, however, there are 4 basic types.
Welcome Mat Pop-up
A welcome mat pop-up essentially covers the whole page. This means that the visitor can’t ignore it.
By far, this is one of the most common pop-up styles used across the web.
The top banner pop-up is placed right at the top of the website.
This type of pop-up appears at the corner of the page.
Placement, style, size, content and color all contribute to whether your visitor will leave her contact details or not. For example, the slide-in box pop-up causes the least amount of annoyance, however, it also one that a visitor can easily ignore. So which pop-up form should you pick for your legal website? The answer to that question lays in another question – How aggressive do you want your pop-up form to be? Your answer is a determining factor to which pop-up you should choose.
Pop-up triggers are a prescribed action that would bring up the pop-up form. Pop-up triggers could be:
Page Entrance: The pop-up appears when the visitor enters the page
Page Scroll: The pop-up appears when the visitor scrolls to a certain point on the page
Element Interaction: The pop-up appears at a certain interaction on the page
Timed: Pop-up appears after a certain time period
Exit: The pop-up appears when the visitor moves to close the page
Pop-up Forms Work
I mentioned earlier that pop-ups were considered an annoyance. This has fueled a belief that pop-ups do not generate leads and do not convert, rather they increase the bounce rates of your website. However, this is far from the truth. Pop-ups do work and they can be a very powerful tool to increase your lead conversion.
In a study conducted by SumoMe, the highest performing pop-ups had an average conversion rate of 9.28%, while the average conversion rate for all pop-ups was 3.09%.
You can also run an A/B test to see which page brings you more conversions, a page with no pop-ups and a page with a pop-up form.
Here’s the bottomline – Make sure that you have a pop-form on your legal website. If you don’t, then you are not pushing your visitor to convert or at least reach out to you.
Have Pop-ups that Don’t Suck
Okay, so you have your pop-up ready? That’s good. However, having a pop-up isn’t good enough. Having a pop-up form that does not suck will greatly increase your conversion. If you have a pop-up that sucks, it discourages your visitor from entering her contact details.
Here are a few tips on having a pop-up that doesn’t suck.
Your visitor does not want to give away her details for free. You have to offer something in return. This could be a free e-book, subscription to your blog or newsletter, or a free consultation.
Don’t be an Annoyance
Done wrong the Welcome Mat and Overlay pop-up models can become annoying as they have a in-your-face nature.
Time it: You present the pop-up form after 10-15 seconds
Close Button: Make sure the close button can be clearly seen
Well-Designed: Ensure that your ad is well designed so that it catches the eye of your visitor
You have only a few lines to actually convince your visitor to part with her details, so it is critical that you communicate right.
Title: Having a title is an effective way of grabbing your visitor’s eyeballs. It’s guaranteed that she’ll read it.
Description: A short description to elaborate on what you’re offering.
Ensure that the language engages your visitor and you ask her to take a specific action, which is to fill in the lead form. This is the one use on our site.
The content is simple, to the point and does not waste the visitor’s time.
Length of the Lead Form
Have a lead form that is too long and your visitor will be discouraged from filling it. The ideal lead form has between 3-6 fields.
You are spending money to keep your legal website live, so ensure you are attracting customers through it. A pop-up is an excellent method of nudging or pushing your visitor to get in touch with you. Use these tips to craft the best pop-up that you can.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.