Web marketing

Web optimization: your best bet for generating leads

Did you know that a law firm’s practice area is a strong indicator of how potential clients find their services? For example, clients seeking criminal law assistance often search with Google My Business and Google Ads, while clients seeking estate planning or divorce attorneys often search through organic channels such as than blog posts or social media. But – even if traffic to your law firm’s website is still great – if you can convert more of that traffic into inbound calls, it’s even better.

According to recent CallRail legal marketing data, 42% of businesses say customers found their business through search engines. Yet 51% of respondents say website optimization is the biggest challenge their business faces when it comes to online marketing strategy. Here are three best practices to help you optimize your team’s web-based call tracking strategy:

  • Perform A/B testing to optimize your business’ 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 on earth 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, then move it down for the next two months. The company’s marketing team should then compare the performance results to determine which location performs better. This strategy can be applied to all kinds of elements: color, shape and call-to-action language of buttons!

Landing pages, on the other hand, are a bit easier. Simply create two versions of the same landing page, isolating a single element of your phone number’s appearance, then test it on both landing pages, which should be used equally in a given campaign. Once you have enough traffic on these landing pages, you may be able to identify a performance difference that can likely be attributed to your phone number appearing on the page.

  • Update calls to action in your company’s digital marketing content

Whether you find them on your firm’s blog or on a landing page, most CTAs involve clicking on a link, downloading an ebook, or visiting a law firm’s contact page to move on. next step in the customer relationship. However, your business could benefit from suggesting a phone call directly to your primary line.

As for the actual placement of your CTA phone call, make sure you have one-click call functionality in place — especially on the mobile version of your site. This feature simplifies the process allowing customers to quickly go from reading your content to engaging with your business, all without leaving your webpage.

In fact, click-to-call is so successful that Forrester discovered it could increase marketing ROI by a staggering 143%. In short, the feature drives more calls, more conversions, and a higher ROI. What company wouldn’t love to get that kind of results?

  • Use dynamic number insertion when presenting 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 through that specific source.

But some companies worry that using a variety of phone numbers on their website could cause SEO issues. While it’s true that multiple numbers can confuse Google, leading to SEO issues, there is a simple solution: JavaScript. DNI uses JavaScript to display a phone number visible to your website traffic, but invisible to 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.

Best of all, DNI is easy to set up on any website. A call tracking solution can help you implement this function with just a little code added to the web page. Then you can use the software to track performance and manage attribution for your marketing campaigns.

By incorporating these three practices, it doesn’t matter if your firm practices personal injury law, divorce law, or immigration law, or anything in between – you’ll be sure to generate leads!

To learn more about optimizing your business website, check out this Legal Content Center from CallRail.


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