27 Jul How to Increase Your Bankruptcy Website Conversion Rate
30 Ideas to Improve to Increase Your Bankruptcy Website Conversion Rates
Your bankruptcy website has two main goals: to inform and to persuade. With high quality content, you inform visitors about the bankruptcy process and help them feel comfortable that it is a good option for them. However, the ultimate factor in determining whether or not your website is a success is how many leads – phone calls, chats, and form submissions – it produces. The higher your conversion rate, or the percentage of visitors that become leads, the more effective your site is as a marketing tool.
Conversion rates are affected by the motivation, incentives, benefits, friction, and anxiety of the user. The more you lower their fears and increase their incentives, the more likely they are to contact you. Also, fixing functional and design elements of your site (navigation, links, logo, colors, etc) can make the user experience fluid, intuitive, and easy, which can reduce friction elements to them acting and contacting you.
How to determine conversion rate problems
How do you know what to improve on your site to increase conversion rates? Using free and inexpensive tools, you can gather data on your website’s performance and determine problematic elements of your site that need improving.
Google Analytics (free) is a great tool that provides key metrics about your site, such as:
- Average time on site: Determines how engaged your visitors are with your site as a whole. Low time on site reflects a disinterest in your site’s content.
- Average time on specific pages: Shows how long the visitor spends reading specific pages on your site. The higher the time on page, usually the more engaged the visitor is with your content.
- Conversion rates: What percentage of visitors take action by calling you or contacting you through a website form submission.
- Bounce rate: The percent of visitors that leave after arriving on your first webpage. A high bounce rate is usually an indication that the page they left didn’t connect with them well.
Google Analytics gives a high-level view as to your site’s performance. To find out what specific elements on your webpages are influencing site performance, use heat mapping software such as Crazy Egg ($9/month for one website), which creates an intuitive visual representation of your website performance through these reports:
- Heatmap: helps you identify the most popular areas of a website page
- Scrollmap: Displays a colored gradient of how far down the page visitors scrolled. The farther down they scroll, the more likely they are reading your page content and are staying engaged. This can help you shorten/lengthen content or improve content to motivate visitors to stay engaged with your site content longer.
- Overlay: Reports on how many clicks each specific link (such as a menu item, an interior link, etc) received. This is particularly helpful to gauge how effective your calls to action (Ex: Learn more, download now, etc) are performing.
- Confetti: Similar to a heatmap, this shows you where individuals clicked on your webpage based on the source that they came from (Ex: PPC, SEO, direct mail, etc). This helps you see how visitors from different sources behave and what they are most interested in.
Without data on how visitors are interacting with your site and which specific webpage elements are affecting performance, it becomes a guessing game to determine what is and isn’t working with your site. With data, you know which pages to focus on and which specific webpage elements to change to improve website performance.
What you can do to improve your bankruptcy website conversion rates:
There are hundreds of elements that you could revamp or tweak to improve your site. Here are 30 ideas to get you started:
- Invest and install analytics software, such as Google Analytics and Crazy Egg
- Improve navigation on your site by making effective menus, navigation bars, and internal linking
- Use your site header to have clear benefits and calls to action
- Create a professional, memorable logo that stands out from the crowd
- Create a modern, professional website
- Use colors that are vibrant and inspire confidence
- Give incentives, such as a Free consultation, price discount, or free eBook, for the visitor to contact you
- Overcome common visitor anxieties about giving you their contact information
- Focus on the benefits of bankruptcy and the benefits of hiring an attorney to help file
- Overcome common objections about bankruptcy through effective FAQ pages
- Eliminate friction (navigation, smooth thoughts)
- Use headlines and subheadlines to guide the visitor’s thought sequence before they read the page content
- Use high quality images on each page that support the message of the page. Include an image of yourself on your site so visitors know who they will be working with
- Spend time to write high quality, effective website content that thoroughly explains bankruptcy and answers common questions
- Include videos, eBooks, and infographics to make your content more rich and engaging than text-only formats
- Include chat functionality on your site and have a secretary answer questions of site visitors
- Use testimonials and success stories to reduce fears and to inspire confidence
- Make website forms concise and easy to use with radio buttons, checkboxes, and few field forms
- Make your site mobile-friendly and easy to use on phones and tablets
- Make buttons and calls to action clear and apparent
- Simplify site content and declutter visual layouts
- Offer price incentives and special offers
- Make content skimmable by avoiding long paragraphs, using bullet points when possible
- Connect with your site visitors on an emotional, personal level by showing empathy
- Establish credibility by highlighting your experience and successful history of helping others file bankruptcy
- Use logos of organizations that you belong to to strengthen your reputation
- Test different calls to action (Ex: download an eBook, watch a video, get a free consultation) for each page.
- Explain what makes you unique from your competitors
- Make sure your site pages load quickly on desktop and mobile versions