For most people they hear the word conversion and they think religious ideology but for highly profitable law firms they see dollars. Big dollars! They recognize that it is essential to have a website that offers pertinent information, but what really matters is conversions! When a guest makes their way to your site and they are a transactional searcher you had better convert them to clients before they go to your competition.
How do you convert? It is much more simpler than you think. First you had better have your contact information prominently displayed. They need to know immediately if not sooner that you and your firm are the only answer to their needs. Have articles in your library that answer their questions, letting them know what they need and what to expect from you and the process. If they are left guessing they will go to the next competitor. Finally, you must respond immediately to their request. If they send you an email you need to have a responder set up to inform them you have received their note, it is important to you and you will get back to them immediately. If they leave you a number call them immediately. This is not necessarily for you to do personally but you must have a 24/7 live service. If you are in an area of law such as criminal law this is all the more important!
Website presence equals visitors, visitors must lead to conversions, conversions leads to clients, clients result in a highly profitable law firm!