SEO
Conversion Rate Optimization (CRO): How To Get Started

Right now, the internet has more than 1.1 billion websites operating across more than 271 million unique domains. That’s a nearly unfathomable number of pages competing for a finite amount of traffic, views, and clicks.
If you’re getting your fair share of them, congratulations – you’re on the right path. But just getting visitors to your website isn’t enough, particularly if you’re running any type of business.
No, you need to convert those visitors once they end up on your site. And you need to do this effectively and efficiently.
One of the best ways to do that is by implementing a conversion rate optimization (CRO) strategy.
If you do this right, you’ll not only improve your quality of leads, but you’ll also increase revenue and lower your customer acquisition cost. In other words, it will help you grow.
In this piece, we’ll dig deeper into CRO, discuss why you should care about it, and provide some best practices for maximizing your conversion rate.
What Is Conversion Rate Optimization?
Conversion rate optimization is the systematic process of increasing the percentage of users and visitors who take a specific action on your website, social channels, or other online marketing campaigns.
To successfully improve your conversion rate, you must deeply understand your users. You need to understand how they navigate your website, interact with your content, and ultimately take action.
Examples Of Conversions
Conversions can be any number of things, but some of the most common are:
- Making a purchase.
- Filling out a form.
- Signing up for a newsletter.
- Adding a product to their shopping cart.
- Clicking a link.
- Downloading a piece of content.
- Turning an occasional customer into a regular customer.
In other words, a conversion can be any action a user performs that results in you collecting their information, making a sale, or otherwise gaining insight into how they interact with your campaigns.
Key Benefits Of Conversion Rate Optimization
Okay, you might be saying right now, I get the importance of CRO as an overall part of a digital marketing strategy, but what does this have to do with SEO?
A lot, actually, both for SEO professionals and the businesses they work for.
Some of the benefits of CRO include:
Increased User Engagement
Conversion rate optimization improves the way visitors interact with your website and within your campaigns, leading to better engagement and, ultimately, conversions.
An increase in engagement metrics can provide valuable insights into your campaigns’ performance and what entices users to take action.
Better ROI
CRO leads to higher conversion rates, which means you are getting more bang for your marketing buck.
It allows you to land more customers without necessarily generating more traffic or increasing your marketing budget.
Valuable User Insights
The process of CRO requires you to develop a better understanding of your audience. And this, in turn, improves your overall marketing efforts and content.
It helps you be better prepared to reach the right types of customers with the right messaging at the right time.
Enhanced Customer Trust
Many conversions require users to provide their contact information (email address, name, phone number, etc.) in exchange for content like an ebook or information about your services.
But before they’re willing to hand over their info, they need to trust your site. CRO helps you build customer trust and leaves a positive impression on potential customers.
Scalability
Even the biggest markets only have a finite pool of prospects you can tap into – and the more specialized your niche, the smaller that pool is. CRO allows you to make the most of your existing audience (i.e., traffic) to attract new customers.
By improving your conversion rate, you’ll scale your business without running out of potential customers.
How To Calculate Conversion Rate
Before we can get optimizing, we need to first discuss how to arrive at your conversion rate. Don’t worry – no higher math is required.
The conversion rate is calculated by dividing the number of conversions by the total number of users or website visitors, then multiplying this figure by 100 to generate a percentage.
For example, if your website generated 20 contact form fills and 1,000 visitors in one month, your conversion rate would be: 20 / 1,000 = 0.02 x 100 = 2%.
Calculating your conversion rate enables you to set a benchmark for how your webpage or campaign is currently performing.
This means you can compare the results of any changes you make and the corresponding results you generate to your original conversion rate, letting you know what’s working – and what isn’t.
What’s Considered A “Good” Conversion Rate?
There is no single, universal figure that qualifies as a “good” conversion rate. What’s even considered an “average” conversion rate varies across industries, niches, campaigns, and specific conversion goals.
Depending on who you ask, however, a rough global average is anywhere from 1-4%.
This might not necessarily be true for you. In reality, the best measure of what’s considered average is to calculate your past and current conversion rates and compare them to future results.
Instead of obsessing over what’s considered a “good” conversion rate (most businesses don’t publish this information, anyway), you’re better off digging into what drives your particular audience – and then delivering the value they’re searching for.
What Is The CRO Process?
Now that we have that all out of the way, let’s talk about the CRO process.
Conversion rate optimization is the process of optimizing your website, landing page, or marketing campaign to improve the probability of a user taking a desired action.
This optimization process is informed by past user behavior, customer insights, and CRO best practices.
The basic process is as follows:
Audience Research
Surveying your audience and digging into past customer behavior analytics to understand what users are interested in, what they’re struggling with, and how they interact with your brand.
Optimization
Using these new insights to optimize your campaigns or webpages for conversions.
These might include writing more compelling web copy, adding enticing calls-to-action, redesigning your site for better user experience (UX), or removing bottlenecks from your sales funnel.
A/B Testing
Most CRO changes are not one and done. You will want to measure your adjustments against different components to see which ones truly move the needle.
For example, you may test one call-to-action versus another to see which performs better (i.e., has a higher conversion rate).
It may be tempting to skip this step, but don’t – that can lead to false positives.
Let’s say, for example, you changed your CTA like we just described, but you also changed your product descriptions. Which one do you attribute your sales increase to? A/B testing lets you know.
Measurement
Use analytics software (like Google Analytics) to measure the success of your campaigns.
Create goals to track conversions and then calculate your conversion rate by comparing this to your total traffic numbers.
Ongoing Adjustments
Monitor your analytics to track the success (or failure) of your campaigns or webpages. Make adjustments as needed to improve your conversion rate.
Components Of Successful CRO
CRO is a comprehensive process involving various components, from the design of your landing page to the contact forms you use.
A successful CRO campaign requires an in-depth analysis of your target audience, multiple tests to measure performance, and ongoing optimization to ensure maximum results.
There are a limitless number of things you can experiment with to optimize your conversion rate. Still, throughout this process, you’re likely to address a few core elements, regardless of industry:
Design
How your website and landing pages look plays an important role in CRO. An aesthetically pleasing and easy-to-navigate design will improve usability and make it easier for users to convert.
When designing your landing pages, work with a web designer who understands CRO and how users typically navigate a website.
Your site should be responsive and accessible, making it easy for visitors to find what they want. Your fonts and include interactive menus should be easily readable to anyone.
Site Speed
Fast website load speed is an essential part of both SEO and CRO. The longer it takes for your website to load, the more likely users will drop off and go elsewhere.
Ideally, your website should load in under three seconds on both desktop and mobile devices. Decrease image file sizes and remove slow-loading website elements to ensure fast load time. This alone can increase conversions to your site.
Copy
Web copy refers to the words users read on your website and landing pages. Skilled copywriters can craft copy that speaks to the unique needs of your target audience. It’s not enough to simply write “off the cuff” and hope for the best.
This is another place where audience research comes into play. If you know what your audience is struggling with and the solutions they’re looking for, you’ll be able to communicate the value of your offer.
Ultimately, you’re trying to convince users that your service or product is the best solution for their needs.
Call-To-Action
A call-to-action is an often short, concise appeal to users to take some sort of action on your site. The most commonly seen phrases are things like “Contact Us,” “Buy Now,” and “Work With Us.” However, you can get as creative as you like as long as you’re asking the visitor to perform an action.
For example, if you know your audience is interested in a particular offer, your CTA can be more obvious, like “Buy X Here” or “Download Y Now.”
A best practice is to make it obvious what users will get once they click on a link or submit their information.
Navigation
Your site’s structure should be built with the primary goal of making your website easy for users to navigate. You should have a logical layout of where your pages exist on your site and how they interact with each other.
Most sites adopt a hierarchical site structure, with the most important pages living in the main menu and subpages in the dropdown menu. Ideally, your web pages should not be “buried” more than three clicks away from the home page.
Consider how a typical user might navigate your site. Even better, look at a content drill-down report of your site to see how users journey from one page to another.
This might look something like:
- Home.
- Services page.
- Individual service page.
- Contact page.
- Goal completion (form fill).
Or, for an ecommerce site:
- Home.
- Products page.
- Product category page.
- Individual product page.
- Add to cart.
- Cart checkout.
- Thank You page.
Overall, creating an easy-to-navigate website is key to increasing conversions, building customer trust, and improving customer loyalty over time.
Forms
Contact forms are the most popular tool website owners use to collect user information, particularly for service and agency sites. Ecommerce sites, on the other hand, might have individual product pages and a typical shopping cart function.
Your contact forms should be functional and easy to use. By this, we mean that users should easily be able to submit their information. These form fills should be collected within your website to ensure quick follow-up.
Here are a few CRO best practices for using contact forms:
- The fewer the fields, the better (typically). At the very least, you should collect information that allows you to follow up with leads promptly. If you want to better qualify your leads, you can add additional fields, like Industry or Budget.
- Design matters. Good-looking forms typically equate to a better user experience. Make your text easy to read, use consistent styling, and make sure the submission button is clickable.
- Consider customer privacy. With the introduction of GDPR and other consumer privacy laws, it’s become increasingly important to let users know how their information will be collected and used. You should always include a disclaimer that states what users are subscribing to, how you will be in contact with them, and whether they can unsubscribe at any time.
How To Measure Conversion Rate
Several quantitative tools allow you to collect data to track conversions on your website. These include general analytics tools like Google Analytics, website heat map tools like Hotjar, sales funnel tools, and contact form analytics tools.
Basically, any tool that allows you to:
- Track conversions or goal completions
- See website traffic data (which can be used to calculate your conversion rates).
By measuring your conversion rate, you’ll have data on how your site has performed in the past and how it’s performing now.
Then you can use a variety of CRO tactics to generate even more leads, customers, and revenue for your business.
Conversion Rate Optimization Best Practices – Do They Work?
CRO best practices are, by definition, practices that have worked for businesses in the past. This means that the quick CRO “hacks” may not necessarily apply to your business, nor might they be relevant to businesses in the modern day.
With this in mind, businesses should be wary of adopting any CRO best practices without proper measurement and an in-depth understanding of their target audience.
For example, it’s commonly believed that a few simple tweaks are all it takes to improve conversions. These “tips” often include:
- A/B testing headlines.
- Changing the color of CTAs.
- Including contact forms on every page.
- Always adding customer testimonials.
- Offering discounts.
Just because something worked for one business doesn’t mean it will work for yours.
Your best bet is to focus on what’s working with your particular audience and then use your own creativity to make adjustments that will improve your conversion rates over time.
Uncommon CRO Tactics
Today’s most progressive brands aren’t following trends – they’re setting them.
To stay ahead of the curve, you might want to adopt some uncommon CRO tactics and measure their impact on your business.
At the same time, keep a close eye on how users interact with your site and use these insights to make adjustments over time.
For example, some CRO-related technology and tactics to look into include:
- AI-driven CRO tools.
- Keyword research tools.
- On-site customer surveys.
- Mouse tracking and website heat maps.
- Personalized product suggestions.
How To Improve Your Conversion Rate
By this point, it should be clear: CRO depends on carefully monitoring your customers, tracking their behavior and how they interact with your site, and comparing that information over time.
And while there are tools available for measuring traffic, engagement, and goal completions, no single CRO strategy will work for every site.
No, what works for your website depends entirely on your target audience, what you’re promoting, and user experiences.
For example, you wouldn’t expect a target audience of upper-middle-class men shopping for luxury sedans to behave like teenage girls looking for hoodies.
So, what works for the first audience may have no impact on the second, and vice versa.
But I will promise you this: If you fine-tune your UX, implement A/B testing, improve your website copy, and experiment with CTAs. Eventually, you’ll hit on the conversion formula you need.
More Resources:
Featured Image: 3rdtimeluckystudio/Shutterstock
SEO
Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.
MW WP Form Plugin
The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.
It makes it easy for users to create and customize forms with various fields and options.
The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.
Unauthenticated Arbitrary File Upload Vulnerability
An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.
These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.
The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.
According to the security researchers:
“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.
…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.
This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”
There Are Conditions For A Successful Attack
The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.
The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.
Actions To Take
Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.
The vulnerability is patched in the lutes version of the plugin, version 5.0.2.
The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.
Read the Wordfence advisory:
Featured Image by Shutterstock/Alexander_P
SEO
How SEOs Make the Web Better

SEOs catch flak for ruining the web, but they play a crucial role in the search ecosystem, and actually make the internet better for everyone.
Let’s get the criticism out of the way. There are bad actors in SEO, people who seek to extract money from the internet regardless of the cost to others. There are still scams and snake oil, posers and plagiarists. Many parts of the web have become extremely commercialized, with paid advertising and big brands displacing organic and user-generated content.
But while there are situations where SEOs have made things worse, to fixate on them is to ignore the colossal elephant in the room: in the ways that really matter, the web is the best it’s ever been:
- It’s the easiest it has ever been to find information on the internet. Searchers have a staggering array of tutorials, teardowns, and tips at their fingertips, containing information that is generally accurate and helpful—and this was not always the case.
- Bad actors have a smaller influence over search. Search is less of a Wild West than it used to be. Once-scam-ridden topics are subject to significant scrutiny, and the problems and loopholes in search that need fixing today—like big brands and generic content receiving undue prominence—are smaller and less painful than the problems of the past.
- More people use search to their benefit. Online content is the most accessible it has ever been, and it’s easier than ever to grow a local business or expand into international markets on the back of search.
SEOs have played a crucial role in these improvements, poking and prodding, building and—sometimes—breaking. They are Google power users: the people who push the system to extremes, but in doing so, catalyze the change needed to make search better for everyone.
Let’s explore how.
SEOs are much-needed intermediaries between Google and the rest of the world, helping non-technical people acquire and benefit from search engine traffic.
There is a huge amount of valuable information locked up in the heads of people who have no idea how to build a website or index a blog post. A carpet fitter with a bricks-and-mortar business might have decades of experience solving costly problems with uneven subfloors or poor moisture management, but no understanding of how to share that information online.
SEOs provide little nudges towards topics that people care about and writing that’s accessible to people and robots. They help solve technical problems that would hinder or completely block a site from appearing in search results. They identify opportunities for companies to be rewarded for creating great content.
It’s a win-win: businesses are rewarded with traffic, searchers have their intent satisfied, and the world is made a little richer for the newfound knowledge it contains.
SEOs do many things to actively make the web a better place, tending to their own plot of the Google garden to make sure it flourishes.
Take, for example, the myriad standards and guidelines designed to make the web a more accessible place for users. The implementation of these standards—turning theoretical guidelines into real, concrete parts of the web—often happens because of the SEO team.
Technical SEOs play a big part in adhering to the Web Content Accessibility Guidelines, a set of principles designed to ensure online content is “perceivable, operable, understandable, and robust” for every user. Every SEO’s fixation with Core Web Vitals fuels a faster, more efficient web. Content teams translate Google’s helpful content guidelines into useful words and images on a page.
(Case in point: check out Aleyda Solis’ Content Helpfulness Analyzer.)


There is a lot of overlap between “things that help users” and “things that improve search performance.” Even if the motive behind these changes is as simple as generating more traffic, a well-optimized website is, generally speaking, one that is also great for real human beings trying to engage with it.
The biggest criticism leveled at SEOs is that they break things. And they do! But that breakage acts as a type of pressure testing that strengthens the system as a whole.
Abuse of spintax and keyword stuffing forced Google to develop a better understanding of on-page content. Today, that loophole is closed, but more importantly, Google is much better at understanding the contents of a page and its relationship to a website as a whole.
Hacks like hiding keywords with white text on a white background (or moving them beyond the visible bounds of the screen) forced Google to expand its understanding of page styling and CSS, and how on-page information interacts with the environment that contains it.
Even today’s deluge of borderline-plagiarised AI content is not without benefit: it creates a very clear incentive for Google to get better at rewarding information gain and prioritizing publishers with solid EEAT credentials. These improvements will make tomorrow’s version of search much better.
This isn’t just Google fixing what SEOs broke: these changes usually leave lasting benefits that extend beyond any single spam tactic and make search better for all of its users.


This is not to argue that blackhat SEO is desirable. It would be better to make these improvements without incurring pain along the way. But Search is huge and complicated, and Google has little incentive to spend money proactively fixing problems and loopholes.
If we can’t solve every issue before it causes pain, we should be grateful for a correction mechanism that prevents it—and more extreme abuse—from happening in the future. SEOs break the system, and in doing so, make future breakages a lot less severe.
Some SEOs take advantage of the loopholes they discover—but many don’t. They choose to raise these issues in public spaces, encourage discussion, and seek out a fix, acting like a proxy quality assurance team.
At the small end of the spectrum, SEOs often flag bugs with Google systems, like a recent error in Search Console reporting flagged independently by three separate people, or Tom Anthony famously catching an oversight in Google’s Manual Actions database. While these types of problems don’t always impact the average user’s experience using Google, they help keep search systems working as intended.
At the other end of the scale, this feedback can extend as far as the overarching quality of the search experience, like AJ Kohn writing about Google’s propensity to reward big brands over small brands, or Lily Ray calling out an uptick in spam content in Google Discover.
SEOs are Google’s most passionate users. They interact with it at a scale far beyond the average user, and they can identify trends and changes at a macroscopic level. As a result, they are usually the first to discover problems—but also the people who hold Google to the highest standard. They are a crucial part of the feedback loop that fuels improvements.
Lastly, SEOs act as a check-and-balance, gathering firsthand evidence of how search systems operate, letting us differentiate between useful advice, snake oil, and Google’s PR bluster.
Google shares lots of useful guidance, but it’s important to recognize the limits of their advice. They are a profit-seeking company, and Search requires opacity to work—if everyone understood how it worked, everyone would game it, and it would stop working. Mixed in with the good advice is a healthy portion of omission and misdirection.
Google Search plays a vital role in controlling the flow of the web’s information—it is simply too important for us to leave its mechanics, biases, and imperfections unexplored. We need people who can interrogate the systems just enough to separate fact from fiction and understand how the pieces fit together.
We need people like Mic King, and his insanely detailed write-up of SGE and RAG; Britney Muller and her demystification of LLMs; the late Bill Slawki’s unfaltering patent analysis; or our own Patrick Stox’s efforts in piecing together how search works.


Final thoughts
The web has problems. We can and should expect more from Google Search. But the problems we need to solve today are far less severe and painful than the problems that needed solving in the past; and the people who have the highest expectations, and will be most vocal in shaping that positive future, are—you guessed it—SEOs.
To SEOs: the cause of (and solution to) all of the web’s problems.
SEO
12 Creative Lead Magnet Ideas For Law Firms

Lead magnets have long been an effective tactic for generating more leads and growing an email list.
Popular in the marketing industry, lead magnets can also be used by independent business owners to attract more clients and build online authority.
This is also true for law firms, which often rely on their content to build trust, increase traffic, and generate more leads.
However, law firms face unique challenges given the complexity of their subject matter and the restrictions regarding soliciting new clients.
That’s why we are sharing some of the most creative (and effective) lead magnet ideas law firms can use to grow their email lists and get more leads.
1. Educational Ebooks
The legal process can be confusing for many clients. They might venture to Google in search of resources, information, services, and tips for their case.
What better way to build your authority and draw in potential clients than to share educational content via ebooks?
Ebooks are generally in-depth guides or reports that cover a particular topic in detail. For law firms, ebooks can provide beginner-friendly insights, case studies, and/or step-by-step guidance regarding legal issues.
Not a designer? No problem! There are tons of free tools you can use to create ebooks. One of the most popular options is Canva.
Here’s how to create an ebook using Canva:
- Select a template: Canva offers a variety of ebook templates for different styles and themes. You can view and decide which pages to keep, discard, or edit to suit your needs.
- Customize the design: Use Canva’s stock photos, illustrations, icons, and graphics, or upload your own images to personalize your ebook. Experiment with colors, backgrounds, fonts, and photo effects.
- Add content: Fill in your design with helpful content. Add a descriptive title. Consider linking to supporting resources, including eye-catching images, adding “bonus tips,” and more to make your ebook engaging.
- Publish and share: Once the ebook is finalized, you can download and save it as a JPEG or PNG. Then, you can upload it to your website and put it behind a subscription wall.
2. Free Legal Templates
Templates are predesigned forms that make it easy for users to create, edit, and save their own documents. Templates can be used to create wills, lease agreements, contracts, non-disclosure agreements, parenting plans, and more.
As an attorney, you have the legal know-how to help clients create detailed and accurate legal documents.
While there are limitations – you should recommend users get their documents reviewed by an attorney – providing templates can help people head in the right direction.
When clients download the template, they can provide their email addresses, allowing your firm to follow up and offer to assist them in completing or reviewing the document.
Some other legal template ideas include:
- Power of attorney.
- Advance healthcare directives.
- Employment contracts.
- Business formation documents.
- Partnership agreements.
- Service agreements.
- Release or waiver forms.
- Prenuptial agreements.
- Intellectual property assignments.
- Demand letters.
- Cease and desist letters.
- Settlement agreements.
- Complaints or petitions.
- Loan agreements.
- Promissory notes.
3. Exclusive Webinars And Interviews
Live or pre-recorded webinars are another great way to offer value to potential clients. People love the interactive nature of live webinars and the ability to re-watch informational videos.
You can host online seminars, interviews, or sessions regarding important legal topics, helping your audience know what steps to take during the legal process.
For example, you can talk about how to navigate the divorce process, how to get started with a will, or what to know about real estate law.
Here are a few examples of titles you can use for your webinar:
- “Understanding Your Rights: [Legal Topic] Explained.”
- “Navigating [Legal Issue]: Your Step-by-Step Guide.”
- “Legal Essentials: How to Protect Your [Assets/Business/Family].”
- “How to Avoid Legal Pitfalls in [Scenario/Situation].”
- “[Legal Topic]: A Lawyer’s Tips for Success.”
- “Legal Questions Answered: [Topic] Q&A Session.”
- “What Every [Entrepreneur/Parent/Homeowner] Should Know About [Legal Topic].”
- “What Every [Person/Business Owner] Should Know About [Legal Topic].”
Once you have your idea for your webinar or interview, you can promote your session on social media, your website, or via your email list.
Then, people can register for the webinar by providing their contact information and expressing their interest in the topic.
This will allow you to follow up with them after the session, opening the door to them becoming new clients.
4. Downloadable Checklists
Simplify complex legal topics and processes with easy-to-follow checklists.
Checklists help prospective clients organize their tasks, prepare for their cases, and remember important details regarding legal proceedings.
Checklists provide a ton of value, making them a smart pick for a potential lead magnet.
Say, for example, that you’re a will and probate attorney. You could create a checklist titled “X-Step Checklist for Estate Planning.”
You could design this document to include helpful resources, tasks, and graphics that support people navigating the estate planning process.
Some steps on this type of checklist might include:
- Download our free Estate Plan Template.
- Create a list of your family members and other beneficiaries.
- Take inventory of your assets, such as real estate, bank accounts, and investments.
- Take inventory of your liabilities, such as debts, mortgages, and loans.
- Record the information from your insurance policies (life, health, and property).
- Choose your power of attorney designation.
- Hire a will and probate attorney to help you draft your last will and testament.
- Schedule for reviewing and updating the estate plan.
You can offer checklists as downloadable content in exchange for contact information, which will help you build a database of potential clients.
Plus, a necessary step in the checklist could be for someone to contact an attorney (i.e., you) for more support; you can then provide your direct contact information.
5. Actionable Worksheets
Similar to checklists, worksheets are interactive tools that help potential clients understand the legal process, assess their situation, prepare for a legal consultation, and even calculate estimated attorney costs.
Worksheets can be particularly helpful if you are used to getting new clients who don’t yet have their information or documents in order.
People can opt into using the worksheet, which provides value to them and makes them a better client for you!
You could even have people fill out the worksheets in exchange for personalized feedback or consultation offers, creating an opportunity for you to engage with them directly.
6. Tools And Resource Lists
If you have the technical skills to create web applications (or the resources to hire someone to do this for you), digital tools are a great way to garner user interest and generate leads.
Resource lists are perhaps the simplest version of this. You can design and publish a list of relevant resources someone might need and then host this list on your website.
For example, some resources might include document templates, links to government websites, links to case studies, and links to helpful videos.
Another approach is to create online tools such as calculators or apps. Some ideas include:
- As an interactive “checkup” tool that evaluates users’ legal needs.
- A cost calculator that estimates the costs for certain proceedings (like starting a business, filing for divorce, hiring an attorney, etc.) based on the user’s specifications.
- An e-document generator, which creates basic legal documents like non-disclosure agreements or letters of intent.
- Visual timeline “maps” that show the typical timeline of various legal processes.
- Case studies, where users can input different variables to see the possible legal outcomes for their situation.
There may be many more ideas that we haven’t been able to think of here, so get creative and consider what might be most relevant to your audience!
Remember that the key is to capture users’ information so you can follow up with them later as a possible lead.
7. Video Tutorials
Unlike webinars, video tutorials are usually pre-recorded videos in which you instruct users on a particular process from start to finish. This usually includes detailed steps and examples instead of interviews or sound bites.
Consider some scenarios in which clients might need help navigating a task, such as filing a small claims case or trademarking their logo.
Then, create an outline for your video, detailing the steps you want people to take.
Finally, record your video, edit the content, and then host the video – likely as a private video on YouTube (which can be sent to subscribers via email) or behind an opt-in wall on your website.
8. Legal Case Studies
Case studies are common lead magnets for the legal industry. This is because potential clients want to see examples of when you have succeeded in a case and what the outcome was for your client.
Case studies can build trust and convince people that you are the attorney to work with.
In your case study, explain the problem the client was facing, how the case was handled, what the outcome was, and (ideally) your client’s review of your services.
Highlight the benefits of your client working with an attorney to get the guidance and support they need to navigate this stressful and challenging situation.
You can put these case studies behind an opt-in wall or have them express interest via social media, with you sending them the case study in exchange for their email address.
Interested readers can then request more information or a consultation, becoming a potential lead!
9. Interactive Quizzes
Quizzes are usually used to prompt users to answer questions and receive a “score.”
But in their application to the legal field, quizzes can be used to help people assess their legal situation and receive answers, next steps, or considerations from a trusted legal professional.
These “answers” could be auto-generated based on certain criteria or (most effectively) crafted by your legal team and sent to the recipient via email.
The user receives their personalized assessment, with recommendations and/or precautions for their case, and you generate a potential new lead.
Keep in mind that there are limits to what degree you can provide legal counsel to someone who is not yet a client. Your “answers” might need to include more general advice and a recommendation to seek out legal counsel.
10. Mini-Courses
Similar to tutorials, courses can be used to help people understand their rights, learn how to navigate the legal process, or know the steps they need to take to hire an attorney.
A course does not necessarily need to be on video but could consist of an email series, downloadable PDF, or a series of worksheets.
Course hosting platforms like Teachable and Kajabi make it easy to publish your course materials, drive sign-ups, and even follow up with your subscribers.
You can publish mini course videos, add “homework,” link to related resources, and so much more.
Remember that creating a course is often more involved than just a single tutorial. That’s why we recommend creating a “mini” course that provides just enough value to get people interested in your services.
Here are some example course topics you could use:
- Legal Fundamentals: X Steps to Understanding Your Rights.
- Navigating Contracts: What You Need to Know Before Signing.
- Estate Planning Basics: How to Plan Your Legacy.
- Small Business Law: Protect Your Company the Right Way.
- Intellectual Property 101: How to Safeguard Your Ideas.
- Mini-Course: How to Buy and Sell Property (Tips From a Real Estate Attorney).
- Employment Law for Employees: Know Your Workplace Rights.
11. Trend Reports
Trends reports offer analysis, findings, and opinions regarding trending legal topics or stories.
If there’s a hot topic in your industry – and people are searching for it – it could be an interesting idea to publish your very own trends report.
For example, say you are a real estate attorney. A common trending topic is the real estate market: is it going up or down?
You could host a “market watch” report summarizing your findings and connecting the market to what buyers/sellers need to know about real estate law.
You can advertise your specialized report and grow your email list by enticing users to opt into your report or newsletter.
Then, you can notify your audience of special events, promotions, blog posts on your website, upcoming webinars, and so much more. That way, you have a growing list of potential leads!
12. Facebook Groups
People are constantly searching for information — on Google, on social media, and yes, even in Facebook Groups. If you have knowledge to share, creating a Facebook Group could be a way to generate more leads.
When you create a Facebook Group, you are able to prompt new members to answer questions when they sign up.
These can be questions like, “Why are you interested in [legal topic]?” “Would you like to provide your email address to receive more information?” or “What other topics are you interested in?”
These questions can help you not only grow your list but also come up with more topic ideas for your group.
For example, you could create a Facebook Group called “Real Estate Watch” if you are a real estate attorney, “Small Business Tips” as a business attorney, or “Contracts 101” as a contracts attorney.
While you can’t give out personalized legal advice, you can point people in the right direction if they have questions about complex legal matters.
Think Of Your Own Creative Lead Magnet Ideas
When it comes to lead generation, the possibilities aren’t only limited to this list!
You know your audience the best, so you might have your own ideas for how to engage with them and what content they might be interested in.
Don’t hesitate to think outside the box to come up with your own lead magnet ideas.
Lead magnets can be an effective tool for increasing engagement, growing your audience, and attracting new leads. Law firm marketing doesn’t have to be boring.
Try to think of new ways to reach your audience and get them excited to work with you.
More resources:
Featured Image: Andrey_Popov/Shutterstock
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