Conversion Rate Optimisation (CRO) for Family Law Firms

A reader ready to write stops at the same thoughts: what will this cost, will I be judged, and can my spouse find out?

• Next to every contact button we put the price and length of the first meeting, one sentence on confidentiality and the name of the person who will reply.
• Words of thanks from earlier clients, used only with consent and without any detail of the matter, stand close to that button and not on a separate page nobody opens.

The large empty box that says “Describe your case” is where many people give up.

• The form asks for a name, the kind of matter chosen from a short list and a safe way to reply. A box for details is optional and says so.
• On a phone the call button stays in view, and a request for a call back sits beside it for those who cannot talk where they are.

A family practice gets too few visits for quick tests with two versions, and pretending otherwise produces false winners.

• We change one thing at a time, leave it in place long enough and compare like with like, looking at requests for a first meeting by kind of matter.
• Recordings of visitors' screens are switched off on these pages or have every typed field masked, because what people enter here is nobody's business but the firm's.