Conversion Rate Optimisation (CRO) for Personal Injury Law Firms

An injured person hesitates over three things: what it will cost, whether a case exists when they were partly to blame, and whether one call commits them to anything.

• Beside the button we say in one line each that the first assessment is free, if it is, that shared fault does not end a claim by itself where your law says so, and that nothing is signed on the first call.
• Each of these lines is approved by a lawyer of the firm, since it is a statement about the law.

Some people want to talk now, some cannot talk at all, and some would sooner write at night.

• The page offers a phone button with the hours it is answered, a request for a call back at a chosen time, and a short form, and none of them asks for medical details at this stage.
• Next to them stand the name and face of the lawyer or assistant who will answer, because people ring a person more readily than a firm.

With a handful of visits a day, numbers alone will not show what holds people back.

• We ask whoever takes the calls to note the first question of each caller for a while: if most ask about cost or about fault, the page did not answer it.
• Then one thing is changed on the busiest page, and it is judged by the share of enquiries the firm accepts, compared over like periods.