If you run a law office, then you know how important your website is for marketing purposes. But you don't just want people to visit your website. You want your website to be an effective conversion tool. In other words, you want people who visit your website to click through and schedule a consultation, call the office, or otherwise pay for your services as a result of the advertising your website has done. Here are four ways to increase the conversion rate of your legal website.

Include a clear list of your services.

If visitors to your website are not entirely sure what services your legal office does offer, they may not contact you. They may instead go look for a legal office that they are absolutely sure offers the services they need. For this reason, it's important that you are very clear, on your website, about what services your legal office does offer. For instance, do not just list that you do "family law ." Specifically list that you handle divorce cases, child custody cases, and domestic abuse cases. Visitors to your website will recognize their needs, specifically, which will motivate them to call you.

Place the contact information in several places.

It's a good idea to have your office's contact information, or a link that visitors can click to email your office, in the footer of your website so that it shows up on every page. This way, they do not have to navigate to a specific contact page after seeing your list of services and deciding they are interested. You will capture a larger number of "hesitant" customers who are on the fence about actually seeing a lawyer and get up the gumption to take the next move after reading about your services. You might lose these same customers if they have to click around too many times before contacting you.

Offer useful information in blog posts.

Does your website include a blog? If not, it is time to add one. Your blog is your chance to show potential customers that you are an expert in your field and that you're also dedicated to actually providing customers with information and help. You can blog about the latest news and changes in the legal field you focus on, about what people in certain situations should do, and about common misconceptions people have about your field.

Always include a call to action in your blog posts. This is a sentence that tells readers what to do next or how to act on the information they see in your blog posts. For instance, at the end of a blog post about abusive relationships, you could say "If you are the victim of domestic abuse and are seeking legal representation, contact us at XXX-XXXX."

Target the right keywords.

You want to make sure that the people who find your website are the ones that actually need your services. You also want to ensure that people who need your services and are searching the internet for them end up on your website rather than on a competitor's site. These goals are both accomplished through the use of keyword targeting. Put simply, you need to make sure you are scattering the appropriate keywords throughout your web content. 

For example, if you offer representation in divorce cases in New Mexico, then you should sprinkle the terms "divorce lawyer," "divorce lawyer in New Mexico," "New Mexico divorce" and "represent me in divorce" throughout your online content since these are terms your potential customers will be searching for.

With the tips above, a greater number of visitors to your legal website should actually end up contacting you for services.