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Tackling road blocks that stall website leads

Is your website fit for the purpose of customer interaction, asks Helen Hamilton-Shaw

21 November 2016

Many law firms prioritise leading-edge web design and content – even micro-managing in response to algorithms – but too often fail to delight their prospective customers through enquiry management and follow through.

I’ve been looking at the results of mystery shopping on firm websites and they score highly for general accessibility, but two-thirds of the mystery shoppers said that they did not receive a ‘value-added’ experience. To make your website interactions resonate with positive vibes, start with some very simple checks.

Don’t ask for unnecessary information. Research shows that tweaking a response form layout, such as the amount of space between fields, can have a dramatic impact on completion rates. So, it’s not surprising that unnecessarily complicated forms will make attrition rates soar. One trial recorded 160 per cent hi...

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