Presentation on how good website design for law firms aids conversion. By David Gilroy at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.

1. How does Design Improve Conversion

2. What is “conversion”?
No. of Leads
No. of Visitors

3. The challenges
• You’re a law firm, not a product company
• Visitor metrics are easy
• Some tracking of Leads is easy….
• …..then fee earners get involved!

4. Z-Design & Fitt’s Law
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5. Minimise “calls to action” per page
• One primary “call to action per page
• Design in hierarchies where possible.

6. The use of colour & contrast
• Different people react to different colours
• It’s ALL testable if you can be bothered
Kissmetrics

7. Use directional clues
• Arrows
• Encapsulation
• Stand out colour
• Pathways
• Eyes & eyelines

8. Utilise whitespace
• Make my logo bigger cream!

9. Simplified forms
• Capture visitor data
• Keep forms short
• Only collect the data you REALLY need

10. Tools 1 - Clicktale

11. Tools 2: In-page Analytics

12. Mobile usage

13. Mobile design

14. http://www.conscious.co.uk/presentations