A couple of days ago one of my personal injury lawyer content clients got a good lead. A passenger was traveling in a vehicle which crashed into the back of another vehicle. She contacted my attorney to tell him of the bruising and pain. He had her get checked out and X-rays revealed a fractured sternum.
I knew exactly which page the new client had entered so I went into Google Analytics to check out the user’s behavior. What I saw was absolutely nothing new to me.
The referrer of the web traffic was of course Google. The time the user had spent on the page was under 35 seconds.
This landing page has a large, clickable telephone number at the top of the page.
The very first sentence reads “If you have been injured contact us today for a free consultation as we specialize in this injury and help you get significantly more compensation that you would without us”.
How people behave
First of all, anything you do on your website should cater to user behavior. It does not matter what you or I think is best; what matters are the facts. We’d all like to believe that someone lands on our website, grabs a cup of coffee, and reads the huge speech we have prepared. That just isn’t how it works.
When people get to a page they want to know:
- How you are going to benefit them
- If you’re the best suited for them or not
- How to get you on the phone
That’s it.
Anyone stating otherwise is incompetent and has no clue what they’re talking about.
Sure, 5% of people are rally going to sit down and do their homework, but the vast majority of people are never going to hit a second page of your website. In fact, they don’t even want to visit your website. In many niches, such as plumbing and Direct TV, people click the phone number from the local 3 pack of Google search results and don’t even visit your website.
If they do get to your page, the call to action needs to be at the top of the page.
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