Looking at a website’s bounce rate is one the quickest ways to determine whether or not the website is successful. A “bounce” occurs when a user lands on your site and leaves without visiting any other pages, interacting with the site, or completing a conversion. A bounce rate is the percentage of users who bounce, so you want to have as low of a bounce rate as possible. Having a high bounce rate is bad news because it means users aren’t engaging with your website, reducing your number of conversions.
Standard Bounce Rates For The Legal Industry
Bounce rates vary wildly by industry. For the legal industry, most websites have a bounce rate between 60% and 75%. However, websites designed for the best user experience can have bounce rates as low as 15% to 30%. Most law firm websites remain in the 60% to 75% bounce rate range, but just a few key changes can help improve bounce rate, generate more pageviews, and generate more conversions.
- Make sure your website is fast. Websites need to load as quickly as possible. If your website takes longer than three seconds to load, you are going to lose users and increase your bounce rate. It is important that your website loads within three seconds on both a desktop computer and mobile devices on multiple browsers.
- The navigation should be intuitive. Most of the time, when a user lands on a website, they are looking for something specific. Make sure it’s easy for them to find what they’re looking for. If it isn’t, they’ll leave and find it elsewhere.
- The content needs to be relevant and easy to understand. Many users are turned off by content different than they anticipated. If you are a personal injury attorney, the content on your website needs to be about personal injury law. It is important to keep in mind that relevance varies by user. For example, most users don’t want your website to explain the nuances of personal injury law with numerous citations, they want to know how you can help them after a car accident. While attorneys might be interested in the legal specifics, your potential clients likely won’t be.
- Be there for users. Users shouldn’t have to hunt to find a way to contact your law firm. Your website needs to contain and utilize several easy and convenient methods for users to convert, including contact forms and click-to-call phone numbers. Websites optimized for the best user experience might utilize several different contact forms, phone numbers, and even click-to-email buttons. Law firms can also use a live chat service so users can get help in real time.
KEEPING AN EYE ON YOUR BOUNCE RATE
Your bounce rate will always fluctuate, so you need to keep a keen eye on it. Dramatic changes in your bounce rate could indicate certain website updates are impacting the user experience and this could really affect the number of conversions generated by your website. If you don’t have the time to keep up with your website’s bounce rate or other important Google Analytics key performance indicators, the legal marketing experts at Stacey E. Burke, P.C. can help.