Get More Legal Clients With Conversion Rate Optimization

Skyrocket Your Conversion Rate

Increase User Engagements

Greater Return On Ad Spend

Get More Clients Without Paying For More Traffic

Traffic is expensive. You know this already. You’ve spent years investing in SEO, advertising, and other marketing channels, and you’ve paid a lot of money to get a steady stream of visitors to your website each month. But what happens once those visitors arrive at your site is just as important. If you don’t have an airtight process for converting those visitors into customers, that investment is leaking out and wasting away.

This is where SEM Dynamics comes in. We help you get more clients and make more money from the traffic you already have. With our proven conversion rate optimization (CRO) process, you don’t need to pay for more traffic to get more clients and make more money.

Double-digit conversion rates for clients.

Industry average versus actual client results.

How We Optimize Your Website

Speed Optimization

Your website’s load speed is a critical part of its performance. A study conducted by Google in 2017 showed that increasing load speed but just 2 seconds (from 3 seconds to 5 seconds) caused an average 280% increase in people leaving before the site loaded. In other words, there’s not much of a margin for error here, and small improvements to speed can cause a huge improvement in conversions.

This is why the first thing we do when working with a new client is to decrease the site’s load speed. We aim for less than 1 second load times for desktop users and within 3 seconds on a mobile 3G connection. After all, if people leave before your site even loads, what you have on the site itself doesn’t even matter. We prioritize plugging this “leak” and make sure that load speed is never the reason you lose out on a client.

Live User Testing

The best way to learn how people perceive your website is to ask them! We create personas and demographics for your ideal customer, and then we go out and get real people who match those profiles and have them engage with your site. We record their live session of them interacting with your site, complete with live reactions and commentary, and then we get their in-depth thoughts and opinions afterward.

This is a cutting edge CRO technique that many of the biggest online companies are using, but few law firms have yet to follow suit. It allows us to learn directly from your ideal clientele and discover what they want to see, what they are looking for, and what trouble areas they are experiencing on your site. There’s no better way to immediately get a massive competitive advantage for your firm.

Heat Map Testing

Live user testing is perfect for gaining critical qualitative data from a small sample size. Unfortunately, it’s too expensive to do at scale, and that’s why we also employ heat map testing to collect helpful user data for every single user who visits your website.

With heat mapping technology, we can see data on how every user engages with your site. Heat maps let us track visitor mouse clicks and phone taps, mouse movement, and how far down the page people scroll. We can see which buttons they click on and where on the page they lose interest. This data is incredibly helpful to our ongoing efforts to improve site performance in the long term. Even when the overall campaign is working well, we can still identify weak spots that can be further improved to maximize your ROI.

AMA Badge
Call Rail Badge
Good Firms Top Marketing Agency
Bing Accredited Professional

SEM Dynamics helped bring my business from brand new to flourishing. Without retaining the services of any other company, they were able to fully take care of my marketing and SEO needs. Throughout the process of working with SEM Dynamics, they provided me with guidance, insight, and tips for increasing the online presence and visibility of my company.

I could not have succeeded so well and so quickly without their valuable services, and I would recommend SEM Dynamics to anyone wanting to have an SEO and online marketing advantage in this competitive market.

– Jessie Zaylía, Esq., CA Workers’ Compensation Attorney

Frequently Asked Questions

Conversion Rate Optimization (CRO) is important because clients are limited and traffic is expensive. The legal industry is an incredible competitive space, and that means that getting the right clients to your website takes an incredible investment. CRO is the process of making sure they choose your firm once they arrive at your site, instead of leaving and choosing a competitor.

Let’s say you spend $20,000 per month to bring 5,000 targeted visitors to your site each month. From those visitors, you close 1%, bringing in 50 new clients.

You can double your revenue in two ways.

The first option would be to double your clients by doubling your traffic. The next 5,000 visitors per month would probably be twice as expensive, let’s pretend it’s the same cost as the first 5,000, meaning you are now paying $40,000 per month to get 100 new clients.

The second option would be to improve your conversion rate by an additional 1%. With a 2% conversion rate, you would bring in 100 new clients each month, doubling your revenue, without paying a dollar more for traffic.

This is the power of conversion rate optimization. It lets you drastically increase your clients and revenue without paying a dollar more for expensive legal traffic.

We’ve covered a few of our techniques on this page already, including site speed, live user testing, and heat maps, but we bring quite a few other strategies to the table. Here’s a few of the other proven methods we use, in order to increase your conversion rate.

1. We Improve Your Calls To Action

Every page on your website is a tool, and like any tool, the more focused it is on a single use or objective, the more effective it is at accomplishing that objective. Many law firms make the mistake of trying to do too much on any one page, and as a result, the page performs poorly. We optimize these pages by focusing them around a single Call To Action (CTA) and then making that CTA very strong and very focused.

Once we are done with your site, visitors won’t be confused about what they are supposed to do or how they are supposed to navigate through your site. The next step in their journey will always be very clear and very persuasive.

2. We Highlight Your Customer Testimonials

Reviews and testimonials are an incredibly powerful asset, and while most law firms are using them, very few are using them optimally. We help you incorporate testimonials onto your website pages in a way that supports the copywriting and propels visitors toward giving you a call. Once we are done with your website, your testimonials will be leveraged like a true asset rather than an afterthought add-on.

3. We Use Quality Content

The quality of your website copywriting matters, and it matters a lot. Yes, it needs to be grammatically sound and exemplify a level of professionalism that matches your brand. But it also needs to be understandable and relatable to the average person in need of your legal services. When it comes to content quality, the normal rules don’t apply. There aren’t numerous categories, like poor, passable, fair, good, great, amazing. There are only two categories. Top quality and worthless. We give you top quality content... every single time.

4. We Clean Up The Clutter

Over the years, most legal websites will accrue a collection of extra content and features on their site that don’t actually facilitate the conversion goal. Ultimately, this stuff is just clutter, and it’s distracting or even confusing for your visitors. We clean up the clutter. We know exactly what is needed and what is extraneous, and we optimize the former while completely eliminating the latter, giving you a clean, streamlined website that gets results.

A conversion rate is sometimes thought of as magical math, but in reality, it is very simple to calculate. Take the total number of new clients and divide it by the total amount of traffic. That is your conversion ratio. Multiple it by 100 to express it as a percentage, which is normally how conversion rates are expressed.

For example, let’s say you have 5,000 visitors and 50 of them become clients. Your conversion rate is 1%.

We can go deeper than this and calculate a conversion rate for each step of the process. Here’s a possible scenario:

  • 50,000 visitors see our ads and 5,000 clicks, giving us an ad conversion rate of 10%
  • Out of those 5,000 visitors, 100 call the firm, giving us a landing page conversion rate of 2%.
  • Out of those 100 calls, 50 become clients, giving us a call conversion rate of 50%

Each of these conversion rates give us insight into how people are responding to our marketing. 100 call out of a 5,000 visitors, for example, would be a fairly low conversion rate for PPC traffic and would mean we probably need better ad targeting or a better landing page experience. Improving that side of things might result in us increasing calls to 200, and if we kept the same 50% close rate, that would end up doubling clients.

But ultimately, increasing all of these various conversion rates only matters if we are increasing our main conversion rate, which is our total number of clients added per visitor.

The CRO Process


We will gather all the information that is needed to make your CRO campaign a success.


Numerous tests are conducted to uncover what stops people from converting on your website.

Implement Repair

An array of fixes are tested to determine the best method to clear up the roadblocks that stop conversions.


Once the best repair is found, tests are conducted to show the increase in engagement and conversion.

Sign More Clients With Conversion Rate Optimization

Enter your info below to schedule a free consultation and start your journey to the top.

Fields marked with an * are required