1. Improving Conversions*
*what visitors are doing on your site
Landing Page Optimization for
www.trustlaw.com
Lehmann & Lehman
Communications for
Ettinger Law Firm
July 2011 1

2. Current Conversion Performance
This report will identify the site’s top landing pages, their
traffic sources and define “mission critical activities” that
can be improved and/or tested.
• On average, approximately 2% of direct/branded and SEO
traffic convert from the site. This is a really low number and
tells us there is too much or not the right content.
• Conversions are defined for the site as sending an email.
Emails consist of 1) signing up for a seminar, 2) requesting
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consultation, 3) asking a general legal question or 4) junk.

3. Which conversion activity results in the
greatest financial reward?
• Request for consultation (existing client)
• Sign up for dinner seminar
• Request more information
• Sign up for E-lert
• Subscribe to blog
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4. Top Landing Page for Direct Traffic
: Home Page
• The top landing page, the home page, for direct traffic,
has a bounce rate of 48%.
• The majority of this traffic is coming from direct mail
campaigns (RME invitations, advertisements). While this
is respectable for industry standards, we can test
elements to lower this and increase desired conversion
(email for seminar registration).
• Direct traffic converts at 3.6%; the highest type of
conversion. 4

5. Improving Home Page
• Goal is a “hyper free” zone; eliminate visual clutter. By
emphasizing too many items on a web page, it destroys
visitors’ ability to find key information and paralyzes them
from making a decision
• Identify the firm’s primary business objective – and make the
home page “mission critical” for fulfilling it
• Design page around one task
MAKE IT CLEAN & FREE OF CLUTTER
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6. Top Landing Page
Home Page Elements: To Test
• Write a clearer call to action – “sign up for a seminar near
you” in “inverted pyramid” form.
• Delete lower percentage clicks in navigation bar
• Delete animation video – only .7% visitors click on it/do not
mix visual styles
• Delete map or say that they can click on it for office locations
– no visitors currently click on it.
• Add Ritz Carlton Video – below the fold
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7. 2nd Top Landing Page for Direct
and SEO Traffic:
Seminar Registration Page
• Test moving call to action “links” to “seminars nearby you”
above the fold
• Very important concept: test above the fold
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8. 3rd Top Landing Page:
Michael Ettinger Bio
• Define desired conversion goal – recommend:
Increase average time on page (currently :57 seconds
and top exit page)
As the principal of firm, this could be improved
• Move education/professional association memberships to top
of page
• “Re-write” with headings, bullet points and inverted pyramid
• (ask about “writing for the Internet”) 8

9. 4th Top Landing Page:
Attorneys & Staff
• What is the conversion goal/call to action on these empty and
boring pages?
• Suggestion: video of attorneys giving seminar or in a
consultation?
• Create the traditional V-Card Resume
Don’t miss valuable opportunity to educate, entertain, or
inform.
Use video!
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10. 5th Top Landing Page: Most
Popular Practice Area to Date
• 85% bounce rate!! Too high for this top practice area.
• Too dense and too much writing.
• Move “Do’s and Don’ts” list higher. Add bullet points. Inverted
pyramid.
• Break up with Headings
• Add links to valuable sources
• Add special contact form relating
People read
to this practice area differently on
the Internet
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11. This report was prepared by
L&LC 2
It is very important to identify your top landing pages,
understand what you want your visitors to do on them, and
measure whether they are doing what you wish them to.
It is all part of the sales “funnel” process.
Email: Alexandra@lehmannandlehmann.com
For more information, or call (914) 450-9598
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