The great Kevin O’Keefe at LexBlog points to an article by Frederick L. Faulkner on “Practical Web Strategies for Attorneys.” The article points out what changes attorney sites could make, organized by the amount of effort it takes to accomplish each.

Simple changes have huge impact sometimes.  Take for example, this page offering San Diego living trust attorney services. I fired off a quick message that inspired these quick (and obvious to them in retrospect I’m sure) improvements:

• Place a brief general inquiry form in the left sidebar.  **I would have preferred it to be a little shorter so it was totally above the fold even in small browser windows. Still, the lead form on every page nearly always improves conversion rate.
• The right margin tends to be the place people look right before leaving the site. So, in order to salvage a visitor on his way out place a special offer or simple call to action. In this case they opted for an easy “click to ask” button. I think it was well done and provides motivation to those visitors who don’t have much energy to commit.

Create your list of site improvements and re-order into action items. Start picking them off the list and the response should be a rewarding one as conversions improve and rankings go up!

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