[Case Study] Is It Better for Conversions to Have a Contact Form on Your Home Page?

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In the legal industry, our websites are geared towards capturing conversions and making the visitor understand that the law firm is there to help. It’s a win-win, for both the visitor and the website.

Here at PaperStreet, we pride ourselves on getting results for our marketing clients. One of the most important data metrics that we use for analyzing a website’s success is the number of completed contact form conversions.

As a result, we wanted to conduct an internal case study that would test if a website benefited from more conversions if it had a contact form on the home page, above the fold.

The Results of Our Case Study

We tested 20 websites with a contact form on the home page (above the fold) and 20 websites without. We wanted to determine the number of completed contact forms strictly from the home page. Also determine the conversion rates for websites with forms on the home page and without.

case study test

The results of our study showed that websites with a contact form on the home page, on average, accounted for almost 25% of their total contact form conversions. Also, the form conversion rate, on average was 2.5%. Comparatively, the websites that did not have a contact form on the home page had a form conversion rate of less than 1%.

The metrics of our study are quite telling. In theory, if we were to remove the contact form from the home page, we would most likely see a major drop in conversions. As a result, we always recommend including a contact form on the home page, above the fold for websites that are conversion driven.

Granted, there could be other factors that contributed to a higher conversion rate but we strongly feel that having a contact form, above the fold, on your home page is a huge asset for helping to convert website visitors.

Additional Tips for Better Contact Forms

  • Include strong messaging within your form that resonates visitors
  • Show which fields are required – show users what they did wrong right away
  • Avoid unnecessary fields – only capture the information you need
  • Include a “Captcha” (to help with form spam) only when necessary
  • Show social and business proof to help with credibility
  • Do not use “submit” to name your button – describe the form’s action instead
  • A/B test your contact form design and language – find out what version is best
  • Make sure your form is eye-catching and use color for your CTA button

Want to Learn Even More About Conversions?

Check out our previous post about the 5 Best Practices for Conversion Driven Law Firm Websites.

Questions or Feedback?

We would love to hear your feedback if this blog post has helped you. Please feel free to let us know in the comments below.

If you need any help making your website more conversion driven, we are here to assist. Please feel free to contact us if you need assistance.

Further Learning

Are you interested in learning more about legal marketing? Head on over to our SEO Guidelines & Best Practices page. Our guide will teach you the do’s and don’ts for law firm SEO along with what we include in our SEO plans.

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