The Farah Law Firm
Professional Services (Law)
Results at a Glance
+664%
Qualified Leads
+360%
Conversion Rate
-75%
Cost Per Acquisition
The Challenge
The Farah Law Firm had steady website traffic but a very low number of contact form submissions and case inquiries. Their website was not effectively converting visitors into qualified leads.
Our Solution
TRAC conducted a full CRO audit, identifying friction points in the user journey. We redesigned key landing pages with clearer calls-to-action, added prominent trust signals (like awards and testimonials), and A/B tested headlines and form layouts to find the most effective combination.
The Outcome
The Full Story
The Farah Law Firm is a highly respected practice with a team of experienced attorneys. However, their digital presence did not reflect their real-world expertise. Their website received a decent amount of traffic from various sources, but very few of these visitors were taking the crucial next step of contacting the firm for a consultation. The website was an online brochure, not a lead-generation engine.
Our analysis revealed several key issues:
- Vague Calls-to-Action (CTAs): Buttons were generic and did not create a sense of urgency or clarity.
- Lack of Trust Signals: The site didn't prominently display the firm's awards, case results, or client testimonials.
- Complicated Contact Forms: The forms asked for too much information upfront, creating friction for potential clients.
- Unclear User Flow: Visitors were not being effectively guided from informational pages to conversion-focused pages.
The Solution:
Our team implemented a multi-faceted Conversion Rate Optimization (CRO) strategy:
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Redesigned Landing Pages: We created new, highly-focused landing pages for each of the firm's core practice areas. Each page featured compelling headlines, benefit-driven copy, and clear, prominent CTAs like "Get a Free Case Evaluation."
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A/B Testing: We rigorously tested different headlines, button colors, and form layouts. We discovered that a simple, two-field form initially (name and phone number) dramatically outperformed a more complex one.
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Implementation of Social Proof: We strategically placed client testimonials, case results, and "As Seen On" logos from major media outlets throughout the site to build immediate credibility and trust.
The combination of these changes had a dramatic effect. The firm's website transformed from a passive information source into an active, efficient machine for generating high-quality client inquiries.