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Website forms are often overlooked in the design process, yet they’re key to turning visitors into clients. For lawyers, contact forms are vital tools for growth.

In this article, we’ll show you how to build a website form that drives conversions. From content to formatting, learn practical strategies to boost your conversions with personality and purpose.

Let’s dive in.

Short and simple forms will always convert better

Short and simple forms always outperform longer, complex ones. 

Let’s start with length. Research shows that the longer or more complicated a form, the lower the submission rate tends to be. 

While it’s tempting to gather all client information upfront, instead you should prioritize only the most essential questions in your web forms. Leave out extraneous details that can be gathered at a later date.

Now let’s talk about simplicity. Be cautious with fancy form design. Stylized inputs and hidden labels may look nice, but they can inhibit usability. Choose visible labels and enclosed form field inputs.

Remember your goal! Your form should be legible and easy to use so you can increase conversion rates and get more clients.

You can’t convert anyone if you don’t know where their data is going

It sounds nuts, but many firms don’t have a secure, predictable strategy for managing the data they receive from forms. You might get an email with an inquiry, which is nice, but what happens next? How can you protect that person’s data and keep track of it for the future?

Your ability to convert hinges on your ability to organize data. Seriously—even a well-designed form cannot save you if you don’t have a process for managing submission data.

Don’t sleep on website security!

To avoid the Bermuda Triangle of data, integrate your form submission data seamlessly into your CRM or practice management application. Think of it like your digital safe deposit box. Nothing gets lost. Inquiries will be attached to prospect names and you get a foolproof way to track responses.  

If you’re overwhelmed, that’s totally understandable. You’re not the only lawyer struggling with how to manage data, get new clients, and deliver great work for your current clients. 

Prefab websites can be a good solution for small firms. They’re built with high-quality forms specific to the legal industry. They offer a suite of pre-existing integrations so you can customize the data flow to your specific needs. 

If your form behaves differently on mobile devices, you might lose people

Your form might be flawless on desktop, but a complete nightmare on mobile. Code and browser compatibility might be the culprits, as well as non-responsive design.

Imagine potential clients searching for legal assistance on their smartphones, only to encounter a glitchy, unresponsive form. A non-responsive form is a conversion killer. 

With more people than ever browsing on mobile, optimizing and testing for mobile performance is non-negotiable. Lose the mobile crowd, and you’re waving goodbye to prospects left and right. 

Bottom line? Make sure your forms play nice on all devices, or risk losing out on valuable leads.

Multilingual websites and translation tools sometimes leave out forms 

Using one form for all pages on a multilingual website can be problematic.

If firms rely on translation tools like Google’s website translator, the form fields may stay in English. 

An oversight like this can confuse non-English speakers and hinder their ability to engage effectively, not to mention losing trust.

To fix this, ensure that your form fields are consistent across all languages. Forms should be accurately translated or localized. This will improve user experience, foster inclusivity and boost conversions from prospects in multiple languages.

Forms, like your website, should be compliant with ADA guidelines

For some disabled website visitors, forms are their only means of contacting you. 

Your forms—like your site—must be usable for people who use assistive technology.

ADA guidelines mandate that forms should be accessible, and that goes for users who don’t use a traditional mouse and keyboard setup. 

Some data shows that disabled Americans make up 25% of the population. That’s a lot of people who could be seeking legal help. Make sure disabled people can contact you effectively by designing forms that work for a variety of technologies.

Forms can convert—but they should not be the only way for people to reach you

While forms can be effective, they shouldn’t be the sole means of contact. 

Recognize that not everyone prefers using contact forms. 

Whether it’s through live chat, direct calls or alternative methods, offering multiple contact options ensures inclusivity and accessibility for all visitors. Not only will this approach allow you to capture more leads but it also demonstrates your commitment to accessibility. Plus, people love to personalize their online experiences. Give them a choice of contact options and they’ll be much happier.

Ultimately, the more contact options you provide, the more inclusive and welcoming your website will be perceived to be. Just ensure you can actually keep track of those inquiries and respond to them in a timely manner.

Final words

Neglecting form functionality means you risk losing valuable leads and potential clients. 

Design short forms that are mobile-friendly, accessible and multilingual (if your firm offers service in multiple languages). Create a secure data management plan to keep track of inquiries and integrate them with your CRM.

Kickstart this process with a OneFirst site that includes pre-optimized forms and data management solutions. Maximize your conversion potential—we can help.

About the Author
The team at OneFirst Legal has built websites for thousands of law firms across the United States. Fueled by data and whole lot of creativity, OneFirst helps law firms make a powerful first impression online with websites that convert visitors into clients.