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Website Contact Forms for Lawyers: Shorter is Better

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Matt Green

size does matter
 
A few months back I published a short Linkedin post asking whether or not shorter contact forms actually converted at a higher rate than longer forms.

I now have data that confirms that shorter contact forms do indeed out-perform long forms in terms of conversion rates.

Long Form Results (30 days):

  • Contact Form Completions: 1
  • Total Organic Search Visits: 246
  • Conversion Rate: .41% (yuck!)

Short Form Results (30 days):

  • Contact Form Completions: 8
  • Total Organic Search Visits: 222
  • Conversion Rate: 3.6%

Some Other Things to Think About

  • The longer contact form actually increased the number of LiveChat contacts for this particular site.
  • While I don’t have call tracking data, based on feedback from the client, there were more phone calls from the site during the month that the long form was used.
  • According to the client, email contacts are behind both LiveChats and phone calls in terms of sign-up rates (ie. moving the prospect from “lead” to “client”).

If you have thoughts, questions, feedback, or conflicting data, we’d really appreciate if you’d share in the comments below!

Author Photo

Matt Green

Hi, I’m Matt. I am the Chief Strategy Officer here at Juris Digital. I love SEO, content marketing, and brand development, and I am so grateful that my job is to help exceptional lawyers deploy these marketing tools to help more people. If you have specific topics you’d like to discuss with me, please feel free to email me or tweet me.

  • Shorter Form
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  • Longer Form
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