Don’t let Morgan & Morgan’s Design Ruin Your Website

Morgan & Morgan recently redesigned their website and put a huge form on the top of the home page.

Hundreds of law firms decided that if Morgan & Morgan did it, they would immediately copy this design. 

For the vast majority of firms, this is a big mistake. 

For most firms, new prospect phone calls convert to signed clients over 20% of the time. Form fills convert to clients less than 5%. Most of the time when we call people back, who filled out the form, they don’t even pick up the phone. 

Why does it work for Morgan & Morgan?

According to SEMrush data, there are approximately 300,000 searches a month for phrases like ‘Morgan & Morgan’, ‘Morgan and Morgan Law Firm’ and ‘forthepeople’. 

So when people come to the Morgan website, they are looking for Morgan and Morgan and when they fill in the form they are waiting for Morgan and Morgan to call them back.

For everyone else, the majority of our Google SEO traffic comes from non-brand keyword terms like ‘car accident attorney near me’ and ‘what can I do if the insurance company won’t pay for my car repairs after an accident’. 

To test this theory we did extensive A:B testing on Pay Per Click (PPC) landing pages. We tested two designs, design A with a form and design B with a ‘Call for a Free Consultation’. After we validated the higher conversion rates in Pay Per Click we did a website redesign. In the 50 days before the redesign, we had 467 visitors. In the 50 days after, visits jumped to 1,247—a 167% increase!

So, don’t let Morgan & Morgan ruin your website conversion. And, the most important thing is to test and verify.