20 Law Firm Website Design Tips to Reduce Bounce Rate | Good2bSocial media


High bounce rates are bad for business. For web marketers, reducing the bounce rate is an important part of the strategy. Bounce rates can provide key insights that reveal opportunities. If you can identify high bounce rates, then you can take steps to increase site engagement and improve site performance using these law firm website design principles.

High Bounce Rates and Law Firm Website Design

Before we dig into tactics to reduce bounce rates, let’s make sure we understand what bounce rates are and how they can be negative or positive. According to Google:

Bounce rate is the number of single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only one page.

Essentially, this means that when a visitor “bounces” off a webpage, they have left not just that page, but the entire website after viewing a single page. Many people think of bounce rates as strictly negative because they can indicate a poor user experience. For example, a site visitor arrived at a page, but the content did not deliver what they expected. However, a high bounce rate can also reflect good things, like a visitor finding exactly what they were looking for immediately and simply leaving the page.

Tactics to Reduce a Negative Bounce Rate with Law Firm Website Design

If you’ve determined that a high bounce rate isn’t due to positives, you should work to reduce it. Here are 20 ways to reduce bounce rates with law firm website design principles.

1. Review loading times

A user waiting more than a few seconds for a page to load is a bad user experience and likely to leave. Regularly generate reports on the loading times of your web pages.

2. Don’t neglect site research

Adding a search feature to the site provides a much better experience for users by helping them quickly locate the information they want.

3. Keep navigation easy

Navigation should be as simple as possible for users. Make it clear where the content is and how to access it.

4. Make sure the design is intuitive

A good design builds trust with a user and is a signal of quality for search engines. Design is not only about aesthetics, but also about functionality, ease of use and overall experience.

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5. Keep mobile in mindlaw firm website design

Research shows that mobile users have even less patience than desktop users. Focus on a responsive design so you don’t lose mobile traffic.

6. Keep web content clear

It is important that the text on your pages is easy to read and formatted effectively. Visitors don’t want to see large chunks of unorganized text. Make sure content is formatted simply, with smaller blocks of text, bulleted lists, etc.

intuitive design

7. Write short paragraphs

Similar to the point above, keeping content concise improves readability. Create copy that your visitors can read and consume quickly.

8. Use a variety of content

Using multiple forms of content can better engage site visitors. Use a mix of high-quality images, video content, and infographics.

9. Focus on relevant keywords

Using relevant keywords that truly match the topic of the content ensures that users find what they are looking for. Review content for accuracy of words, sentences, and paragraphs. Remember that the closer visitors come to the content they are looking for, the less likely they are to leave the page.

10. Target a specific audience

Similar to using relevant keywords, focusing on who will read your content will ensure your audience gets to the content they want to see. Identify your primary target audience and tailor the content to them. If your targeting is too broad, you’re more likely to see a higher bounce rate.

11. Don’t use pop-ups

As a general law firm website design principle, users do not appreciate being interrupted. Try to limit items that will prevent users from directly accessing relevant content. Let them scroll and consume information before diverting their attention.

12. Limit advertising

If you use ads on your page, be careful about their use and placement. While some ads can perform well, they can also be a distraction. Bulky or misplaced ads are detrimental to the user experience.

13. Make the CTA clear

The next steps should be obvious on every web page. Users should be able to locate the CTA within seconds of being on a page.

law firm website design

14. Take care of broken links

A lot of broken links are really bad for the user experience. Make sure to find one of the broken links on your website. Use Google Search Console or a site audit tool like Screaming Frog to pull up a list of links that need your attention.

15. Spend time on an internal linking strategy

Internal links can entice users to stay on your website. It’s a good way to let users easily navigate to the content they’re looking for.

16. Make sure links open in a new tab

As part of a well-defined internal linking strategy, you should ensure that links open in new tabs. Not only does this ensure that users spend more time on your website, but it prevents them from clicking away from your site to a new one.

17. Use a helpful 404 page

A 404 page should communicate not only that the chosen page cannot be found, but also alternative pages that a user can navigate to. Simply saying “page not found” won’t keep users on your website.

18. Post new content regularly

Having new and interesting content keeps people on your site longer. Even if they only came to see one particular item, they might be inclined to look around.

legal blog

19. Include trust signals like reviews

Even if they don’t realize it, users constantly rate your website to see how trustworthy and credible your business is. Highlighting things like positive reviews or testimonials shows visitors how reliable your business is. You can also include special seals and other features that keep your site secure.

law firm trust authentication

20. Take advantage of Google Analytics and other tools

There are many platforms that can help you track user engagement as well as other important metrics. Google Analytics will show you time spent on site, bounce rate, pages per session and much more.


Diagnosing the reason for your high bounce rate will direct you to the appropriate action. Spending time to figure out your bounce rate and then using these law firm website design tips will increase site visitor engagement and user satisfaction. For more tips on creating a website that works as a marketing tool and lead generator, start a conversation with the web designers at our law firm.


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