Improving Paid Search Performance with Live Chat

by Lydia Pickens on October 7, 2013 · 0 comments

in Legal marketing

A common successful method to increasing traffic and visibility is through paid search.  A well developed, strategic PPC campaign can increase the amount of targeted visitors your site while increasing qualified leads.  This is extremely beneficial when it comes to spreading the word and becoming more visible in search results.  However, once a potential client finds their way to your site, what can you do to guarantee more conversions once they’re there?  What can you, as a company, do to prod customers into requesting more information and quotes?  Engage them!

A great way to engage your customers once they’re on your home page is to incorporate a live chat system onto your site.  This will create an instant connection between your company and any potential customer who lands on your site.  Because the connection is a personal, live operator, clients feel comfortable and at home knowing that they can talk to a real person.

Generally, paid search advertising involves your ad popping up in a browser search when triggered by certain keywords you’ve selected, and/or a particular geographical that you targeted.  With billions of Google searches each month, this immediately guarantees your site some relevancy and visibility.  Taking that a step further is where you get the conversions you’re looking for.  Visibility to clients alone is not enough to convert.

That’s where building relationships and establishing a rapport with those who are landing on your pages with live chat can be essential to increasing your return on investment.

When a potential client clicks on your homepage, more often than not the first thing to catch a client’s attention is the aesthetic value of your page.  While your site should have an appealing design, instead of only relying on that to keep clients long enough to convert- use live chat to capture and keep them longer than design alone ever could.

Live chat operators can be personal with customers and ask and answer questions that your site maybe didn’t have the answers to.  The operators can also collect information from visitors and turn the once paid search click into a lead and eventually a conversion.  Talking to a live person is always more appealing to visitors than filling out a form or signing up for an email they may not even need or want.

A study conducted by Forrester Research found that “Many online consumers want help from a live person while they are shopping online; in fact, 44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer.

It is always better to form engaging relationships; this will generate more of a return on your investments than paid search alone ever could.  Consider adding live chat to your business’ home page in order to create a more enticing environment. Contact a LexisNexis Law Firm Marketing specialist today to get started.

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