When searching on the Internet for an attorney, doctor, contractor, realtor, and even government websites prospective clients often start at Google. After entering a search term, they typically click on website links displayed on the top search results page(s). Anything past page 3 of Google almost never gets clicks.
Ideally for a law firm, after a prospective client arrives on their website, a “conversion” will take place. A conversion occurs when the website visitor takes a specified action, such as completing and submitting a contact form or calling the business/company. Whether a conversion takes place is often a function of whether the companies website resonates with a user within the first seconds after arriving at the website.