Conversion testing · Practical guides
Law Firm Conversion Science: Guides by SBD Marketing
Getting a defense firm’s page in front of searchers is half the work. The other half is what happens in the few seconds after they land. These guides look at that moment the way a researcher would: form a hypothesis, change one thing, measure the calls.
Start here: what makes a visitor call a defense firm
Conversion Testing Guides
The Science of Law Firm Website Conversions: What Makes Visitors Call?
Our main guide explains how to count calls and form submissions properly, why most defense firms have too little traffic for textbook A/B tests, which parts of a charge page to test first, and how to judge a change by the cases it brings in.
At a glance
- Who it’s for: Defense firm owners and the people who run their websites
- Covers: Call tracking, testing on low traffic, first screen, forms, speed
- Time to read: About 9 minutes
- Updated: October 2026
For criminal defense firms
How SBD Marketing helps defense firms turn visits into calls
SBD Marketing works only with criminal defense law firms, and only with one firm per city. Measuring what visitors do is part of every site we build and every audit we run.
- Defense firm websites built to be called
Charge pages with the charge, the area, the phone number and your hours on the first screen of a phone, built light enough to load quickly. - SEO audits that include conversion checks
An audit looks at rankings and also at what happens after the click: call buttons, forms, page speed and whether calls and form fills are being counted correctly. - Search visibility that brings the right visitors
SEO and map pack work aimed at the charges and counties you handle, so the people who land on your pages are people you can help.
Talk to SBD Marketing about your firm’s website
Wondering why your site gets visits but not calls? Here’s how to reach the team.
BUSINESS
SBD Marketing
info@sbdmarketing.agency
BOOK A CALL
sbdmarketing.agency/scheduling
SERVING
Criminal defense firms, USA
WEB
sbdmarketing.agency
Five conversion checks you can run this week
None of these needs special software. Each one tends to turn up a problem worth fixing.
Tap your own phone number
Open your top charge page on a phone and tap the number. Note whether it dials straight away and who answers, then try again after hours.
Check what your analytics counts
Look in GA4 for an event on phone number taps. If calls aren’t tracked, you can’t tell which pages produce them.
Read the first screen out loud
Without scrolling, does the page say the charge, the area and how to reach you? If any of those is missing, that’s your first test.
Count your form fields
If your contact form asks for more than name, phone, email and a short description, try removing fields one at a time.
Start a test log
Open a spreadsheet and record every site change with its date. Months from now it will explain shifts in your call numbers.
Guides in this series
We’re building this series one topic at a time.
How to set up call tracking for a defense firm
Coming soon
Testing contact forms when traffic is low
Coming soon
Reading Search Console data for charge pages
Coming soon
How we put these guides together
Each guide draws on Google’s own documentation for Analytics, Search Console and Core Web Vitals, the ABA Model Rules on lawyer advertising, and what SBD Marketing sees working with defense firms. We don’t publish conversion rates or benchmarks we can’t source, and every guide notes when it was last updated. Law Firm Conversion Science is researched and published by SBD Marketing.
Explore the SBD Marketing network
Law Firm Conversion Science is one of 28 guides published by SBD Marketing. Each one looks at a different side of marketing a criminal defense law firm.
Criminal Defense Visual Branding · Criminal Defense Firm Growth · DUI Attorney Marketing · Technical SEO for Law Firms · Legal Marketing Analytics · Law Firm Website Design · How Families Find Defense Lawyers · Attorney Image and Personal Branding · Law Firm Marketing Budgets · Local SEO Lessons from Fitness Businesses · Local SEO Lessons from Restaurants · Game Design and Law Firm UX · Healthcare Fraud Defense Content · Local SEO Lessons from Home Services · Criminal Defense SEO · Courtroom Storytelling and Legal Branding · Music Industry Branding Lessons for Law Firms · Legal SEO News · Photography for Law Firm Websites · Legal Copywriting and Storytelling · Criminal Justice Policy and Search Trends · Criminal Defense SEO 101 · Defense Marketing for Athlete Cases · AI and Legal Marketing Technology · Out-of-State DUI and Location Search · Video Marketing for Defense Attorneys · Environmental Crime Defense Content
