Improve Your Organic Click Through Rate To Your Website

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When you have created an awesome website, but your efforts have not resulted in new clients, you may have a problem with a low organic click through rate. This factor measures the amount of visitors who find and click on your website naturally, without ad efforts.  Most people assume that if their website ranks high in search results, it should have a high click through rate. However, a top-ranking website is not the only factor that brings in more clicks and website engagement. You may have to tweak, change, or polish up a few details in order to boost your organic click through rate and gain better results for your business.

Your Organic Click Through Rate

The organic click through rate (CTR) is the ratio of users that click on a search engine result, compared with the total number of users who viewed your listing in search results. An average click through rate is often only a handful of clicks per thousand views. Your website’s organic ranking position (placement in results without ads forcing it to the top) determines this in part, because your law firm is more easily found at the top of the first page of results than if you were at the bottom of the second page. However, there are other components that also influence your website’s click through rate as well. Here are some key improvements to consider that may increase the organic click through rate for your law firm’s website. 

Improve Your Title Tags

Your title tag is the first thing consumers see in search results, and the more compelling the title of an article or blog post, the more it will capture the user’s attention.  So, it is worth your time to create a powerful, attention grabbing title; one that triggers interest and carries some emotional value. There is a fine line, however, between a power title and a clickbait title, so use caution. A headline analyzer tool can test your title for quality and effectiveness, and here are some additional tips for great title tags:

  • Include your target keywords somewhere near the beginning of the title, if possible.
  • Create title tags that are less than 65 characters in length.
  • Use brackets or parentheses in title tags, which appear to the user as a content sneak preview.
  • Include the current year in your title, showing that it is current and relevant right now.
  • Incorporating numbers into your title tag can also boost your title’s effectiveness. 

Optimize Your Meta Descriptions

Second only to the use of strong title tags is creating strategic meta descriptions.  The meta description is an HTML feature that provides a concise summary of a web page — ideally between 50 to 160 characters in length. A meta description is there to promote your services and announce what a particular web page is all about, and this is something you want control over. If you leave the meta description area blank, Google will randomly pluck text from assorted sections of your web page. These segments may or may not represent the areas you would like to highlight, resulting in a negative impact on your organic click through rate. So, do yourself a favor and use thoughtful, gripping text to fill out your meta descriptions. 


Add More Tagged Images

When it comes to organic click through rates, pictures are worth 1,000 words, and consumers love them. Add quality images to break up chunks of content, and do not forget to tag each image by filling out the “alt” part of your image tags with keyword-rich text. This is how Google will discover and index your website’s images. 

Utilize Precise Keywords

One of the most basic steps in improving organic click through rates is including optimal keywords. You may have valuable content, but it may not be found unless choice keywords lead users to it. Long-tail keywords that include three or four keyword phrases can increase traffic, and an added bonus is that long-tail phrases are ideal for the growing use of voice searches. 

Incorporate Schema Markups

Schema markup is strategic code, injected into your website to assist search engines in understanding the content of your pages. Although this step may seem more technically intense, there are tools that make using schema markup relatively simple, such as Merkle’s Technical SEO Schema Generator. Using schema markup will enhance your search page listing and positively impact your organic click through rate. There are four basic steps to understanding schema markup:

  • Examine the type of data you can use on a webpage with schema
  • Use a tool to create the schema markup
  • Embed schema markup on the desired page
  • Test it with the Google structured data testing tool 

Craft Short URLs

URLs should be brief, easy to read and appropriate to the user’s search query. A concise, appealing URL also makes your web page appear more inviting to anyone searching.

Use a Table of Contents

For each article, post a table of contents at the top. Each item on its list links to various sections of the post, not only assisting visitors, but also helping Google understand and categorize different areas of your pages.  

Speed Up Your Site

Site speed is key to improving the user’s total experience and organic click through rate as well.  Great user experience starts with quick page speed, so individuals can find what they need fast. 

Use Social Media Ads

People who are already familiar with you and your law firm are about twice as likely to click on and stay on your site. To make people more familiar with your brand, start using social media and utilize its reasonably priced ads to introduce yourself, your services and your unique brand. 

Optimize Your Landing Pages

You can follow several key steps to increase your organic click through rate, but once individuals visit your site, you want an inviting place for them to land. Confirm that your landing page carries an engaging design, that it is mobile friendly, loads fast, and be sure to include a clear call-to-action. 

Provide Quality Content

Last and perhaps most important, providing valuable content may be the most crucial step in improving your organic click through rate. Always provide solid content that satisfies what users are searching for. Make the text easy to read and digest, accompanied by bulleted lists and images. Quality content impacts your organic click through rate by first boosting you up in relevant search results. Once people click and visit your website, compelling content will keep them there, and will minimize the possibility that they will leave your site to look elsewhere for assistance. 

Law Quill | Improve Your Organic Click Through Rate To Your Website

What Is an Organic Click-Through Rate?

Before learning how to improve your organic CTR, it is vital to understand what it is. An organic click-through rate (CTR) refers to the total clicks received from an online search result, divided by how many times users viewed the search result.

Why Is It Important To Measure Your Website’s Organic CTR?

According to MarTech, 70% of organic clicks on Google come from the first page of search engine results, highlighting the importance of getting a good search engine ranking for your law firm’s website. By calculating your law firm website’s organic CTR, you can determine the importance of your site’s ranking, and how a change in this rank may impact the organic traffic your site receives. With this information, you can then set realistic goals for your website and measure how successful your efforts are in meeting these aims. For example, you might try adjusting the website’s content, meta descriptions, and titles to see how this impacts the site’s CTR.

What Can Impact Your Website’s Organic CTR?

To understand how to improve your organic CTR, it can be beneficial to learn about the factors that may affect it. Below are several factors that can impact your website’s organic CTR.

Universal Results

Often, Google’s universal results can impact a website’s organic CTR. A good example of this is when Google includes news entries in the search engine results. In this scenario, a website’s organic CTR may fall when the news story reaches its peak. Then, when the news story concludes, the site’s organic CTR is likely to increase. Unfortunately, if these universal results affect your law firm website’s organic CTR, there is not a lot you can do.

Search Purposes

The purpose of a search can significantly impact your website’s organic CTR. For instance, those searching for information, normally get results with featured snippets. These often provide answers to the searcher without them having to leave the results page. This, coupled with the fact that most users opt for the first organic result due to its trustworthiness, means you are likely to get a low organic CTR for these types of searches unless you have a number one Google ranking. However, if someone is searching for commercial reasons, this normally involves significant research, meaning the searcher is likely to view several websites that come up in their search results. This leads to higher organic CTRs outside of the first Google ranking.

Device Used

The format of Google’s search results differs depending on how the user views them, meaning a website’s CTR can vary depending on the devices used by the searchers. For instance, those searching by mobile often view all of the results on the first page of a search but are unlikely to look at additional pages.

Industry Type

Organic CTRs also differ depending on the website’s industry. Often, this is due to searchers in different industries having varied requirements. For example, searchers in more technical fields may need more detailed information than those searching in less technical fields, so they may view several search results.

How Law Quill Can Help 

Even if you have worked on climbing higher within the Google search results, you may still need to make some additional changes to influence your organic click through rates. By increasing your organic click through rates, you will expand your website traffic, gain more conversions and impact your digital marketing goals in a number of positive ways.  

We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at