Case file, missed leads. Johnson City law firm.
A law firm contact page that stopped losing people
- Cost per lead
- $52.38 to $28.37
- Form completion
- 42% to 70%
- Contact actions per 100 visitors
- 6 to 11
- Time on the contact page
- 11 seconds to 20.5 seconds
The problem
A Johnson City law firm was running Meta ads that sent people straight to its contact page. The ads were doing their part. The page was not.
In the two weeks before the changes, visitors spent about 11 seconds on the page. About 6 of every 100 called or sent the form. Leads were costing $52.38 each.
What the data showed
Two things stood out in GA4. First, fewer than half of the people who started the form finished it. Over the 28 days before the changes, 33 people started it and 14 completed it. Those are the most motivated visitors a law firm gets, and most of them left mid-form.
Second, phone calls were already the larger share of contact. More people tapped to call than finished the form, but on a phone the number was not where a thumb could find it.
What changed (August 5, 2026)
- A headline that says what the visitor gets, a conversation with an experienced attorney, instead of a generic contact heading.
- Two clear choices at the top: call now, or request a callback.
- A three-step strip explaining what happens after you reach out.
- A shorter form: one full-name field, email optional, and one large submit button.
- The attorneys' credentials shown as badges, with a team photo beside the form.
- A call button on every device, plus a call bar that stays on screen on phones.
- A directions link in place of the embedded map on mobile.
- A short privacy line near the form.
On the ad side, a retargeting campaign that had produced no leads was shut off the same day, and its budget moved behind the ad that was working. The cost-per-lead drop reflects both changes, not the page alone.
The result
| Measure | Before (Jul 23 to Aug 4) | After (Aug 5 to 19) | Change |
|---|---|---|---|
| Cost per lead | $52.38 | $28.37 | 46% lower |
| Leads per week | 2.7 | 6.1 | 2.3x |
| Time on contact page | 11 seconds | 20.5 seconds | 87% longer |
| Contact actions per 100 visitors | 6 | 11 | 81% higher |
| Form completion rate | 42% | 70% | 28 points higher |
What held up
The next campaign sent its ads to the same page and finished at $17.23 per lead, the best of the engagement. In September the attorney told us he believed the firm had been hired on a few cases from those leads.
What we would flag
Each comparison window is two weeks, which is short. Tracking of which call button people tapped was not recording correctly, so we cannot say which button earned the calls. And nobody used the callback option. People either called or filled out the form, which makes the callback button a candidate for removal on the next pass.
Most of the fix was asking visitors for less.
Figures come from GA4 and Meta Ads Manager. The client is described only as a Johnson City law firm.
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