Case Study: Simple User Experience Delivers Major Increase in Leads
How Custom Legal Marketing Increased Wirtz Law’s Call Volume by 62 percent in just 30 days Through UX Optimization
WIRTZ LAW CASE STUDY
Case Study Overview
How Custom Legal Marketing Increased a California Law Firm's Calls by 62 percent in just 30 days Through UX Optimization
Wirtz Law, a California lemon law firm, partnered with Custom Legal Marketing (CLM) to improve not just their law firm’s SEO but also conversions. After all, more leads and cases are what law firm SEO is all about.
Using behavioral analytics, UX tracking, and expert conversion-rate analysis, CLM identified a pattern that aligned with a well-documented psychological principle: when users face too many choices, they often choose not to make a decision.
This case study demonstrates how a single UX adjustment, supported by data, resulted in a 62 percent increase in inbound phone calls within just one month.
62%
MORE CALLS
A single UX adjustment, supported by data, resulted in a 62 percent increase in inbound phone calls within just one month.
The Challenge
Wirtz Law’s website presented users with two different phone numbers in the header, along with other competing actions. While the intent was to make contact easy, UX tracking revealed the opposite effect: visitors hesitated, engagement stalled, and calls plateaued.
The data echoed a psychological theory popularized by Barry Schwartz in The Paradox of Choice, which argues that having too many options elevates stress and reduces action.
Our hypothesis: Wirtz Law was experiencing its own version of the “choice overload” problem.
CLM’s Approach
1. Deep-Dive UX Tracking
Using CLM’s behavioral analytics tools, we monitored:
- User cursor flow
- Header interaction rates
- Drop-off points
- Click-to-scroll patterns
- CTA hesitation indicators
The data revealed that when visitors reached the header, they paused, often long enough to signal confusion, then scrolled past without taking action.
2. Expert Conversion Analysis
Our UX strategists compared the behavior patterns against performance benchmarks from dozens of CLM-managed law firm sites. The findings were clear:
- Sites with fewer top-level navigation choices show higher engagement across all menu items.
- Sites with a single, dominant call-to-action (CTA) generate more conversions.
- Firms that simplify phone-contact options drive substantially more calls.
3. Strategic Simplification
To resolve the friction, CLM removed the duplicate phone numbers and consolidated them into one clear, bold, highly visible number, which is the primary action we wanted users to take.
The Result: 62 percent More Phone Calls in 30 Days
In the month following CLM’s UX update, Wirtz Law saw a 62 percent Increase in Phone Calls
This was not part of a seasonal spike or a paid-ad campaign. The lift came directly from improved user clarity and decision simplicity.
Why It Worked
The Paradox of Choice in Real-World UX
Schwartz’s theory suggests that too many choices overwhelm users. In retail, this means that buyers abandon their purchases. On websites, it means users fail to take the action the firm wants, such as calling for help.
CLM’s analytics consistently show:
- Fewer top-level nav links = higher engagement with all menu items
- A single highlighted CTA = more clicks
- One phone number = more calls
Wirtz Law’s results were a textbook demonstration of how simplifying choices reduces friction and boosts conversions.
Conclusion
This case study highlights what CLM’s data has shown across hundreds of law firm websites:
When you remove distractions, clarity wins and conversions follow.
By combining behavioral UX tracking, strategic analysis, and data-driven design decisions, Custom Legal Marketing helped Wirtz Law achieve a dramatic month-over-month increase in calls simply by removing unnecessary choices from the user path.
For firms seeking similar gains, this demonstrates that sometimes the most significant improvements arise from the simplest changes when they’re informed by expert analysis and the right data.
CLM is singularly focused on my firm's success and frequently over-delivers. I don’t think that you could make a better choice.
- Paul Greenberg, Briskman Briskman & Greenberg
We have been using CLM for our websites for a number of years and they have been outstanding! Their entire team has always been highly responsive and met all of our marketing needs.
-Todd J. Leonard, Todd J. Leonard Law
