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Designing a High-Converting Law Firm Landing Page: Tips and Tricks to Actually Convert Clients

Improve your law firm's client base with an effective landing page that converts visitors into clients. Learn the essentials with us and boost your success with our expert tips!

21 min


Apr 29, 2024
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A law firm landing page has one primary purpose: to get the prospective client to answer a specific call to action. This action could be filling out a contact form, setting an appointment, or downloading an informative article about the law firm.

But why is having a high-converting landing page so important for your law firm? Well, consider this: according to various surveys, most people looking for legal services use the Internet to research and compare law firms. And if your landing page isn't optimized for conversions, you could be missing out on potential clients. Which is why, in this article, we will: 

  • Discuss what a law firm landing page is
  • Explore how to create a lawyer landing page that converts
  • Give the best law firm landing pages

What Is a Law Firm Landing Page?

When you click a promotional link, online ad, or biographical link, you may be routed to a dedicated webpage. This page is a lawyer landing page. These pages are unique for a few reasons. Landing pages can't usually be found navigating through a law firm website. Instead, they are directly connected to an ad or promotion. Additionally, law firms' landing pages often have a look that differs from the other law firms website design pages.

landing page is usually part of a paid ad campaign. Because of this, it's important that as many people respond as are required to increase return on investment (ROI).

The main purpose of a lawyer landing page is to get visitors to convert. Converting means taking a desired action. This action is usually intended to get the person closer to becoming a client for the law firm.

a dedicated webpage example

An effective law firm landing page will have the following features:

  • A clear message that aligns with the ad or promotion
  • A lack of distractions
  • Elements to establish trust
  • A way to make a connection with prospective clients
  • A clear call to action

If a law firm landing page can do these things effectively, it is more likely to convert prospective clients.

How to Create a Lawyer Landing Page that Converts

In order to boost your online visibility in the legal industry and attract more clients, you must carefully examine 10 key elements while building a lawyer landing page that converts.

1. Keep in Mind the Specific Action You Want Prospects to Take

Most law firm landing pages are created to get the prospective client to take a specific action. This could be anything from scheduling a consultation to filling out a contact form or calling your office. Whatever the action is, it should be prominently displayed on your landing page and be the primary focus of the page's design.

landing page example
Remember to keep the design simple and action-oriented for the best results

Consider your ideal client and what they are seeking when they visit your website to determine the best call to action for your law firm landing page. What problem are they trying to solve and how can you help them? Once you've identified the action you want a website visitor to take, make sure it's easy for them to do so by prominently displaying it on your law firm landing page and minimizing any distractions that might detract from the primary goal.

2. Integrate a Conversion-Oriented Design

A conversion-oriented design should be visually appealing, easy to navigate, and have a clear hierarchy of information. Consider using high-quality images and graphics that are relevant to your area of practice and help convey your brand's message. Place your call to action in a prominent location and use contrasting colors to make it stand out.

In addition to visual design, make sure to optimize the page's layout and content to promote conversions. Use clear and concise headlines that communicate the value proposition of your law firm. Use bullet points and short paragraphs to break up long blocks of text and make the page easy to scan. 

3. Show Testimonials and Trust Badges

Established law firms and newly practicing lawyers have one thing in common. No matter what, they have to establish a sense of trust with any potential client, and they need to do it quickly. This need is especially dire on a law firm landing page where you want to earn a conversion.

testimonials example
Testimonials serve as social proof, instill trust in potential clients, and demonstrate the firm's expertise and success

You can do this by adding testimonials and elements that encourage trust in your landing page, including:

  • Logos of publications that have mentioned your law firm
  • Judgments and results you have obtained — if you have client consent
  • Lists of awards and honors your firm has received 
  • Names and logos of well-known clients
  • Testimonials from satisfied clients — add credibility with full names and pictures
  • Screenshots from reputable review sites

4. Make a User-Friendly Attorney Landing Page

A user-friendly law firm landing page takes into consideration design best practices. These best practices are based on an understanding of how people navigate pages on the internet.

Make sure your landing page is responsive, meaning it looks great and functions well on all devices, including desktops, laptops, tablets, and smartphones. The page should load quickly and be easy to navigate, with a clear and logical flow of information.

Consider also implementing features such as live chat, which can provide instant support to new clients and increase the likelihood of conversion. Make sure to include a privacy policy and contact information, including a phone number and email address, so visitors can easily get in touch with you if they have questions or need more information.

live chat example
Adding live chat to a law firm's website provides a convenient and quick method for potential clients to engage with the firm

5. Not What but Why

A law firm's landing page should clearly explain what the potential client will get in return for answering the call to action. It should also explain why the offer should matter to a website visitor and why should choose you.

It's all about benefits over features! Try using this pattern to write your landing page copy:

  • Introduce the law-related problem the prospect may be facing and why it is pressing.
  • Create a connection — show them you understand their worries and pain point.
  • Explain how you can help solve their problem and relieve their stress.
  • Show sympathy — let them know you are there for them.
  • Convey that you want them to feel reassured and better about their situation.
  • Provide proof of your capabilities related to the need you are addressing.

6. Keep It Simple but Precise

When it comes to law firm landing pages, simplicity is key. A cluttered or confusing page can turn off potential clients and increase bounce rates. Therefore, it's important to keep your landing page simple and easy to understand. Use clear and concise language, and make sure your message is easy to comprehend.

At the same time, you need to ensure that your message is precise and accurate. Your law firm landing page should communicate your unique selling proposition (USP), or what makes your law firm stand out from the competition. Make sure to focus on the benefits you can provide to potential clients, rather than just listing out your services.

7. Think of Your Call to Action

Your CTA should be prominently displayed on your page, perhaps in a contrasting color to make it stand out. It's also important to make sure your CTA is aligned with the goals of your landing page. For example, if your goal is to increase consultations, then your CTA should encourage visitors to schedule a consultation.

Some other examples of CTAs for a lawyer landing page are:

  • Request a free case evaluation
  • Contact us for more information
  • Call us now to speak with a lawyer
what makes a good CTA

8. Make Sure Your Client's Personal Information Is Protected

All businesses should comply with the GDPR (general data protection regulation) or other privacy statutes. Take the following steps:

  • Ensure your privacy policy is easy to find
  • Follow GDPR guidelines when customers do share information
  • Have prospects check a box indicating that they agree to your privacy policy
  • Write a statement explaining how you take data privacy and security seriously

If you have trust badges from IT security vendors or antivirus software providers, include those as well.

9. Perform an A/B Test

Your lawyer landing page has so many different elements. How do you know which features are working to help you get conversions and which might be working against you? The only solution is to engage in regular A/B testing for your landing page. A/B test allows you to compare two variations of your landing page to see which one performs better.

You can identify which design elements, text, or CTAs are more successful in turning visitors into leads by comparing different versions of your law firm landing page. This testing might include adding or removing elements one at a time. Test what happens after each change. You should also focus on different versions of the same page element. For example, make different versions of your call-to-action button and publish different versions of your landing page to see how they affect click-through.

10. Add Video and Other Visuals

Video is effective on law firm landing pages because it gets your point across quickly and helps visitors make an emotional connection. For example, you can have landing page videos that feature testimonials from a satisfied client or a brief introduction to your law office.

Other types of visuals, such as images and infographics, can also be effective at communicating your message. Just make sure to use high-quality visuals that are relevant to your audience and your area of practice.

Best Law Firm Landing Pages

These landing pages serve as excellent examples of lawyer landing pages. We'll describe how each one works to entice potential clients to answer the call to action.

— Claim Compass

claim compass landing page
Source: Claim Compass

This flight delay compensation law firm landing page makes it very clear what they offer clients. It's right in the headline. Claim Compass page also provides social proof and makes the value proposition clear.

— Alan Pearse

alan pearse landing page
Source: Alan Pearse

This law firm landing page begins with an excellent headline that reassures visitors they are learning more about a lawyer who specializes in impaired driving cases. It is followed by reassuring text and a CTA button that highlights the offer of a free consultation.

If visitors scroll further, they will see convincing data about Alan Pearse and his success as a lawyer. The copy details how he is uniquely qualified to work on these cases, and the page ends with a video and client testimonials.

— Defend Your DUI

defend your dui
Source: Defend Your DUI

“Get Your License Back." This powerful headline is an excellent opener. It makes it clear to visitors that this law firm will help them solve this pressing problem. The follow-up copy clarifies that they are able to have immediate roadside sanctions dismissed.

This section is followed by a link to successful cases and five trust badges from recognizable sources, stats about the company, and additional law-specific trust indicators. Defend Your DUI law firm landing page also uses a contrasting color for the CTA button. This use could indicate that the web developer engaged in A/B testing.

— Taylor Janis Workplace Law

taylor janis workplace law landing page
Source: Taylor Janis

This page is a service-based lawyer landing page for workplace law. Before anything else, clients are given an opportunity to read more about other services or request a consultation.

There are also details about the law firm and several positive client reviews. Visitors who would like to learn more about Taylor Janis can read up on the specific types of labor law the firm practices and gather information about the attorneys who work there.

— Passages Law

passages law
Source: Passages Law

This page is a landing page for wills, probate, litigation, and estate planning. It is also location-specific, as it mentions Calgary in the subheading. This element could impact search results.

The page features trust indicators, client testimonials, and a lengthy description of each of the services provided. Passages Law is a great example of a law firm landing page that provides visitors with a significant amount of information and encourages them to learn as much as possible before making a high-impact decision.

Building a Better Law Firm Landing Page

There are certain best practices that apply to most landing pages, and that includes pages for law firms.

For example, your law firm landing page should always be a continuation of your paid ad, biographical link, or promotional posts. At the same time, there are clear differences. It can be beneficial to include extra information on a lawyer landing page. An attorney is dealing with higher expectations when it comes to respecting visitor privacy.

Our team of legal digital marketing experts can help you determine the best approach for your lawyer landing pages. We will work with you to identify your campaign goals and ensure that your pages work well and convert visitors into clients. Our team also offers law firm SEO serviceslawyer PPC management, and web design services. Contact us for a free consultation.

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