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Lawyer Landing Page: A Complete Guide to Higher Conversion Rates

July 21, 2022
21 min

Successful law firms that have mastered pay-per-click (PPC) and Google Adwords understand that a compelling ad is just the beginning. There must also be a powerful lawyer landing page behind it. 

A law firm landing page has a primary purpose. That’s 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.

To help you create high-converting law firm landing pages, we have assembled this collection of tips and best practices. Adopt these to bring new clients to your law firm.

What Is a 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 landing page. These pages are unique for a few reasons. Landing pages can’t usually be found navigating through a website. Instead, they are directly connected to an ad or promotion. Additionally, a landing page often has a look that differs from the other law firm’s website design pages.

A 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 specific action. This action is usually intended to get the person closer to becoming a client for the law firm.

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.

What Makes a Lawyer Landing Page Unique?

What Makes a Lawyer Landing Page Unique

The conversion goal of a typical landing page is often related to a sale. For example, getting someone to download a free trial or make a purchase outright. However, a lawyer landing page will usually focus on making some sort of personal contact. Selling services happens later, either in person or on the phone.

At the same time, the choice of a lawyer is a high-stakes decision. It’s important to add information that makes potential clients feel better about moving to the next stage of the customer journey.

Also, since legal services are a high-risk offering, the traffic costs are comparably high. This cost structure is different from that for low-risk products and services where clicks are reasonably inexpensive. With a law firm landing page, you need a higher percentage of conversions to achieve the same ROI.

If you were to look at most other landing pages, you would see they are very streamlined. They may not have links or navigation buttons. Meanwhile, legal landing pages are different. These will include links to encourage website visitors to do as much reading as possible to learn more about your law firm.

A low-risk landing page selling a product or service might follow a very typical formula that includes the headline, a sales pitch at the top of the page, an image or video of the product being promoted, a list of benefits and features, social proof, a final sales point, a call to action or a lead capture form.

However, a lawyer landing page would look starkly different because people don’t generally hire attorneys based on a single page of information or the promise of a good price. It’s important to encourage prospective clients to do additional research and to make it as easy as possible for them to do that.

Essentially, a law firm wants customers to consider things long and hard before making a decision. Other businesses benefit when potential customers make purchasing decisions quickly.

How Can a Law Firm Benefit from a Landing Page?

You’ve understandably spent quite a bit of money investing in top-of-the-line law firm web design services. Your site has modern features, it’s mobile-friendly, and offers a great user experience. 

None of this matters if your site doesn’t convert. You need the people who visit your site to become clients. If that isn’t happening at a satisfactory rate, you should consider using landing pages as part of a paid advertising strategy. 

In the paragraphs below, we will go into detail on the ways in which you can use landing pages as part of your client acquisition strategy.

Converting from Search

You can use landing pages to convert users from search. But you need to identify the search terms that you rank for, then optimize for those.

Your goal is to have your landing page’s focus keywords align with the organic search terms people are using. For example, if your site is ranking for “real estate law,” you should probably create a lawyer landing page for that service.

Searches related to lawyers and their services tend to be very specific. People are usually looking for a specific type of legal services or law firms that are close to them. For example, “criminal lawyers in Daytona Beach.” These search terms are known as "long-tail keywords." Optimize for these, as you are more likely to rank from them than for shorter keywords.

Remember that it is possible to overuse keywords on your law firm landing pages. You will get the best rankings from Google when you create pages that offer a good user experience and match the users’ search intent. Keyword stuffing takes away from that experience and could be penalized.

Converting from Ads

Converting from Ads

One of the most common uses of landing pages is as part of paid advertising campaigns. This approach includes paid search ads, social media ads, and website ads. Imagine you have an ad that appears in Google search results and says, “Talk to us about estate law today.” If someone clicks on that ad, it’s pretty clear what their intention is.

Unfortunately, if your ad just takes them to your home page, things get diluted and distracting. Instead of booking a consultation, the visitor might click on one of your other service pages or start reading up on the history of your firm.

While it isn’t harmful for them to explore your website like this, it does slow down the sales process. The user’s original intent is lost, and they aren’t any closer to converting.

Worse, users might come to your home page, then leave in confusion. They don’t see anything relevant to the ad they clicked. If that happens, you risk losing those customers to your competitors but have still paid to bring those customers to your site first.

Rather than routing people from your ads to your home page, send them to a dedicated landing page. This page should be created to match your ad with the same images, language, and value proposition. The call to action statement should also align. Web designers will even work to repeat fonts and color schemes for visual continuity.

For example, if your ad states that your firm helps people receive compensation for severe workplace injuries, your landing page should focus on that. It should repeat the message about compensation and be accompanied by some client quotes and stats on judgments awarded. This consistency adds credibility and keeps visitors focused on the conversion path.

A lawyer landing page can increase the ROI of your paid advertising campaigns. These pages provide your target customer with additional information they need while directing them toward the right call to action.

Converting from Your Law Firm’s Website

Your law firm's website content has been built to show visitors everything they might want to know about your practice. It most likely has a set of policy pages, an about us page, and various pages that discuss your different legal services. If you have partners, there may even be a biography page showcasing their accomplishments.

The point is that your site shows a range of information about your law firm’s services and policies. It isn’t focused on one topic.

On the other hand, a law firm landing page does have a singular focus. If potential customers are visiting your site, a landing page can direct their attention to something specific and get them to focus on answering a clear call to action. The two most common of these calls will be a request to get in touch or to set up a consultation.

You can do this effectively by adding links to your landing pages throughout your website.

Top 10 Crucial Components of a Successful Attorney Landing Page

It takes a lot of work to create a fully optimized law firm landing page. It's challenging, but you will be off to a good start if your law firm landing pages focus on the following elements:

Keep in Mind that Single Action Your Client Should Take

Most law firm landing pages are probably created with the intention of getting the prospective client to take a specific action. Only a few accomplish that.

If you were to read an attorney blog on a law firm’s website, you would probably see several calls to action.

There might be links prompting you to download an in-depth white paper or visit a service page. The navigation bar would be there for you to use to move around the lawyer’s website. That’s intentional. The idea is to give you plenty of options to decide what you should do next.

Those options aren’t helpful with a landing page. The extra choices distract from the key purpose. Leave extra navigation options and links off of landing pages. This design will help visitors stay focused on your intended action.

Integrate a Conversion-Oriented Design

A potential client clicks your ad or promotional link with a specific purpose in mind. Your ad caught their interest. That’s great news — it’s a sign that your ad is engaging. The risk now is losing the potential client's interest before they answer your call to action.

Once they arrive on your lawyer landing page, you need to assure them that they are in the right place. The best approach is to create a continuity of experience. This continuity will improve the chances of your achieving more conversions and focus prospective clients on a single message.

You can do this by:

  • Providing proof of the claims you made in your ad
  • Demonstrating how you will follow through on any promises in your ad
  • Answering any questions that were asked in the ad
  • Focusing copy only on the offer from the ad
  • Avoiding slipping in extra “mentions” or promotions

Also, the branding that you use in your ad should be continued on the landing page. This setup creates a sense of familiarity and could increase recall in the long term.

  • Adopt the same color scheme and typography
  • Use the same writing style and phrasing that you used in your ad
  • Add visual elements that complement any visuals you had in your ad
  • Include your company name and logo in the same way on both the ad and page

Look at your landing page and ad together. They should match each other aesthetically and in terms of content. If you are using Google Ads for your paid ad strategy, look into the Quality Score tool from Google. You can use this tool to see how your ad and landing page work together to improve the click-thru rate to create a better user experience.

Show Testimonials and Trust Badges

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 landing page where you want to earn a conversion.

You can do this by adding testimonials and elements that confer trust to 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

Don’t overdo it and include every possibility for every law firm landing page. Instead, pick a few elements that will have the biggest impact. Your choices should also be as relevant as possible.

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.

First, while a few people might read the landing page from your law firm from top to bottom, most will not. Instead, they will pay attention to the top “above the fold” portion of the page. This portion is the area people see before they scroll down. Web designers view the top left corner of the screen as the most important.

Take advantage of this tendency by using the real estate above the fold to include any information that will be most compelling to visitors. This information will encourage them to answer your CTA immediately or scroll down to learn more.

The top of your law firm landing page should contain a headline that focuses on the benefits of your offer and shares your value proposition. This information should be followed up by a short text that provides more detail.

Add a quality image to the landing page. Avoid using stock photos if you can. If you do add stock images, choose high-quality options. A picture of the lawyers who work for your firm is ideal.

When visitors do scroll down, they will read in an "F" pattern. That means starting at the left, reading to the right, then scrolling down and reading from left to right again.

Not What but Why

Not What but Why

Every law firm’s landing page should clearly explain what the potential client will get in return for answering your call to action. However, for your landing page to be most effective, you must also explain why your offer should matter to potential clients. Don’t just address what you do, but why they will want to partner with you.

For example, you shouldn’t just describe how you rigorously help your clients protect their rights. You should also describe how the client would benefit from choosing your law firm over others. For example, explain how you offer after-hours appointments or how you follow up with regular communication.

Why is this important? Chances are that you aren’t the only law firm offering the service that is featured on your landing page. You have to convince people that what you are offering sets you apart. Show that you know what you are doing and can deliver your services in a way that truly meets their needs.

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 are their ally
  • Explain how you can help solve their problem and relieve their stress
  • Show sympathy — let them know you aren’t there to assign blame
  • 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

Finally, encourage the visitor to move forward by answering your call to action. Here is where you present a form to collect information or to request a free consultation so that you can be of further assistance.

Keep It Simple but Precise

A lengthy contact form with too many fields could lower the conversion rates for your landing pages. Prospects might find long forms to be overwhelming or frustrating. They may also worry about privacy violations if you ask too many questions upfront.

If they think it will take too much time to complete your form, they may put it off until later. Unfortunately, later almost never comes. The worst possibility is that they could click back to the search results and choose one of your competitors.

In many cases, it is better to collect just enough information to make contact and have a conversation. You can gather other information once the prospective client feels comfortable sharing it.

Here are some best practices for a short contact form:

  • Include requests for basic contact information as mandatory fields
  • Other requests such as phone and last name can be included but should be optional
  • Be especially careful about phone numbers — people don’t like to receive sales calls

Keep in mind that a longer form is not always best. A longer form can work if you would like to pre-qualify your leads, but it will reduce the number of leads you receive overall while boosting the quality of the leads you do receive. This technique is often used by law firms that are very well-known or that target an elite client base.

Remember to include your contact information too. Some people will prefer to bypass any forms and simply call or email.

Here are a few other things you can accomplish with a longer form:

  • Give prospects room to enter details about what they want
  • Add dropdown menus for selecting specific services
  • Allow prospects to select their preferred language
  • Provide a selection for the prospect's preferred method and time of contact

Do you work with business clients? You can use a longer form to inquire about company size, structure, and industry.

Think of Your Call to Action

You will see many landing pages with a CTA button that says “Contact us” or “Submit.” This setup isn’t entirely ineffective, but you would be losing one last opportunity to engage.

First, call-to-action text like this leaves the final impression that you are seeking something from your visitors. Instead, you should be offering them a solution to the problem they have. These generic CTA buttons also miss the opportunity to increase trust or make a connection.

Try to write a CTA button that reminds visitors of what they will get in return. Mention the positive outcome they will receive. For example, if you are promoting employment law services, you could try “Let’s work together to protect your rights” or “I’m ready to stand up for my rights.”

You might also add wording around the CTA button that provides additional reassurance that answering the CTA is a good thing. For example, you could remind readers that an expert is on hand to help them right away. If you are promoting a relatively simple service, let visitors know their problems can be addressed quickly.

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.

Perform an A/B Test

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? To complicate things further, some page features may work well on their own, but not together.

There is a solution to this. You need to engage in regular A/B testing for your landing page and any ongoing changes that you make. Your web developer will tell you the best approach to testing the different elements that are included on your landing page.

This testing might include adding or removing elements one at a time. Test what happens after each change. For example, see how the page performs after you change your trust indicators or modify the headline. Also, try using different visuals.

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. 

Software is available to help you test each version and analyze the results. For example, if you are testing two different versions of a landing page, the software will serve one page up to half of the people who visit and another to the rest. Then you can compare the results.

Add Video and Other Visuals

Images can help draw attention to your landing page and clarify your message. As effective as pictures are, though, video is even better. You can use videos on your landing pages to increase conversions significantly. In fact, the right law firm video in the right place could mean the difference between the success of your campaign and its failure.

Why is video so effective on landing pages?

  • It gets your point across quickly
  • It helps visitors make an emotional connection
  • It adds personalization to your landing pages

Also, video paints a much clearer picture than a photo or image does. Because you have video and audio (or subtitles) available, you can communicate your message without worrying that it is being misinterpreted.

Video is also unique. Most law firms are still relying on stock images and photos. This approach stops getting the attention of visitors quickly. Every site just looks the same. Meanwhile, yours stands out.

Should you include a video background? Maybe, but that can be distracting on a text-heavy page. Also, video does take time to load. A background video could cause issues with your page load time, especially if you are already using a video in the foreground.

Finally, a background video may not comply with ADA regulations. It’s better to just leave this off your lawyer landing page. You don’t want to be accused of discrimination or have your page cause somebody issues.

Instead, stick with a relevant video to play in the foreground. For example, you could have one of your top attorneys read a statement or play a testimonial video from a client.

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

This flight delay compensation 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

This landing page begins with an excellent headline that reassures visitors they are learning more about an attorney 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 an attorney. 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

“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 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

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

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 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 Lawyer Landing Page

There are some best practices that apply to most landing pages. This reality includes pages for law firms.

For example, your 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 as part of your overall campaign. Our team also offers law firm search engine optimization services, PPC management for lawyers, and web design services. Contact us for a free consultation.

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