Did you know that 77% of what people use as "landing pages" are simply the homepage for their website? A landing page is so much more, but too many companies, including law firms, don't use landing pages to capture and convert potential clients adequately.
Whether you practice family law, personal injury, criminal defense, or something else, attorney landing pages are designed to target people ready to hire an attorney. That means they have more of a call-to-action push than other pages on your site.
What is a Law Firm Landing Page?
A landing page is a standalone web page specifically designed to capture visitor information through a conversion goal. This could include filling out a simple contact form, signing up for a newsletter, or scheduling a consultation.
Unlike a homepage, a landing page should speak directly to your ideal clients for a specific practice area within a particular region. You can often spot these on law firm websites where the page title is something like "San Diego motorcycle accident lawyer." A landing page may include information similar to a general practice area page. It also further explains your unique value proposition and calls to action, prompting the viewer to take the next step.
Identifying the primary purpose of your law firm landing page is the first step toward optimizing it. Here are a few common objectives for law firm landing pages:
Lead Generation
Many landing pages are designed to collect leads by encouraging visitors to fill out forms or provide contact information in exchange for a valuable resource, such as an ebook, consultation, or case evaluation.
Service Promotion
A landing page can be tailored to highlight a particular practice area, such as family law or personal injury. These pages allow you to delve deeper into that service and explain how your firm can meet prospective clients’ needs.
Campaign-Specific Goals
If your firm is running a specific marketing campaign, such as a promotional offer or a community event, a landing page can be designed to support that campaign, tracking responses and conversions from targeted ads or email campaigns.
By having a clear objective for each landing page, you can create focused content and design elements that lead visitors toward that goal. It also helps you measure its effectiveness based on how well it performs against the desired action, making it easier to refine and optimize for better outcomes in the future.
Use these tips to get more ideal clients reviewing and taking action from landing pages.
Step 1: Setting Clear Objectives
You need a specific intention for every landing page you create. It may surprise you that among savvy marketers using landing pages, nearly half of them create a new landing page for every single campaign. For a lawyer, that could mean a new page for every town or neighborhood you serve.
Identifying Your Audience's Needs
The reason to create custom goals for every campaign and landing page is to personalize the experience for the person who clicked the ad, image, or link that took them to the landing page in the first place.
To accomplish this, you must answer these questions:
- What kind of case does this client have?
- At what phase of the process does this client find themself?
- Where does this person live?
- What do you want them to know about your law office before they exit this page?
This landing page clearly explains when someone has a motorcycle accident case, answers the most common questions associated with a potential lawsuit, and directs the viewer to either fill out a form for a free consultation or complete the chatbot to get help from the law firm.
Everything on this page is designed to showcase this firm as an ideal place to get help with a complex motorcycle injury and prompts the person reading it to reach out.
Step 2: Designing Your Law Firm's Landing Page for Maximum Engagement
It's not enough to list everything you think someone should know about a certain kind of case. Every word and design element used on a law firm landing page should have a purpose. As with every page that you build on your overall law firm website design, you need to make it responsive.
An effective law firm landing page should clarify information, highlight the firm's unique selling proposition, and encourage visitors to take action. This means incorporating things like:
- At least one way for a potential client to contact you
- A clear headline above the fold on the page since this is high-value real estate
- Information specific to the kind of case and the region in which you take cases
- Use of visual elements that connect with viewers, like images, infographics, or short videos
- Case studies that show the kind of results you get or how you've helped other clients
Visual Design and User Experience
When it comes to optimizing your law firm landing page, visual design and user experience (UX) play crucial roles in engaging potential clients and guiding them toward your desired call to action. An appealing and functional landing page not only attracts visitors but also keeps them on your page long enough to make a decision. Here are some key elements to consider in terms of design and user experience:
Simplified Layout
Visitors should be able to navigate easily without becoming overwhelmed by information or distractions. Use a single-column format and limit the number of elements presented to avoid clutter. Focus on keeping essential content front and center, and ensure the main message and call to action are easily identifiable. A simplified layout improves focus and increases the likelihood that visitors will engage with your content.
Responsive Design
Test your landing page across different devices to make sure that buttons, images, and text are easily readable and clickable, which minimizes frustration and encourages conversions.
High-Quality Images and Graphics
Use high-quality images that are relevant to your services and evoke the emotions you want to convey, such as trust, empathy, and professionalism. Landing page videos can also provide an introduction to you or your team of attorneys.
Including graphics or infographics can help illustrate complex legal concepts simply and understandably, but avoid overwhelming the visitor with too many images; select visuals strategically to support your key messages.
Contact Information Accessibility
Prominently display contact information, such as your phone number and email address, at the top of the landing page and include a contact form that's easy to locate. By making it simple for potential clients to get in touch, you remove barriers that may prevent them from taking the next step in seeking legal assistance.
This landing page from Thon Beck uses a good headline, visual elements like a checklist, and a short video to capture contact information. With all of this above the fold, it's a great way to connect with clients immediately.
Here, Amanda Demanda Injury Lawyers displays a phone number and a contact form to give the website visitor two options to reach out to hear from an attorney. Either call directly or fill out a contact form. The use of different text types and the inclusion of a video balances out the page.
To start with your landing page web design, research competitors or law firms in other regions. You'll begin to notice these common elements in lawyer landing pages, and they exist because they work! Use this to create your own legal marketing landing page template. You'll still personalize it for each new campaign, but the landing page design and format elements remain mostly the same.
Step 3: Crafting Content that Resonates
Too many lawyers put most of their effort on landing pages into talking about how amazing they are. While it's true that your new clients want to know you have the experience necessary to succeed, they're far more invested in what you can do for them and what makes you different from other firms.
Well-structured and engaging content is critical for making a solid first impression. Content can make or break the success of a landing page of a legal practice. Make use of ways to break up the text, such as:
- Using headers/subheaders to make content accessible to scan
- Avoiding large walls of text
- Choosing a readable font and color
- Use bullet points
Outside of formatting, choose words and phrasing that connect with your reader's problem and questions about their legal issue. Ask yourself, "Does my potential client really care about this?" before adding things to your content.
Dolman Law Group is an excellent example of writing relevant content for readers on a landing page. There are multiple ways for a prospective client to reach out here, which is a solid start. However, the writer also includes information aligned with a Chicago audience, pulling out specific phrases and words.
Lawyers should hire an expert copywriter to craft landing page content that's optimized to generate conversions and rank high in organic search. This helps ensure that you get the most mileage out of the page. Someone who understands the legal industry can more easily build trust through landing page content.
Step 4: Enhancing Visibility with SEO and Structured Data
Most landing pages drive traffic from sources like pay-per-click ads on Google or Facebook ads. You're investing a lot of time and expense to optimize these, so you must incorporate SEO elements in every landing page.
SEO Best Practices for Landing Pages
You need technical aspects behind your landing page to verify that it delivers properly and is accurately tagged with search engines. Integrating SEO best practices and structured data markup is essential for improving the page's online visibility.
First, here are a few things to note when adding SEO to your landing pages:
- Choose primary bottom-of-funnel keywords to indicate someone ready to hire
- Use those keywords naturally throughout the content
- Reference city, town, neighborhood, or landmark info to target a geographic area
- Use on-page SEO elements like title tags, meta descriptions, headings, internal links, and alt-text
- In your title tag, place important keywords as far to the left as you can
Secondly, hire an expert to help you with structured data markup. While this sounds complicated, it's just an annotation system you can add to your lawyer website to allow Google or other web platforms to read your site and pull information about your legal services from your HTML.
Step 5: Incorporating Testimonials and Social Proof
Incorporating testimonials and social proof on your law firm’s landing page is a powerful strategy for building trust and enhancing your credibility with potential clients. A high-converting landing page will often feature genuine feedback from satisfied clients.
The Importance of Building Trust
Trust is a crucial factor when clients choose a law firm. Most individuals seeking legal help are often dealing with stressful and vulnerable situations, making them more inclined to look for reassurance and proof of your effectiveness. Testimonials serve to enhance your firm’s credibility by:
- Validating Your Expertise: Positive reviews from former clients showcase your successful track record and demonstrate that you have the experience and skills necessary to handle their cases.
- Creating Relatability: Testimonials often reflect the personal circumstances of clients, which can resonate with potential clients facing similar issues. When individuals see that others have successfully navigated their legal challenges with your support, they are more likely to feel that your firm understands their needs.
- Encouraging Word-of-mouth Referrals: Satisfied clients who share their positive experiences can lead to organic referrals, thereby growing your client base. Prospective clients often trust recommendations from others more than traditional marketing materials.
Examples of Effective Placement
To maximize the impact of testimonials on your law firm’s landing page, consider these effective placement options:
- Above the Fold: Positioning at least one key testimonial above the fold—visible without scrolling—can immediately capture visitors' attention. This strategic placement increases the chances that visitors will read it before diving into other content on the page.
- Near the Call-to-Action (CTA): Placing testimonials close to your main call-to-action reinforces the message and encourages potential clients to take the next step. A positive review or success story paired with a CTA, such as "Schedule Your Free Consultation," can effectively entice visitors to engage with your firm.
- Dedicated Testimonial Section: Create a dedicated section on the landing page to feature testimonials. This area can be visually distinct—using quotes, images, or even short video testimonials—to draw attention. Regularly updating this section with new testimonials keeps the content fresh and relevant.
- Highlighted Case Studies: For more detailed feedback, consider integrating case studies that outline specific client experiences. These can be linked to from your testimonial section or displayed in a carousel format, illustrating particular successes and the impact you made on those clients’ lives.
Step 6: Build Trust with Secure Web Policies
A clearly articulated privacy policy is essential for building trust with clients and is also a legal requirement in many jurisdictions. While the United States does not have a singular data protection law like the General Data Protection Regulation (GDPR), law firms still need to be aware of both U.S. privacy laws and GDPR requirements.
Importance of a Privacy Policy
A privacy policy outlines how your law firm collects, uses, discloses, and protects the personal information of visitors and clients. It serves several important purposes:
- Transparency: It informs users about what data is collected, how it is utilized, and who has access to it, helping to build trust in your services.
- Legal Compliance: Many U.S. states have enacted specific privacy laws, such as the California Consumer Privacy Act (CCPA), which requires businesses to disclose their data handling practices. A privacy policy can help avoid potential legal pitfalls and penalties.
- User Rights: Including information about user rights concerning their personal data, such as access, correction, or deletion rights, so that clients feel empowered regarding their information.
U.S. Privacy Laws
In the United States, several privacy laws may impact user data on a law firm's website.
- California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA): These laws empower California residents with specific rights over their personal information, similar to GDPR principles. Firms should ensure they adhere to these regulations if they do business in California.
- Health Insurance Portability and Accountability Act (HIPAA): Compliance with HIPAA, which governs the privacy and security of medical data, is vital for law firms handling sensitive health information.
- State-Level Privacy Laws: Various states are enacting their own privacy regulations, which may require specific compliance measures to protect consumer data.
Step 7: Analyzing and Optimizing for Continuous Improvement
Once a landing page goes live, watch your analytics. You'll get a decent sense of how it's performing from your Google Analytics, but this is also the time to ensure you're capturing the correct info during intake. A landing page exists to bring you new clients, but it might only give you a piece of the puzzle unless you look at the bigger picture.
Imagine getting calls from potential clients who saw the landing page, but few turn into actual cases. That could indicate that the messaging in the copy needs to be corrected or that something's falling short in your response and intake process. Use what you learn to continue tweaking existing landing pages and making strategic decisions about when to publish new ones.
You can also A/B test landing pages. If you have two versions of a landing page, consider running ads to both using different keywords. This can tell you more about when certain pages perform better, and you can turn off the least successful ads later. Watch metrics like time spent on the page, whether or not someone clicks on/uses the CTA and overall conversion rate.
To get high-quality clients, include landing pages in your law firm website design plan and digital marketing strategy.
