Landing Pages from Coast to Coast

“If you have a sizeable section of your Web site devoted to one practice area, you absolutely have to have a landing page for it.” Those are the words of Anthony Colleluori, a successful trial lawyer who practices in New York City and on Long Island.

Mr. Colleluori has strong opinions on the value of landing pages, and how they work in conjunction with his law firm’s Web site. He appreciates how, over the last several years, Internet marketing has allowed him to spend more time in court, by attracting the type of clients that he desires. Landing pages are an important component of his Internet marketing mix. 

A law firm landing page, simply put, is a Web page with a unique domain name that is customized to emphasize one particular practice area. It usually matches the appearance of the firm’s main Web site and is designed to increase traffic from search engines by attracting a specific, targeted audience, concerned with a specific legal issue.

In his law practice, Mr. Colleluori is the sort of lawyer who feels most at home in the courtroom. He enjoys the challenge of taking on tough cases, the cases that no one else wants. The criminal side of his practice runs the gamut from DUI to homicide. But he also devotes a portion of his practice to family law, and he recognizes that a Web site that promises a vigorous defense for criminals may well turn away a potential family law client. That is why Mr. Colleluori uses a family law landing page to appeal to those clients. 

The landing page eliminates an obstacle for those who are looking for a family law “specialist.” “Certain clients want specialists, and they may not realize that a law firm is more often a collection of lawyers who concentrate on very specific areas of the law,” Mr. Colleluori observes. A landing page enables the law firm to promote the expertise of its various attorneys, and helps the consumer looking for the person with that particular expertise to find it faster.

Mr. Colleluori also has three FindLaw Practice Centers on his Web site. From a pure marketing ROI standpoint, he believes that the landing pages that link to his Practice Centers help deliver the maximum value for both.

Across the country in Los Angeles, California, attorney Steve Stolar, of Stolar & Associates uses 10 different landing pages to draw people to his practice, which focuses primarily on family law. Mr. Stolar, like his counterpart on the East Coast, uses landing pages to attract potential clients who are using Internet search engines to find a lawyer who excels in a particular area of law.

Mr. Stolar’s landing pages target potential clients with very specific family law needs. He has separate pages for prenuptial agreements, domestic partnerships, divorce, child custody and child support. (He also has two landing pages for business litigation, another important side of his practice.) 

With so many landing pages, Mr. Stolar sees some of them outperforming others. But he is unreserved in his praise for the performance of the FindLaw team that helped him launch the landing pages and supports his Web site and the other elements of his Internet marketing program. “The customer service people that I’ve dealt with are really great. All the employees are knowledgeable and very responsive.”

As we said in an earlier issue of Perspectives Update, “a landing page can make the difference between a prospect who spends time on your site and then decides to pick up the phone or send you an e-mail, and one who hits the ‘back’ button and is gone forever.” In whatever part of the country you practice law, if landing pages sound like a good fit for your Internet marketing mix, your FindLaw Representative can help you choose the ones that are right for you.