Draw Clients to Your Site with Landing Pages

One of the best ways to draw potential clients to your Web site and convey your expertise in a specific practice area is through a “landing page.” 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.

While most law firms practice in several different areas of the law, many clients think that they’ll do better if they hire a specialist. Of course, many firms have individual lawyers who are specialists in a particular practice area. But there’s no way to convey that simply and succinctly on the home page of a law firm that has, perhaps, a dozen lawyers who practice in a variety of legal specialties. The solution? A landing page that targets a specific type of case in a specific city.

A landing page is simply a Web page that is customized to emphasize a special theme or subject. If you have ever registered for an event online or purchased a product or service over the Web, you’ve probably visited a landing page. The main difference between a registration-type landing page, which typically appears as a form, and a law firm landing page, is that the law firm landing page usually looks very similar—in fact, nearly identical—to the home page of the firm’s main Web site.

Landing Pages are designed to increase traffic to a law firm’s Web site by attracting a specific, targeted audience, concerned with a specific legal issue. Landing pages can also be used to target potential clients in a particular geographical area. On a landing page you can reproduce content that appears in your firm’s main Web site, but place it front and center. You can offer useful information on the legal topic, news of impressive jury verdicts (if permitted in your jurisdiction), or details of certification in a pertinent legal specialty.  If you have written articles on the subject, this is a good place to highlight them and establish your credentials as an expert.  You can also include links back to your firm’s main Web site (your expertise in the legal specialty having been established by the landing page).

Because the landing page is focused on a particular legal issue, the visitor to the site is likely to be closer to a decision to hire a lawyer. Once you have captured the interest of the visitor, urge them to contact you with a strong call to action, and provide an easy way for them to do it by providing ample contact information. 

If you’ve been wanting to expand a particular area of your law firm’s practice, landing pages can be an effective way to get started in the process.