Four Elements of a Powerful Landing Page

Here’s a question to consider: Why does your law firm have a website?

Because your clients expect it? Because Web search is now the main way that people find law firms? Or because a site is an essential component of your firm’s brand?

Of course, the answer to all three questions is an unequivocal yes. On a deeper level, however, your site should help convince visitors to contact you — and help convert those visitors into paying clients.

A landing page is one of the most powerful conversion tools at your disposal. What is a landing page? In simple terms, it’s a page that visitors “land” on after they click on a search engine result, a paid search ad, an email link or a social media post.

Here’s an example: A consumer sees an online ad for asbestos injury settlements by a personal injury attorney. When the person clicks on the ad, he or she doesn’t go to the attorney’s home page. Instead the link goes directly to a landing page — a Web page with relevant details on the topic.

Why are landing pages so (potentially) powerful? They’re often the first page of your site a visitor will see. And they’re often the spot where visitors decide whether to contact your firm or look elsewhere.

Here are four elements to keep in mind when creating a landing page.

1. Have a purpose in mind

Well-designed landing pages have a tight focus. Case in point: If you’re running online ads for, say, your DUI practice within a specific geographical area, your landing page should detail your firm’s capabilities within that realm. Visitors will want to know:

  • how you can help them
  • why they should choose your law firm

2. Be concise

Someone who comes to a landing page almost certainly has a troubling issue. Keep your text short and locked in on how your firm can help address that issue. Top it off with a compelling headline and save the in-depth details on yourself and your attorneys for your home page and “About Us” section. Remember, you only have a small window of opportunity — visitors form a first impression of a website within 200 milliseconds of their arrival.

3. Make it easy for visitors

Landing pages often use interactive forms to capture information. The best are ruthlessly simple: name, contact info and a brief description of the issue. Again, you want to make things convenient for visitors. And keep in mind: A growing number of people only use smartphones and tablets on the Web. Make sure your form (and the rest of your site, for that matter) looks and functions the same on mobile devices as it does on a laptop or desktop computers.

4. Calls to action

A good landing page follows a step-by-step formula. The text and design work together to showcase your firm’s ability to solve visitors’ issues. User-friendly interactive forms simplify the contact process. And vigorous calls to action (CTAs) help convince prospects to take the next step. CTAs can take numerous forms, including prominent “Click Here” buttons at the bottom of contact forms and strategically positioned phone numbers and email addresses. The best CTAs also weave in value (e.g., “Click Here for a Free Consultation”) that can help sway a potential client.

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