Consider this question: Why does your law firm have a website?
Do you have a website just because most of your clients expect that you have an online presence? Or is because having a site is a crucial component of your firm as a brand?
You may answer yes to both questions.
What is a Landing Page?
What exactly is a landing page?
In its most basic form, it’s a page that visitors land after they click on a result on search engines, an email link, a social media post, or a paid search. It’s one of the most powerful conversion tools that you can use for your brand.
Unlike your homepage, your site’s landing page should be designed with a specific goal in mind ‒ to convert site visitors into potential leads. That is made possible by directing site visitors to a specific call-to-action (CTA).
Why is it important?
When a prospective client clicks on your ad, your site’s landing page will help them form their first impression.
It’s highly influential in determining whether a person wants to contact your law firm or immediately go back to the search results. When they leave your site, it could drain your online marketing budget.
Let’s say a prospective client is looking for a personal injury lawyer online. The moment they click on your ad, they won’t be taken to your homepage. Instead, the link leads them directly to your landing page.
Now, why are landing pages so important? Well, they’re usually the first page your site visitors will come across.
Keep in mind that most users are put in a spot whether to contact your firm or look somewhere else. That’s why, in this post, we’re going to talk about the seven best practices on how you can create a well-designed landing page for your law firm.
1. Create for your ideal client
When making your landing page, and deciding what images or reviews to include, ask yourself: Who is your ideal client?
According to https://amazelaw.com/, “Once people click on your ads, most of them are probably there because they want to find solutions. So, think about whatever questions or concerns that they may have, and focus on providing them with answers.”
Here are five questions that you need to take into consideration:
- Can you solve their problem?
- Are the services that you offer affordable?
- Do you have excellent reviews?
- Is your law firm the best firm that could handle their case?
2. Have a clear value proposition
Your value proposition should tell prospective clients what you can do for them. Also, it should be clear why should they choose you over other law firms.
Know your prospective clients’ pain points. Will it be the amount of money that will cost to pay for a lawyer? Or is it the money that they could potentially lose if they don’t hire one?
People could be worried about everything — from how they could potentially save their business to how they can keep their family intact. Understand what their pain points are, and then come up with a solution that resonates with them.
Remember, your focus should be how you can help them. Instead of just saying that you have over 20 years of experience, here’s what you can say: “Over 20 years of experience of winning personal injury litigations.”
3. Add high-quality images
Here’s the thing: People nowadays have an attention span that is as short as that of a goldfish.
Thus, you should know how to grab your client’s attention as quickly as possible. Using high-quality images are one of the most effective ways of doing so.
By adding images of people on your landing pages, you’re guaranteed to boost your conversions. Just ensure that the images you’re using are relevant to the rest of your page and that it grabs people’s attention right away.
4. Focus on one topic
Your law firm’s landing page should only focus on one topic. Meaning, it should be just one specific practice area or only one type of service that you offer.
Again, your landing page should feature your services and distinguish your unique value proposition from your unique campaign proposition.
Your UCP should only be directly related to only one service. This can be anything from a free evaluation for a personal injury or a strategy call for a defense case.
Let’s say you’re a criminal defense attorney looking to handle more DUI cases, then create a landing page tackling that issue. On the other hand, if you’re a personal injury attorney, you can create a landing page that specifically addresses auto accidents and so on.
5. Keep your forms simple
Almost all landing pages have interactive forms that aim to get information from the user. But you’d be surprised that the best landing pages are ruthlessly simple ‒ just the name, contact information, and brief yet concise information about the issue.
On top of the form, you can reinforce the benefits by putting a small headline. To make it stand out even more, use colored backgrounds and borderline around the form.
Also, in the form button, use it as another opportunity to convey the benefits of what you have to offer your clients. Don’t use words like “Submit.” If you’re offering a free consultation, you can say “Get your free consultation now.”
Again, you want to make things easy and convenient for web visitors. So, keep it simple!
Another thing to keep in mind is that more and more people are using their tablets and smartphones to access the internet. Make sure that all your forms, as well as the rest of your site, function and looks the same on mobile devices like it does on the desktop and laptops.
6. Don’t forget your Call-to-Action
An excellent landing page should follow a step-by-step formula. The overall design and text should work harmoniously with one another to show your firm’s ability to solve users issues.
To streamline the whole contact process, use interactive forms that are user-friendly. Having effective calls-to-action (CTAs) also convinces prospective clients to take the next step.
CTAs can take into several forms. This includes “Click Here” buttons that you’d see on the bottom of the page, as well as phone numbers and email addresses that are strategically placed. For example, you can maximize your CTA by offering value, such as “Click Here for a Free Consultation”, to entice a prospect.
7. Highlight your law firm’s credibility
Do you know that 88 percent of website visitors trust online reviews as they would with a personal recommendation? Previous client reviews matter.
A majority of people will first look up the reviews online before eventually hiring a lawyer. Therefore, strategically placing client reviews on your landing page gives people the validation they need. As a result, you’ll boost your landing page conversions. Why? Because the majority of consumers will only take action after seeing a positive review.
Similarly, you can include your case results as well. It’s one of the most highly effective marketing tactics that can help boost your conversion.
People will always want to know whether you’re an effective lawyer or not. When you give previous case results, you’re showing prospects that you’re able to achieve success from similar clients in the past.
While it may feel like bragging to some, it isn’t. Your record is something that they’d like to know about before being convinced to hire you. When you show clients how transparent you are with your previous cases, that will even strengthen their decision to hire you.
8. Test and Optimize
While we can talk all day about what a successful landing page looks like, at the end of the day, you’ll only know if it’s effective if you test it.
So, for every landing page that you build you must A/B test it.
Don’t just rely on anecdotes or your intuition. Always test, again and again. All of these may highlight the best law firm industry practices, but every law firm is different. What works great for some may not work so well with you.
Your A/B tests should look for the locations of the CTAs, what’s the size of your images, whether or not you should include social proof or case results, or place additional links.
Over to You
There should be art when it comes to creating landing pages.
Ideally, it should have an attractive design and compelling copy. If done the right way, it could bring in massive revenue for your law firm.
Remember that all great landing pages have a simple goal, and that is to get more prospects to reach out to your firm.
Making an excellent first impression with your landing page does count. That’s why to achieve your desired results, you should follow the aforementioned best landing page practices for your law firm.