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5 Characteristics of a High Converting Lawyer Landing Page

Written by Erik J. Olson on . Posted in .
Home > Blog > 5 Characteristics of a High Converting Lawyer Landing Page

A landing page is a key component of your law firm’s online marketing efforts. Without an effective law firm landing page, your firm will miss out on potential clients who come to your homepage or another page on your site then click away without filling in your contact form. Not only that, but competitors who have better landing page designs may be landing the clients that you are losing.

On the other hand, a strategic landing page can help your law office generate leads. Taking the time to optimize your landing page will make your law firms website more effective. This guide will explore five characteristics of a high-converting lawyer landing page, giving you the tools you need to optimize your landing page design.

Array Digital creates high-converting lawyer landing pages for law firms that will drive more clients to your website. If you are ready to get started, call 757.333.3021 to speak with a legal marketing expert today.

How To Build A Lawyer Landing Page That Converts

Getting users to your landing page is just the first step in the conversion battle. You’ve done the hard work, whether the user clicked an ad from your firm’s PPC campaign, or landed on your website via organic search. Now what? You’ve spent money acquiring this visitor, let’s convert them to a lead! Building a high-converting landing page for your law firm’s website is a critical component of your digital marketing efforts.

1. An Engaging Header and Subtitle

Whether you are a family law attorney, criminal defense attorney, or DUI attorney, you need to grab a visitor’s attention the minute they end up on your law firms landing page to have the potential to convert them to new clients. A catchy, to-the-point heading and subtitle are crucial to this.

In your heading, you need to mention your firm’s value proposition. You also need to focus on search engine optimization (SEO) by adding your first or second primary keywords. While there are plenty of law firm SEO best practices, one of the most important is avoiding keyword stuffing. Don’t keyword stuff, which means filling the heading with every keyword you can fit, but do add them strategically. SEO is a highly technical art form that goes far beyond actual on-page content and covering it in one paragraph is a disservice to the entire strategy.

Your header and subtitle on the landing page need to be unique from the homepage. This strategy tells Google that the page offers something unique, which will help its ranking. This header is often a place to add practice area keywords rather than generic legal keywords.

2. Purposeful Copy

Every word on your landing page web page needs to have meaning and purpose. To do this, you must first determine the goal of your page.

Moz warns that there are two primary goals: conversion and SEO. These goals do not necessarily work hand-in-hand.

If your goal is conversion, you want the reader to become a new client. If your goal is SEO, you want a high number of visitors but are less concerned with every visitor becoming a client. For a legal landing page, you likely want the goal to be conversion. This page is where you focus your efforts toward gaining new clients or new leads.

The key to a landing page that converts is the content on that page. Marketers will tell you to take some time to think about your target audience. What has driven them to your website?

To write purposeful copy, you must think about the pain points your audience has. What problem do they have that you can help them solve? Address this early in the copy. Work keywords for SEO into the copy as you build on those pain points and explore how your firm can help.

Writing in a feature and benefit style is helpful when crafting your landing page copy. Show the features of your practice areas and the benefits they provide to your reader. If you are a personal injury attorney or accident lawyer, for example, you could open the page to discuss the problems after the accident. Then, move into how working with the best law firm can help solve those problems. Finally, wrap up with your call to action (CTA).

Do not fill the website page with fluff. Every word needs to have a purpose, either to point the reader to your contact information or to teach them what you offer.

3. A Mobile-Friendly Landing Page Design

When building a landing page, you must remember that many of your readers will access the page on a mobile device. As of 2021, 61+% of searches were from a mobile device. When you build your landing page, keep mobile optimization in mind.

One of the best ways to reach readers on mobile devices is with one quality, high-resolution “hero shot.” This image should sit front and center on the page, which marketers call “above the fold,” and relate directly to the practice area. Take care that the image loads quickly and converts well to mobile display, but take some time to carefully consider this image and the message it conveys.

Keep the structure of the page thoughtful so that it is not distracting on a small page. Avoid links or buttons that take readers away from the page early on. Remember to avoid social media icon links or navigation buttons that take the reader to another page on your site, other than the contact form. Remember, the goal is to create a contact and to turn that contact into a new client, so the only place you should direct them is to your contact form.

4. Social Proof

People want to know they can trust you. Social proof is proof from other people that your firm is one the reader can trust. Build social proof into your website design to help create this type of trust.

Testimonials and reviews showcased on your landing page create that trust and can help persuade the reader that contacting you is a good choice. However, readers want to know that the testimonies are from valid sources, not just something you made up. Thus, you should be able to show that they came from an actual past client.

To gather these testimonies, ask your current and former clients directly for them. You can also use reviews left on Google or Yelp, but always ask the client first before copying their review to your website. Screenshots of the review on the original page can make it appear more valid, or a link to the review site can work too. Just make sure the link is lower on the page, so you do not encourage the reader to click away before spending time reading your copy.

Another way you can provide social proof is to include a live feed on your social media profiles. The live feed is different from a button because it adds content to the page and does not direct the reader to click away.

5. A Clear Call-To-Action (CTA)

The call-to-action is a vital component of a landing page. Your CTA is the goal of the page, whether it is to gather contact information to build your database of leads or to encourage the reader to call to get your legal services. You need to clearly define what you want the reader to do and what will happen when they do it.

Some types of CTAs law firm websites use include:

  • Newsletter sign-up forms: This option gives your reader something of value in return for their email address while also giving you the chance to continue your marketing efforts.
  • Contact forms: This option works best for readers who are ready to get more information about your legal services. Be sure to get both a phone number and an email address.
  • Phone numbers: If you prefer a phone call to online contact, this CTA is ideal. Keep in mind that the people who are willing to pick up the phone and call are often highly qualified leads, but having just a phone number may limit the number of leads you receive. Use this option if it fits your goals well.
  • Free consultation offer: Most people who are ready to move forward will want face-to-face or over-the-phone information, but they aren’t prepared to pay for it. Offering a free consultation can move them from visitor to client.

The wording of your CTA is also essential. For example, a CTA can say “Talk to a lawyer,” or it could say “Get a free consultation.” Both have the same goal, but the second is more psychologically powerful, and it will likely get more results. People like to “get” things, and they also like “free” things, so they are more likely to click that CTA button.

Make sure that your CTA has an eye-catching design. Use the web design elements to draw the reader’s eye to the button or link so they don’t miss it. Use a unique color, shape, font, or even animation to draw attention to the button.

Contact the Legal Marketing Experts at Array Digital

Designing a high-converting legal marketing page doesn’t happen by accident. It takes strategic effort and knowledge of design. Array Digital has a team of digital marketers who know how to design high-converting landing pages for law firm websites.

Not only that, but our marketers will help your firm develop a comprehensive digital marketing strategy that includes social media marketing and PPC marketing to help drive more traffic to the landing page once you have one.

Your competition already has landing pages that are converting. If you’re ready to join them, Array Digital is here to help.

Call us at 757.333.3021 for a free legal marketing consultation, and learn how effective landing page design could be the key component of your law firm’s digital marketing success.

Written By Erik J. Olson
Founder & CEO
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.

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