How to Design Effective Landing Pages for A Law Firm Website

When people need legal help, the first place they turn for information is usually the internet. This means that internet marketing is an increasingly important strategy for lawyers to acquire new clients. Your law firm website is the backbone of your online marketing strategy, and it can drive a lot of business for your firm if it’s designed properly. There are several important pages that every law firm website should have, but one of the most important ones is a landing page. In this post, we’ll explain what a landing page is, why it’s so important, and how to design effective law firm landing pages that will drive more business for your firm.

What is a landing page and why does it matter?

A landing page is a type of page on your website that is designed specifically for the purpose of converting anonymous website visitors into prospective clients.

It’s called a “landing” page because it is often the first place where targeted web visitors land when directed to your site from advertisements or other online marketing channels.

Why are landing pages important?

It doesn’t matter how much money you spend on advertising or how optimized your website is for search engines. If you aren’t able to convert your web traffic into actual prospective clients for your firm, you are just wasting time and money.

With proper landing pages on your site that are well designed and optimized for conversions, you will maximize the ROI (return on investment) from all of your online marketing activities and expenses.

5 elements of an effective law firm landing page

So what does an effective law firm landing page look like? Here are the 5 key components that you should have on every law firm landing page:

1. Clear value proposition

A value proposition is a short description of the main benefit your services can provide for clients.

It should be a single sentence that is simple, direct, and easily understood. Leave out the legal terminology and hyperbole.

Just tell people what you do and how it can benefit them. The value proposition should be right at the top so it’s the first thing people read when they hit your landing page.

The example below from Uber is a perfect illustration of a good value proposition. It’s short and extremely simple, and it instantly tells the visitor what the benefit of being an Uber driver is.

A good example of a value proposition from Uber’s landing page (via InstaPage)

2. Captivating imagery

People have very short attention spans when browsing the internet. You need to grab their attention as quickly as possible, and using captivating imagery is one of the most effective ways of doing so.

In fact, one study found that by simply adding an image of a person to a landing page, they were able to increase conversions by over 100%.

Just be sure to use high quality images that are relevant to the rest of your page and that will grab people’s attention.

For example, this landing page from Vantiv does a good job of using imagery to convey meaning. They are offering an e-book download about the evolution of wallets as they become integrated into our mobile devices, and the image illustrates this nicely.

An example of good use of imagery on a landing page (via InstaPage)

3. Lead capture form

Perhaps the single most important element of a landing page is the lead capture form. This form is where you will collect the contact information from a website visitor in order to follow up and offer your services to them.

The form should be short with no more than about 6-8 fields. If you start asking for all the case details upfront, you will likely see a significant drop off in conversions.

The idea is to make your marketing funnel wide at the top in order to capture as many leads as possible. You can always qualify the leads more thoroughly later on in the intake process.

Stick to the minimum information you will need in order to determine that a web visitor is actually a potential client, and not just a bot, spam message, or a solicitor.

Below is a good example of a lead capture form. It doesn’t ask for much information, but it does have a couple of qualifying inputs such as the use of “company email,” “company name,” and “number of employees.”

These fields will deter some everyday people who don’t work for a company from submitting the form, but that’s ok because those people would not be good customers for Percolate anyway.

A short but effective lead capture form from Percolate (via InstaPage)

4. Strong call to action with an appropriate button

Along with a value proposition, the other most important piece of copy on a landing page is the call to action.

A call to action is a simple, compelling message that urges visitors to fill out the lead capture form. It should align nicely with the value proposition and reinforce the benefits the person will receive.

For example, a common call to action for a law firm would be “Request A Free Consultation.”

Also, it’s important that the button text on your lead capture form aligns with the call to action. Just using the standard “Submit” button is not always best. The button should motivate them to take the desired action.

If your call to action is to request a free consultation, your button would be better off saying “Request Consultation Now” or something similar.

Notice in the example below how they use a simple call to action of “Free Download” and the button text motivates the person to take the desired action: “Get Your Guide Now.”

A good call to action from Wordstream with corresponding button text (via InstaPage)

5. Social proof

Social proof, such as testimonials from past clients or positive client reviews are another important component of an effective law firm landing page.

Chances are, your website visitors won’t know much about your firm when landing on your website. Social proof will help boost your credibility and establish trust, which is key when it comes to increasing the likelihood of a conversion.

You should display this content somewhere prominently on the page, but not above the value proposition, lead capture form, and imagery.

Notice in the example below how they have two testimonials from satisfied customers, along with headshots. This makes the testimonials seem more real and trustworthy.

A good example of using social proof from Apttus (via InstaPage)

How to optimize law firm landing pages to acquire more clients

Now that you understand what landing pages are and why they are so important, let’s dive into how you can optimize your law firm landing pages to get more clients. Here are some tips:

Make different pages for each practice area or service

It’s best to build as many different landing pages as possible so that each one can be specific with a precise value proposition and call to action.

You don’t want to send people who need to file for bankruptcy to a landing page about DUI defense. So it’s best to develop a custom landing page for each type of practice area or service that you offer.

By doing it this way, you will ensure that the language on each page will speak directly to the needs of the people visiting it. They will get a stronger sense that you are the right person to help them, and be more likely to input their information.

Plus, having more indexed pages on your website is also great for search engine optimization.

Make a custom landing page for every ad campaign

If you are doing any paid advertising on Google or Facebook, you should also build unique landing pages for each ad campaign.

The problem with directing all your paid traffic to your main website is that you won’t get a clear picture of how well your campaigns are performing because the data will be mixed up with your non-paid traffic sources.

By having separate landing pages, you can keep your data clean and precisely measure how well each campaign is working based on the ROI.

Track key metrics and A/B test the design

Failing to measure the effectiveness of your advertising campaigns is a huge mistake. You should be tracking a few key metrics for each landing page and/or ad campaign to make sure they are working and driving business to your firm with a positive ROI.

Here are the key metrics to keep track of for every landing page and campaign:

  • Total visitors to the page
  • Total number of leads (i.e. number of form submissions)
  • Landing page conversion rate (i.e. total leads / total visitors)
  • Client conversion rate (i.e. total paying clients / total leads)
  • Total revenue produced from all paying clients
  • Net profits (i.e. total revenue – total marketing spend)
  • ROI (i.e. net profits / total marketing spend)

Once you establish some baseline numbers for each of these metrics, you can start to A/B test your landing pages in order to drive more conversions.

A/B testing involves making one change at a time to any of the core elements of the landing page. So you might try a different featured image, a different value proposition, a different call to action, or even a different color button.

With each test, just keep track of the same key metrics and compare them to all your previous tests. It may seem surprising, but it’s often the smallest changes that will have a huge impact on the results.

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