Creating Landing Pages for Law Firms

What is the main goal and how will my page reflect that?

For legal firms, you want the right audience to be contacting you with their legal issues. You need to make it clear what type of law you practice. Highly informative content would be best to keep your user on the page. When they feel the source is trustworthy by offering rich information – they will feel more likely to contact your firm. This could be done as early as the keywords you’ve chosen to target, and ad copy used – but this should also be reflected in the landing page content. Your agency should help create a cohesive message throughout your law firm’s PPC efforts. An experienced PPC agency for law firms can help you manage this messaging.

How many landing pages should I create?

Depending on how many adgroups you have, you may benefit from creating as many landing pages as you have adgroups. If you have 5 adgroups, all targeting different types of law, 5 different landing pages with content pertaining to that specific type of law would be greatly beneficial. The content will feel more personal and catered to the searcher’s key phrase. If a user sees an ad that aligns with their search phrase, they are more likely to click the ad. This is also true for the landing page. If a user sees their phrase (or close to it) on the landing page, they will likely feel the content is more tailored to them and the source more trustworthy.

What offers should I highlight?

People like to get things for free. Offering a free consultation or free evaluation is a great way to connect with potential clients. People are more likely to offer their contact information, and case information when they feel they are getting something in return. From this information you can already decide if this lead is qualified or not. If offering a free consultation isn’t on the table for your business, you can always invest in making a helpful PDF or e-book. Users should be able to download it or have it sent to their inbox after offering their information. You can create this document from common questions you see in your business, or maybe a general overview of they law you practice.

What are the form best practices?

The longer the form, the more likely users will decide not to fill it out. Users like an easy path to conversion. When they are offered something without having to give much information in return – they’re more likely to continue down the sales funnel. You can get more form fills with a very basic form of just Name and Email, but you won’t be able to qualify leads very well from that information alone. For Law Firms, it is suggested to use a dropdown asking the user what kind of legal help they need. This will ensure that you are spending time with users that may become actual clients. If there are any other qualifiers needed for the user to become a client, these should be used as well. Always test using different fields, seeing what creates a drop in leads, or what increases it. You can always make fields optional for less significant but still helpful pieces of information.

What content should I include on the landing page?

While you don’t want to provide too much content that could lead them away from converting, some relevant content that builds trust and shows the benefit of offering their information. If you want the user to call your firm, making sure the number is displayed clearly in multiple locations. There is a lot of power in using numbers and statistics in your landing page copy. Clients like to see specific numbers about successes. This applies to ad copy as well as landing page copy.

These statistics can be used as proof of your team’s success. Along with this, offering social proof is a best practice. Testimonials of people you have done business with can be incredibly effective. Users can see real-world reviews of others’ experience with your firm. Links to review sites like Avvo or Yelp can provide users with additional social proof.

Does color matter?

Color matters greatly when trying to convey certain emotions in your brand. There are even thoughts about the whole psychology behind colors. When creating landing pages, you need to think about which colors your using, and how they can be conveyed; Legal firm landing pages are no different. Using contrasting colors or white space will call attention to areas that you can highlight your best offerings. Red can create a sense of urgency when used correctly.

How long should the landing page be?

Landing pages differ from regular blog posts in that they don’t necessarily benefit from more content. While blog posts have shown to perform better with more text – landing pages need to get to the point and make their offerings simple and clear. If users have to dig to find the information and calls to action, they may bounce from the page entirely and look elsewhere for the information.

To summarize, once you decide what your goal of the page should be, you should make sure the content for the page leads the user to that goal. The form should contain as little as you can, while also asking important questions that pre-qualify your lead. Color should be carefully thought out and aligning with your branding. Have important statistics stand out with specific numbers, and provide social proof through testimonials and reviews. If you have any other questions, feel free to contact us at Legal Marketing Arm.