Landing pages allow you to target people looking for specific legal services. Learning how to use landing pages effectively can help you land new, more qualified clients.
Landing pages are a powerful tool for law firms to generate new leads that may become profitable clients. Landing pages for law firms are built to enhance your client base by gathering reader information and dropping it into clearly defined client buckets.
What Is a Landing Page?
A landing page is a specific web page on your site created to funnel traffic from your marketing campaign and convert it into leads. These pages are devoid of navigation to the rest of the site—to keep users focused on the page—and highly targeted on one specific law practice or client persona.
Landing pages begin by describing the benefits of your services—using effective sales copy to keep visitors reading. The longer a potential client stays on the page, the more likely they are to convert. Using videos created specifically for your landing page is one of the best ways to keep your visitors interested in what you have to say.
By the time your lead reaches the bottom of the page, you should prompt them to fill out a form with their information. Your law firm will receive an email with this information, allowing your team to follow up and convert leads into paying clients. Constructing landing pages is one of the best ways to improve your law firm’s marketing ROI because they allow you to hone in on highly qualified leads.
Tips on How to Build Law Firm Landing Pages That Convert
- Keep Your Reader In Mind
Know the client base that you are trying to reach. Craft a persona for your ideal client and use it to guide the language in your copy. Your potential clients likely have limited experience with the law and are looking for help with a specific legal situation. Write for their level of understanding and hone in on benefits you can offer. Be approachable and helpful.
- Be Concise
The purpose of your landing page is to gather your lead’s information so you can schedule a consultation with them as soon as possible. Staying focused on that mission, and avoiding lengthy content about the law or your firm’s prestige, will help convert your readers into leads. As a general rule, keep all important information above the fold of the landing page—that is, the portion of the page visible before a reader has to scroll down.
- Call Your Reader To Action
A strong Call-to-Action (CTA) is the most important part of your landing page. Provide your reader with an incentive—something that that you can offer in exchange for their name, phone number, and email. A good example of an offer to put behind your landing page is a free download, such as an eBook, infographic, or legal whitepaper.
- Continually Refine Your Landing Page
Creating your landing page is only the first step toward increasing your law firm’s leads. Once initiated, your marketing campaign should be structured to funnel people onto your landing page using search engine optimization (SEO) techniques and pay-per-click (PPC) campaigns.
Additionally, continuing to examine the copy of your landing page will help refine its message over time. Make one change at a time, and observe the effects over a set timeframe. This is called A/B testing, and it will help you turn your law firm’s marketing strategy into a well-oiled machine. Use what works, and then re-test it to ensure that you are keeping up with evolving user trends.
Landing pages for law firms work best when they are used in conjunction with CTAs, a comprehensive customer management system (CMS), and a targeted content marketing strategy. If you are a small law firm with limited—or no—marketing resources, consider hiring a professional law firm advertising agency to set up your landing pages and connected marketing strategies.
If you are interested in developing landing pages for your law firm website, contact Kirkpatrick Creative at 866-864-9425. We can help you optimize your landing pages to convert incoming traffic into new revenue.