A landing page is a powerful tool for converting website visitors into clients. When designed right, a landing page can do wonders for your law firm by capturing leads and driving conversions.
Many law firms are not sure what role this form of marketing plays in capturing high quality leads for their law firms. Others do not know how to create one to enhance their lead generation.
In this article, we will be discussing what you need to do to get your law firm’s landing page up and running. But first, let’s talk about what a landing page is.
What Is a Landing Page?
Before we dive into creating a high-converting landing page, let’s start with the basics. A landing page is a standalone web page created specifically for a marketing campaign. Unlike your homepage or other pages on your site, a landing page has one goal: to encourage visitors to take action. For a law firm, that action might be scheduling a consultation, filling out a contact form, or calling for legal help.
A good landing page focuses on one thing and retains your visitors’ attention. This way, your visitors are encouraged to take the required action you want them to.
Now let’s go ahead and discuss the elements that make your landing page highly compelling and converting.
1. Start with a Strong Headline
Your headline is the first form of interaction with your visitors. As little as a headline can be, they have a huge role to play when it comes to grabbing the attention of your leaders and pulling them in. But they must have the following qualities to serve their purpose.
- Clarity – The clearer the message, the better your chances of grabbing their attention. Don’t make your visitors guess. If you’re a personal injury lawyer, say something like, “Get the Legal Help You Deserve After an Accident.”
- Address a Problem: Another thing that influences your visitor to get on your landing page is the specificity of the problem you are addressing. Don’t try juggle solving more than one problem on your landing page, this will breed confusion, which will further dilute the response rate
2. Use a Clear Call to Action (CTA)
The CTA is the zenith of your landing page copy because it takes your visitors from a place of indifference to a place of saying yes to you. Examples of CTAs are “Call Now,” or “Get Your Case Reviewed.” etc.
Though there are strategies around crafting a good and actionable CTA. let’s look at them below.
- Place It Strategically: Make sure the CTA is visible as soon as the page loads. You don’t want visitors to scroll too far before they know what action to take. Also, at every interval, use a CTA so visitors who didn’t click the last CTA can click the next.
- Use Action Words: Action words are propelling, and using them in your law firm’s landing page copy will get your audience to take the desired action. Phrases like “Contact Us Today,” “Speak with an Attorney,” or “Get Legal Help Now” are simple yet effective.
3. Keep the Design Simple and Focused
Many law firms do not realize the simpler their page, the more it makes their audience stay glued, and eventually take the step to reach out to them. You don’t need an overly designed landing to get your audience attention. The most important thing is that your audience understands your page or offer easily. There is no point going overboard with your design. Stick to the little but effective rules below for better results.
- Minimal Text: Only include the essential information that visitors need to make a decision. Don’t overwhelm them with too much text.
- Whitespace: Give your content room to breathe. Whitespace makes it easy for visitors to scan through your content and assimilate easily. Whitespace helps your content be less clumsy.
- One Focus: Don’t try to accomplish too many things with one landing page. Focus on one service or one conversion goal. If you offer multiple services, create separate landing pages for each otherwise, you will be confusing your audience. The more the confusion, the lower the conversion.
A clean, focused design keeps the visitor’s attention on the most important elements—your CTA and key message.
4. Use High-Quality Images and Videos
Visual elements like images and videos can make your landing page more engaging. So as to avoid facing copyright laws, we suggest you use images about your law firm. This could any of the following:
- Images of Your Legal Team: People want to see who they’ll be working with. Showing images of your lawyers helps build trust. It makes your firm look organized, and as simple as this act is, it’ll have a huge impact on the decision of your potential clients.
- Client Testimonials in Video: A short video of past clients talking about their positive experience with your firm can be more impactful than text alone.
Your testimonials do not only have to come in video form only, it can also come in text form or even screenshot. The idea is to compel your visitors as much as you can.
5. Include Social Proof (Client Testimonials and Reviews)
Social proof is a huge compelling factor that first establishes your expertise as a lawyer, then compels potential clients to take a step further to work with you. They include the following:
- Client Testimonials: As mentioned above, testimonials establish your expertise. Use them to your advantage when creating a landing page.
- Google Reviews: If your law firm has positive Google reviews, showcase them on your landing page. A strong star rating and review quotes can help build credibility.
- Accreditations or Awards: Display any certifications, awards, or recognitions your law firm has earned. This reassures visitors that they’re working with trusted professionals.
6. Make It Mobile-Friendly
Many people searching for legal services will be doing so from their mobile devices. If your landing page isn’t optimized for mobile, you’re missing out on a huge portion of potential clients. Here are the things you should keep in mind when creating a landing page:
- Responsive Design: Ensure your landing page looks great on all screen sizes—desktop, tablet, and smartphone.
- Fast Loading Times: Mobile users won’t wait long for a page to load. Make sure your landing page is fast and smooth to navigate on mobile. If it takes long to load, you will lose many potential clients.
- Clickable CTA: Make your CTA button large and easy to tap on mobile devices. If they have to find the CTA themselves, they might lose interest. People want things easily.
7. Offer Something of Value
No matter how compelling your landing page is, if you do not have a good offer as a law firm , you might have a hard time converting potential clients. Your offer has to fulfill the following to be considered valuable.
- Relevance – Your offer has to be relevant to your audience. Preferably, you should make an offer on hot topics which your audience are seeking answers to.
- Timely – When you create an offer relevant to your target audience at the right time, it brings you more conversion.
8. Make Your Contact Form Simple and Easy to Complete
If you’re using a contact form to gather leads, keep it simple. Ask only for the essential information needed to follow up. Here’s how to make it user-friendly:
Don’t push for too much information from your audience. Keep it minimal, it’ll encourage them to fill up your contact form without feeling like they are being bugged.
An alternative is to use autofill. How this works is when your audience submit their email details, it autocompletes the rest. A quick, easy-to-use contact form increases the chances of visitors submitting their information.
9. Add a Sense of Urgency
What urgency does is it makes your target audience take action as soon as possible. Including this in your law firm landing page copy will increase the number of turnout. You don’t want then to drag their feet in considering working with you.
For clarity, this what urgency in a copy looks like:
- Limited-Time Offer: If you offer free consultations, you could say, “Free Consultations for the Next 10 Clients” to make people act fast.
- Immediate Help: Use phrases like “Speak with a Lawyer Today” or “Get Legal Help Now” to encourage instant action.
- Exclusive Offers: Offering something like a “Free Case Evaluation for the Next 24 Hours” makes people feel they might miss out if they wait too long.
10. Test and Improve Your Landing Page
Once your landing page is live, don’t stop there. Continuously test different elements to improve conversions.
There is no one-size-fits-all when it comes to creating a high converting landing, therefore you can choose to test your landing page to understand its conversion level. If you feel anything needs to be improved upon, do not hesitate to do so.
Conclusion
You may have noticed creating a high-converting landing page does not end with designing your webpage alone; it comes with creating a good copy too.
Your target audience is waiting for the next helpful content from you, ensure you package this for them to increase conversion.
At Legal Bridge Partners, we have the best hands to handle both crafting irresistible offer and designing a landing page for your law firm
We are ready to help you take your law firm marketing to the next level. Get in touch now.