Landing pages are unique from just about every other page on a law firm website. These pages are laser-focused on getting potential clients to act, such as by calling the firm or completing a contact form. Every aspect of a landing page is designed with those goals in mind.

Below, we discuss the key elements of a high-performing lawyer landing page, including the things you should keep in mind while creating a landing page.

At PMP, we have been building and optimizing lawyer landing pages for many years, increasing our clients’ conversion rates so they sign more cases. We know what works and how to optimize pages for clients in different regions of the country and different practice areas.

Contact PMP to discuss our website services and see how we may be able to help your firm grow and help more people.

How are Landing Pages Different From Other Pages on Your Law Firm Website?

Unlike your homepage or practice area pages, landing pages are singularly focused on conversions. While your homepage may also get conversions, that is not the sole focus. Your homepage also provides a lot of information about your firm, such as its history, case results, client testimonials and statements about what makes your firm unique. The homepage also contains a navigation menu that connects visitors to many other pages on the website.

Landing pages usually do not have navigation menus or links to other parts of the website, as these things would distract from the purpose of the page. The content may have some similarities to what is on your homepage, but it is much more streamlined. The goal of the words on the page is to clearly express the value proposition and benefits of working with your law firm.

Every element of a landing page should be meticulously optimized, including, but not limited to:

  • Headlines
  • Calls to action
  • The position of the contact form
  • The colors of the buttons on the page
  • Other text on the page

Steps to Create a High-Performing Law Firm Landing Page

These are some of the steps and things to keep in mind when creating a lawyer landing page:

Set a Clear Objective

Before you start designing a landing page, you need to have a clear and unambiguous goal, such as getting potential clients to call your firm, complete a contact form, sign up for a webinar or download a white paper or legal guide.

There should be a singular goal and the page should devote all its attention toward achieving that goal. Avoid distractions or giving users the option to decide what to do next. Your landing page needs to tell users what to do next.

The objective of your landing page is your north star, and it should guide all decisions about what to put on the page.

Build on What Users Saw in Your Ad

You need to create a seamless experience for users, which means the landing page should deliver on what they saw in the ad they clicked. For example, the landing page should answer questions the ad asked, or explain how you are going to fulfill the promises stated in the ad.

One key aspect of a seamless experience is the look and feel of the page. Use the same colors as the ad and make sure the other visuals align with what potential clients saw in the ad. The words you use in your ad and on your landing page should have a consistent tone.

Create a Clear Call-to-Action (CTA)

This may be the most critical element of your landing page. The CTA needs to stand out from the rest of the page and immediately grab potential clients’ attention, as it tells them what they need to do next. Many law firms use colors that contrast with the other colors on the page.

Create a Compelling Headline

Your headline is the first thing visitors will see, so it needs to grab their attention and encourage them to stay on the page and keep reading. The headline needs to communicate, clearly and succinctly, the value you are offering potential clients.

Craft Persuasive Subheadings

Subheadings help keep visitors engaged with your content. Subheads help break up the text into more easily consumable chunks.

You should use subheadings to highlight the main benefits of your service and why your law firm is the right choice.

Clearly Convey Your Value Proposition

You can create your value proposition by answering some simple questions. For example, what sets your law firm apart from the others in the market? Experience? Case results? Your approach to cases? How your clients are treated?

It is also critical not to forget the why of your landing page. Why should what you are offering matter to the user and why should they choose your firm over all the others?

After introducing the problem, such as a car crash injury, you need to create an emotional connection. You need to explain that you understand their situation and what they are going through. The landing page needs to explain what you are going to do for potential clients and how this is going to help them, such as by relieving their stress.

Use Engaging Visuals

Landing pages with high-definition images and/or videos are more appealing to users, especially when those pictures or videos show lawyers, staff members and your law office. These things help people visualize themselves working with your lawyers. This helps to build trust and credibility.

Images and videos are going to grab users’ attention, so they need to be strategically placed next to the other important parts of the landing page.

Provide Information About Your Lawyers

For example, explain how many years of experience you have with this practice area. Do you have specific certifications or memberships that further demonstrate your experience and knowledge? Be sure to add these to the landing page.

Include Information to Help Build Social Proof

Testimonials, case studies and reviews from past clients help to build your credibility, and they can be incredibly persuasive. You can also add badges of legal associations where you maintain memberships and awards your firm has received.

These elements help build trust and credibility, which are vital when lawyers are trying to get people to call them. Potential clients want to feel that your firm has the experience and legal knowledge needed to handle their case and obtain a favorable result. Potential clients need reassurance that they are making the right decision.

Optimize for Mobile

Most people who contact your firm through a landing page are viewing the landing page on their smartphone. While you still want your website to look good on desktops or laptops, it must look good and work well on mobile devices.

You do not want people to be confused about how to use your landing page. If they cannot see something or the visuals do not load correctly on mobile, they are likely to leave the page.

You also need to ensure the page loads quickly. If a page takes more than a couple seconds to load, users are likely to click the back button and look for another law firm. If a site loads slowly, potential clients may question a law firm’s attention to detail. They may worry that the firm will struggle to show the proper attention to detail for their case.

A seamless mobile experience means visitors can easily navigate your page and take the desired action, no matter what device or browser they are using.

Keep the Contact Form Simple

The form should only ask for the information you need. You do not want to create a lot of friction by asking for too much information. You want the form to be as easy as possible to complete.

Long, confusing contact forms lower conversion rates. Users feel that they can easily go to another site that will have a better user experience.

Send Users to a Thank You Page After They Complete the Contact Form

Saying “thank you” to customers is always good business practice. A Thank You page also gives you an opportunity to present more content to potential clients. For instance, you can link to recent blogs or other information about your firm.

Continually Optimize Your Landing Pages

The creation of your landing page is just the beginning. Use A/B testing to try out different headlines, images, CTAs, and layouts to see what works best. You should regularly review your page’s performance and make adjustments as needed.

Another aspect of testing is using heat maps to see where users’ cursors go when they look at your page. You can use this information to determine where the important elements of the page should be placed.

With so much involved in crafting a high-conversion landing page, you should consider entrusting this process to experienced professionals with a successful track record. PMP has built many high-converting landing pages for our clients. We have detailed knowledge of the process and how to optimize to get the most out of a landing page.

Contact PMP to discuss our services and how we can create custom marketing solutions for your firm.