A landing page is used to drive action from a potential client based on an offer you’re presenting. For example, you may offer a free consultation in exchange for contact information. However, your landing page’s content and design can mean the difference between a visitor filling out a form or leaving. Let’s find out how to optimize your firm’s landing pages to increase your conversion rates.
Unlike your full website, your law firm’s landing pages should have little to no navigation at all. If possible, remove the following:
Place your USP, or Unique Selling Proposition, as the largest heading (or H1) on your landing page. Remember, this is how you describe the value of what you’re offering and differentiate your firm from your competition.
For example, don’t lead off with a generic line like “Get legal representation.” This won’t give a potential client a reason to feel compelled to fill out a form. Instead, position yourself with:
“Receive legal representation without hidden charges and intrusive questions!”
In this example, you are differentiating your service from competing law firms.
Everything you decide to put on a landing page must lead to the CTA (you will learn more about this later). It can only take a few words to lead your site’s visitor to fill out an online form or get in touch with you.
This doesn’t mean you should avoid elaborating on your value proposition. Feel free to add a subheading and a few bullet points to drive home examples, testimonials, or more specific points related to your USP.
Write copy that showcases the benefits of your services over simply listing the features.
Features present what your service can do. For instance, feature-centered headings or texts can look like these:
Benefit-centered lines answer a question every user asks: “Why should I care?”
So, the benefit-centered counterparts of the above-mentioned can be:
Adding a video to your landing page can improve your client prospects by at least 80%. Plus, the potential client can now easily digest more information in a format that is highly favored.
From a brand perspective, the visitor gets a sense of your personality and the quality of your production. It also shows that you’ve taken the time to produce a video to help them make a decision.
Your CTA, or call to action, tells your site visitor what to do. This is the ultimate purpose of your landing page—to drive action. Thus, all the elements in your law firm’s landing page must lead to the CTA. Hence, it needs to stand out visually and use compelling text. Here are few examples of a CTA:
More than 85% of online users read reviews before choosing a service. Reviews will either help potential clients feel better about taking action on your landing page or confirm that they’ve made the right choice. In any case, adding testimonials, star ratings, or badges to your landing page will create a sense of authority and trust.
Keep your audience focused on your service and CTA. If you need help creating landing pages as part of your law firm’s overall marketing strategy, feel free to reach out to us—we’d be happy to help.