June 23, 2016

How to Optimize Your Law Firm Landing Page to Increase Leads

Landing pages are an integral part of digital marketing. A landing page is a website page that allows you to capture a visitor’s information through a lead form, usually from a particular stream of traffic from a geographic location, e-mail campaign offer or online advertising campaign. It can be your home page or a separate page on the website.  When designed properly, landing pages can increase leads and, ultimately, conversion rates. They play a vital role in Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, Conversion Rate Optimization (CRO), and Social Media Marketing.

For lawyers and law firm websites, designing an easily accessible, simple, informative, eye catching and up-to-date contact form on a contact page is a clear call to action.

Use a simple contact form
Utilize a form that is simple and easy to fill out, and make sure that it is mobile friendly.  Some firms like to throw the kitchen sink into a form. Best practice is to create a form with a few fields and then create a follow-up strategy. Many firms use services like Typeform, which is extremely user friendly and visually appealing, when sending out e-mail campaigns. Using a Typeform as a “model” for a contact form is a great idea for law firms.

Craft a killer call to action 
Calls to action are incredibly important and can be the difference between a lead and a loss. Your call to action should be the most prominent feature on your landing page and should use short, action-oriented words that invoke immediate reaction.

Include informative content
Keep landing page content consistent with other marketing collateral and use clear, concise, powerful and attention-grabbing headlines. Lay out your credentials to establish who you are, what you can do for your clients, and why they need to engage you right away. Many times, clients and prospective clients are on your website because they have an immediate need for legal services.

Easy to navigate 
Create a friendly and intuitive user experience. Be sure to keep your page free of too much information to avoid drop-offs.

Consider layout and color schemes 
You have about five seconds to attract and draw in a client or prospective client. Work with clean designs and contrasting colors to make your page is appealing to the eye. Use images and videos that relate to the copy – pictures tell a thousand words. Be mindful of white space (website “real estate”) and avoid visual clutter.

Keep your contact information up to date
Make sure your contact information is up to date so your potential clients can contact you, and make it mobile friendly so visitors can contact you on their smartphones.

Tracking your website traffic and lead quality will tell you whether you are doing a good job (or not) with calls to action and visitor contact methods.