Landing pages are an ideal marketing tool for law firms. Unlike your law firm practice website, which highlights everything you do, a landing page is used to highlight a key offering. For attorneys, your key offering can focus on your practice areas, specific practice locations, or special offers or events. Marketers use landing pages in coordination with search engine, social media, and display ads. They are where people “land” after clicking those ads. The goal is to convert people interested in your ads into clients.
There are many approaches to creating a high-converting landing page. In our experience, we’ve found including certain website content elements improves the performance of legal landing pages. Here is an infographic from the legal website writers at Borrowed Pen on the anatomy of a high-converting landing page.
The Elements Of A High-Converting Landing Page
As demonstrated in the infographic, the content elements we recommend for every legal landing page include:
Clear Value Proposition: With your landing page headline, your visitors should instantly understand what you offer and why it benefits them. Make it bold, concise, and compelling.
Optimized Domain Name: A clean, relevant URL with keywords helps search engines index your site, making your page easier to find.
Contact Form With A CTA: A simple form with a strong call-to-action (CTA) like “Schedule a Free Consultation with an Attorney” encourages visitors to take the next step.
Trust Signals: Include a section with trust signals like testimonials, case outcomes, or attorney biographies. Trust signals build credibility in your law practice.
Your Offerings: Clearly list your services, practice areas, or other highlights that show exactly how you help your clients,
SEO Copy: Well-written, keyword-rich content with authoritative backlinks can help your website rank higher. It is always a way to showcase your legal expertise and inform potential clients about what to expect.
Localized Copy: Add a section with localized content that mentions specific locations or regions to connect with potential clients in your practice location.
Map and Contact Information: A visible address, phone number, and embedded Google Maps also support localization and give your clients more options to contact you.
Chatbot: Chatbots answer common questions, provide instant support, and guide visitors toward conversions, improving page engagement and reducing bounce rates.
Each of these elements works together to make your landing page more effective. When designing your page, keep it clean, easy to navigate, and focused on guiding visitors toward action.
You’ll also need high-quality copy that provides your legal expertise in a language the average person can understand.
The law firm website writers at Borrowed Pen can help. We are experts in distilling complex legal ideas into easy-to-understand, informative, and high-converting copy. Contact us to learn more.