Should Lawyers Use Landing Pages?

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By Kevin Ho

Whether you’re part of an established law firm or a part of a new practice just getting started, there’s no denying that the internet is changing the way you acquire new clients.

In fact, a study was recently run surveying 1,578 participants who hired a lawyer in the past year and found that 15.5 percent of them used the internet to find a firm.

And that number is on the rise, particularly as the internet continues to play a bigger and bigger part in how we live our day-to-day lives.

How can you start taking advantage of the internet to grow your business?

In this article, I’ll explain how you can start to use the internet to book more consultations with landing pages.

What is a Landing Page?

Simply put, a landing page is a website page that’s built to get visitors to take a specific action.

This can include actions like clicking on a button, filling out a form, booking a consultation, or making a phone call.

A landing page can look similar to other pages on your website, but there’s one key difference—since there’s only one core objective (i.e., to get visitors to take a specific action), there’s less on-page distraction.

How are distractions eliminated from these pages? The navigation bar at the top of the page is often eliminated, links to other pages are reduced or removed, and in general, any text or images that aren’t driving visitors to take that specific action are left out.

Here’s an example of what a landing page might look like for a personal injury lawyer:

Notice how the key focus is on the benefits that a personal injury lawyer can provide, along with a clear call-to-action (marketing speak for an instruction designed to provoke an action) for visitors to fill out the form.

Because of the clarity and specificity of a landing page, they tend to generate far more conversions on average than normal website pages. Conversions refer to calls, appointment bookings, or anything else that indicates a visitor to the page might become a client. Usually these happen as a result of the visitor taking that specific action you were going for.

Now at this point, some of you might be asking yourselves, “landing pages sound good, but when would I use them?”

When would I use a Landing Page?

If you conduct any online marketing, your efforts are probably split between a few key areas, including blogging, social media, and paid online ads. For your blogging and paid advertising efforts in particular, sending visitors to landing pages can be an effective way to connect with potential clients.

Clio has written about blogging for lawyers in the past but, as a quick recap, blogging is a way of attracting customers to your website by writing about topics that might be interesting to them.

This can include topics like:

  • New bylaws
  • Information on how to find a good lawyer
  • Answers to any questions you think might be useful to prospective clients

When we talk about online ads, on the other hand, that refers to things like using Google AdWords to advertise in search engine results, or paying for Facebook advertising campaigns. Both are ways of paying to increase your business’ visibility online—typically within a targeted area.

Whether you choose to focus your attention on blogging, ads, or a combination of both, at the end of the day, you’re going to get visitors, and you’re going to need to send them somewhere.

If you want to get the most value out of your website traffic, a landing page is your best bet.

Landing Page Example for Blogging

A common practice for lawyers creating blog content is to write a post and then provide an opportunity for readers to contact them.

There’s a great example at the bottom of this example post (see the blue arrow):

In this situation, the “contact us” link could take site visitors to a landing page.

The landing page would then explain the core benefits of the firm and would drive visitors to take one specific action, e.g., either filling out a form or making a phone call.

Landing Page Example for Ads

The second example of when you would use landing pages is whenever you have a paid ad campaign running. Clio has written about some of the benefits of using Facebook ads in the past, and depending on their practice area, it’s possible for some lawyers to find success with pay-per-click (PPC), or cost-per-click (CPC), advertising using Google AdWords.

*PPC, or CPC, is an advertising model that allows companies to place ads on third-party websites; businesses pay a fee each time the ad is clicked by a user. For ads on Google, the most popular website in the world, advertisers bid to appear in results for specific search terms.

In either case, one of the main things you’ll want to keep in mind when setting up your different paid ad campaigns is where you’re driving your visitors to after they click on one of your ads.

This is particularly important when you have a high cost per click on your target keywords. Here’s an example of a keyword, “new york personal injury lawyer” where companies pay around $90 per click within Google AdWords.

Assuming you were paying $90 per click, you’d want your chances of converting that visitor to a paying client to be as high as possible.

In this case, you’d want to ensure that you had a dedicated landing page that:

  • Specifically mentions the phrase “new york personal injury lawyer”
  • Lists your unique value proposition (i.e., what you can offer as a personal injury lawyer)
  • Makes it clear exactly how a visitor can get in touch with you

Creating a dedicated landing page for your different ad campaigns has another key benefit as well: it can help your ads to rank higher. In Google AdWords there are a number of different factors that determine where your ad will appear in search engine results (for example, ads can show up as the first result, the last result, or somewhere in the middle).

How much you bid to appear in Google search results is one of these factors. How relevant the corresponding page is to the ad is another one.

That’s because Google wants to show relevant results for each of their search results. After all, you wouldn’t want to click on an ad about a seven-night vacation in the Bahamas and be taken to a page about getting rid of snails in your garden, would you?

Smart marketers know this. They ensure that if their ad is advertising a free 30 minute consultation, then the page that a user sees when they click that ad speaks specifically to that offer.

In short, using landing pages this way can both save you money on ads and create a better user experience for your customers.

Want to learn more?

Hopefully this article has given you a better idea of exactly what landing pages are, and how you can start using them as a part of your marketing strategy today.

If you’re interested in learning more about how to create a high converting page feel free to check out Wishpond’s article 25 Tips to Optimize Your Landing Pages for Conversion.

Have a question about landing pages? Feel free to ask them in the comments or reach out to me on Twitter @mayoshrimp.

About Kevin Ho

Kevin Ho manages Partnership Marketing at Wishpond, a platform designed to help marketers run amazing social campaigns.  He is a contributor to Social Media Today, Convince and Convert, and Social Media Examiner. Connect with him on Twitter @mayoshrimp

Categorized in: Marketing

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