5 Tips for Optimizing Law Firm Landing Pages
Written by AskTheLawyers.com™
Landing pages are a necessary part of any marketing campaign; when done well, they can capture potential client’s contact information in exchange for helpful information or offerings from the firm. However, a poorly constructed landing page may have little effect on a visitor and in some cases may even harm a law firm’s chances at receiving an inquiry.
It’s also important to keep in mind that every law firm worth their salt is using landing pages as part of their marketing strategy, and that your pages will be competing with those for client attention and appreciation. This is why it’s important to take a close look at your firm’s website and landing pages, updating them as necessary to remain competitive and effective.
5 tips for optimizing law firm landing pages include:
- Use videos. Videos are a traditionally underutilized tool for law firm landing pages. For people who prefer to watch videos rather than read written content this is already a strong benefit. However, using videos on a landing page can also improve the immediate impression a law firm makes, as one that is engaged, up-to-date, and committed to providing quality work for their clients, even down to the content shared on a landing page. This also reduces the risk of typos and run-on sentences turning a client away, since these are often not detectable in a high-quality video.
- Check for typos. Few things are a bigger turnoff to potential clients than coming across a typo on a law firm’s landing page or website. Not only do typos look extremely unprofessional, they can also give the impression that a law firm doesn’t care about quality or their client’s experience. It can also make a law firm look inherently untrustworthy, and will quickly send visitors looking elsewhere for representation.
- Use concise language. Landing pages don’t need long-form content. Typically a visitor who clicks onto a landing page is coming from an ad placed elsewhere and wants a better idea of what a law firm has to offer them without spending too much time on that page. Short, clean explanations of what a law firm does, how it is unique, and what it offers are much more impactful than wordy paragraphs a visitor has to sift through to find the answers they’re looking for.
- Modernize themes. If a law firm’s landing page is decorated in a burnt-orange block-style theme, it’s going to look much more dated than a landing page with a clean background and engaging image or video. This rule applies to law firm websites in general, and can often be overlooked due to the fact that lawyers are often much busier with the daily requirements of their legal practice than keeping up with modern web design trends. However, your landing page will be competing with websites from other law firms that have prioritized modernizing, so it’s important to commit time and energy to this rule to stay relevant.
- Include a CTA. Since the client likely clicked to the landing page from another ad, strike while the iron is hot and ask them to take another action. Every landing page should include a CTA or “call to action”; this call to action could ask a potential client to share their contact information in exchange for a useful whitepaper, or to submit an inquiry about their own situation to have their questions answered. It’s a good idea to utilize different CTAs over time to compare and figure out which one is the most effective for your firm and your clients.
To learn more about optimizing law firm landing pages, reach out to a legal marketing expert.