Note: This is a post by Danielle House, our resident landing page creator.

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When it comes to PPC, no field is more competitive than the law vertical. In fact, some law-related keywords can apparently cost upwards of $1,000 per click (though we have never seen anything even remotely close to that). The point is, since you are paying real money to get potential customers to visit your landing page, you want to make sure your landing page is doing as good a job as possible at “closing” these leads.

Landing pages are the first impression a potential customer has of your firm. The ultimate goal of your landing page should be to get the visitor to do the one thing you want them to do (whether that be to download an Ebook, fill out a contact form, call you, or anything else). The idea is to remove as much friction and opportunities for distraction as possible. Research has shown that humans now have a shorter attention span than a goldfish, so it is crucial to get your point across as quickly and simply as possible by speaking in the language of your target audience.

Remember: it is easy for someone to click on your ad to get to your landing page. It is just as easy for them to click “Back” in their Internet browser and click on a competitors ad. You have a short window of time to keep your visitor interested in your content. Make your landing page content count or risk losing a potential client. Here are some tips to help make your landing page the kind of closer that would make even Alec Baldwin proud.

Just like anything great takes time, an excellent landing page takes work. Here is a list of the seven critical elements to help guide you toward a successful law firm landing page.

1. Be Clear!

It is important to get right to the point and get your potential client the information they need.  For example, if your PPC ad is about the bankruptcy services you offer, make sure to follow through and send them directly to a landing page specifically for bankruptcy (and nothing else!) complete with direct information as well as a very easy to navigate contact method.

2. A Picture Is Worth a Thousand Words

Yes, that saying might be a cliche. However, in this case, it is extremely relevant. You want your law firm landing page to have an image that is indicative of what the visitor will get after filling out the landing page form.  The image should not be subjective, but rather serve as reinforcement to what you are offering. For example, if people will get an ebook on divorce, your image should be a high-quality visual representation of that ebook on divorce. The idea here is to show rather than tell.  Use imagery to reinforce the thing that you want to user to do, whether that is to download an information asset, or to contact you to set up a consultation.

3. Have Good Form

One of the primary purposes of a landing page is to collect the potential client’s contact information via the use of a form.  It is critical that your landing page form be designed to maximize the chance that the user will complete the one goal you have for the landing page and PPC ad.  Don’t stick with the generic “Submit” call-to-action button. Go with something more creative and catchy that aligns with the overall direction of the page while also using action-oriented language.  If the goal of the landing page is to generate free 15-minute consultations, then the call-to-action button could say something like, “Reserve Your 15 Minutes Now!”.

4. Make the Headline Obvious

Your headline is the very first thing that people will see and read. It is critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. You also want to make sure that the headline matches the PPC ad as closely as possible. The best way to do this is to have tightly themed ad groups in your AdWords account, and then to have multiple landing page variations that match up with your ad groups as much as possible.

5. Make the Secondary Headline Count

Your headline can only say so much if you want to keep it succinct and easily digestible. The best way to keep your headline short and sweet is to add a supporting headline. The secondary headline can be utilized in two different ways. It can be a direct extension of the headline, where it follows the primary headline in such a way that it is like finishing a sentence, or it can extend the message by applying an additional persuasive message to support the primary headline.

6. Highlight the Benefits

After you have gotten the attention of your visitor through the headlines, you now have to provide more detail about your law firm’s benefits and features.  This is the perfect opportunity to answer any questions the visitor may have and eliminate any possible hesitations. At this point, remember to keep it simple and explain first the benefits which describe the problem you are solving,  and then highlight any additional features of your firm.

7. Include Social Proof  

Social proof is one of the most powerful concepts in marketing. When people do not know who you are, they look for signals from other people to guide them with their actions. They are more likely to trust you and give you their contact information if they see credible evidence of your trustworthiness on your landing page. Examples of social proof include client testimonials, badges, and trust seals.

Lastly, Test, Test, Test!

The human mind is an interesting thing. Small changes, such as the size or color of a call to action button, can have profound impacts on conversion rates. Just like we A/B test ad copy, we should also test the landing page to ensure positive conversion rates.

There is an infinite amount of possible variations to any landing page. These seven landing page elements can help guide you towards success and higher conversion rates. If you use these tips along with continuous testing and improvement, the opportunity to increase both ROAS and website traffic is tremendous.  

Hopefully, you see the value and potential that you can achieve through a well-designed landing page. We know it takes work, and we are here to help!