Driving traffic to your website is one of the best ways to grow your legal practice. But some legal professionals still don’t understand what landing pages are, how they work, and how to use them for consistent and better marketing results.

Using a landing page enhances the value of your offer and the experience that prospective clients have with your law firm’s brand. More importantly, it provides a measurable way to determine the effectiveness of your marketing messages.

Understanding Landing Pages

A landing page is any website page on which users “land” after clicking on an advertisement, social media post, or other inbound links. Landing pages used as part of a marketing plan are typically designed to accomplish a single goal.

Landing pages can be used in lead generation or as a click-through page that moves users towards your primary offer. You can capture qualified leads by providing an incentive for users to submit their contact information.

Lead generation landing pages make it easy to build a mailing list to which you can market legal services and products over time. It builds trust among your target audience and provides resources that establish credibility.

Click-through landing pages are often used as part of an advertising campaign. This type of landing page is meant to offer additional information on your offer and build momentum towards converting prospects into paying clients.

Design Essentials for Landing Pages

In order to achieve the best results from a landing page, there are some elements that you need to include in its design. Landing pages must provide information that’s relevant to the ads, articles, or posts that drive users to your site.

Include target keywords to help your landing page rank in search engines while creating a consistent marketing message.

Landing pages need to have a single focus. Minimizing navigation and other calls to action reduces distractions and increases the likelihood that prospects take the next step in your sales process.

Getting the Best Results From Your Landing Pages

Visitors land on website pages that are indexed by search engines, making every page a potential landing page. Keeping this in mind helps you optimize each page so that it supports your marketing goals.

Landing pages must give users a specific action to take. Even your About page can ask users to click through to your Services page, blog, or other content that moves them towards your primary offer.

Landing pages must be targeted to the right audience. Not all users are ready to purchase your legal services. Many may need more information, and some users may not yet be aware that they need your services.

A landing page should speak to the user in a way that matches their current needs. Landing pages for members of your mailing list will be different than those used to connect with prospects who are getting to know you for the first time.

Testing your landing pages lets you determine what elements, strategies, and keywords provide the best results. This allows you to optimize your pages over time so that you improve results and reduce the costs required to market your services.

How have you used landing pages to boost your law firm’s growth? What challenges are you facing in using landing pages to get more clients? Let us know in the comments below.

Landing pages are essential in today’s online marketplace. Understanding the goal of a landing page and the design elements that make them more effective gives you a leading edge over your competitors.

Rob Riggs

Rob Riggs is a talented entrepreneur and keynote speaker with more than 10 years experience developing technical solutions for organizations representing a wide array of industries. Rob leads the Your Design Online development team. He and his team are responsible for taking the concept, the design, the graphics and copy and transforming them into effective digital experiences. Read more here.

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