A landing page is the website page that acts as a destination for your advertisements. A click from one of these ads will take someone to this page.
Landing pages are incredibly important to get right, seeing as they will be your potential client’s first point of contact with your firm if they’re coming in from these types of ads.
But a landing page for a solo attorney or law firm website will need to be slightly different from the traditional landing page other businesses use.
Why landing pages need to be different for lawyers
Most businesses create landing pages for low-risk, relatively-affordable products like e-books, courses, subscriptions, and nutritional supplements that serve as a transactional purchase.
Traditional landing pages are very simple and give the potential client two options: sign up right now (contact), or leave. There are rarely linkbacks to the company site or places to learn more information.
But a law firm client is going to create a relationship that they need to feel educated about and comfortable with before they’re willing to sign off.
Here are some of the biggest reasons your landing page for your firm needs to be different:
- Leaving out links from your landing pages limits your clients’ options and therefore your results: Without a direct link to your site on the landing page, your potential client won’t be able to look through your practice pages, blogs, and FAQs to learn about your services and how the process works. They also won’t be able to learn about YOU through your bio or about pages. For lawyer clients, they generally need more information before they’re convinced.
- Just a landing page is less likely to qualify a serious potential client: Even if the potential client does contact you from that landing page, they probably won’t have the information they need to become a real client, since they didn’t spend time looking through all the info on your site. This can often end up being a waste of money and time — both for you and the client. Let the website answer all their initial questions so that your first contact with them is less of a headache. (This could also prevent you from getting negative reviews left by uninformed potential clients who don’t find what they want when they contact you).
- Hiring and even contacting a lawyer is a big decision with potentially far-reaching consequences: Many people find contacting a lawyer intimidating, and even more are unsure whether they’ll have to pay for that initial call. Plus, let’s be honest — lots of people don’t trust lawyers. They need to know how much you care, need to see proof of your competence, and need to believe that you can help them before they’re willing to contact you. Google holds law firm sites to a higher standard for a reason: because hiring one can have serious consequences for your life.
- People don’t revisit ads to learn more: The decision is much more instantaneous for simple purchases, whereas for a lawyer a serious potential client will want to revisit the page, think it over, and learn more information before making a decision. They’ll probably visit your social media pages and other profiles on the Internet to read reviews of you. So if they’re not ready to contact you and you don’t provide other links on that original landing page, they’ll click away.
Not all marketing teams, vendors, or companies might think about the landing pages this way, and it’s important to make sure that your team is on the same page as you.
So what should a law firm landing page include?
Here are some things to consider for your law firm landing page in light of everything we discussed above:
- A headline, sub-headline, reinforcing statement, and a closing statement that proves three things to your potential clients:
- That you care about them
- That you are the authority on this subject
- That you’re here to help them the same way you’ve helped others with their exact problem
- A simple image/video relevant to the potential client that gives them useful information
- A list of reasons they should hire you
- Endorsements from former clients that you helped with the exact problem your landing page addresses and/or statistics or examples of positive outcomes you’ve achieved for the same type of clients
- A call to action with phone number and/or link to schedule a consultation that requests a small amount of information from the potential client
- Header and footer navigation from your law firm’s so your website visitors can freely navigate your site
- A “Learn more” link below the form that links to the relevant practice area for the landing page
As with everything, there are exceptions
To be fair, in some situations, this type of quick, form-driven landing page could work for an attorney. Some examples of these:
- Speeding ticket and parking ticket defense
- Simple business formations
- Trademark applications
- Other business documents (NDAs and simple service agreements, etc.)
It’s hard to ensure whether this type of campaign would be worth the money, as opposed to investing in the more attorney-style landing page discussed above.
At the end of the day, you’ll need to work with your marketing team to see what type of landing pages will be best for you and your firm’s business goals.
Let us help you make the most of your mobile website today to expand your client reach and stay ahead of your competition. Contact Conversations Digital today to get started!