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How to Create a Great Landing Page for a Law Firm Website

IN THIS DAY AND AGE, businesses must treat their websites with the same care and attention as their storefront. For a law firm, a visit to your website is much like a visit to your lobby. After a potential client does a little bit of research through online reviews, your website is often their first impression of your firm. That’s why it is so important for your website landing pages to offer visitors a beneficial experience that mimics how your staff would help an in-person visitor to your office.

WHAT’S THE PURPOSE OF A LANDING PAGE?
Your landing page should be mutually beneficial for both the visitor and your firm. You want to give the visitor something that is valuable to them so that you can get something in return. For the visitor, the landing page is one of the first steps in finding a solution to their problem. It answers some of their questions, right off the bat, to reduce their anxiety—do I need a lawyer? How will a lawyer help me? For the firm, the main purpose of the landing page is to generate a lead. In other words, the landing page is meant for the visitor to make contact with you.

WHAT MAKES A LANDING PAGE GREAT?
The perfect landing page presents a sense of clarity, relevance, and urgency. It’s the gateway to building a relationship with a potential client.

CLARITY IS KEY
Keep the landing page uncluttered and concise. No one likes the runaround, especially with something as serious as hiring an attorney, so don’t beat around the bush. Communicate the point of the page right away. Technically speaking, this means that your web design places vital information above the fold, where a visitor can see it without having to scroll down the page. Keep in mind that the most common screen resolution is 1366 x 768. Since the primary purpose of your landing page is to generate leads, contact information should be clear and easy to find.
In order to deliver a convenient and user-friendly experience, a great landing page offers multiple ways to contact the firm. While many visitors will opt to call the firm, others might prefer to submit a form, or engage in a live chat. Giving options is beneficial to the user. Also, don’t forget to make your firm’s phone number prominent, and to repeat it on the page where it makes sense to do so. If you list your phone number only once on the page, your visitor could miss it during their whirlwind search for a law firm. Don’t confuse them and don’t assume they will intuitively know how to find your contact information. Make it easy for them to reach out to you.

RELEVANCE TO REMIND
Reassure the visitor that they are on the right page. After a search, a visitor wants to know that what they have found is relevant to their search and will help them. Pertinent images and relevant copy should have a logical connection with the search term they used. To help make these connections, perform keyword research by using tools such as Google Suggest. For example, if you discover through your research that people are searching “what types of compensation you can recover from a car accident,” be sure to include a section on your car accident landing page called “What Types of Compensation You Can Recover from a Car Accident” with the relevant information.
Testimonials, case results, awards, and other badges on the page serve as indication of credibility to help build visitors’ trust in the firm. Other great additions are video testimonials and photos of your staff working with clients.

URGENCY FOR ACTION
Finally, don’t let the visitor leave without taking action. Emphasize the call to action, which will typically be to contact the firm. The call to action should bring up feelings of urgency and scarcity to motivate the visitor to call, begin an online chat or submit a form during that visit. The visitor will also want to know what will happen when they contact the firm. They don’t want to be blindly led, unsure of next steps. By utilizing strategic copy, the call to action can also show the firm’s value proposition. What does the visitor get for contacting the firm? This can be said in so few words as “Schedule an Appointment,” “Call for a Free Consultation,” “Book Now,” or simply “Let’s Talk.”

CLOSE THE DEAL
Now that your website visitor has received the information they needed, made contact with the firm, and understands what is going to happen next, closing the deal is in the hands of your intake department. The landing page may have generated the lead you are wanting, but it is up to your people to deliver.

Lauren Pritchett

Lauren Pritchett is a Senior Marketing Consultant with Consultwebs.com. Lauren serves as a liaison between our clients and our team to ensure that site redesigns, launches, content and any other aspects of their digital campaigns are executed smoothly and deliver results.

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Filed Under: Featured StoriesTechnology

About the Author: Lauren Pritchett is a Senior Marketing Consultant with Consultwebs.com. Lauren serves as a liaison between our clients and our team to ensure that site redesigns, launches, content and any other aspects of their digital campaigns are executed smoothly and deliver results.

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