A landing page sometimes refers to the first page of a “funnel” based marketing strategy, where the objective is to lead a website visitor page to page and get them to take a certain action, such as making a purchase. However, the true meaning of a landing page is any page the visitor lands on after taking initial action on the advertisement or organic post, be it social media or through search engine marketing. A landing page can be part of the main website and not necessarily a separate “funnel”. A search marketing consultant is far more efficient if the landing page is effective. In this article, we will explore how landing pages are built, what makes them good or bad and how to design a killer law firm landing page. Landing pages are vital for many types of marketing campaigns and shouldn’t be left as a mere afterthought.
What is a Lawyer Landing Page?
We have already briefly explained what a lawyer landing page is. It is simply a webpage the visitor lands on from an online entry point, like the Search Engine Results Page (SERP) or a social media post or advertisement. A specific landing page with relevant copy and emotive imagery can make law firm marketing campaigns very effective. In some instances, a landing page isn’t even required, such as with a Facebook or LinkedIn advertisement with an inbuilt lead form, which collects user information within the platform. Most of the time, however, you will need a law firm landing page for your advertisements and sometimes, even multiple landing pages to create a “funnel” for social media marketing. Depending on the circumstances, your pre-existing home page could qualify as a landing page.
Marketlytics is capable of building high converting landing page funnels for our lawyer marketing clients, which is typically a must when warming up cold leads on social media.
Why is a Landing Page So Important for a Law Firm Pay-Per-Click (PPC) Campaign?
Law firm websites require lawyer landing pages to have a focused specific message, in order to produce adequate advertising performance. These landing pages are crucial to receiving a desired call to action. In general, law firms do not typically understand marketing very well, so most won’t be aware of the concept of a landing page, which drives visitors to a particular objective. A landing page experience very much influences the conversion rate of the landing page and could decide your law firm’s succus during an advertising campaign and the results achieved through Search Engine Optimisation (SEO).
Elements of the Best Lawyer Landing Pages
Best practices for lawyer landing pages include having the “customer avatar” in the hero image of a landing page. Conversion rates depend on the visitor identifying with the page. Video assets are optional but could become central to converting the visitor into a lead. Your WordPress theme needs to accommodate a good design and generally, your web templates must have a visual What-You-See-Is-What-You-Get (WYSIWYG) function. However, the ways of delivering WYSIWYG are evolving and best practices include, using a “Gutenberg” Block Editor on WordPress, like Stackable, which we use on our website. A WordPress theme with WYSIWYG elements is easy to manage, even for law firms with no internal web development or marketing team.
The messaging must direct the visitor to take action. The conversion rate is higher when the copy appeals to the audience’s emotions and prompts them to take a particular action. Being informative is not enough, you must drive the visitor to do what you want them to do.
A lot of law firms think video alone will simply lead to a higher conversion rate. Yes, in part this is correct, but it is the content of the video that truly matters, not merely using a video for the sake of it. Law firm landing pages can be very simple yet effective and relevant imagery and copy can make a huge difference in conversion rate.
Best Lawyer Landing Pages
I would personally direct you to the best WordPress templates for lawyers, but the real answer is to always use a considered, custom design. Engage a proper and professional web designer and developer to get a design that is customised to your needs, not only from a branding standpoint, but the purpose and objectives you want to get from the visitor. Web designers who have Conversion Rate Optimisation (CRO) experience are particularly well suited because their design will be geared for lead generation. I will include three landing page examples for inspiration with some commentary on each.
Example 1 – LegalVision
LegalVision’s landing page is actually quite simple. LegalVision is a pioneer of legal service subscriptions. This page is good, because of its messaging, despite its simplistic nature. Here’s what is highlighted to the viewer:
- LegalVision’s membership service
- LegalVision’s Law Firm of the Year award for 2021
- A strong headline appealing to an aspiration of their audience, “innovation”
- A prominent large phone number in the top right corner, eliciting the action to make a telephone call
Seeing the growth of LegalVision, even this home page as a lawyer post-click landing page should have been highly optimised, through their markeitng experience.
Example 2 – Slater and Gordon
Slater and Gordon is a publicly listed law firm. The hero image only focuses on one avatar, which seems to be mothers and families. You see, the imagery used doesn’t need to be complex or even centred around your law firm for this to work. Simple, but emotive images can make the difference. Even when using this as a lawyer post-click landing page, it is clear that the page intends for you to “Start your online claim check”. Now, this isn’t a WordPress website, but we’re using it to demonstrate high-performance landing pages. The theme of this website is warm and hopeful. Take a minute to absorb the messaging of this page and website, what did you find?
Example 3 – Baxter IP
Baxter IP does not use customer avatar imagery, but instead, metaphorical imagery demonstrating how their service works. The theme of the wesbite is how Intellectual Property protects and grows your business. You only need to do one thing right, that is to convey your primary message in order for your conversion rates to skyrocket. Metaphorical imagery could be a viable option for law firm’s which specialise in practice areas that are more abstract in nature.
Lawyer Landing Pages That Miss the Mark
Now we will explore some of the lawyer landing pages I feel have missed the mark when it comes to inspiring audience action.
Example 1 – Company ( Giles )
Never, ever make any webpage solely about you or your law firm. Your clients at the end of the day, care only about themselves and not your fashion photoshoot. Any webpage which heavily features you or your law firm, other than an About Us or Our Team page is likely to not be very appealing to potential clients. In cases like this, an ego check is likely in order. Above all else, a lawyer post-click landing page must speak to the client. The one thing you must focus on with a landing page is your prospective client. The theme of this website is overly simplistic and simply not purposeful. This example is only something “creative” and “stylish” and lacks substance.
Example 2 – Arslan Lawyers
This example of a lawyer post-click landing page is pretty suicidal in my books. Not only does it have similar issues to Company ( Giles ), but it doesn’t even feature a tagline. Then there is the association and possible copyright infringement to the C. S. Lewis novel The Lion, the Witch and the Wardrobe, which may raise a few eyebrows amongst the C. S. Lewis estate, due to imagery and the closely resembled name, which is only one character more than the well-known novel character, Aslan.
Remember, when building a landing page or even just a website for your law firm, never make it solely about yourself.
Example 3 – Origen Legal
Yes, you are seeing this screenshot right. Unfortunately, the contact information for Origen Legal is half cut off the page! Not only does this hinder the viewer’s ability to take action, it also looks very unprofessional. An association you don’t want when providing a service within a professional industry.
Instead of spending time on producing a nicely polished timelapse video, this time would have been much better spent finding a competent web developer to fix up any glaring issues. I have a feeling that Origen Legal receives many solicitations from digital marketers, who are just itching to solve the many issues of this website.
Remember, anything good in life takes time and websites are no exception. A poorly build website is just not going to convert like a website that has been optimised and had time spent on it. If you need a hand with your website, book a call with me now and I’ll put you in the right direction.
How to Create a Lawyer Landing Page Without a Template
All websites have templates, so this is not so much about building without one completely, but how to build one without conforming to a particular template design. The easiest way, as we have touched on before, is to build a landing page with a visual page builder or a Gutenberg block page builder for WordPress.
Lawyer Landing Page Builder
Here are some of our recommendations for landing page builders for lawyers.
We recommend Elementor as a visual page builder. Elementor is a mature platform that is widely used and we think it does a pretty decent job.
Divi is also a pretty widely adopted builder too.
We do not recommend using Visual Composer or WP Bakery. Visual Composer is awfully clunky and WP Bakery needs a lot of work to improve speed. Page speed is a conversion factor of a lawyer post-click landing page, so building on a platform which optimises this is important.
Stackable is what we suggest for a Gutenberg Block Builder. WordPress is moving towards Gutenberg blocks as a page building mechanism. It is a fast and easy to use platform.
Web Design Services
We ourselves, Marketlytics, do not provide in-house web design services. However, we know the best web design, conversion rate optimisation and web development professionals and agencies around the world and within Australia. There is little expertise we cannot source when it comes to digital marketing.
Is a Landing Page my Website’s Homepage?
Yes, a landing page can be your website’s homepage if the objective requires it. Otherwise, it has to be a specific page like a service page or a purpose-built landing page.
What is a Typical Lawyer Landing Page Conversion Rate?
A typical lawyer landing page conversion rate depends on whether the page is meant for Google or social media. A lawyer post-click landing page on Google usually has a conversion rate of 5-9%, but can be higher. A killer law firm landing page built for social media can have a conversion rate of up to 20%.
Do I Need a New Landing Page for Each PPC Campaign?
Depending on what service your PPC campaign is carrying out, you will need a new landing page. If the pages already exist for this service, you can use them, but page variation is an important factor in PPC success, so it doesn’t always pay to take the easy route.
WordPress is a great platform for building landing pages for your law firm. Building landing pages on WordPress ensures reliability and increased effectiveness to SEO and paid advertisements. Within this article, we have discussed some good landing page design elements and included both some good examples and some examples that miss the mark. We also provided some landing page builder recommendations if you are looking to tackle the process yourself and explained why landing pages are so important for PPC campaigns.
If you are looking for a professionally built landing page for your law firm, we can point you in the right direction. Marketlytics is a law firm marketing agency operated by a lawyer, Clarence Ling, who can help your law firm achieve its lead generation and digital marketing goals. To get started, book a free discovery call with me now.
All discovery calls are confidential
Clarence Ling is the founding partner of Marketlytics, and a dynamic character. Initially a trained Lawyer and Practice Development Manager, he contributed to the growth of his firm, including implementing software.
Clarence Ling is a Digital Advertising and Analytics Expert. Having a wide range of advertising experience ranging from international real estate, to legal and previously worked in full service marketing agencies, Clarence is a diligent marketer with an eye for detail and a talent for numbers.
Clarence can carefully plan out the best budget levels for the desired outcomes with projections that are more accurate than most.
His background in Analytics enables a clear, big picture assessment of both organic and paid campaigns, enabling maximum efficiency of those digital campaigns. His analytical background brings precise clarity of client or customer interaction and behaviour on online assets.
Clarence’s four fields of practice are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM) and Email Marketing (EDM). He is best as an Advertiser and is an avid collector of Software As A Service (SaaS) Products, avidly investing in both technology and human capital of Marketlytics.