Landing pages are crucial in converting through a pay-per-click (PPC) campaign. Most law firms make the same costly mistakes with their landing pages, making their digital ads less effective. In this article, we address the question of how to improve a law firm landing page to get better results.
Improving a law firm landing page starts with these 5 best practices:
- Less is more
- Make your primary buttons pop
- Address common user concerns
- Have a clear call-to-action
- Lose the popups
Less is more
Numerous studies have found it takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your site, which determines whether they’ll leave or stay. We’ve all clicked into a page with big walls of text and decided that it wasn’t worth our time. The less you put on the page, the more focused your page will be in directing the user to take action.
Too often, law firms direct their users to a practice area page instead of building out unique landing pages. The problem with this strategy is that practice area pages inform the user – not immediately convert them. A page created to convert prospects needs to quickly instill a sense of confidence and not distract from the calls to action.
Here’s an example of minimal, effective information:
Here’s an example of too much information:
Make your primary button pop
Making sure your primary call-to-action button stands out from the rest of the page takes advantage of basic human psychology. It’s called the Von Restorff Effect, also known as the Isolation Effect, predicting that the object that differs from the rest is most likely to be remembered.
If most of your landing page is blue, try using a complementary color like orange. By doing this, you will draw more attention to what you want your prospects to take action on.
Here’s a good example of buttons that pop:
Here’s an example with buttons that don’t pop:
Address common interests
- How can we build a sense of confidence with potential clients?
- What would best address common questions before they’re even asked?
If your firm has hundreds of reviews, 5-star ratings, a 99% case success rate, or don’t charge fees unless your client wins, let them know.
Here’s an example that addresses interests:
Here’s an example that doesn’t address common questions:
Have a clear call-to-action
The best way to overwhelm a user is to draw attention to multiple calls to action on a landing page. Give us a call, submit this form, chat with this robot, and send us an email. It’s overkill.
Secondary options can exist without distracting from the primary one. Decide which action your firm is best capable of responding to and build around it.
If your contact form is front and center, make sure your “call us” button is strategically in the corner of the page. These options should not be as prominent or distracting but are there for those who need a little flexibility.
Here’s an example of a call-to-action that stands out:
Here’s an example of a call-to-action that doesn’t stand out:
Lose the popups
Popups are a distraction and serve as an unnecessary interruption in making a good first impression. Most popups appear at the wrong time, interrupt users during critical tasks, use poor language, and disorient users.
Even chat popups found in the corner of the landing page can be distracting. This feature can be helpful in other areas of your website but can overwhelm a landing page.
Here’s an example with a helpful, non-intrusive chat:
Here’s an example with distracting chat popups:
If you’re looking for more information on how to improve your landing page, check out these resources: