How to create killer Law firm landing page that converts Ads Click to clients

For years attorneys thought Google Ads interface is the most important part of their law firm Google Ads campaign. 

But let me burst your bubble, Google Ads account interface isn't the most important part of attorneys Google Ads account.

That trophy goes to your landing page.

Your landing page is the most important part of your law firm Google Ads campaign.

You see, your account interface (keywords, Ads copy, targeting e.t.c) is like the raw material used in producing a product.

While your landing page is the factory where raw materials are transformed into a finished product (leads).

So doing keyword research, Ads copies and targeting are all geared towards driving potential customers to your landing page.

You could still get a fairly good result if your account structure is bad but if your landing page is bad, your results will be bad no matter how good your account structure is.

What is a Law Firm landing page

A law firm landing page is a stand alone page on your law firm website.

It isn't your law firm home page or legal service pages.

It is a page designed and structured specifically to convert ad clicks to leads.

It's like this, your campaign gets you traffic (website visitors) but your landing page converts those ad clicks to leads.

If your landing page is properly designed, you'll generate more legal leads at a very low cost per lead (CPL).

In this article, I'll be showing you how to create a law firm landing page that converts almost all your ad clicks to leads.

Recommended Landing Page Builder For Law Firm

Thrive Architect From Thrivethemes

Thrive architect is my favorite landing page builder. Its a wordpress plugin meaning you can't use it outside wordpress platform.

With thrive architect, you don't need any coding knowledge. With it's drag and drop visual page builder, you will create awesome and high converting landing pages.

Plus, it has 274 landing page templates to choose from.

Its very cheap and it has two payment plans - recurring plan of $19 per month and one time payment of $67.

If you choose the recurring plan, you get to enjoy other great plugins from thrivethemes like the landing page A/B split testing plugin.

But, if you don't want the recurring payment plan, you can still make a one time purchase of any plugin you want to run with thrive architect.

If you want to get the best result, I recommend you buy the thrive architect with the A/B split testing plugin.

Unbounce Landing Page Creator

At $79 per monthly recurring payment, unbounce is one of the must expensive landing page builder.

With unbounce, you don't need any coding knowledge. You will use their drag and drop page builder to create awesome landing pages without coding.

If you don't have a wordpress website, then unbounce is good for you but if you have a wordpress website, then thrive architect is your best option

Thrive architect will help you create awesome and high converting landing pages at a fraction of the cost without being forced to a monthly billing.

Characteristics of a high converting law firm landing page

Must Be Simple

I'm always speechless each time I see a law firm sending their ad traffic to their website home page or service pages.

There are a number of reasons why this is a very bad idea.

You see, your home page and service pages are built with SEO in mind; not for Google Ads.

They are built to rank very high on search engines.

But unfortunately, what works for SEO won't work for Google Ads because both are totally different.

An ideal Google Ads landing page is supposed to be devoid of internal or external links, its content is straight to the point with a call to action and no informational overload.

But if you try this with SEO, you are bound to fail.

Do you now see the difference and why you should separate your SEO pages from Google Ads landing pages?

Must Be Built For Conversion

Google Ads landing pages are supposed to be built with one goal in mind - Converting Google Ads traffic to leads.

Its not supposed to rank very high on search engines. Its not supposed to have a skyscraper content.

Why you need to focus on conversion

You need to focus on conversion because you are paying for each ad click.

Because of that, your strategy is supposed to be converting ads traffic to leads as much as possible by taking them to a high converting landing page.

Your landing page must focus on just one conversion goal and law service

Your landing page must be focused on one conversion goal and service, anything more than one conversion goal and service will reduce the potency of your landing page.

You shouldn't give them any links (both external or internal) to navigate outside the landing page.

If your conversion goal is to get people to either call your law office or fill a free consultation form, then that should be the only goal of your landing page.

The same thing goes if the landing page is for a particular law service or sub-service.

A landing page is supposed to be for a single service or sub-service, not for a multitude of law services or sub-services.

If you provide more than one legal service or sub-services, then you have to create different landing pages for them.

Below is a good example of an ideal lawyer landing page for Google Ads

Why is the above Attorney landing page great for Google Ads

  1. Its focused on just one legal service - Bankruptcy
  2. it doesn't have any escape root (internal and external navigation)
  3. it has only one conversion goal (Free consultation request)
  4. The landing page isn't over loaded with content
  5. It's very easy to understand what the landing page is all about, what they offer and what you'd get in return for scheduling a free evaluation.
  6. The landing page states clearly what potential clients stands to get if they request a free evaluation.

And Below is an examples of a bad landing page from Laputka Law Office

Bad landing page for legal departments

What makes the above law firm landing page bad for Google Ads

  1. They used their website home page which is the best way to lose money in Google Ads
  2. The landing page has a lot of exit doors (external and internal links)
  3. The landing page isn't narrowed down to a specific type of legal service
  4. The landing page isn't focused on one conversion goal
  5. The landing page has a lot of noise that can distract potential clients from scheduling a free evaluation

How many landing pages should you create?

The number of landing pages to create does not only depends on the number of law services you render but it also depends on the number of sub-service within a service.

For example, if you render three distinctive law services like bankruptcy, family law and criminal law, then you won't only need to create three landing pages for each of the three services but you will also need to create a landing page for each of the sub-services within the three services.

Before you go crazy creating landing pages take note of this:

Before you create a landing page for any law services or sub-services, make sure those services or sub-services keywords have enough monthly search volume to justify such huge investment in time and resources.

How to structure a law firm landing page.

Your lawyer landing page is divided into three important structures namely - above the fold, middle fold and button fold.

Above the fold structure

Above the fold structure  is the first element of a website you see when a web-page first opens on a browser.

Below is an example of above the fold structure on a law firm landing page.

Legal Landing Page templates above the fold section

It is the first thing a visitor see when they arrive your law firm landing page.

It is also the first impression they have of you and it is what makes them to stick around and also what assures them they are in the right place.

If you miss it here you will get a very high bounce rate (people leaving your website immediately they arrive without doing anything).

That is bad considering the fact that law firm CPC is one of the highest in the industry.

Wasted spend isn't it?

Below are elements of a successful law firm landing page above the fold structure


Your title is very important because it's the first text a potential clients reads when they arrive.

Your title should be short and acknowledge the problem of your potential law clients and also proffers solution (benefit).

Below is a good example of a title on a bankruptcy law firm landing page


Why your law firm landing page title should acknowledge your client problems and give a solution (benefit)

According to hubspot, internet users attention span is reducing as a result of huge information they have at their finger tips.

People don't read anymore like they used to.

They merely scan pages and don't have time to read huge chunks of test.

When they are referred to your website from paid search, the first thing they scan is your title and if your title isn't what they need, they will hit the back button.

One way to make your title fit what they are looking for is to add your target keyword in your title.

Look at the below example:

Target keyword 

Landing Page Title

Personal Injury Lawyer

San Diego Personal Injury Lawyer

Divource Attorney

Compassionate Divorce Attorney


Your attorney landing page description is where you will elaborate more about your service offerings and its benefits.

Its a very important element and it helps your potential clients know more about your service and benefits.

Adding your target keywords here will help increase relevancy and engagement.

But don't over-do this. Only add your keywords on the description if;

  1. it's absolutely necessary and it makes sense
  2. if you didn't add your target keyword in your title just like the image below

Below is a good example of a landing page description on a bankruptcy law firm landing page


Call to action

A Call to action is an inducement to perform a particular act on your landing page like to fill a form or to call your law office.

Your call to action must be very compelling for it to have any meaningful impact.

It must explicitly tell your potential clients the next step to take in alleviating their sufferings and what they will get by taking the next step.

Just saying "click here" on your call to action button is not compelling enough.

It only tells what to do without recapping what will be gotten by clicking the button.

The call to action would have been strong enough if it says "Click Here To Request Free Consultation"

Below are examples of a strong and weak call to action



Request Your Free Case Evaluation

Click Here to start

Request Your Free Consultation

Get Started

Below is an examples of a call to action button on a bankruptcy landing page

call to action

Hero Image

A hero image is the photo you see on the background of the above the fold section.

The job of the hero image is to immediately draw your audience in and show them what your legal service offerings is all about. 

Below is an example of a hero image on a landing page

hero image

Middle Fold

Your landing page middle fold is where you'll explain what a potential client stand to get when they request a free consultation.

This is also the best place to add trust signals such as social proof (testimonials, awards and ratings.

It's also where you expatiate more on your service and it's benefits.

Here, you can go more aggressive on content than above the fold but don't go overboard.

Use easy to scan bullet points and headers to explain what your potential clients will get from your offer and keep things as brief as possible

Below is an example of a middle fold structure on a legal landing page

Elements of Middle fold content

1. What to expect during a free evaluation or consultation

A lot of law landing pages just scream "hey there, contact me" without telling the person what will happen when they contact their law firm.

Stating here what will happen when a person fills a form will help alleviate fear and build trust

2. List of sub-services

Making a list of your sub-services will help people who are searching with a broad term but whose problems can be solved by one of your sub-service feel they are in the right place.

The more potential clients feel at ease on your landing page, the better it is conversion wise.

3. Talk a little about your law firm

The next must important section to add in the middle fold is to talk a little about your law firm.

Since you will eventually represent their interest, it's ideal to give them a glimpse of whom will be representing them.

It can also take this a step further by also showcasing a list of your firm attorneys.

4. Testimonials and social proof

This is where you will boost your claims with testimonials and reviews from past clients.

If your law firm has won any notable awards, you can also showcase it here.

Bottom Fold

This is the last structure of your landing page. It's where you rap things up with a call to action.

Must landing page I see make the mistake of not adding a call to action at the bottom of landing page.

This is very bad because must people don't have the time to scroll back up to fill a form.

The easier you make it for people to carry out your instructions, the higher your conversion rate will be.

And adding a call to action here will enable your potential clients to quickly follow your instructions without scrolling back up.

Easy, right?


According to searchenginejournal, the average conversion rate of Google Ads for all industry is 3.75%.

But banking on average is for losers. It isn't for winners. I have seen a conversion rate of 20% to 40% way above the industry average.

If you follow the outlines on this article, you won't settle for mere industry average.

But will soar far above the industry average and generate legal leads at a very low cost per lead (CPL).

Obinna Ibemere
Obinna Ibemere

Hi. I'm Obinna Ibemere and I love helping local service businesses generate lots of leads, customers and increase ROI from Google Ads, Facebook Ads, and Linkedin Ads. When I'm not trying to boost the ROI of my client's campaigns, I love watching football (soccer) and reading the latest trend in digital marketing or writing a blog post.

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