A law firm landing page is the most important aspect of your law firm Google Ads campaign.
If your campaign is poorly structured you may still be able to get some good results.
But if your landing page is poorly designed no matter how well your campaign is, you will get a very poor result.
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 software.
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 thrivearchitect is your best option
Thrive architect will help you create awesome and high converting landing page 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 always become speechless each time I see a law firm sending their ad traffic to their website home page or legal service pages.
There are a number of reasons why this is a very bad idea.
You see, your home page and legal 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.
Narrow down to one conversion goal
Your landing page conversion goal must be one not two.
If your conversion goal is to get people to either call your personal injury law office or fill a free personal injury consultation form, that should be the only conversion goal of your landing page.
You shouldn't give them any links (both external or internal) for them to navigate outside the landing page.
Or offer consultation for any other legal services outside personal injury.
Why is the above law firm landing page great for Google Ads
- Its focused on just one legal service - Bankruptcy
- it doesn't have any escape root (internal and external navigation)
- it has only one conversion goal (Free consultation request)
- The landing page isn't over loaded with content
- It's very easy to understand what the landing page is all about, what they offer and what you'd get in return.
What makes the above law firm landing page bad for Google Ads
- They used their website home page which is the best way to lose money in Google Ads
- The landing page has a lot of exit doors (external and internal links)
- The landing page isn't narrowed down to a specific type of legal service
- The landing page isn't focused on one conversion goal
- The landing page has a lot of noise that can distract potential clients
I have written an in-debt critic and analysis of law firm landing pages here.
It will give you more ideas about what I'm talking about because the little I'd here is just to give you an eye-view of what I'm talking about
How to structure 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.
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:
Landing Page Title
Personal Injury Lawyer
San Diego Personal Injury Lawyer
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 offerings.
Adding your target keywords here will help increase relevancy and engegement.
But don't over-do this. Only add your keywords on the title if;
- it's absolutely necessary and it makes sense
- if you didn't add your target keyword to the title
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 meaning impact.
It must explicitly tell your potential clients the next step to take 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
sTRONG cALL TO ACTION
wEEK call TO ACTION
Request Your Free Case Evaluation
Click Here to start
Request Your Free Consultation
Below is an examples of a call to action button on a bankruptcy landing page
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
Your landing page middle fold is where you have the 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
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.
According to searchenginejournal, the average conversion rate 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).