How Legal Landing Pages Are Helping Lawyers Turn Prospects Into Clients
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How Legal Landing Pages Are Helping Lawyers Turn Prospects Into Clients

Last updated on October 11, 2016 by Ted Vrountas in Conversion Rate Optimization, Landing Page Examples
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In just three short years, things have changed in the legal industry — a lot. And those changes impact how your law firm finds new clients.

As recently as 2013, 34% of those in need of an attorney relied on a recommendation from a friend to find one. In 2016, 3 out of 4 consumers seeking an attorney have gone online at some point in the process to find the right legal representative.

As many people are seeking legal help online, firms too are relying on the Internet and lawyer landing pages to turn those prospects into clients.

What is a lawyer landing page?

A lawyer landing page is a standalone web page that focuses on driving action. It uses elements like explainer videos, benefit-oriented headlines, trust badges, and testimonials to convert visitors to leads.

Recent legal marketing research shows that on lawyer landing pages, there’s no room for error. The most expensive PPC keywords are related to law, with one costing as high as $935 per click.

With so much riding on a first impression, will these lawyer landing pages deliver by converting prospects to leads? Or will they lose hundreds of dollars per click? Let’s find out.

Accident Lawyer

This picture shows accident lawyers can use legal landing pages to sign more clients and increase revenue.

This lawyer landing page starts off on the wrong foot with a logo that’s linked to the homepage, but it quickly corrects itself with some design best practices.

The headline uses authority to with the words “award winning” to inspire trust in the prospect, and the location identifier “San Diego” adds an element of personalization that matches the corresponding ad. At the same time, a headline more focused on the visitor and less on the lawyer would likely perform better. And technically “award winning” should be spelled “award-winning.”

Opposite the logo, a click-to-call phone number makes reaching the law office easy. Below that, a form title that uses the word “free” entices visitors to convert, and a powerful guarantee helps to alleviate prospect anxiety.

The form itself is only five fields, which makes completing it easy for prospects. But, it would be even easier with 4. If this landing page is designed specifically for motorcycles, why bother with a drop-down labeled “Vehicle”? Additionally, the disappearing gray labels within the first three fields have the potential to cognitively strain visitors.

On the plus side, the CTA button pops off the page using an attention-grabbing accent color, and the call-to-action is tailored to the offer. Underneath it, a message promising to keep prospects’ information safe boosts the likelihood they convert.

To the left, bullet-pointed copy builds Gomez Trial Attorneys’ authority by showcasing industry awards. Company badges below do the same.

At the heart of this landing page is a video, which quickly educates visitors on what they’re entitled to in the event of a motorcycle accident. At its conclusion is a CTA to call the firm to claim a free consultation.

Will they?

Cooperative CTAs and additional bulleted copy below the fold increase the odds they do. But, numerous outbound links and three additional CTAs leading to three different pages distract from the main goal.

LegalMatch

This picture shows how Legal Match uses a legal landing page to generate more leads and sales.

Without navigation, visitors to LegalMatch’s landing page won’t find an immediate way off the page. The logo isn’t linked to the homepage either, which means prospects can’t escape by clicking.

In the upper-right, bulleted copy quickly conveys the benefits of converting – though, it could be more prominently featured.

The header image below relates to the offer, and the copy on it conveys the company’s value proposition. Below that, the two-field form makes converting easy, but the gray placeholder text in field 1 is confusing. “This may not be the same place you live”? What does that mean?

Step 2 could be optimized as well. Why not add every category to the drop-down instead of scattering links on the page.

To the right, an image of a woman staring back at the viewer instead of toward a CTA button or the form wastes an opportunity to guide the viewer towards converting. With only two simple form fields, the chances they will on this page are good. However, an underwhelming CTA button and a link to the sitemap lessens them.

Criminal Defense Attorney

This picture shows marketers how the Law Office of Peter Blair uses its homepage for PPC ads but its not as effective compared to legal landing pages.

Before you start scratching your head, no, this isn’t a true landing page. However, Peter Blair’s law office is using it as one, and that’s a big mistake. This page isn’t designed with a focus on conversion — which means the business’s PPC campaign is going to suffer as a result.

Countless links in the navigation, footer, and below the fold of this page make it easy for prospects to get distracted from converting. Additionally, a CTA button that reads “Available 24/7” doesn’t make it clear it’s actually a button. Without a call-to-action on it, prospects won’t know they need to click to convert.

Below that, a message in all-caps will make readers feel like they’re being yelled at. Even further down, hyperlinked images and blog post previews clutter this page. And if you scroll all the way to the bottom, you’ll finally find a form on which you can request a free consultation.

The odds prospects fill it out aren’t great though. While a form below the fold can certainly convert, the content before it has to intrigue the reader enough to scroll. Does it you? We can’t answer “yes.”

With a lackluster button color and “submit email” call-to-action, this page won’t produce as many conversions as it could.

DUI Lawyer

This picture shows marketers how DUI attorneys can use legal landing pages to generate more leads and clients.

For starters, this page is way too text heavy. Long paragraphs like the two featured on this page aren’t likely to be read fully by skimming prospects. Bullet points and short chunks of copy work much better.

Above, a header image relevant to the offer, along with a question headline, speak to the target audience: people who have been charged with a DUI. But, that headline doesn’t convey a strong benefit.

Below, a four-field form doesn’t require anything but name and email address — which makes converting nearly frictionless. However, the disappearing labels within each form box have the potential to frustrate and confuse prospects. If they enter their info, though, chances are good they’ll click the CTA button. With an attention-grabbing color and a give-the-payoff written in the first person (an alternative to the traditional call-to-action that emphasizes what the prospect will get instead of what they have to do to convert), it’s designed using best practices.

Below the form, benefit-oriented copy and a testimonial attempt to add to the persuasiveness of this page. But, they’re not all that effective. “Dedicated to DUI” and “Top rated by peers” don’t make us feel any more comfortable with converting. And Jeffrey H.’s testimonial could’ve very easily been made up. Without a full name and/or photo, it’s hard to believe he’s real. In this landing page designer’s defense, though, client confidentiality is an issue here that isn’t usually for other businesses.

At the very bottom of the page, a footer complete with an “About us” link has the potential to draw prospects away.

Whether they’ll stay or go is up in the air. But, what’s certain is that this page could use a new headline, less text, better benefits, and fewer outbound links. With those changes made, the likelihood more people convert will be much higher.

Real Estate Lawyer

This picture shows why real estate lawyers should use legal landing pages for PPC ads to maximize ROI.

Like the one used by the law office of Peter Blair, this law firm landing page isn’t technically a landing page either. It’s a homepage — which means it’s not centered around getting visitors to convert. On it, countless outbound links and calls-to-action pull prospects in all different directions.

But, even if the page was a little more focused, too much text and too few benefits make prospects converting unlikely. Where’s the firm’s unique selling proposition? Where’s the attention-grabbing CTA button?

The few bright spots on this page are a nearly friction-free form, and trust badges, but they’re not enough to elicit conversions on their own.

Family Lawyer

This picture shows family and divorce lawyers how to use legal landing pages to generate more leads.

At first glance, this law firm landing page is already off to a better start than most of these other examples. Bulleted copy and short paragraphs make for easy reading, and a benefit-oriented headline offers a free consultation. Additionally, the space between elements makes this landing page much less cluttered and overwhelming than previous ones.

But, where the format excels, the content falls short. Those bullet points do a good job of letting prospects know when they could use a family lawyer, but the CTAs below them compete for conversions.

Above, a non-hyperlinked logo keeps prospects from escaping to the homepage, but it’s offset by a headshot of Georgia L. Williams, which when clicked, drives traffic to the firm’s website.

North of that photo, a short paragraph doesn’t sell the firm well. Any lawyer can call themselves “knowledgeable, determined, dedicated, and compassionate.” But, not all of them can prove it. How many cases has the firm won? How much spousal support have they claimed for clients?

Without stats and numbers, this landing page’s content is hollow. And it’s not enough to produce max conversions.

Divorce Lawyer

This picture shows marketers how the Contreras Law Firm uses a law firm landing page to sign more clients.

Unlike most of the landing pages on this list, this one gets more right than it does wrong. At the top, no navigation means no immediate way off this landing page. To the right, a contact phone number makes reaching the firm easy, but to the left, a logo linked to the homepage makes something else easy: escape.

Below that, a header photo humanizes the firm, though, the headline on it could contain a stronger benefit. Even lower, the wordy copy is difficult to get through: “We understand what is at stake for all concerned parties in these matters, and we work tirelessly to secure the best available outcome on our client’s behalf.”

That should go without saying.

Additionally, the corresponding subheadline uses a poor descriptor. To some people, “Quality” is desirable — but to others, “Quality” is the enemy of “High-quality.” Something less ambiguous would be better.

To the right, a form with an all-caps headline reads like it’s yelling at people, but a short form makes converting mostly frictionless. And a bright CTA button draws prospects to it while promising a prompt reply.

Scroll down and you’ll notice two short videos. One introduces the firm while another boosts its authority by showcasing a media appearance. Between them, a slideshow presents companies that have recognized the firm for its excellence.

But, below them, links to social media accounts distract visitors from converting. All-in-all, with a few tweaks, this page could likely produce more conversions than it does now.

Tax Lawyer

This picture shows tax lawyers why they should use law firm landing pages to generate more leads and maximize ROI.

This might be the best lawyer landing page we’ve seen so far. First, a non-hyperlinked logo keeps prospects on the page, and a click-to-call phone number makes contacting the firm simple.

Second, the headline below boosts visitor trust by referencing OptimaTax’s Better Business Bureau rating. Though, a more compelling headline might reference the average amount of relief customers get — or how quickly their cases are settled.

Underneath, a multi-step conversion process composed mostly of drop-downs makes completing it easy and mostly friction-free.

Below the fold, bulleted text lets people know exactly what issues the business can help with. Even lower, short chunks of text let prospects know why they should choose OptimaTax. A BBB accreditation, staff experts, a money-back guarantee, and privacy, are all good reasons that strengthen the offer.

Scroll down to see an “As seen on” section of the page, which boosts the business’s authority by showcasing high-profile publishers it’s been featured. Combined with glowing testimonials, and a minimalistic footer, and even more trust badges, this landing page is one likely to convince many of its visitors to convert.

How’s your law firm’s landing page?

Is your law firm landing page generating maximum conversions, or costing you hundreds of dollars with each click?

Share a link to it in the comments and we’ll take a look. Then, get started improving it in minutes with our designer-friendly software used by over 250,000 businesses.

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