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Underneath all of the pop ups and ad banners and beyond the search engine results, there is a landing page just waiting to be found. If that landing page belongs to your law firm, you should know that more than half of visitors leave a landing page within 15 seconds. This means they may never see your stellar testimonials or view your stunning images. What can your law firm do to change that? Start by examining your landing page and consider the following tips on how to make it amazing.
What Is a Law Firm Landing Page?
A landing page is the place where visitors land after clicking a link in an ad or in the search results. How is a landing page different from a homepage? Your homepage is the page that consumers see when they type your domain name into a search box. A landing page may be the same page as your homepage, but it does not have to be. Your landing page is a valuable tool that can welcome visitors with your offerings and should also beckon visitors to take action.
Law Firm Landing Pages in 2021
A perfect landing page does not exist, but there are some qualities that will make it run more smoothly, improve its appearance and engage visitors. These are the basics:
- Mobile response. Is your landing page designed with mobile users in mind?
- Speed. Are users exiting before the page loads?
- Trust. Is there proof that a potential client should choose your law firm above the rest?
- Alignment. After viewing the ad, clicking and landing on your site, does the landing page meet the consumer’s expectations?
- Engaging Content. Is your landing page compelling and user-friendly?
9 Steps to An Amazing Law Firm Landing Page
Since your landing page may be the first page people see, it needs careful attention. Your landing page should be user-friendly and give an accurate picture of your law firm’s services and brand. It may include features, benefits and client reviews, but above all, your landing page should always contain a call to action. Here are nine things to consider when optimizing your law firm’s landing page.
Meet Consumer Expectations
To get to your landing page, a consumer likely clicked on an ad to discover more about your law firm and its services, so make sure that any visitor will find what the ad promised. We all know how disappointing it can be to click a button, only to be redirected to a broken link or to another misguided channel. If your potential visitors do not find the information they need, they will definitely go elsewhere. Also, make sure that the right information is easy to find on the page. Since users’ eyes often flow across the top first, put the most important content right there in front of them.
Make it Fast and Mobile-Friendly
Mobile search is only going to increase, and it is essential that your company gets ready for it. Since Google is changing to a mobile-first mindset, you should too. After mobile searchers find your business, they desire to land on a frustration-free website or blog. Page loading speed is one of the most important tweaks to make for mobile-friendly consumers. Your content should load lightning fast. To gauge your website’s mobile-responsiveness, use online tools such as: Google Analytics, GT Metrix or Lighthouse and check off the following:
- Your landing page loading in three seconds or less
- Images are compressed for quick loading
- You have reduced server response time
- Enlarge clickable buttons for easier tapping
- Ditch popups
Display Benefits
Once a visitor reaches your landing page, you have a limited window of time to convince visitors that they have found what they were searching for. Create your landing page with this in mind, and capture their attention quickly with a list of benefits that comes with hiring your law firm.
Depending on your practice, these may include:
- A free legal consultation
- An experienced professional on your side
- Help for legal concerns
- Obtain lost wages and reimbursement for medical bills
- Translate complicated legal concepts
- File legal documents and follow procedures correctly
- Help understanding the judicial system
- An advocate in court
- Prevent problems that could arise later
- Negotiate a settlement
- Match the other party’s legal representation
Stay Client-Focused
Every website visitor is a prospective client, and may be considering whether or not to hire your law firm. Make sure your landing page and website focuses more on the client needs than on promoting your law firm with its past successes and awards. Instead, zero in on how your team can help its clients.
Display Social Proof
One of the most influential components of a website is the testimonial section, and your landing page can include some of these highlights. Many law firms underestimate or underutilize the power of client testimonials, but these serve as social proof and can be as potent as a personal referral. Your law firm can collect reviews from a variety of platforms, such as Google, Yelp and Facebook, and display these on your landing page. How can your law firm gather more reviews? Always ask your clients for a review; most are willing to provide one. Other social proof may include real client stories in video form, images of awards earned, and excerpts of your law firm featured in the media. Locally based reviews and testimonials are especially powerful.
Use Images
Images are important pieces of a compelling landing page, because images give visitors an added sense of trust. Use a high quality image of yourself or your team and consider using video clips for added impact.
Avoid Sliders
It can be tempting to insert sliders on a landing page — you know, those annoying images that get in the way, asking for contact information? Try to avoid sliders on your landing page, because they tend to distract visitors from the main goal of your landing page: discovering who you are, what you offer, and why they should hire you.
Keep it Clear and Simple
The core of your landing page should be a simple expression of how you can help potential clients, so do not clutter up your page by adding additional facts about the history of your law firm and all the cases you have won. Allow visitors to click on a simple button such as “How to Get Started” then explain the easy 1-2-3 process of contacting the law firm, setting up a consultation and hiring you. Assure your visitors that hiring your law firm is a simple process and they can get the legal advice they need without hassle.
Give the Call to Action
Reports suggest that offering more than one way to contact your law firm will yield the best results. Some potential clients will prefer to use email, and some would rather make a call or use the live chat function. Your landing page should offer two or three different ways to get in touch, but add too many and you might overwhelm your visitors.
How Law Quill Can Help
Your law firm landing page is a crucial way to introduce your company to prospective clients, so it is one of the most important pages on your site. A landing page can attract new leads, which can expand your business, so take steps to enhance it and add elements that may be lacking. Optimizing your landing page is a no-brainer and a wise investment, and Law Quill can make your landing page shine by adding engaging content that propels potential clients to take action.
We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected]
