As technology overtakes every sector, the legal services industry is not lagging far behind. Many things are changing in the legal industry too, and the changes impact how law firms acquire clients.
Traditionally, people use to rely on recommendations from close friends when looking for an attorney. Nowadays, three out of five clients looking for a law professional searched online for a recommendable law firm.
As the number of people seeking legal advice online increases, many law firms also rely on custom landing pages and the internet to lure in more traffic and turn prospects into potential clients.
What is a Legal Landing Page?
A legal landing page is a customized website page that emphasizes action. Webmasters commonly use pay per click ad campaigns to maximize conversion such that when one clicks on the Google ad, they are redirected to the landing page. Any page that can get traffic through a PPC ad campaign is a landing page.
Landing page objectives vary across various industries. Your law firm may need a landing page to enable new clients to call for legal advice during business hours or fill the standard contact form out. For your law firm to be successful and acquire new clients, you should know how to set this page up.
Designing a website page to generate leads on the same day is uncommon, whether through displaying your phone number or law firm address. To elevate your law firm with a landing page, follow the following tips.
Create a Consistent Marketing Message
For a client to click on a site land in your page from a Google ad, your message should be compelling. It is essential to make your marketing message in an ad and on the landing page relevant.
Highlight the Benefits to Your Clients
There is limited time to convince potential clients of your services. Use the limited time to capture their attention by highlighting the benefits of working with you. The benefits usually fall into two categories:
1. Differentiated Benefits
These are unique features that differentiate you from your competitors. For instance, many personal injury law firms focus on advertising and marketing and lack core value clients. If you have extensive experience handling personal injury cases, focus on building a loyal customer base as it separates you from the rest.
2. Undifferentiated Benefits
These are practical benefits any lawyer can offer. If your law firm focuses on insurance and injury, help your clients in settling their compensation claims.
Focus on the Client
Any potential client who visits your practice’s website and considers your law firm to handle their legal matters will have to decide on whether to pick you over others to get a satisfying service. It doesn’t matter how many cases you have won in the past; ensure your landing page focuses on your client.
Promote the Features of Your Law Firm
After listing what a client needs to know, you can shift your focus to the law firm’s credentials. You can brag a little to your audience in the following categories:
- The firm’s noteworthy achievements: Talk about how many settlements you have successfully settled and the number of cases you have won. Mention the courts you have had trials in, either state supreme court or federal court.
- The firm’s short history and credentials: Describe how the firm was established, your firm lawyers’ longevity, and their qualifications and experience.
- Media appearance and awards: The feature is essential to your prospects as it is a trust-building feature. Do not overemphasize meaningless awards and media appearance. As stated above, your messaging should be consistent.
Bottom Line
Custom landing pages are a great way to elevate your law firm’s online presence and convert prospective customers into loyal clients. Ensure you use the above tips to build Built-for-success landing pages your law firm can use in online ad campaigns and other online firm elevation efforts.
