Building and creating a landing page for your law firm may seem like an easy task, but there is an art in designing the best landing page for your call to action. In our latest article, we’ll discuss and show you steps and recommendations that you can take in order to create a landing page that will boost your conversion rates and also reduce your cost per acquisition.

What are landing pages?

Whether you are a B2B or B2C law firm, a landing page is a page that your visitors go to with a specific goal in mind. Although every landing page might differ in design and variety, it should share the same criterias. These criterias include a form that allows you to collect your visitor’s information – such as their name, phone number, email address. Whatever you choose to include in your landing page, there should always be a call to action.

What is a call to action?

In digital marketing, a call to action is an action or a strategy that tells your target audience what you’d like them to do when they visit your web page or landing page. Without using too much text, the more information you can provide your potential prospects with your call to action (also known as CTA), the better it’ll be mutually.

If you’re able to answer the frequently asked questions, you’ll save your time in answering them when you contact the prospect, and you would’ve already established an expectation and would have given them enough information for them to reach out for their legal support and needs.

So what should you keep in mind when creating a landing page?

As mentioned before, your landing page will be different from your competitors. However, it order to curate the best landing page and optimize it to achieve your marketing goals and objectives, follow these tips to maximize your landing page’s potential

Have only one call to action 

You should only have one call to action on your landing page. Why? Because if you have multiple objectives, it can confuse your visitors. Be specific in what you’d like your call to action to be. Would you like your visitors to fill out a form? Or would you like them to schedule a call with you using a link you provide? Having more than one call to action not only confuses your visitors, but it can create more work for your marketing department. 

By including only one motive, your prospects can do the least amount of work to get through to your law firm, which helps you both reach your goals. Even if it’s as simple as filling out a quick contact form, or giving them your phone number to call the firm, call to actions have been proven to be incredibly effective if used correctly.

Double Check your Grammar and Spelling

Although this seems very straightforward, we still need to reiterate the importance of checking your grammar and spelling when it comes to curating your landing page. Your landing page won’t include a ton of text, but it should be sufficient enough for your visitors to understand what your services are, what you offer and encourage them to reach out for their legal needs.

Ensure that you have made no spelling mistakes that could hinder your professional image. Even if it’s not your About Us page, or your firm’s home page, every landing page you design should uphold the level of professionalism that you hold for your clients, your firm and your brand. 

Improve the Page Speed of your Landing Page

Page speed not only affects the quality of your web page, but also the user experience, which can be the deciding factor on whether your visitor will reach out or not.

By optimizing your page speed, you can provide a better user experience and can also reduce the bounce rate that you receive. This will also increase the potential of increasing your page views and conversions. Loading time is a huge contributing factor when it comes to page abandonment. 

There are a few ways that you can increase your page speed:

First, it’s important to establish a baseline, and to see if your site is operating to standard. A great tool that you can use is the Google PageSpeed Insights. Enter your website and in a matter of seconds, you’ll receive a score that will tell you how your site is performing. The main goal and objective is to reach a score over 90. 

There are other ways to lower your page speed such as limiting the amount of redirects you have to get to the correct page. Include the trailing slash at the end of your page’s URL, and optimize your images or videos that you have on your landing page.

Optimize your landing page for Mobile

Over 50% of google searches and over 80% of Facebook traffic is through mobile devices. So when it comes to designing your landing pages it’s important to ensure that it also works for mobile. However, this can be more difficult than meets the eye. There are a number of factors and issues that keep a smartphone user from converting. These include:

  • Slow-loading site speed
  • A cluttered design with lot of images or text
  • A call to action that’s hidden or requires the user to scroll through

Remember, the main purpose of a landing page is to turn your visitors into paying clients, or have them subscribe to your emails, or to have them follow you on social media. What web developers can do is establish a plan and design that will make it possible for mobile users to share the same user experience as those that visit via desktop. Most of the time, establishing a well designed, minimalistic design for mobile will help users start the process and will increase the chances of your visitors to reach out.

Provide a Thank You page when someone completes your call to action

You should always include some sort of Thank You page after a potential prospect completes the call to action. You can use this page to bring them to your website so they may continue to explore what you have to offer, or direct them to articles and blogs that you believe will be helpful for your potential clients to understand.

Here are four components of a thank you page that you may want to include:

  1. If they have taken the time to complete your form fill for example, you may want to share with them content or information that’s exclusive to those that have filled out the form. \
  2. Add your social media links! Even if that’s not your specific call to action, social media is a great way to share your values and brand image to your visitors. Social media is also a great way to share content that’s less corporate and a great way to establish a trusting relationship with your current, former and future clients. 
  3. When you are optimizing your thank you page, you may want to include a call to action as well, such as ‘subscribing to our blog’ or ‘connect with us on Facebook’. 
  4. In addition to directing people to your thank you page, you may also set up an auto-response email to be sent to the visitors who fill out the form. This is a great email strategy that serves as an additional way to follow up on new leads and prospects, which can lead to increased reconversion by suggesting other services that they might find necessary.

Looking to work with a leading Legal Marketing Agency?

At Soulpepper, we help hundreds of legal clients all across Canada and the United States grow their law firm and reach their marketing goals. Every aspect of legal marketing, whether it’s PPC, SEM, SEO or social media marketing can be complex and often requires experts in order to produce the best results and highest ROI.

Feel free to contact us at (604) 670-7019 or visit our website for more information.