Online legal marketing can be confusing — we get it. You may have spent weeks building out what you thought was an effective law firm landing page, only to find that your law firm landing pages are much worse than initially expected. Instead of driving new inbound leads, your landing pages are stagnant, invisible to the vast web audience that could benefit from what you have to say (and from the services that you’re offering).

Fortunately, there’s reason to stay positive. By understanding law firm landing page best practices — and implementing them effectively — you’ll be able to increase conversions and finally develop the funnel of leads your law firm needs to grow and prosper.

That being said, if you’re tired of searching around for clues in the dark, our team here at Walker Advertising is standing by to help. Contact us today to speak to one of our marketing experts about what you can do to maximize your firm’s footprint online, gain the interest of large numbers of prospective clients, and secure the best possible leads.

But of course, you may want to learn more about law firm landing page best practices before you call in, so keep reading! We’ll cover some of the basics so that you have better clarity on what works, and what doesn’t.

What is a Law Firm Landing Page?

Definition and Purpose

A law firm landing page is a specialized webpage designed with a singular focus: to convert visitors into clients. Unlike general web pages that might serve multiple purposes, a landing page is streamlined to guide prospective clients toward a specific action. This could be filling out a contact form, scheduling a consultation, or downloading a valuable resource. By removing distractions and providing a clear call to action, a law firm landing page effectively channels the visitor’s attention and increases the likelihood of conversion.

Importance of a Dedicated Landing Page

In the competitive legal industry, having a dedicated landing page is not just beneficial—it’s essential. A well-crafted landing page allows law firms to target specific audiences with tailored messaging, thereby increasing conversions. It serves as a platform to showcase your expertise, build trust with potential clients, and differentiate your firm from the competition. By focusing on a single objective, a dedicated landing page can drive more leads and ultimately contribute to the growth and success of your law firm.

What is the basic anatomy of a landing page?

When building a high-converting landing page, here are some elements that are considered mission-critical:

• Strong header design, including a main header with compelling copy
• An engaging hero image (and hero section) that catches the reader’s attention immediately
• Clearly written, well-organized content that has a purpose (i.e., informing the reader) and that accomplishes its purpose to a reasonable degree
• Supporting visuals/video on the landing page
• Landing page videos that engage visitors and communicate services effectively
• Social proof (i.e., testimonials, awards, etc.)
• Contact our infrastructure (i.e., an intuitive form, a specific phone number that’s clickable by the user, etc.)
• CTA that directs the user to a specific action for conversion
• FAQs for particularly complex subjects and issues
• A minimalist footer section
• And more

Setting Clear Objectives

Identifying Your Target Audience and Their Needs

Creating an effective law firm landing page starts with a deep understanding of your target audience. Who are they? What are their pain points, motivations, and goals? By answering these questions, you can tailor your messaging, design, and content to resonate with your audience. Consider developing detailed buyer personas to guide your content strategy. These personas will help ensure that your landing page speaks directly to your ideal clients, addressing their specific needs and concerns. By aligning your landing page with the expectations and desires of your target audience, you significantly increase the likelihood of conversion, turning visitors into valuable clients for your law firm.

What trends have impacted landing page optimization in 2024 and beyond?

Trends in audience behavior have changed how we should be constructing a law firm’s website and landing pages going forward (at least, until another shift in audience content consumption patterns). Some trends to keep in mind include:

• More visible CTA. Traditionally, CTAs were often seen as repulsive to users — a prominent CTA would tell the user that the page was clearly meant to advertise to them, and would cause them to quickly click off the page, thus hurting how high the search algorithm would rank the page. Recently, however, social media promotions and influencer culture have softened the audience to more direct advertising. Law firm landing page best practices therefore dictate that one should implement a more prominent, visible CTA, perhaps with a video background to further draw attention to it.
• Unique illustrations and animations. Having an illustrator draw and animate different concepts that you’re talking about in the landing page content can significantly improve audience retention. Content consumption patterns have generally taken on a more video/photo tint in the last decade, so anything that you can do to play into a more visual dynamic will benefit your landing page optimization strategy.
• Quizzes and other forms of active audience engagement. Instead of simply delivering information to the audience, getting them to interact with your content is an excellent method for keeping them on the page (i.e., improving retention). Quizzes can be a fun way to push the audience into interacting with the page and may even prime them to interact with your CTA buttons.

What are some common landing page mistakes that could hurt my ability to reach users and secure conversions?

Law firm landing page best practices require that you take steps to avoid actively undermining your ability to secure conversions on your law firm’s landing page. Common mistakes (to avoid) include, but are not limited to the following:

• Your design is making the landing page load too slow. Faster pages result in higher conversion rates, as — when a page takes too long to load — users tend to click out and go to a different page. This can affect engagement on your law firm website more generally, too, beyond just the conversion issue.
• Your design is not optimized for the mobile experience. More than half of all users are likely to be on mobile when they view your site — as such if your site is not optimized for a mobile experience, it could repulse users who are exploring it on mobile. Even if they are able to obtain the information they’re looking for, in an unoptimized environment, the entire browsing experience will be subpar, making it less likely that they’ll convert.
• Lack of clear communication as to the purpose of the landing page. In other words, your landing page needs to justify its existence. What is the function of the landing page? What is the problem that it is meant to solve? Make sure to properly organize and present the information on your landing page so that users can obtain the information/answers that they’re looking for as easily as possible. By improving the user experience, you make it more likely that they convert.
• Legalese is confusing to the general public — avoid it at all costs! Jargon in the form of legalese can further convince the user that their issue is too complicated to bother moving forward with. Simplify your language (without losing your professional tone) in order to deliver information more clearly and warmly to an audience that may not understand the terminologies normally used in the legal setting. In other words, meet the audience where they are.
• A lack of visuals may lead to attentional issues. Increasingly, internet users expect video and photo visuals embedded in their content. Landing pages are no exception. If you do not include some visuals in your landing page content, then your users are likely to bounce off the page, and they certainly won’t get close to a conversion! So don’t skimp on this side of content creation, even if it demands more resources.
• Failure to include a clear call-to-action (CTA) can lead to much lower conversion rates. On many law firm websites and landing pages, best practices are followed when it comes to including CTAs, but the execution is left wanting — that’s because the CTA itself isn’t written in a manner that is clear about what it is that you want the user to actually do. You may think that waxing poetic about your law firm services is equivalent to a CTA, but it doesn’t actually communicate what you want the user to “do” to convert — what you might actually want is for them to call a specific number. So prioritize communicating to the user that you want them to call the specific number in question. Any other language is supplementary.

Following law firm landing page best practices isn’t easy.  Is there a simpler and more efficient way to get leads?

We totally understand — that committing to online marketing efforts (such as creating landing page content) — can be extremely demanding for many firms. Following law firm landing page best practices isn’t easy, especially when it comes to optimizing your law firm’s landing for conversions. Successful online legal marketing requires an allocation of significant time, money, and human resources, and good results aren’t always secured in a short (and linear) timespan. As a lawyer with a growing law firm, you may prefer to focus your resources on serving your clients better — and that would be entirely reasonable of you!

Fortunately, you don’t have to engage in online marketing if you don’t want to. Here at Walker Advertising, our team engages in industry-leading, comprehensive online marketing efforts for our various legal sub-brands (Los Defensores, FindLegal, 1-800-THE-LAW2, etc.) — this drives high volumes of inbound leads for legal disputes in a number of different categories, such as motor vehicle accidents and discrimination claims.

Once you sign up for one of our packages, you pay a recurring fee, and — in return — we provide you with a specific number of pre-qualified leads in the legal claim category of your choice. So, for example, if you’d prefer to grow your personal injury client base and take on more truck accident disputes, then you can sign up for our truck accident lead package and we’ll selectively provide a fresh set of pre-qualified truck accident leads every month. This helps you avoid two major steps in the marketing funnel process: 1) building an effective funnel through which leads are acquired, and 2) qualifying those leads and avoiding the time-waste of dealing with leads that are clearly not actionable from a legal perspective.

If you’re curious about skipping the hassle of marketing on your own, we encourage you to contact our team at Walker Advertising for more information.

Contact Walker Advertising for Helping Growing Your Firm’s Client Base

Whether you’re a solo lawyer or are part of a larger firm with plans for expansion, it’s important for law firms to grow their client base in order to hit revenue and strategic goals. Understandably, you’ll want to engage in online marketing efforts in furtherance of these goals — but the details and resources required to “win” (i.e., learning law firm landing page best practices) can be a significant burden for many lawyers.

Here at Walker Advertising, we can help. We operate a number of popular attorney networks, including our Los Defensores and 1-800-THE-LAW2 brands, through which firms are able to access leads for various legal claims.

The leads we acquire through our various online marketing efforts — from social media marketing to targeted web ads — have been pre-qualified by our team so that you aren’t hassled by a flood of leads that are simply not relevant or actionable for your purposes. By accessing these quality leads, you’ll be well-equipped to select the best ones to grow your firm business.

Contact Walker Advertising today to connect to a member of our team who can explain how our legal networks can help your firm business thrive in this ever-changing digital marketing landscape.

We look forward to assisting you.