A landing page is a crucial tool for law firms aiming to turn website visitors into paying clients. Unlike a general webpage, a landing page is purpose-built to drive a specific action—whether that’s scheduling a consultation, downloading a resource, or signing up for a newsletter. Here’s how to create an effective landing page for your law firm.
Craft a Compelling Headline
Your headline is the first thing visitors see, so it must immediately communicate value.
Try to focus on a client’s needs, such as: “Get Experienced Legal Help Today – Free Consultation Available!”
Focus on a Clear Call-to-Action (CTA)
Your CTA should be direct and action-oriented. Use phrases like, “Schedule Your Free Consultation Now,” or “Start Your Case Review Today.”
Place your CTA button prominently above the fold and repeat it further down the page.
Highlight Client Benefits
Explain why visitors should choose your law firm. Use concise bullet points to showcase:
- Your expertise in specific legal areas,
- Successful case outcomes, and
- Personalized attention to each client’s needs.
Include Testimonials and Case Studies
Social proof builds trust. Display testimonials from satisfied clients or share case studies demonstrating your firm’s success.
Ensure you include real names and photos (with permission) to add authenticity.
Make Navigation Minimal
A landing page should focus solely on conversion.
Avoid adding links to other pages that might distract visitors. All roads should lead to your CTA.
Optimize for Mobile
Many potential clients will view your landing page on their smartphones.
Ensure your page loads quickly, is easy to read, and has mobile-friendly CTAs.
Offer Value with Lead Magnets
Provide free resources, such as:
- “The Ultimate Guide to Filing a Personal Injury Claim.”
- “What to Expect During a Divorce in [Your State].”
In exchange for these resources, collect contact information to follow up with leads.
Incorporate Online Scheduling
Integrate an online scheduling tool to make it easy for potential clients to book consultations directly from the landing page.
A seamless booking experience can significantly increase conversions.
Analyze and Refine
Use tools like Google Analytics or heatmaps to track user behavior.
Experiment with different headlines, CTAs, and layouts to improve your page’s performance over time.
Defacto Digital is Here to Help!
Defacto Digital has been helping attorneys and law firms build a successful web presence for over 20 years. Our team stands ready to help you either create your first virtual office or make your existing website more accessible, rewarding, and effective.
Simply contact us today and let us begin to market your firm in the direction that it wants to go…up! No matter your practice area, we’ve got you covered. We deliver websites that work, always!
* Main image at top by freepik