Why does your law firm need a landing page? First, you might be asking yourself, “What is a landing page?”
What is a landing page? A landing page is a page on your website that is built specifically for the purpose of getting a lead, a conversion or a sale. A landing page takes away all the distractions of a busy home page and focuses the user on completing the task you want them to complete.
Why does your law firm need a landing page? If you are doing any online marketing or if you’re trying to get leads online you should be using landing pages. Landing pages will increase your conversion rate dramatically and make it much easier to track the results of your marketing efforts.
So how do you build a landing page for your law firm that will turn your website into a 24/7 lead generation machine? Simply follow these easy steps.
Remove your website navigation menu
You’ve done a lot of work to get your prospect to your landing page, so don’t waste that effort by giving them a distraction, focus them on your conversion action. Every link on your landing page is just an opportunity for your prospect to go somewhere else. Your landing page really needs to focus on getting that conversion.
Here’s an example of how to build a great law firm landing page. Use your logo at the top of the page and your corporate colors to reinforce your brand and make the prospect feel like they haven’t made a wrong turn. But keep all videos, social sharing and any other distractions off the page.
Use a law firm landing page headline that is all benefit to your visitor
Every law firm landing page should have a catchy and benefit-full headline. Make it short, direct and definitely a benefit for the prospect. You need to give them a reason to read the rest of your landing page.
Headlines are your first chance to draw the prospect in further and move them toward your conversion action. You should also echo the benefits in the headline that you used to get them to the landing page.
So, for example, if you had a call to action that offered a free ebook titled “8 Things You Must Ask A Divorce Lawyer Before Hiring Them”, you don’t want to have a landing page that talks about “Family Attorney”. Keep the language you used on your call to action the same as what you use in your landing page headline.
Create short sales copy that focuses on benefits to your law firm prospect
You should also have a SHORT section of sales copy to again convey the benefits to your visitor of what you are offering them. Keep the copy limited to a couple of sentences and some bullets.
The landing page copy should be very simple and scannable. You want it to reinforce the benefits not distract from the mission of getting the conversion.
Keep your landing page form simple
With every field you ask your law firm prospect to fill out, you will decrease your response. So try to limit the form fields to the least amount you can get by with.
Reinforce your benefits for the user with a short headline at the top of the form.
Help your form stand out from the page with a colored background and a border line around the form.
When you get to the form button, use it as another opportunity to convey a benefit for the prospect. Never use the word “Submit”. If you are offering an ebook, you can say “Get ebook now”.
Don’t waste this valuable marketing real estate.
Use trust symbols for your law firm
Building trust is one of the most important parts of moving someone from prospect to lead to customer. Trust symbols will help do that.
So what are trust symbols? They are anything that will show that you have experience or awards that will make you more trusted in the eyes of the prospect.
Some examples of trust symbols are badges that you can get from organizations of which you are a member of the American Academy of Matrimonial Lawyers or even your local Chamber of Commerce.
Or if you’ve won an award or special designation include that. If you have been named a Super Lawyer or some similar award, these are great trust systems for the bottom or footer of your legal landing page.
Follow these 5 tips and before you know it you’ll be generating business for your law firm from your website even while you sleep. You can’t beat that!