law firm content marketing

Anatomy of a Perfect Law Firm Landing Page

by Noreen Fishman • March 26th, 2021 • Search Engine Marketing | Blog

Law Firm Website Landing PageLanding pages are one of the most important elements of online lead generation, yet most law firms don’t use them properly — or at all. It’s common to give more attention to a website’s homepage instead. After all, the homepage is often the first impression a potential client has of your firm and its attorneys.

A landing page, which is created for your advertising campaign, should grab your audience’s attention in a way that influences them to take action. Although there is no exact formula to making a perfect landing page, there are some common rules of thumb to increase your chances of making a winning one. To help you create the perfect landing page for your law firm, keep the following design and technical elements in mind. And remember, after you build your first landing page you must continually test variations to improve your conversion metrics.

A Compelling Headline with Keywords

The headline is where everything begins — interest, attention, and understanding. All of your law firm’s landing pages should have a compelling headline that highlights your value proposition or benefit and includes your target keyword for search engine optimization (SEO) purposes. Furthermore, the headline should be related to the online ad the visitor clicked. If there is a disconnect in your messaging, visitors will feel as if they are in the wrong place and will likely exit immediately.

A Persuasive and Informative Subheading

The subheading should follow the headline and be equally compelling. It should complement your headline and give visitors additional details that convince them to explore the rest of the page.

Images and Videos that Relate to the Copy

It is extremely valuable to include an image or video on your landing page. Ensure you choose imagery that is relevant to your headline, subheading, and services. If you opt for a video, you can engage visitors with information such as what hiring a lawyer involves. Search engines value videos because they see them as high-quality content.  Therefore, embedding videos on your law firm’s landing page can work wonders for your search engine optimization (SEO).

Keep the Conversion Objective Simple

Don’t add too much information to your landing pages. Make it clear what the page is about and what you want the visitor to do. The focus needs to be on your conversion goal. Limit the amount of copy, images, media, and links to only what’s necessary. It’s especially important that the call-to-action (CTA) is as crystal clear as possible for the visitor.

Introductory Information to the Firm

The perfect law firm landing page conveys a clear overview of your practice and what you have to offer. As such, include some brief text about the practice area or focus of the firm. Just one or two sentences for each service is enough.

Information About the Lawyers

Your law firm landing page should also include brief information about some of the lawyers in your firm. Consider linking these sections to longer biographies and explanations of experience on dedicated About Us pages.

A Call-to-Action

Your landing page should always include a call-to-action (CTA) as well as the tools needed to follow that CTA. This will almost always be via a form, prompting clients to fill out details for an eBook, a guide, a free case evaluation or free consultation. Make sure your firm’s contact form fill isn’t too arduous or long as you want to make it fairly easy for a prospect to provide you with their information. Alternatively, it can be a live chat button, phone number, or email address for a free consultation.

A Thank You Page After the Form Completion

Be sure to set up the landing page so that visitors will visit a thank you page after filling out the form in the CTA. This lets you add more content, such as links to your recent blog posts, and helps build a strong relationship with current or prospective clients.

Contact Info in the Header

Do not just rely on the call-to-action to make it easy for clients to contact your law firm. You should also ensure your law firm’s contact information is prominently displayed on your landing page, including your phone number right in the header. Ideally, include some text next to or under the number encouraging visitors to call for a free consultation.

Testimonials and Ratings

You should also set up your law firm landing page so positive testimonials and ratings are immediately visible. Ideally, these will go in the header or somewhere close to it. Try to include 5-star ratings since they offer information about your law firm’s reputation at a glance. You may also want to consider adding video testimonials.

Trust Indicators

Include other elements that inspire trust on your landing page, as well. To do this, supplement the ratings and testimonials with a section showing off the law firm’s experience. Include figures like the years of experience and number of cases, as well as logos for any associations you are a member of.


Your law firm’s landing page is where all of your campaign efforts come to fruition. A perfect law firm landing page must have all elements of design, functionality and information that drives prospects to interact, engage and convert. While this seems like a lot to keep in mind when designing a landing page, the marketing ROI from a well-designed landing page makes it all worth it. Simply start by implementing each of the 10 essentials in this post, and you’ll be well on your way to engaging your visitors and converting them into clients.

Don’t know where or how to start your landing page design? Good2bSocial has you covered.

We pride ourselves on having a team of experienced web design and development and digital marketing specialists. We take the time to understand your law firm’s business needs, client behavior and marketing goals. Let us help you create an effective campaign strategy and landing page that converts. Contact us today for a free consultation.

Updated and Republished from September 27, 2019.

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