Law Firm Online Advertising
If your law firm is using any type of paid online advertising, especially pay-per-click (PPC), an essential part of your marketing strategy should be setting up landing pages that convert visitors from those ads into leads and clients. An effective landing page can mean the difference between a wasted marketing budget and record monthly revenue.
What Are Landing Pages?
In marketing terms, a landing page is a standalone page, built outside of your regular website, that has been designed for a specific purpose. Typically, landing pages are created to receive visitors from a specific place, such as a targeted advertising campaign, and to convert those visitors as efficiently as possible into new leads or clients.
Landing pages will not contain your site’s main navigation menus or many other links. They are crafted to focus the viewer’s attention on the singular goal they’ve been built for: conversion. Viewers are presented with convincing information and told where they should be going, with very little choice, or chance of distraction.
The Most Common Types of Landing Pages
There are two main types of landing pages that should cover the needs of any law firm:
Click-Through Pages – A click-through landing page is designed with the goal of convincing the viewer to click through to another page. They are most commonly used on ecommerce sites to soft sell a specific product and entice the viewer to click through to the next page where they will be able to buy whatever product is being sold. A law firm may use a click-through page to promote a CLE webinar or get people to register for an event.
Lead Generation Pages – Lead generation landing pages are designed to do exactly what the name implies. Their purpose is to generate new leads for your law practice, usually in the form of a name, email address, and perhaps telephone number or other information. A lead generation page will always have a form where the viewer can enter their contact information and typically offers some type of reward in exchange, such as access to information like a report or whitepaper, or an eBook written by a lawyer in the firm.
The ideal type of landing page to use is going to depend on exactly what your goals are for a particular marketing campaign. If you’re looking for new clients, a lead generation page should work beautifully. If you’ve just published a book that you want to sell, the click-through page is going to be your best bet.
How Many Landing Pages Are Needed?
Ideally, you should have a separate landing page for each of your law firm’s marketing campaigns. Remember, the concept of a landing page is to be extremely targeted and specific. By trying to send advertising traffic from different campaigns to the same page, you’ll end up with more than one message on the page, raising the chance of distractions, and lowering the conversion rate. Each page should be built specifically for its own purpose.
Landing Page Content
Any landing page is going to need some testing and tuning to make it perfect, but you can get off to a good start by following some basic guidelines.
The perfect headline – Your landing page should start with a clear and exciting headline that grabs the reader’s attention. You have just a few seconds to convince the visitor to continue, make sure the headline fits the content, looks good on the page, and engages the reader.
Concise subheadings – Most people aren’t going to read everything on the page, but they will skim over the subheadings to see if there’s anything that looks interesting. Make sure your subheadings make sense and provide real information the reader will want to see as he scans over the page.
Minimize links – Any links on the landing page should take the reader closer to converting. There should be no links leading out to other pages on your site, or worse, someone else’s site. The idea is to grab the reader’s attention and hold it until they do what you want them to do.
Eye catching buttons – Any buttons on the page that bring the viewer closer to conversion should be eye-catching and well designed. Whether it’s an email signup button on the bottom of a form, or a graphic link that takes the user to a registration page, take the time to give it a real graphic design and make it attractive.
Perfect grammar – Once you’ve put your page together, read it. Then read it again. Then have someone else read it, and read it again. Make sure everything is spelled perfectly and that all grammar is correct. Even the slightest grammar or spelling mistake makes the page look unprofessional, and worse, un-trustable.
Test, Tweak and Profit
Once you’ve got the basics down, it’s time to start sending traffic and make adjustments. You might get lucky and end up with great conversions right away, but most likely you’ll need to change a few words, or maybe move some buttons around to get everything just right.
Once you’ve got the conversion rate to a level you’re satisfied with, you’ll have a stable and reliable source of leads and/or clients. And the good news is that once you’ve built one strong landing page, you’ll understand much better how to recreate it for different campaigns. Learning to use the right landing pages with your digital marketing campaigns can be one of the best things you can do to get the most out of your law firm’s online presence.