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6 Tips for Optimizing Your Law Firm’s PPC Landing Pages

by Paola Henriquez • June 17th, 2019 • Legal Marketing | Blog

Optimizing Landing PagesEvery law firm must make use of multiple marketing strategies to drive traffic to its website and get conversions. To make the most out of your PPC strategy, you should ensure that you have optimized your landing pages. Your optimizations should be for the conversion rate as well as for your business and Google. The following tips should have you well on your way to that goal.

Maximize Speed

When creating your landing pages, do what you can to make them load as quickly as possible. Google indicates that if a page takes over three seconds to load, 53 percent of mobile visitors will leave. Mobile speed also plays a role in your score from Google, boosting your SEO.

Focus Mostly on Mobile-first Design

For the most part, you want to focus your landing page design on mobile devices. If it works well on mobile devices, it will also do well on desktops. Of course, you can look at your analytics to see if enough of your visitors access via this method to make mobile-first a valid strategy. That will likely be the case.

Keep It Simple

Your landing page should be fairly simple instead of overwhelming to visitors. Not only does this help with mobile-friendliness and speed, but it also improves your chances of conversion. If the page is relatively minimalistic, your visitors will be able to easily go from the landing page to your law firm. Otherwise, extra information may get in the way and distract them, preventing conversions.

Optimize for Your Clients

When optimizing your PPC landing pages, do not fall into the trap of doing so with the sole goal of making conversions. This is slightly counterintuitive, but it can prevent wasted effort when people fill out forms or take steps without any intention of becoming a conversion. Instead of focusing on the conversions, focus on your clients, and look at your downstream metrics to ensure that your landing page accomplishes your main goals.

Personalize the Page

Personalization is a popular strategy for digital marketing, but it must be done with a purpose. You do not need to go overboard with personalization as this can turn away customers. Instead, try something simple like adjusting the law service highlighted based on the entry channel of the user.

Test, Test, Test

As with any other part of your website, you should take the time to test your landing pages. When doing so, do not be afraid to test even the seemingly minor parts. This means you should use title tags and metadata and try out different styles, button colors, form fields, and taglines. Do not forget to ensure there is a clear method for visitors navigating off your landing page.


With the above advice in place, you should experience an increase in conversions from your landing pages or at least more time spent on the pages.


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