7 Proven Best Practices For High Converting Law Firm Website Landing Pages

Perfect law firm marketing strategy, but…

You’ve invested a lot of time and money into building your stylish, state-of-the-art law firm website. You’re getting lots of visitors and on the surface everything looks good. But you’re not seeing an increase in clients. Why is this? 

Sometimes the devil is lurking in the detail.

It may simply be the structure of the landing pages on your website. A landing page is page on your website where you offer valuable information to your potential clients in return for their contact details. This valuable information could be in the form of a useful article, ebook, checklist or FAQ download. To access the content your website visitor would simply enter their details into a form on the page and submit it. You will receive their contact details and they will receive access to the content. 

Landing pages are one of the most effective ways to generate leads who can then be followed up and converted into clients. Unfortunately the lack of best practices and non-persuasive copywriting can result in visitors leaving the landing page prior to requesting the content or submitting the form. 

Fortunately, poor converting landing pages on law firm websites can be a relatively easy problem to fix, and we’ll explain how. Whilst the content offered for download must provide true value to the visitor, there are seven additional best practices that will maximise the number of downloads requested.

Here’s a checklist of the 7 best practices for a standout, high converting law firm landing page.

1. Write a clear, concise action oriented headline

  • Tell readers exactly what they are getting, eg checklist
  • Use a strong action verbs such as download now
  • Describe how to access it, eg download by clicking the button

2. Explain the offer clearly and place visual emphasis on the value

  • In 1-3 sentences explain what the offer is
  • Write another 1-3 sentences that detail how someone would benefit from the offer
  • Use numbers, bullets and bolding to help visitors focus on what’s important with visual emphasis

3. Remove navigation menus and links

  • Get rid of any distractions by removing links that could take visitors away from the page before they have completed the form
  • Ensure the submit button is highly visible

4. The form length should mirror the value of the offer

  • The more valuable the offer, the more information you can ask for
  • Generally we’d suggest email, first name and surname
  • If your offer is extremely valuable to the visitor, you could ask for more. One of the leading global marketing automation suppliers has 12 fields on some of their forms
  • the fewer fields, the more responses received
  • the more fields, the higher the quality of responses

5. Include a relevant image, animation or a short video

  • This helps visually communicate the value of the offer to visitors more quickly and easily

6. Add social sharing icons

  • Great offers should be shared – includes social icons that allow visitors to share your information

7. If there is a thank you page after the submit button has been clicked, then include the following

  • Deliver promised content
  • Display navigation menu back to the main website
  • Potentially show another offer that might be of interest
If you’re interested in a deeper dive, the book “How To Grow Your Law Firm” by Gerald Chait provides a detailed look into marketing strategies that should be adopted by growth focused law firms. More information on “How To Grow Your Law Firm” is available here