What Goes into a Great Landing Page?
Whether it’s on Facebook, Google+, or your own website, a great landing page can make a world of difference in your conversion rate. What is a landing page? A landing page is the first page your visitors see when they come to your website from an ad or a link. Many inexperienced marketers direct all PPC (pay-per-click) traffic to their homepage, but that’s not recommended. A better approach is to build a specific landing page tailored to a specific offer and experience. This technique drives business in with a targeted message that matches each user’s need.
At Law Firm Sites, Inc. we have been building premier attorney websites all over the United States for over 13 years. We have developed a systematic approach to driving business in from your website and landing pages are the key to the front door.
When we are creating your landing pages, we ask you to consider…
1. What is the goal? What should people do when they reach your landing page? Buy something? Fill out a contact form? Download an article?
2. Who are you competing against? Imitation is the sincerest form of flattery so when you figure out who you are competing against, figure out how they are succeeding and how can you copy their success?
3. Who is your audience? What are they looking for and why? When you understand your audience you’ll know how to better design for them.
4. How did they get to your landing page? A message that considers where your clients are coming from may be more appropriate. If your clients found your website from an ad on Google vs. Twitter or Facebook, you may want a different landing page for each ad group.
After you have answered these questions, you’ll already have the most important aspects of your landing page finished. Now all that’s left is coming up with a law firm web design that matches all of your answers and subsequent criteria. Check back for our follow up article on the design principles for a great landing page.