How To Create a Practice Area Landing Page That Converts

March 12, 2020
landing page optimization

A landing page is that part of your website meant to turn visitors into clients. This could be a unique page, or it could even be your homepage. But either way, there needs to be some intentionality to the design. It needs to be direct, informative, and compelling.

Law firm website design is all about creating a professional and trustworthy look to your site. All websites associated with a business want to convert their visitors into customers or clients, and the science of doing that effectively is called conversion rate optimization. In your case, conversion rate optimization is all about getting clients—or at least, future clients.

When it comes to designing a landing page about your practice area(s), you need to think about conversion rate optimization as a combination of sales, design, psychology, and good old common sense. Optimized practice area landing pages will leverage the following….

  • Compelling Headlines and Subtitles
  • Clearly and Directly Addressing Pain Points
  • Client Testimonials
  • Design and Pictures
  • Call to Action and Contact Form

Let’s take a look at each one now.

Compelling Headlines and Subtitles

The headline or title of your landing page might be considered the first impression of first impressions. These are the words that potential clients will read before doing anything else. Believe it or not, you don’t need to use the title of your law firm as the headline of your landing page…and in fact, you shouldn’t. Your law firm’s name and logo should appear at the top of every page, in the header. As for the landing page, the headline needs to command attention, explain what you do, and be limited to 20 words (preferably less than 10).

Eliminate Credit Card Debt—Forever.

Recoup Losses from Medical Malpractice.

Collect Your Rent—On Time.

These are headlines that grab attention and clearly communicate what these firms do in less than 10 words (bankruptcy, medical malpractice, and debt collection).

What follows after the headline must be a compelling subtitle. The headline grabbed their attention, but the subtitle makes them continue reading…while deepening the presentation of what your firm does.

When credit card bills have become unmanageable, the way forward is easier than you think. You can retain your home, your assets, and your sanity. You can start over and rebuild your credit. We’re here to help you reclaim your life.

The above example is a compelling subtitle for our aforementioned bankruptcy lawyer heading. The heading and subtitle could be followed by a contact form, but it could also be followed by more text elaborating on what your firm does, which brings us to our next point.

Clearly and Directly Addressing Pain Points

With all due respect, not all potential clients understand legalese. The copywriting on your landing page should avoid complex terms and jargon. Sentences should not be long, and it’s better to use simpler words over a more complex lexicon (a rule we just broke). The copywriting on your landing page is an opportunity to explain how your process works in a concise and direct way. 

Remember that we said landing page optimization was also about sales and psychology. One of the most long standing and effective sales tactics is all about speaking to the pain point of a potential customer or client, while emphasizing the benefit you can bring them.

In your case, emphasizing pain points should not be hard to do. Somewhere on your landing page, you should go over what can happen if a client does not address their legal issues with your guidance.

Without proper legal counsel, a DUI can be costly. In addition to several thousand dollar fines, offenders will have to take a series of classes that can interfere with work. They will have to turn in their license and face major restrictions on when and where they can drive.

This paragraph addresses some of the pain points that might be faced by a driver slapped with a DUI. Now here comes the pleasure part (and no, it’s not on the rocks, shaken, or stirred).

Our firm has a 80% success rate reducing DUI fines. We have connections with DUI schools that can offer the easiest, most flexible rehab programs. With our guidance and counsel, clients won’t face a major impediment regarding when and how they can leave their home.

Just keep in mind that everything you write about as you address the pleasure and pain points needs to be true, and something you can reliably follow through with.

Client Testimonials

You can write everything you want about how great your firm will do, but nothing solidifies your professional appeal like testimonials from actual clients. Some site builders have plugins that will allow you to connect your law firm’s website to reviews like those on Yelp, Google, Bing, and Facebook. Other site builders will require you to manually enter these testimonials.

Testimonials on a law firm website can be a tricky area to navigate. Most of your clients will not want to be mentioned by name, let alone have their picture and links to their social media accounts listed (these are best practices in most other areas of business). However, there is an easy way around this. If your law firm is listed on reviews sites or legal directories (as it should be for local SEO), then see what people are saying there. If what they say is positive, contact them directly and ask if you can feature their words on your site.

If all else fails, you can just input the testimonials as anonymous contributions—they will still carry a lot of weight (people have a tendency to trust lawyers). 

Design and Pictures

Think about the people you’ve met in your life and taken seriously, even if you didn’t know them well. Chances are, most of them were wearing a suit. The look of something is not just important in terms of first impressions, but in terms of communicating credibility and trustworthiness.

As a legal professional, design may or may not be an interest of yours. If it is, bonus points for you. If it isn’t, you need to locate a designer who specializes in law firm website design. The look and feel of a landing page can make or break its appeal to web browsers, even if the copywriting is excellent.

You’ve got to use the right color scheme, the right font, the right size font, the right ratio of pictures to words, and the right page layout in order to communicate the vibe you’re going for as a lawyer. For example, tropical colors and crayon-like fonts will not do wonders for your firm…but neither will a uniformly white background, Times New Roman size 12 font, and poorly-placed, pixelated pictures.

Which brings us to our next point…landing pages need to have a decent amount of pictures (although not too many). Even for professional services such as legal advice, pictures break up the monotony of text, which can be burdensome to browsers reading on a screen. And of course, as the adage goes, a picture is worth a thousand words. A professional headshot of each member on your team, or some quality stock imagery can go a long way toward complementing your text and filling in the proverbial spaces between the lines.

Call to Action and Contact Form

You do not want potential clients to read through your landing page and then leave without a trace. Thankfully, there are ways to keep in contact with them. One of the easiest ways is just to collect their name and email.

This can be done by having them fill out a contact form at the end of the landing page. While having a client call you directly is great, capturing their email gives you a permanent way of reaching out to them…just in case they return to the scene of the crime down the road, and could benefit from your guidance (again).

However, you will want to have this same button in other places around your landing pages, perhaps at least two of three times (thought more than that can get annoying). This Call to Action or CTA button should take them to a popup box or separate page where they put in their information. Think of this like closing the deal in a sale, and remember that a good salesperson knows how to put that hint into the conversation at the right time (several times…but not too many).

Unfortunately, some potential clients may still not be ready to work with you. They may want to shop around a little bit before settling down and calling or emailing. To that end, you might want to incentivize your email collection process. This can be done by offering everyone who inputs their email a free consultation call (which may be your practice anyway) or a free eBook about whatever type of law you practice.

Of course, you’ll also want to have your contact information such as a phone number, directly available so clients can just call you. However, in order to convert successfully it should still be associated with a call to action phrase, such as “don’t let another month go buy paying those credit card bills you can’t afford…call now!”

A Final Word about Legal Practice Landing Pages that Convert

When Neil Armstrong landed on the moon in July of 1969, he famously said “That’s one small step for a man, one giant leap for mankind.”

Though potential clients who land on your law firm’s landing page are not arriving in a rocketship, they are making a giant leap toward solving their legal issue—and if you don’t have excellent landing page optimization, they will make a giant leap to some other firm (note from mission control: that’s probably not what you want).

You can invest lots of work or money paying someone else to do the work in SEO for your law firm. But if clients come to your page and are not compelled to seal the deal, all your work is wasted. To that end, remember that optimized landing pages are set up to convert browsers into clients. With a few simple practices that leverage sales, psychology, design and common sense, you can create a practice area landing page that converts.