Many attorneys may have heard that a quality law firm landing page is essential to any effective digital marketing campaign. What does this even mean? For those trying to familiarize themselves with digital marketing and law firm landing page best practices, these terms can be confusing and overwhelming.
What are landing pages? Landing pages are very specifically designed pages on your website that are intended for targeted traffic and have been the product of a specific marketing objective. A landing page is a part of your website that can be accessed by clicking a link on one of the other pages on your site. This usually refers to the home page of your website. So, now that you know what a landing page is, you may be wondering why you need one. The simple answer is that quality-landing pages will increase your conversion rates. This means that you will have an easier time tracking the traffic and conversion rates from your site. All in all, the idea is to get more people on your website who will become clients. As with all other marketing efforts, the idea is to generate more quality leads.
Here are some tips on how to create strong, good quality landing pages:
Provide catchy headlines.
Each landing page should include a captivating and purposeful headline. This call-to-action headline should be brief and straightforward. Remember, this is your first impression and the first opportunity you have to reel the reader in.
Stick to your focus.
A lack of focus and an overflow of links can deter visitors from your page instead of increasing conversion rates. Make sure your landing pages are precise, focused, and offer clarity. Shy away from vague, generalized, and wordy information that might confuse the visitor.
Pay attention to the aesthetics.
What your landing pages look like is also important. You want a clear design that is free of clutter. Yes, even websites can be disorganized. Tidy up your pages to make sure you are providing a clean and easy-to-use online experience. When it comes to websites, many visitors do actually judge a book by its cover.
Focus on the content.
When writing copy for your landing pages it is important that the writing features impeccable grammar, spelling, and writing conventions. Everything, including syntax, makes a difference when it comes to readability. You want the copy on your pages to be clear, focused, error-free and of course, captivating.
Make sure it is technically sound.
User experience is key on your landing pages, so you need to make sure your page performs well technically. The page should load quickly (ideally under 3 seconds), be mobile-friendly, include touch-to-call buttons, etc.
The ultimate goal of landing pages is to draw visitors into your site and increase your conversion rates. This means you want visitors to become clients. In order to get this result, your firm needs to put in the effort. Every word and page should be strategically planned with a clear, focused objective. You want to provide effective call-to-action links that will draw visitors in and encourage them to contact the attorneys at your firm. The boundless possibilities of online marketing are remarkable. Take advantage of all the digital world has to offer by creating a comprehensive marketing plan that includes well planned and effective landing pages.
