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    Have you ever tried implementing a landing page as a part of an upcoming ad campaign? If not, you’re missing out on a high-conversion strategy that you can try out across any practice area or service you want to boost.

    Landing pages are an excellent and high-converting tool to add to your digital marketing arsenal, but they come with their own set of best practices you should learn to get the best return on your investment. Let’s break down what a landing page is and how to create a family law firm landing page that will boost conversions. If you’re ready to dive deep into what makes this marketing strategy so powerful, read on. 


    Understanding the Law Firm Landing Page

    You might be wondering if a landing page is similar to the About Me or Contact Us section of your law firm’s website, but they could not be more different. Landing pages have unique formats, functions, and messages from a website, so let’s break down exactly what a lawyer landing page is. 

    A law firm landing page is a standalone webpage that offers something of value, such as a free consultation or a webinar, in exchange for a prospective client’s information or time. 

    Landing page links aren’t evergreen; they are embedded into a digital ad or email newsletter as part of an advertising campaign. Depending on your goal, your landing page’s design and message will be crafted with a specific client in mind, and landing pages that are clear and concise have a higher chance of converting potential clients. 

    Here are some ideas for landing page goals across different practice areas:

    • You want to drive traffic to your adoption practice area and collect information from couples looking to adopt.
    • You want to target parents seeking information on co-parenting so they can sign up for your webinar.
    • You want to encourage men looking into custody rights to book a free consultation.

    If you serve different practice areas, consider creating multiple landing pages for each one you want to target.

    How Cyrus Pacific Law Went from $0 to $20k per month in Revenue in 6 Months learn more

    Why Is It Important to Have a Landing Page?

    You’ve done all the work of building your website, developing a social media strategy, or conducting search engine optimization (SEO). However, building your online presence and generating leads is just half the equation for digital marketers. The second half is about converting those leads into clients. 

    Landing pages are a great addition to a typical website’s marketing efforts. They benefit from concise messaging, meant to effectively target an overwhelmed prospective client looking for a family law attorney to help with divorce struggles or child custody disputes can find what they need. With a clear lawyer landing page, that attorney could be you.  

    If your landing page demonstrates value, trust, and credibility, it’s a faster way to convert leads than a general website or your LinkedIn. Now, let’s start to break down exactly how to create a landing page to boost conversions. 

    How Can I Create a Landing Page for Lawyers That Converts? 

    The umbrella of family law marketing covers many different issues, so niche down and get narrow about who you’re serving with your landing page. This strategy gives you the best chance of converting your leads. 

    Landing pages for lawyers aren’t the place to get experimental. Instead, they should rely more on understanding and executing best practices: 

    • Social proof is a standard in law marketing because it’s a quick way to establish trust and show your credentials,
    • Ample white space helps keep messaging focused, and
    • Optimizing your landing page for mobile is essential to making it widely accessible.

    Remember to do your research to determine what tool to use to create your landing page, from custom HTML on your site to third-party software. With those best practices in mind, here are the essential components for creating a law firm landing page that converts. 

    Hero Image

    Your hero image can be a photo or video of you and your team or a descriptive image that demonstrates an issue, such as custody battles or divorce. It all depends on what you are targeting on your landing page, but we recommend that you be particular when choosing your image and avoid commonly used stock photos. Photos and videos are a great way to drive impact, so don’t waste the opportunity with a stock image people will scroll past. 

    Headline

    Remember that your headline might be the one thing a person reads on your landing page, so carefully think through what you want to communicate. Consider a different route than just stating what you do or who you are. Save that for the sub-heading or hero image. Instead, your headline will have a higher conversion rate if it highlights a benefit of your service, addresses a problem, or encourages visitors to scroll through the entire page. 

    Copy

    Your law firm landing page’s copy has two goals: to convince a potential client to click on your call-to-action and to rank in SEO with keywords. 

    For a subheading, include any crucial information like location or adjectives that describe you or your practice. A subheading is a great place to put keywords you are trying to rank for, such as location or practice area. 

    Tailor your copy to the specific practice area you want to target, like divorce cases for women. Narrow in on copy that speaks directly to your audience, emphasizing their pain points of protecting their children or finances or taking control of their lives. Using tailored copy can help position you as a lawyer who is empathetic to the reader’s problems, which helps people trust you and, ultimately, decide to click your call-to-action.  

    Testimonials

    Showcasing testimonials is the fastest way to establish credibility and trust in a short amount of time. For family law attorneys, trust goes a long way in boosting leads and referrals. Coupled with solid copywriting that uses emotional hooks, testimonials can be a strong determiner of whether someone signs up for your course or email list.

    If you have any video testimonials, consider using them. Additionally, logos of trusted publications or organizations who endorse your firm can also be a quick way to demonstrate your trustworthiness.  

    Create a Simple Call-to-Action

    Your headline, copy, and image should all work to make a potential client want to do one thing: click that call-to-action (CTA) when they come across it on your landing page. 

    Instead of asking the reader to “Book a call” or “Click here,” personalize your CTA with the messaging you’ve already implemented into your copy. 

    • “Worried about your finances post-divorce? Let’s talk about it in a consultation.”
    • “Learn more about the adoption process with a free webinar.” 
    • “Schedule a call to learn more about your rights.” 

    Following all these tips and knowing your audience when creating your lawyer landing pages increases your chance of seeing more conversions.  

    A/B Test Your Lawyer Landing Pages

    We suggest A/B testing your landing page by tweaking one component at a time, like the heading, CTA, or hero image. Then test them against each other and collect the data to more accurately determine which landing page to put money behind in an advertisement.  


    Hire a Professional 

    Feeling overwhelmed? Give Juris Digital a chance to help. We have nearly 15 years of digital marketing experience tailored specifically to attorneys and believe exceptional marketing is data-informed but human-driven. Let us help streamline the complicated process of digital marketing, so you can get back to practicing law. 

    If you’re curious about working with us, don’t hesitate to reach out for a quote!

    Max Harrison Maxine Harrison is the Director of Content for Juris Digital. “Max” is a purveyor of all things content, including writing, deployment, and ongoing optimization. She’s worked directly with attorneys to establish their brand voices online, implement SEO best practices, and contour channel-specific content for maximum conversion and success. As a seasoned copywriter and marketing strategist, Max understands the pivotal impact that SEO and effective messaging have on the success of a brand. Max brings over 15 years of content marketing experience to Juris Digital, promoting more efficient content throughput, quality, and diversification.
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