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    In PPC, the ad itself is only half the battle. The other half is your landing page.

    Why does this matter? Why not just link users to your law firm’s homepage or contact information? The answer comes down to user expectations. When a user clicks on a targeted ad, they expect a targeted landing page. This is especially true in search engine PPC, where the user is likely looking for the same information organically. For example, if a user searches for “Boulder personal injury lawyer” on Google, they want results that are relevant to that search, both in the service provided and the area served. Whether the link they click on is a PPC ad or a regular search engine result doesn’t matter to them. All that matters is if they are brought to a relevant page.

    This is where the landing page shines in PPC for attorneys. Legal services rely heavily on geo-targeted marketing. This means that a landing page should not only contain information relevant to that location but also have a strong value proposition attached. Optimizing these elements of your PPC landing page is crucial to making your firm stand out among the competition.

    My PPC Ad Already Has a Good Click-Through Rate, Why Bother with the Landing Page?

    When it comes to PPC metrics, you may be tempted to look at your CTR and equate it to the overall performance of your ad. However, CTR doesn’t tell you what the user does when they get to your landing page. In other words, it doesn’t necessarily mean that those clicks lead to conversions.

    Your landing page needs to be optimized to convert leads from your PPC ad. Otherwise, you end up paying for clicks that result in no new cases. Remember, the landing page is how you convince the user from your ad (or from organic traffic sources) to contact your firm for a consultation. 

    Elements of a Good Landing Page in PPC Marketing for Attorneys

    If PPC for attorneys begins with compelling ads, it ends with an effective landing page. From headlines to calls to action, each component plays a crucial role in converting your users into leads. Here are some elements you can add to your landing pages now to boost the performance of your PPC ads.

    1. Strong Headline

    Your landing page’s headline should be attention-grabbing and directly relevant to the needs of your user. It should clearly communicate the benefit or solution you offer as a firm and indicate the location you are targeting. For example, the title “Personal Injury Lawyer” is okay and “Tampa Personal Injury Lawyer” is good, but see if you can incorporate some other brand value. This could be highlighting your firm’s reviews, case results, or accolades. Here’s some inspiration from a landing page for one of our clients.

    2. Concise Copy

    When we talk about concise copy, we don’t necessarily mean a short page. We mean that the copy should have as little filler as possible. If you have a heading about the statute of limitations for car accidents, give the user the answer in the first or second sentence. People want thorough answers quickly, so the copy should reflect that. Using bullet points or short paragraphs also makes the content easy to scan.

    3. Testimonials

    Including testimonials from satisfied clients can greatly increase the credibility and trustworthiness of your law firm. Choose testimonials that highlight positive outcomes and place them strategically on your landing page to reinforce your value proposition. We recommend placing some testimonials near the top, but anywhere on the page has a net benefit. Video or audio testimonials from previous clients are preferable, but written reviews work as well. Here’s an example from one of our clients that includes a testimonial callout near the CTA for their landing page.

    A screenshot of a client's landing page including a video testimonial with a quote callout.

    4. Value Proposition

    This is where your firm has a chance to set itself apart from others. Depending on your area of practice, there may be a lot of competition (personal injury is a good example). If so, you need to highlight everything you can about your experience and industry recognition. Do you have a high rating from Martindale-Hubbell? What about a top lawyer listing or board certification? These serve as an opportunity to show that you are the best choice for potential clients. Whether it’s your experience, client-focused approach, or track record of success, make sure to communicate why potential clients should choose your firm over others.

    5. Call to Action

    A clear and compelling call to action or CTA is essential for helping users schedule a consultation or contact your firm. Use action-oriented language, and make the CTA stand out visually. For example, you can create a form that sits in the body of the content or off to the side. Or you can include your phone number in a CTA at the beginning and end of your page. A good practice is to include your firm’s phone number within the last sentence of the first paragraph and in the last section of your landing page.

    How SEO and content marketing propelled Vantage Group to 200+ leads per month learn more

    Steps You Can Take Toward PPC Landing Page Optimization

    A successful PPC campaign involves more than just crafting captivating ads; it requires a holistic approach that includes optimizing every aspect of the user journey. By implementing these landing page optimization strategies, you’ll not only enhance the performance of your campaigns but also improve user engagement and conversion rates.

    Make Sure the Page Matches the Subject of Your Ad

    While it’s best practice to have different copy on your ad and your landing page, you want them to be clearly related. So if you create an ad for car accident representation in, for example, Dallas, make sure your landing page targets Dallas and not another city. In addition, if your firm has multiple practice areas, make sure the landing page targets the same practice area. If your ad focuses on car accidents, make sure the content of your landing page focuses on that case type rather than just personal injury in general.

    Provide Useful Information to the User

    Think about the intent of the user and the case type they might have. For example, if you are a criminal defense firm, your user is likely someone accused of a crime. So what information would they want to know? Most likely, they want to know your experience with their specific scenario, your previous results, and whether you are affordable. Include all that information on your landing page. Provide them with the information they need, and it will build their trust in your firm.

    Give the User an Easy Way to Convert

    If there is anything that a landing page should do well, it should convert users into leads. Make it easy for your users to contact your firm for a consultation. This could be a contact form near the top of the page, a large phone number to call, or an email. Whatever you choose, make sure it’s easy to see and simple to execute. Here’s an example from a landing page of a Juris Digital client with a high conversion rate (hint: it’s above 27%). The contact form to the right is easily accessible and it is clear what case type they work on.

    Add Compelling Media to the Page

    Multimedia is an underestimated tool in landing page creation. For law firms, it is essential to have media that adds to the user experience rather than just filling space. A good practice is to have some reviews or testimonials on your page. These can be from your Google Business Page, Avvo, etc. Better yet, add video testimonials from real clients so that users have an easier time connecting with your firm. You could also benefit from adding videos showcasing your attorneys and staff.

    Do I Need to Create a Separate Landing Page for Attorney Pay-Per-Click Marketing?

    A common practice for PPC advertising in other industries is to create landing pages that are separate from the domain to track performance. They then optimize the page for sales copy and layout based on A/B testing (i.e. testing different versions of the same page). However, this technique may not be the best choice for law firms. 

    One main reason is that the landing page is more likely to convert if it matches the intent of the user. It doesn’t really matter where the user comes from in legal marketing—just what they are looking for. As a result, landing pages for law firms are usually optimized for local SEO because they can satisfy the intent of the user whether they come from a PPC ad or an organic search.

    Another reason why PPC-specific landing pages aren’t always necessary is that law firms don’t usually run promotions. For example, it may be logical to create a landing page for a company offering a 20% off deal on a product to track performance metrics. However, this doesn’t make sense for most law firms, especially those that work on contingency.

    Law Firm PPC Advertising Is More Than Just Creating Ads

    The key thing to remember with PPC for attorneys is that a landing page built for the user is more likely to convert. Your ad may have stellar copy, but ultimately, its success hinges significantly on the optimization of the landing page it links to. If the landing page doesn’t deliver on the promises or expectations set by the ad, users may feel misled or frustrated, leading them to abandon the page without contacting your firm. By optimizing your landing page, you provide the user with a clear, direct conversion path and maximize the ROI of your PPC campaigns.

    Leann Pickard Leann Pickard serves as Chief Operations Officer at Juris Digital. After joining Juris in 2016, Leann held several positions within the organization before becoming COO — this experience led her to become a dynamic, versatile, and charismatic leader, championing next-level digital marketing practices. Leann combines her technical knowledge, entrepreneurial thinking, and passion for leadership to scale up operational success.
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