Article by Kim barloso Kim Barloso and Chintan zalani Chintan Zalani

How to Create Persuasive Lawyer Landing Pages

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Do you have a lawyer’s website but not getting new leads?

Then, it might be time to build lawyer landing pages.

Whether you’re driving traffic from organic search or paid ads, such dedicated landing pages for your legal services can significantly improve your conversion rate. They are an essential part of digital marketing campaigns for law firms.

Today, let’s look at the best practices to generate leads and grow your law firm clientele with compelling landing pages.

Table of Contents

What is a Law Firm Landing Page?

A law firm landing page is a web page created specifically for visitors to take a single call-of-action (CTA), whether it’s to sign up for a newsletter, schedule a call, or fill up the contact form. Usually, visitors who land on a landing page click on the link from an email, ad, or social media post.

Landing page vs. website: What is the difference?

A website’s pages are interconnected and are created for browsing and navigation. A landing page is independent of a website’s structure, which means it’s a standalone page. It’s a dedicated page to support a marketing campaign, such as a pay-per-click (PPC) ad like Google ads, and generate conversions.

Why can’t you simply send a visitor to your law firm’s homepage?

Because a visitor can get distracted on it. Landing pages are built to help and persuade the reader towards a singular goal.

3 Ways to Use Lawyer Landing Pages

There are several ways you can use a targeted landing page, but most law firms and businesses use them for conversion. The approach might differ, but the goal is always to acquire leads and get new clients for your legal practice.

1. Book free consultations for your legal services

Most law firms offer free consultations on their landing pages, and visitors can fill out a form to get the process started. This is a win-win strategy because people who sign up for it are assured they will get free legal services as new clients.

2. Send paid ads traffic via PPC campaigns

When users see and click ads for your firm in a PPC campaign like Google Search ads, they need a page to “land.” Landing pages for PPC campaigns continue the customer journey and move them further along the sales funnel.

If your ad mentions free consultation for divorce, the lawyer landing page should be a detailed version of the ad and answer any questions a potential client might have about the offer.

3. Get email signups of your prospective clients

If you’re leveraging SEO for lawyers to get organic traffic, converting them into email subscribers is a great way to stay connected with them. While many people might be interested in your law firm, they may need time for making that buying decision. You can meanwhile keep them engaged with value-adding content.

If you plan to conduct webinars, you may also end up collecting emails through landing pages for them.

Best Practices for Law Firm Landing Pages

Here are a few principles and guidelines for crafting persuasive landing pages for your law firm.

Address the pain points of your prospects

An effective law firm landing page should provide a seamless experience to a prospect — starting from your header image or the first line of copy all the way to your CTA. This is where your landing page design and copy come in.

The reader should be convinced that your firm has the best solution to their problem. To do this, you need to speak to your audience’s pain points and tell them how you can help and what sets you apart from other law firms.

The top left corner of your page is likely the most precious real estate. So start with testing your value proposition in this top left zone.


Craft compelling headlines

Writing catchy headlines need not be a complicated exercise. Focus on these three things:

  • Address a problem (that your firm can solve): As mentioned earlier, bringing up a pain point should appear in your headline to immediately catch the reader’s attention.
  • Succinctly state the benefit of your service: In the fewest words possible, convince the reader that you can help them solve their problem.
  • Hook’em: Add a detail about your service that will keep the reader reading the rest of your landing page content.

One of our clients, Wattel & York, a personal injury law firm based in Arizona, pulls all these elements together for their law firm landing page:

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The page’s headline addresses a specific problem, hooks the reader with their credentials (25,000 satisfied clients), and offers a solution (free consultation).

Ensure your landing pages are responsive

A responsive landing page design will look great on any screen or device, whether mobile phone, laptop, or desktop computer. You can hire a web developer for this or go with a web design agency to get the entire web design service, including creating responsive web pages and websites.

Below is the mobile version landing page of our client, McClellan Law Firm.

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Lucky for you, most modern CMS for lawyers have mobile-friendly templates. So you don’t need to play with HTML or write a single line of code. Indeed most small and medium sized attorney websites use WordPress — which is a plug and play CMS, and most of its themes are responsive.

Aim for a single call to action (CTA)

Your law firm landing page should have only one call to action, usually in the form of a CTA button at a prominent part of the landing page. With a clear and single CTA, readers will know exactly what to do to get to the next step, such as making a telephone call to your firm or filling out a contact form.

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Another one of our clients, West Coast Trial Lawyers, have a single CTA on their law firm landing page, which is to request a free consultation. With a clutter-free design and clear messaging, this is a great example of a compelling landing page.

Provide a stellar user experience (UX)

Just like a website, readers need to be able to use your law firm landing page with ease and speed. Page load speed, responsiveness, and other user experience elements should be part of your best practices when creating lawyer landing pages.

Here are some UX concepts you can apply when designing the best law firm landing page:

Minimalist design: Use as few elements as possible. Landing pages need to have headlines, sub-headlines, and body text. It also requires a CTA button to take the reader to the next step.

All other elements like background images, videos, illustrations, and animations should not clash with your text or make the page unreadable. All these visuals should be high-quality.

Our client, 1800 Injured Care, has a minimalist landing page for their law firm:

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Take note of the F-pattern reading behavior: The NNGroup’s eye-tracking study reveals that people usually read in an F-pattern. This means that readers first read the first line of a page horizontally, then scroll down to the next line, reading horizontally again until they find something that catches their attention.

This UX behavior is illustrated below:

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You can take note of this behavior when designing your landing page content, making sure that the most important parts of your page are on the top left going downwards. Use bullet points to list out several ideas for scannability.

Request only the most necessary information

Form fields are a tricky aspect of an attorney landing page. Too many of them will lead to friction and a drop in your conversions — especially if you’re asking for sensitive info such as a phone number.

However depending on your legal marketing campaign, you want to have sufficient information for personalizing your communication with your audience down the line. Information collected with additional fields can also help you better qualify your leads.

It’s a business decision if a specific campaign warrant a longer form. However, you can always share your law office’s contact information alongside the form. This way, if a visitor feels overwhelmed or lazy to fill the form, they may still contact you.

Represent your brand accurately

Your law firm’s brand is important for ensuring brand awareness with potential clients. When creating landing pages, you have the opportunity to strengthen brand recall with these tips.

Consistent color scheme: If you already have a brand or logo for your law firm, use those when creating your lawyer landing page.

If you don’t have a brand yet, you can use HubSpot’s Color Palette Generator to create one for your firm and apply it to your landing pages.

Continue a story or pitch (if you are creating the law firm landing page for an ad): The content in your landing page should pick up from where you left off in your ad where you shared the link to that page. If you asked a question in the ad, continue presenting your answer or solution.

Demonstrate your expertise

People need proof that you are the right law firm for the job. Case studies, testimonials, and videos on your law firm landing page can help with this.

Use case studies: These demonstrate your expertise in your practice area and show how your law firm has won cases for previous clients.

Here’s the results page of our client, Gray Injury Law, which lists their winning personal injury cases and how much the settlement was for each case.

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Leverage testimonials: These are social proof that you have satisfied clients. It’s a great strategy for building trust with your audience, which can help increase conversion rates.

Our client, West Coast Trial Lawyers, uses video testimonials for their lawyer landing page.

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Use video presentation: Landing page videos can put a face to your law firm practice. You can talk to your audience as if they’re right in front of you and make a connection that is not possible with text on a screen.

Include your bio: People need to see a face behind your law firm, so including a lawyer bio can help earn trust and build credibility with your readers. Your bio should convey your tenure in the legal industry and notable cases in your practice.

Here’s an example of an attorney bio from one of our clients, Julian Stroleny from Stroleny Law.

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With these elements present on your lawyer landing page, you strengthen the credibility of your offer, elevate the perception of your legal services, and overcome any doubts a reader might have.

Analyze and iterate your landing page

It needs to be tested and analyzed to develop the best law firm landing page. A/B testing for your landing page and its optimization is a continuous process. It calls for creating different page versions and run them in your ad campaigns.

You can test different headlines, CTA text and button colors, images, videos, and copy. Then measure conversions from each version of your lawyer landing page to see which one performs the best.

We did this for one of our clients, Nuñez Law, using four different law firm landing page versions and seeing which one had the best conversion rate. We found that the “Call only” version got the highest conversion rate, 8.33%.

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You can use free resources like Google Analytics and connect it to your Google Ads account to track the performance of the landing pages used in your PPC campaigns.

Final Thoughts

Landing pages are key part of a law practice’s marketing strategy. The key to creating a compelling one is to constantly test its performance and optimize it for conversions. However, you can start with the important aspects I shared in this article.

Do you need help with building landing pages and your law firm’s website design? Then contact us today for a free quote!