When attorneys/law firms go online, most of the content they focus on is divided into three categories: “substantive pages”, “blog content (posts)” and “About us” pages. All these are used by law firms to provide info to their clients and help support SEO for better ranking results.
The first category of “substantive pages” features pages that give lengthy explanations on legal content. The blog posts offer additional information and news to the clients and act a communication platform between the firm and it clients. Finally, the third category “About us”, features all the info your clients want to know about you such as your bios, history, and successes to encourage trust and familiarity, before they choose you.
All the above pages are valuable for both visitor conversions and SEO. They all could be considered landing pages, which are essentially the first page your visitors sees when they come to your website or take an action. Actually, landing pages usually refer to something more specific and targeted that has a goal in mind e.g. encourage your client to contact your law firm via e-mail. As you can see here, the main purpose of a landing page is to guide visitors to take specific action.
So what makes a good landing page?
Include specific directions/instructions to your potential customers.
Good and effective landing pages tell the visitor exactly what to do to get them to act. For example, if you people to subscribe to your e-mail newsletter, you should include clear fields like name and e-mail address and offer them the benefit of enjoying part of your e-book once they subscribe. If you are holding a webinar, you could also specify exact date, time, and spots available. The more specific you are, the better in this case.
Encourage visitors to take more action.
A good landing page converts traffic into leads and drives people to share and spread the world about its content with others. According to stats, efficient land pages can boost visitor conversion b y up to 75%. If you make this optimized for all devices e.g. PCs and mobiles, people will spot your landing page more easily and chances of converting are higher.
Remove any distractions.
Effective landing pages are also free of clutter and distractions. There is no reason to add fluff here or try to direct client focus into some other section. This can be the case with other more lengthy pages in your legal website but not with landing pages. Landing pages should always be clear, specific, and on-point as they would be adding any value to your law firm website.
Need help with crafting your landing page? Just contact us and we’ll be happy to help, just like we’ve done already with many law firm and professional sites and blogs.