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Guest post by Vickie Hendricks.

The goal of pay per click (PPC) and email blasts is to drive prospects to your website. Unfortunately, more often than not, the potential client is referred to the firm’s homepage or maybe a practice area. But what will your prospective clients do once they get to those pages? They will disperse, and you will not have any way to capitalize on their interest. A landing page helps you convert prospects by providing them with relevant and valuable content.

What exactly is a landing page?

A landing page is a webpage where users are sent once they click on your ad or link in your email marketing blast. It is the first page of your site they will see.

To maximize on conversion, your landing page should include the following:

1. Custom content tailored to the area of practice or keyword

If “paternity” is a keyword you are using in your PPC campaign, then your landing page should specifically addresses content specific to that topic. You could include overview text as well as links to white papers or newsletters on the subject.

2. Contact form

A contact form should be easily accessed and positioned in top half of the landing page. It is obviously important to capture as much information as possible without being too lengthy. If you require the prospect to complete too many fields of information, they may become irritated and leave the landing page before you are able to capture the prospective client’s lead information.

3. Call to Action

Call to action, as the name implies, requires further action or response from the prospective client. A client contact form is one type of call to action; however, an opportunity to download whitepapers or additional information, enroll in a seminar being hosted by the firm, etc… are all forms of a call to action. Your call to action should relate to your keyword or email blast topic

4. Limited navigation

The goal of a landing page is to gather prospective client contact information so you can share valuable insights and updates with them and ultimately convert them to a client. As a result, you do not want to give prospects any excuse to leave the landing page. Limit your navigation to just the essential sections of the site to keep prospects focused.

What are the Key Benefits of a Landing Page?

  • Helps your site be more client-focused by allowing your prospects to easily find information relevant to their search
  • Positions your firm as having specialized knowledge or experience.
  • Helps you increase the conversion rate of your website.
  • Allows you to easily measure the effectiveness of your external links and online marketing campaigns.
  • Effectiveness of landing pages is highly measureable. Tools like Google Analytics may be used to measure click through rates.

In conclusion, when done correctly, landing pages can be a valuable and cost-effective form of online marketing! Well-designed and informational landing pages are a great tool to gather useful information in determining your highest performing efforts as well as where your adjustments to your law firm’s internet marketing strategy may need some adjustments.

Vickie Hendricks is Director of Business Development at Auctori:law