A Landing Page Can Convert Clicks to Clients


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


  1. Avatar Steve Harris says:

    There is a fundamental flaw with this post, and it is actually pretty typical flaw in website design/landing page design. Upper right hand corner, almost big enough to be intrusive, you need… your phone number. On every page. I apologize for my soapbox, but I have been working in Internet advertising since 2000, it amazes me even now how this basic key element is forgotten over and over.

  2. Sam Glover Sam Glover says:

    Why the upper right-hand corner? Don’t most eye-tracking studies show that people read down the left-hand column?

  3. Avatar Stu says:

    ALL of the eye-tracking studies I have seen talk about a landing page going from the top left and scanning the site to the bottom right, where I recommend the form and phone number showing up. I also ALWAYS recommend the phone number in the top right corner as that is where people have come to EXPECT the phone number. Whether it is the first or last place “most” people look, people expect the phone number to be up there.

  4. Avatar Jim Lambert says:

    Our firm is starting to use more and more landing pages to tartget different buyer personas. If you are in personal injury law, it is important to have landing pages for car accidents, one for offshore accidents, one for motorcycle accidents and so on. These pages need to include content relevant to those personas. Thanks again for another great post.

  5. Avatar Susan Lowe says:

    I always read the articles written by Vickie Hendricks. Her articles are very well written, concise and relevant. We are a small firm and I actually had the opportunity to hear her speak at the Iowa Bar conference. She spoke on social networking media and we are now implementing many of the programs she recommended. We’ve noticed a spike in traffic and new client leads. If you get a chance to attend one of her continuing legal education courses, I would highly recommend. The time is well spent and worthwhile.

  6. Avatar Jason Davis says:

    I felt the need to contribute. I’ve personally designed and developed over 1,100 legal domains 50% of which were built for Adwords and lead conversion. The comments articulate little lead gen experience from your readers – that’s okay.

    The essential goal is for the visitor to become a lead. To do this we have to control the way the visitor behaves and acts, not the other way around as Stu pointed out. And Steven pointed out the number MUST BE in the top right hand corner, again not true.

    The author of the post has done a great job outlining a landing page but there’s more and I felt a need to help your readers.

    Visualization engages the visitor, placement controls their view, CTA and Hooks create connection, place the puzzle together in regards to how they got their and what you expect from them and you’ve got easy conversions.

    Keep things minimal to start. Less distraction gives you the ability to steer your visitor with hooks. Hooks are visual elements that attract the eyes. Place your CTA’s within your hooks and KISS.

    Think minimal white or blurred backgrounds. Keep the color the same over 90% of the page. Larger single headline with minimal words, that answers a question or fulfills a need front and center. Sub head line that explains to the visitor how to get more, get help, get fixed, etc… you get the point. Then your form and/or phone number. One should take precedence over the other – how would you like to be contacted MOST… form or phone?

    The last 10% of your color should be one bold, highly contrasting color that grabs the visitors eye and calls then to take an action. Think all white and s subtle gray with bold fiery orange, blue, red, or green.

    Thanks for the great and simple post.

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