You’ve spent time meticulously crafting your law firm’s landing page. You’ve included a wealth of information to walk leads through the sales funnel with the hope of converting those leads into clients. But a common mistake that some legal marketers make is going overboard on their landing page. They include so much information to the point that it becomes cluttered, which ends up actually turning leads off.
Why Clutter is a Bad Thing?
What is it about clutter that sends most leads running and hitting the back button? There’s an article from Psychology Today that discusses why mess leads to stress and points out the specific impact that it has on us.
- Clutter bombards our minds with excessive stimuli (visual, olfactory, tactile), causing our senses to work overtime on stimuli that aren’t necessary or important.
- Clutter distracts us by drawing our attention away from what our focus should be on.
- Clutter frustrates us by preventing us from locating what we need quickly.
These things aren’t going to do your conversion rate any favors. It creates a stressful experience for leads and makes it difficult for them to work their way through the sales funnel smoothly. In other words, it creates unnecessary friction.
How to Declutter Your Landing Page
Perhaps the simplest way to declutter is to create more white space. If text and images seem to run together and there’s no breaks, it can be exhausting for visitors to navigate through your landing page. But spacing things out tends to have a soothing effect where visitors can browse the page more comfortably.
Next you’ll want to ditch any unnecessary popups, animations, etc. I think that most people will agree that getting hit with annoying popups and flash animations detracts from the browsing experience. Popups can be especially detrimental if they’re interstitials, which are “advertisements that appear in a separate browser window while you wait for a web page to load.” Google even launched an update that penalizes sites that use these types of ads.
Fonts, Sidebars and Images
When it comes to fonts, you’ll typically want to stick with the basics (e.g. Arial, Calibri, Times New Roman, etc.). Some legal marketers get themselves in trouble when they get “too cute” with their fonts or even worse when they use a wide variety of them. The key is to achieve a sense of uniformity with your text.
There’s also the issue of sidebars. While it’s usually okay to include some basic information on your sidebar such as an email subscription box or search box, you definitely don’t want to congest your sidebar with excessive information. This can take the visitor’s attention away from what’s important — your offers.
Finally, there’s images. Images are great, and you should strive to include at least a few photos. However, you don’t want to use so many that they “clog” your landing page.
If your landing page isn’t brining in the conversions you’d like, it’s quite possible that clutter is a contributing factor. Making it a point to declutter your landing page should encourage visitors to browse longer, check out more information and ultimately boost conversions.