One of the most important areas of your law firm’s website is your landing page. It’s where clients are made or lost. While there are many factors involved in landing page optimization, one that heavily impacts conversions is the length.
Should you go for a simple landing page with a short word count or opt for a more complex one with a longer word count? Let’s now tackle the subject of landing page length and see what’s best for your law firm.
The Goal of Your Landing Page
There’s an article from Unbounce that discusses the various aspects of conversion rate optimization. In it, they make a very simple but profound point. “The ideal length of your landing page will depend largely on the goal of the page.” For “information-intensive” requests, you’ll typically want to include more information, which translates into a longer word count. For less information-intensive requests where prospects understand the essentials of your services, a shorter word count should suffice and is usually the best choice.
For most lawyers, there’s no need to launch into a long-winded discussion jam packed with arduous legal jargon. This is only going to lose your leads. However, you definitely want to touch on the essentials and let prospects know that you’re knowledgeable, professional and trustworthy.
In other words, you need to prove that you know your stuff. The ideal route to take it to highlight the areas of you law that you specialize in, list your credentials and throw in a few testimonials to quell any anxieties that prospects may have.
Skimmability is Key
The vast majority of online readers don’t read through text word by word. Instead, they skim through it and primarily look at headers and bulleted lists. If there’s a particular section they’re interested in, they’ll then read through the actual text.
Understanding this phenomenon can help you craft a great landing page that resonates with your visitors. Rather than droning on and on with large bodies of text, you’re better off going with a handful of skimmable headers/bullet points that touch on the core aspects of your legal services.
Finding the Perfect Word Count
Although it’s impossible to pinpoint an ideal word count that works across the board for every single law firm, it’s pretty safe to say that you should shoot for somewhere between 200 and 500 words. This should be enough text to cover all of the bases but not overwhelm your visitors with overly “text-heavy” information. Just be sure that you’re addressing visitors’ primary point points and answering FAQs. It’s also good to weave in a few trust indicators like testimonials.
When you really break it all down, most law firms will want to stick with a fairly short landing page length. You can find yourself in trouble if you go overboard. Just cover the essentials and anticipate the needs and concerns of your average client and succinctly address them.
For more insights and inspiration, check out this post on legal landing pages from Instapage. It offers several examples of legal landing pages and can steer you in the right direction.