Getting your landing page just right is essential. Any issues or inefficiencies can diminish the value of your traffic and result in squandered opportunities. But with so many elements involved, how do you know what to prioritize?
Let’s now discuss the five most important aspects of a law firm landing page so you’ll know what to focus on first.
1) A Clear Value Proposition
ConversionXL defines a value proposition as, “A clear statement that. explains how your service solves customers’ problems or improves their situation (relevancy), delivers specific benefits (quantified value), tells the ideal customer why they should buy from you and not from the competition (unique differentiation).”
Considering this is the first thing visitors will see when reaching your landing page, you’ll want to put plenty of effort into optimizing it. Check out the link above to ConversionXL to learn how to perfect your value proposition.
2) Persuasive Copy
Great copywriting may look like it was thrown together with ease, but seldom is that the case. There’s a lot that goes into it including fully grasping the target audience, writing clear, succinct paragraphs, proper formatting and so on.
At the end of the day, it’s about writing in a way that reels in leads and speaks directly to their pain points. This post from Copyblogger is an excellent resource for writing persuasive copy and offers a simple 1-2-3-4 formula.
3) Professional Media
By this I’m referring to images, videos and other aesthetic content. When done correctly, professional media not only provides the visual stimuli that visitors naturally crave but helps explain your legal services, thus filling in any gaps.
While you don’t want to go overboard with media to the point that it saturates your landing page, you’ll definitely want to include enough so that it showcases your law firm’s experience and the services you offer.
4) Trust Indicators
These are huge! Trust indicators are an effective way to prove your qualifications and put potential clients at ease. Some examples include:
- Statistical evidence on the percentage of cases you’ve won or settlements your clients have received
- Awards your law firm has received
- Trust seals (e.g. Better Business Bureau)
These will typically be featured toward the bottom after visitors have had a chance to read your copy and should provide incentive for them to contact you.
5) A Single CTA
Finally, you’ll want to include just one call-to-action (CTA). Any more than this can create confusion and visitors may not know where to click, which obviously isn’t good. The wording should be simple and straightforward so that visitors know exactly what to do.
In terms of design, it should have enough contrast so that it stands out from the rest of your content. For more on creating compelling CTAs, check out this resource from HubSpot.
Creating a law firm landing page can seem overwhelming because of the plethora of different elements involved. But when you get right down to it, the five elements listed here are the most important. As long as you optimize your landing page with these things in mind, you should be in good shape and poised to maximize your conversions.
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