When you’re investing in pay-per-click (PPC) campaigns for your law firm, keep in mind that your landing pages have a critical role in improving your ROI and converting more visitors to qualified leads. Lawyers who link their paid ads to the home page or practice area pages on their websites are missing one of their most important opportunities to deliver a focused message that can get results.
If you’re just getting started with PPC or need to get more from your campaigns, use these tips to create the best PPC landing pages for your law firm.
1. Match the Message of Your PPC Landing Page to the Ad
It sounds basic, but one of the best things you can do to strengthen your law firm landing pages is to match the message to the ad.
The idea is simple. When visitors click on your ad, something about the ad caught their eye. It fulfilled a need or found them at the right moment. They click because they think it’s a good click, i.e. worth their time.
This means that if your ad focuses on motorcycle accidents and your landing page only talks about trucking accidents, your landing page hasn’t met the visitor’s expectations. You’re more likely to lose visitors than covert them because the landing page didn’t deliver on the ad’s promise.
2. Keep Your Attorney Landing Pages Focused
People are willing to put in a bit of effort, especially if they’ve been injured and need a good attorney. However, your landing page should not demand effort from your visitors for the wrong reasons.
The landing page is the beginning of the client’s journey. They’ve just become aware they have a problem, and they’re learning that you could solve it for them.
Most visitors aren’t going to read every word on a landing page, but they will skim it to quickly judge if your law firm may have a solution to their problems.
Because of this, your landing page should be structured for a visitor who won’t read that closely. Make it easy for them to find the most important information quickly.
This doesn’t mean your landing page should be sparse, just that you need to structure it properly. Use headers, section titles, bullet points, short paragraphs, and perhaps an image—these will all make the information more easily understood.
And if you need a guide, check out this post breaking down the anatomy of a successful landing page.
3. Focus on the Goal of Your Law Firms’ Landing Pages
A landing page always has a single goal. What that is depends on what your law firm created it for. But all successful landing pages have the same thing in common: They’re all focused on their one unique goal.
Before crafting your landing page copy, think about the goal of your landing page. What do you want your visitors to do?
For example, if your offer is a free e-book about medical malpractice, don’t leap headlong into talking about your intellectual property expertise. Instead, focus on what the e-book can tell visitors about malpractice and what they can learn to help their case.
As before, your copy has to match your offer. Otherwise, you’re wasting the client’s time.
4. Demonstrate Benefits
Don’t be afraid to show the benefits that your firm can offer to a prospective client. After all, if you want them to hire you as an attorney, you need to show that you’re worth the investment.
The key is to use actual numbers and authentic social proof.
For example, you’ve won a certain amount of compensation for auto accident clients since 1984, or recently won a specific amount for a medical malpractice case.
As for authentic social proof, internet visitors are savvy enough to recognize a marketing spiel when they see one. The best social proof comes from your clients, not you. If you can, include quotes from real clients–or better yet, short video clips of clients talking about the experience of working with your firm.
5. Dare to Be Original
Last but not least, don’t be afraid to be original.
Nothing turns away a visitor faster than a bland landing page with an utterly forgettable batch of copy. As long as you stay on brand, it’s more than alright to experiment.
If you do decide to venture off the beaten path, it can actually be a learning opportunity for what your firm can do better elsewhere. Just make sure that you routinely audit your pages so that you know what’s working and what isn’t.
We’ll Help You Get More From Your Law Firm Landing Pages
PPC is all about knowing who to target and when. And while you know your way around the law, marketing on the internet is another thing entirely.
That’s where we can help. DAGMAR Marketing has years of experience serving law firms with a range of digital marketing services, including PPC, search engine optimization, search engine marketing, and content development.
If you need to talk to us about how to revamp your digital marketing, we’re here to help. Get in touch today for a free consultation to assess your needs and determine a strategy that works best for your law firm.
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