The role of your landing page is to both echo and amplify the message that drew your potential client to the page in the first place, thus decreasing the likelihood they will bounce off the site, and greatly increasing the chances they will convert. If at all possible, your landing page should include some sort of targeted banner which follows your potential clients around as they click from page to page, taking them back to the landing page whenever they click the banner. Tests have shown that conversion rates go up dramatically when a banner is used—although it may take extra effort, it both enhances the visitor’s overall experience and leave them feeling that they haven’t just been dumped on your law firm’s website then abandoned. Your landing page is where your potential clients will get 85% of the specific services your legal firm offers, meaning that 85% of those visitors will click away if they don’t immediately see something compelling. Your landing page should be warm, welcoming, and above all, honest, and should make them want to know more.
Using a Tagline on Your Landing Page
When a potential client visits your legal website for the first time, the first question they will either consciously or unconsciously be seeking to answer in their mind is “What’s in it for me?” Because of this, it is imperative that your website’s landing page—the very first page seen by visitors—communicates clearly the benefits your legal firm offers. The tricky part is that these benefits must be conveyed in less than ten seconds. One way to accomplish this seemingly-impossible feat is to include a tag-line which succinctly summarizes your firm’s specialties in a very customer-oriented manner. Make sure to place this tagline so it is immediately visible even if your reader chooses not to scroll down. If you are unsure of the best way to craft such an all-important tagline, try using a solution-oriented statement which both emphasizes the value the client will receive from calling your legal firm, and describes your personal promise, using words your reader would use. This tagline is possibly the most important factor in your quest to anchor your landing page and reach the highest conversion rate possible.
Radiate Trust
Following the all-important tagline, the second concern most visitors to your website will have is “Can I trust this legal firm?” It’s incredibly important that your landing page—as well as subsequent pages—give your readers a strong sense of credibility and quality. Many companies don’t bother placing their firm’s name, contact details and landline phone number as a footer on each and every page. This is crucial in reassuring your readers that your law firm is entirely legitimate. Despite the fact that we exist in a high-technology world, visitors who see a real address and a real landline phone number will find it very comforting. Include a link to your contact page, and on that page include your e-mail address, phone numbers, both cell and landline, and a physical address. (This is in addition to the footer on each page. You don’t ever want your potential clients to have to play hide-and-seek with your well-hidden contact information—they will find it incredibly annoying and will probably move on to another site). Include a link to your “About Us” page which includes background and information about your firm, the attorneys who practice, your specialties and your mission. Staff photos are great for adding a touch of humanity to your legal website, so incorporate them whenever possible. If you have client testimonials, display them prominently as this is a great trust-builder.
Converted visitors come back. Converted visitors trust you, and communicate this trust to others—they talk freely about their experiences with your law firm, share on social sites and drive more traffic to your site. Converted visitors share your links freely, and most importantly, converted visitors become faithful clients. In the overall picture, happy, converted clients are much more important than simply more traffic.
Call Law Firm Internet Marketing at (800) 877-2776 for a free expert analysis of your lead generation strategy or for answers to your marketing questions.
