Landing pages are targeted promotions that enable you to be more focused with your online marketing efforts, translating into higher rates of conversion. These are designed differently from your homepage and are distilled to hone in on a specific service that your firm offers such as a work permit, a temporary resident permit, or a study permit.

1. Use Attractive Headlines.

Demonstrate to visitors how your law firm’s services can solve their problems. Address the purpose of the page specifically and concisely, as headlines are the first thing your audience sees.

For example, the headline “Sponsor Your Spouse to Canada” is simple, direct, and has performed better than a variant that read: “Long Distance Relationships are hard; Sponsorship Should Be Easy”.

2. Be Simple.

Do not give your audience too much to read or too much to click. Home pages are for navigation; landing pages are for generating leads for a specific service that your firm offers. Highlight a few key points that describe the service and how your audience can benefit from it.

It is wise to play around with different titles and formulas for your landing pages to see what elicits the most responses. Templates from websites such as Unbounce are excellent guidelines for how you should build your landing page.

3. Transmit Trust.

Displaying a privacy policy, embedding videos describing your law firm, and adding a face to your landing page are all effective trust-building mechanisms that will distinguish your firm as a legitimate practice offering an important service. It is especially important to add a privacy statement to clearly establish that your firm has no intention of sending your visitors spam or selling their email addresses.

4. Design Compelling Calls-to-Action.

Assessment forms are an excellent way to generate leads and will save your firm time by delivering the essential information you need to evaluate potential clients.

A well-designed call-to-action button is necessary in order for these forms to be completed. Make your button big, use contrasting colours to distinguish it from the rest of your page, and place your form where viewers do not have to scroll down to see it. Deviate from the generic ‘submit’ button by using urgent language that conveys exactly what your audience will gain from your service.

Finally, try to keep it simple; too many call-to-actions will compete with each other and confuse your audience.

If you have any questions about attorney marketing, please do not hesitate to contact us.

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