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Lawyer Landing Pages: 8 Tips for Crafting High-Converting Web Pages
Tuesday, August 1, 2023

A well-structured landing page is like an air traffic controller, directing visitors smoothly toward their destination.

And like an airplane landing strip, a poor landing page can create quite a bumpy experience for visitors.

As a lawyer, you know the importance of providing a positive experience for your clients. This includes in the office, in the courtroom, and on your website.

In this guide, we’re talking all about lawyer landing pages – including what they are, why they matter, and how to optimize them so they generate amazing results for your business. 

What is a lawyer landing page?

A lawyer landing page (or attorney landing page) refers to a web page on a law firm or lawyer’s website that’s used to attract traffic and convert said traffic into new clients. A law firm landing page typically includes copy, images, graphic designs, contact forms, and content to inform users about a law firm’s legal services.

Most law firms have websites and, therefore, usually have at least a few landing pages highlighting their services. For example, a Family Law attorney might have landing pages for “Child Support”, “Protection Orders”, “Custody and Guardianship”, and “Divorce” law services.

Why are landing pages important for law firms?

There are many reasons why landing pages are beneficial for law firms. For one, they provide potential clients with clear information about a law firm’s services. Second, they can increase traffic to a law firm’s website, generating even more leads for the business.

Here are just a few of the many benefits of having lawyer landing pages on your website:

  • Generate more organic traffic to your website via search engines (like Google)

  • Inform users about the services you offer, how you work, and the types of clients you work with

  • Connect potential clients to your contact information (phone number, email address, lead form, etc.)

  • Run paid ads and convert more potential clients with well-optimized landing pages

  • Provide a landing spot for marketing efforts, such as social media ads, email campaigns, blog articles, and local directories

Chances are, if you have a website, you already have web pages. You just need a well-thought-out strategy to ensure those web pages are generating positive results for your business.

8 Tips for Great Law Firm Landing Pages

You don’t have to be a professional website designer or copywriter to create a stellar landing page. 

But you do need to understand your target audience, what they want, and what might encourage them to work with you. This understanding will be the base of your landing page strategy – from the design to the copywriting to the call-to-action. 

Here are 8 tips for how to create great landing pages for your website. 

1. Define your goal

My first tip is to determine the primary goal of your landing page. You might have different goals for different pages on your website, which will necessitate different messaging, calls to action, and the like.


  • Is your goal to generate leads?

  • Are you trying to promote a particular service or all your services?

  • Do you want users to schedule a consultation? Fill out a contact form?

  • Does this landing page need to generate organic traffic? Or will you be driving traffic from other sources (like paid ads)?

  • Is this landing page for a particular type of audience?

These are important questions to ask yourself before you start designing your landing page. Once you get clear on the primary objective of the page, then you can begin designing your landing page and writing your content.

2. Optimize for organic traffic (if applicable)

If your goal is to generate organic traffic directly to your landing page, then you will need search engine optimization (SEO). This is a specific type of strategy that involves intentionally optimizing your web page for keywords in order to rank in search engines like Google and Bing.

Your landing page won’t necessarily rank on its own without an SEO strategy. While some landing pages can rank (for example, if it’s a super low competition market) without SEO, you can drive much better results with a data-driven strategy.

Law firm SEO involves conducting keyword research to identify relevant keywords (in this case, for your specific landing page), using said keywords throughout your page copy, and aligning your web page with on-page and technical SEO best practices in order to rank. 

This guide on how to plan an SEO strategy for your law firm walks you through how to do this for your website, but the same concepts apply to individual landing pages as well. 

3. Use a clean and professional landing page design

Again, you don’t need to be a website designer in order to launch a great-looking landing page. In fact, many website platforms offer free or low-cost landing page templates you can use to launch a page in just a few steps.

Whether you use a template, do it yourself, or hire a designer, you should aim for a clean and professional design that reflects your law firm’s branding. It should be straightforward, not overly complicated, and avoid excessive graphics, cluttered icons, or unnecessary photos. 

A crisp, professional design conveys credibility and will help users see and understand the most important information on the page. 

Here are a few best practices to follow when it comes to designing a professional landing page:

  • Include a clear and compelling headline that communicates the key message of your service

  • Keep the design clean and uncluttered, with plenty of white space to help focus the visitor's attention on the important elements.

  • Incorporate engaging images, videos, or graphics that are relevant to your offering

  • Place a prominent and visually appealing CTA button that stands out from the rest of the page

  • Break up the text into smaller paragraphs, and use subheadings, bullet points, and numbered lists to make the content easy to skim

  • Ensure your landing page is optimized for mobile devices, such as tablets and smartphones (this is good for SEO as well)

  • Add trust symbols such as testimonials, client logos, or case studies to build trust with your visitors

4. Write engaging web page copy

Your landing page copy is what your audience actually reads to learn more about your law firm, your service, and the next action they should take on your website. So, it’s no secret that copy is an important element of a great landing page!

First, you should craft a compelling headline that grabs the user’s attention. This is usually the first line of copy at the top of the landing page. It should quickly communicate what the landing page is about or otherwise highlight the unique selling proposition you offer.

Next comes the rest of the page content. This will vary based on what your service is, how you want to describe it, what you want to highlight about your law firm, etc. The goal here is to clearly communicate the value and benefits of your service(s). 

When it comes to your landing page content, consider using bullet points, subheadings, and short paragraphs to make your content “scannable” and easy to read. Throughout the copy, focus on addressing visitors' pain points and presenting your service as the solution to their struggles. 

5. Build trust with reviews and case studies

In many cases, users will land on your landing page “cold” from social media, search engines, or paid ads. This means they may know very little about your landing page and therefore have not yet developed much trust in your business (yet). 

This is why it’s important to add “trust signals” like client testimonials, reviews, and case studies to highlight the credibility of your law firm. The better you are able to showcase the real results you have produced for clients, the more likely it is that potential clients will trust your service. 

You can add testimonials directly into the copy of your landing page or you can incorporate them more creatively into the design. There is also software for embedding reviews directly into your website.

6. Add a clear call to action

A call to action is a concise yet effective copy component that entices visitors to take action on a landing page. This could be something like “Schedule your free consultation here” or “Call now to speak with a real attorney” or the like.

On your landing place, I suggest placing a prominent and visually appealing CTA button on your landing page. Use action-driven language that clearly directs visitors to take the desired action, such as "Call us at XXX-XXXX" or "Request a free case evaluation now”.

Over time, you might get a sense of which CTAs work best for your audience and business. Don’t be afraid to try out different CTAs, monitor the results of your landing page, and optimize your strategy over time. 

7. Stand out from the competition

With so many law firms out there, there are even more landing pages vying for users’ attention. Especially if you are relying on organic traffic, you will want to create a landing page that not only ranks above competitors but also stands out in terms of messaging and brand voice.

What makes your law firm different from other law firms? Why do your clients choose to work with you? Are your results better than what clients might get at other law firms?

Here are a few tricks for writing landing page copy that stands out:

  • Inject your unique voice into your copy, whether that’s funny, creative, family-oriented, etc. so that you stand out from generic law firms

  • Address your website visitors directly using words like "you" and "your." Appeal directly to their needs, wants, concerns, and pain points

  • Instead of simply listing legal services, emphasize the benefits clients will gain from working with your law firm

  • Share real-life stories that demonstrate your firm's ability to achieve real results for your clients

  • Highlight your firm's unique strengths, specialties, or accolades to showcase how you have more experience than your competitors

8. Measure and optimize for performance

All of the tips above are great when it comes to crafting an amazing landing page, but you won’t truly know whether your approach has been successful unless you measure the results. 

Analytics tools like Google Analytics and Google Search Console allow you to monitor the organic traffic coming to your landing page and can even track how often users are taking action on your site. 

You can also use A/B testing to test different elements of your landing page, such as headlines, CTAs, images, and content. That way, you can identify what elements are performing best with your audience. This takes you a step beyond just traffic metrics to actually measure which elements drive user actions on your landing page. 

Stand Out with Stellar Lawyer Landing Pages 

Landing pages are effective tools for generating more traffic and leads for your law firm. Whether you’re running paid ads, promoting your service through social media, or investing in SEO, well-optimized landing pages can generate amazing results for your business.

Even the most novice of law firm marketers can achieve great results with landing pages, as long as you understand the basis. A clean and professional design, well-written copy, and a clear CTA are the foundation of what you need. However, continue to check out other landing page examples to inspire you to make your web pages even better!

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