How To Build A Great Law Firm Landing Page And Boost Conversions

How To Build A Great Law Firm Landing Page And Boost Conversions

Landing pages are crucial aspects of Lawyer SEO and lead generation. This is where your traffic from your content marketing, social media, email list, and other marketing efforts. Landing pages are also goal driven, as they’re often meant to convert users who landed on them.

In other words, you want your landing pages to be as optimized as possible to get the most ROI.

So, how do you do it? First, let’s look into some landing page basics to set yours up for law firm marketing success:

1. Each Landing Page Should Have A Goal

Landing pages are meant to direct users to specific law firm marketing goals. They’re often used as a conversion page for whichever marketing strategy you implement.

Here are some examples of how landing pages are used:

  • Getting people to set up an appointment with your law firm
  • Encouraging users to subscribe to your emails lists
  • Giving people instructions on how to contact your law firm
  • Inviting people to follow or subscribe to your social media profiles

Law firms looking for specific clients might also have separate landing pages for each area of law. For example, you have a personal injury landing page and an employment law landing page, both of which aim to generate specific leads. Landing page goals can be as specific as you want them.

2. Deliver Good User Experience

User experience is tied to design. A poorly-designed landing page will have several problems, hindering its ability to convert audiences.

Here are some examples of poor design that inevitably affect user experience and lead generation:

  • The text size and font style are hard to read.
  • Loading speed is too slow, often caused by heavy animations, non-ideal site themes, uncompressed images, and autoplaying videos.
  • A poor choice of color scheme makes the landing page unappealing or hard to read.
  • Not using white space to break up walls of text or include spaces between other page elements like images, GIFs, and videos.
  • Bad navigational menus make it hard for people to explore the site.
  • Too many pop-ups affect the loading speed and access to crucial pages.

Remember, the goal is to give people what they need when they need it. Users shouldn’t have to work hard to access the pages and information they want, as they can easily find another site that’s much easier to use.

Not to mention, user experience affects your website and law firm marketing overall. A bad user experience will make it harder to consume content, more challenging to explore your site, and impossible to make an excellent impression on the audience who just discovered you. No matter how good your content on other platforms is, a poorly-designed website might negatively affect everything else you’ve done so far.

3. Use Strategic Lawyer SEO Keywords

Ranking in the SERPs is a great and sustainable way to maintain law firm visibility online. Since so many people use search engines for their problems and concerns, this is an excellent opportunity for them to find your law firm website.

To enjoy these benefits, you’ll have to ensure you’re implementing the right keywords and other Lawyer SEO tactics to start climbing up the SERPs.

More importantly, it would be best if you didn’t just choose keywords with the highest search volumes. They have to be relevant to the content of the page itself.

Remember, users appreciate when they’re given the exact information they need. But, if they discover that you aren’t really giving them the right content or information, they’ll leave and click on other results. So, you want to prioritize that over selecting irrelevant high-volume keywords.

4. Use Great Calls To Action (CTAs)

CTAs are brief, encouraging statements that urge users to act on a particular action. You see them in almost every marketing material, from simple statements like “Read To Learn More” to “Schedule An Appointment Now!” go a long way. Instead of hoping an audience member takes action, you suggest something they could do.

Here are other examples to help you come up with your own CTAs:

  • “Sign Up For Our Newsletter For More Personal Injury Guides!”
  • “Click here to set up an appointment with us.”
  • “Subscribe to our legal blog for more employment law news.”
  • “Send us an email for an inquiry.”
  • “Follow us on social media!”

Since audiences are at a crucial point of converting, you must ensure you’re convincing them to do so. Not to mention, CTAs have been a vital aspect of law firm marketing in general, as it gets your target audiences moving and suggests what they should do with the information they’ve been presented with.

5. Deliver Informative Content

The biggest mistake you can make is turning your landing pages into mere ads for your law firm. But, again, people are still deciding whether they want to convert or not, so you have to put some effort into it until the very last minute.

So, put some actual helpful content into your landing pages. For example, if a landing page aims to get people to sign up for your law firm’s email list, you can inform them how this is beneficial or interesting. Give them a reason to do what your CTAs are encouraging them to.

Remember, you should always explain or detail what’s in it for the user. If your landing page proposes no inherent benefit for them to take action, then there’s no reason for them to heed the CTAs.


Landing pages play a crucial role in your lead generation strategy. All your content marketing, legal blogging, social media, and email marketing efforts lead to your landing pages, where the conversion happens. Hence, it’s one of the key factors you should optimize from the start.

That said, people won’t reach your landing pages if you’re not implementing the proper lead generation strategies. Before they even get to a landing page, they’ll have to click through your content, ads, or promotions.

Remember, lawyer SEO and digital marketing have several moving parts that contribute to the success of each other. It’s better to have a holistic law firm marketing that targets several aspects of the strategy than a single-track venture.

Author’s Bio

JC Serrano is the founder of, one of the very few private enterprises certified to process lawyer referrals by the California State Bar. His marketing strategies have continuously evolved since 2005, incorporating ever-changing SEO strategies into