The Top 30 Landing Page Optimization Tips For Law Firms

Simply put, a landing page is the first webpage someone sees when they click on your advertisement, search result, or any link that directs them there. The goal of a landing page is conversion – converting viewers into customers. They are especially important for small businesses because they highlight exactly what your business offers and are a key digital marketing strategy that helps you stand out online. 

Your landing page optimization plays a significant role in engaging visitors and turning them from prospects to clients, so having a well-planned, relevant page is important. If you’re currently building yours or are looking to improve it, we’ve compiled an extensive list of ideas for you to create a foolproof landing page that will boost traffic to your small business. 

Here are 30 tips to optimize your landing page:

Always include a way for viewers to contact your business, whether it’s an email address, phone number, or social media page. The same goes for including customer support information in the footer section.

Authentic testimonials are a great way to show viewers that other people have used and benefited from your business.

Including a CTA will remind viewers why they clicked on your page and guide them to the next step in becoming a client. Make sure your CTAs are clear and tell your audience exactly what they’re doing by clicking on them.

A landing page is more than just the main graphics and text. Metadata is the fine-print text included in image titles and tags, URLs, alt text, webpage descriptions, etc. This is an important practice for SEO optimization.

Keywords are one of the most important search engine optimization practices. These are words that are relevant to your business and help your page stand out to search engines. Make sure to use keywords within your metadata as well.

This simple tip increases your traffic and internet reach by allowing visitors to send your page to other people.

Internal links lead visitors to other pages within your website. A good strategy would be to incorporate a link from your landing page to your product/service page or to a page that provides more detailed information.

Potential customers will view your page with a goal in mind and a problem to solve. Appeal to their needs by clearly stating what your business offers and how you will accomplish their goal by solving their problem. Remember to make your page about them.

Don't assume that white space is the enemy – in fact, too little white space will have a worse effect. A clean landing page removes visual clutter and will keep their eyes focused where you want them.

Commonly used phrases like “limited time offer” and “limited quantities” create a sense of urgency to act now before they miss out. A well-placed countdown timer on limited-time promotions can also work wonders.

This is an unintrusive message that appears if a visitor tries to leave the page – creating a second chance for conversion. However, make sure the popup is small and occurs only once to avoid frustrating potential clients.

There are lots of programs out there to help your landing page optimization, such as Crazy Egg, Surfer, and SEMrush. For example, Crazy Egg helps you understand user behaviour by letting you watch a person navigate a webpage and see what they click on, what interests them, etc. so that you can plan your page accordingly.

Planning is one of the most important aspects of building a high-ranking landing page. Having a good plan ensures consistency across your page and mitigates any errors by catching them beforehand.

Having too much text maximizes reading time and can easily deter visitors who don’t have much time to browse your landing page. Include the most important copy as soon as possible.

As a reference to newspapers, keeping your primary message and call to action “above the fold” means visitors won’t have to scroll to see them. This means that they’ll see all the key information at a single glance without any extra effort on their part.

Utilize colours that pop out from the rest of the page to highlight CTA buttons and other elements you want them to look at.

Make sure that every element on your landing page supports your ultimate business goals. If it doesn’t, then consider reworking it so that it does or moving it to a different page.

Visitors like variance as much as consistency. Keep them engaged by incorporating different types of media like images, videos, or other graphics. This will also make your website more visually appealing but be careful not to add too much. Only add media that serves a purpose. 

This information is notoriously overlooked due to complexity and lack of time and interest. If you need to include a terms and conditions section within the landing page, simplify it by making it entertaining or separating it into subcategories.

This split-testing method measures the effect an element has on your conversion rate by comparing two landing pages: one with and one without the element. For example, you can see whether your landing page performs better with testimonials rather than without them.

If you have relevant certifications or associations with well-known brands, displaying them can help garner trust and familiarity.

Sometimes the difference between a potential client and a paying client is how attractive and user-friendly your landing page is. In the long run, it’s worth hiring professional design services to make your business look visually appealing.

There is a lot to gain from comparing your landing page to that of competitors. Seeing what works for other businesses can inspire you and help you see how to differentiate yourself from them.

With the takeover of mobile internet devices, it’s very important to keep your code as efficient as possible, especially for small businesses. Visitors are more likely to abandon your page if it takes more than 3 seconds to load.

This simple optimization strategy involves having your subject view your landing page for 5 seconds, then taking it away. Ask them about the purpose of the page. If they’re unclear or uncertain, this is a sign to review your call to action and primary message.

If your business caters to multiple and different types of clients, consider building landing pages for each segment and then driving traffic through separate sources. This can improve your conversions by leading potential clients to the page that’s most relevant to their needs.

There will always be competition selling the same thing, so tell visitors why they should choose you instead of them. Showcase your service or product by including a video that highlights how it will benefit the viewer or solve their problem. This can include demonstrations or anything that shows them why they should become a customer.

A landing page for a law firm won’t interest shoppers buying new shoes. Keep in mind what kind of audience your page will attract and tailor your voice and content to them specifically. This builds trust so people know that they’ve come to the right place.

Depending on the product or service your business sells, offering promotions for new clients is a great way to convert people into paying customers. For example, a chiropractic business can offer discounted pricing on the first session. This incorporates an appealing try-before-you-buy approach.

Now more than ever, people are searching for businesses near them, so it’s never been a better time to offer your services to your local community, especially for multi-location businesses. Incorporate location tags and keywords within your metadata, copy, headers, and contact information to maximize your search engine optimization.

This is by no means a conclusive list and there are tons of other tips you can utilize to maximize your landing page optimization. However, these strategies have been tried and tested by hundreds of other businesses and were found to significantly increase their conversions and SEO rankings. Try all or some of these ideas and tweak them until they work for your business’s particular needs.

As with any good digital marketing strategy, take the time to test your landing pages, make adjustments, and try new things. Above all, don’t be afraid to remove what doesn’t work. In the current digital age, flexibility and being able to adapt to your audience’s needs will go a long way in gaining new clients and keeping your business at the forefront.