Never Send Paid Traffic to Your Law Firm’s Home Page – Here’s Why

Your URL is holding you back

A common mistake when running PPC (pay-per-click) campaigns is sending traffic to your website. The assumption might be that all the needed information lives on your website, and sending traffic to your site is good for SEO (search engine optimization), so it may seem like a win-win. There are many reasons why your firm’s home page is a bad option:

• Potentially slow loading pages
• A lack of information on the specific case
• Confusing CTA’s (call to action) 
•  Incongruency between the ad and the page 

When people click a PPC ad, they have a particular problem, and they’re looking for a solution. If there isn’t an obvious way for them to solve that exact problem with one click on your landing page, they will bounce. It’s too much work for them to skip around through your website from the home page, so they will hit the back button and try someone else. Having specific landing pages for your client’s needs makes converting more likely, gives your firm analytics and data, and simplifies the intake process.

What is a landing page?

A landing page is the initial web page visitors reach after clicking on a paid search engine result, promotional email, advertisement, or link. There are many different types of landing pages for various purposes, so know your intent when manufacturing content. Precision is crucial when it comes to marketing, and landing pages are no different. A well-crafted landing page will convince customers to fill out a form, subscribe to a newsletter, or purchase goods or services. Conversely, a poorly designed landing page will cause mistrust and a poor reputation. Knowing how to instill security in your future clients is crucial. The purpose of a landing page is to guide customers to the point of purchasing a product or service. With no distractions and a strong CTA, landing pages are extremely capable of driving conversions. 

Landing pages build trust

A landing page is where your firm inspires confidence in your prospective leads. If you’ve ever visited a site that looks suspicious, it’s unlikely you’d be willing to hand over any vital information regarding your identity. An optimized landing page will build trust, and with the aforementioned confidence, a prospective lead is much more likely to convert. Clicking on an advertisement is non-commital. There’s always the option to back out, but a trustworthy landing page affords assurance in your firm’s abilities. 

Furthermore, it’s crucial to create a space where your leads feel safe. They’re entrusting your firm with something that could be extremely sensitive, so this trust-building is vital. Building this confidence is relatively simple. Trust is built with clean imagery, concise, correct wording, and specificity. 

Unify your ad, copy, and targeting

PPC campaigns are highly effective marketing strategies when they’re built correctly. If a PPC campaign your firm is running is not getting good conversions, there could be several reasons. The ad, the copy, and the targeting all need to align perfectly to create conversions. This unity does demand uniquely curated landing pages and ads for all your cases, but it’s better to be highly particular as opposed to generic. 

Making minor adjustments and testing the effectiveness on your target audience is part of the process. However, if the same results keep happening, there may be a pattern that will help your firm determine what not to do. There are many ways to signify what works and what doesn’t. A landing page that creates confidence in your leads will look clean, trustworthy, have correct grammar and punctuation, and have relevant imagery to the subject matter. Trust is the cornerstone of building your client base. As marketers, we know that you only have one moment to catch someone’s attention. Holding that attention and convincing them to trust in your expert abilities is the ultimate goal. 

Proven format to follow for your law firm 

There are so many facets to consider when building your unified advertising strategy. With free resources online and many options from websites, your firm may be wondering where to make your landing pages. Make sure you’re using a resource that will give you the most available data. When your law firm’s marketing is a unified message with a dedicated landing page, this is when you see a drastic increase in conversions. There are proven formats to follow for successful landing pages. Here’s an exclusive look at what we know works for law firm landing pages.

Attorney landing pages should have:

1. A headline that states the core problem.
2. Subheadline that adds social proof or some benefit/risk minimizer: Only pay when you win, $2.5B in Settlements. 
3. A fill-out form above the fold of the page.
4. Authority bar (superlawyer badges, AVVO badges, reviews, media, etc.)
5. A brief description of the type of law/case the page is for.
6. Results, testimonials, social proof.
7. A clear and concise CTA.
8. Optional – more about the process.
9. Optional – a meet the team section or highlight top attorneys.

How Swell services can help your law firm succeed

Landing page marketing starts with PPC campaigns. Research indicates that customers searching for services on Google, Bing, or other search engines will click on paid ads more often than other forms of digital advertising. Experts believe PPC is successful because your ads only show when someone is actively looking for your services. Furthermore, since searches are conducted to find the best candidate to represent the client’s needs, the searches are highly relevant and relate to the advertisements. Thus, search results’ inherent need and success tie directly back into the data that PPC ads are clicked on more frequently than other forms of digital ads. 

Now that we’ve covered why PPC is so effective, let’s think about how that relates to your landing page. Each advertisement will be associated with a case. So for each unique case, you should develop curated landing pages for all of your cases. Our team of marketing experts can help build optimized landing pages for all of your firm’s cases and unique advertisements to mirror your cases. PPC campaigns constructed in unison with landing pages are incredibly effective at driving conversions. Having a team of dedicated professionals to help your law firm succeed is crucial. If you have questions about our services, contact us today.