How To Build a Law Firm Landing Page That Drives Conversions

Getting warm prospects to contact your law firm requires careful persuasion. They need straight answers, clear instructions, and proof you can handle their cases professionally.

You can do all this with a powerful lawyer landing page that convinces searchers to reach out and pick you as their attorney.

Typically, the best lawyer landing pages drive six conversions for every 100 clicks. The more landing pages you have, the more conversions you build – which is why they’re worth your investment.

Below, we explore what a law firm landing page does, what the best pages include, and how to get started today.

What Is a Landing Page for Lawyers?

A law firm landing page is a marketing tool that helps prospective clients “land” on relevant websites, encouraging them to take action. Lawyers link to landing pages through search results, social media posts, marketing emails, and paid advertising. 

An effective lawyer landing page:

• Appeals to a specific legal need
• Offers straight answers and proves you are trustworthy
• Provides a call to action and a contact link

Landing pages vs. websites: What’s the difference?

A landing page for law firms is an entry point into your website, designed to convert searchers and prospects into clients or to encourage them to sign up for services.

Your website, meanwhile, is the core of your online presence. It combines all the information prospects need about your company, building trust.

Use cases for attorney landing pages

You can use attorney landing pages in a variety of ways for different conversion purposes, such as:

• Generating leads (i.e., encouraging calls or booking meetings)
• Driving newsletter and email list signups (to warm up leads)
• Making direct sales (like downloadable guides and consultation packages)
• Targeting specific searchers (i.e., via long-tail keywords or Google Ads)
• Capturing opinions (for example, with surveys)
• Registering interest in corporate events (to build authority and warm up leads)

The 7 Essential Components of Lawyer Landing Pages

The best law firm landing pages serve various needs. Let’s explore the crucial elements you must include to help clickers convert.

Lawyer landing page must-haves: A summary

1. A conversion-oriented design

The most successful landing pages for lawyers have clear messages and multiple calls to action. 

Your goal might be encouraging people to call and book a meeting. Therefore, the meat of the page content focuses on driving readers toward that goal.

Take a look at Stacey R. Ball’s home page:

This page converts highly because:

• There are multiple buttons and clear calls to action
• The information provided is concise and informative
• There’s clear proof of expertise to build trust
• All of these details are available on one screen

On average, people spend 54 seconds on each web page they visit, which means you have less than a minute to grab their attention with a catchy landing page design.

For inspiration, consider using law firm landing page templates.

Templates are ideal if you want to upload landing pages quickly, without help from experts, and at low expense. However, templates only stretch so far if you’re serious about converting people from your law firm’s landing page. They often limit you to specific headings, sections, buttons, and calls to action.

Hiring a lawyer marketing agency like dNOVO to design, publish, and manage attorney landing pages for you is a much better value in the long run.

2. Branding and marketing consistency

Naturally, people hate being misled, so the best legal landing pages are consistent with the marketing they lead with.

Here’s an example of a Google ad that promises motor vehicle expertise and a free consultation:

Clicking through to the landing page, you see an informative guide on what to do after a car accident, connecting to what the ad promises:

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The page delivers on its promise with a form to book a free meeting:

Beyond this, your landing pages should align consistently with your broader website and other marketing materials. Consistent messaging helps build a recognizable, trustworthy brand, giving legitimacy to your service.

3. Trust signals

Understandably, most people don’t take you at face value.

You need to offer proof that you’re professional, successful, and can help prospects with their cases.

One way is to embed Google Business ratings, a Google Reviews carousel, or video testimonials from happy clients. You could also add award badges or links to where you’re published:

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4. Strong user experience

Google prioritizes content relevant to searcher needs that’s easy to access and use, meaning your attorney landing page must follow user experience best practices to keep people engaged.

This starts with a headline that immediately hooks the reader with a direct benefit.

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A strong landing page experience should follow the reader’s behavior and desire. That means answering questions quickly, keeping content concise, and removing distractions.

Your landing page should be easy to navigate and clear to take action from, so use plenty of buttons and links.

5. Tension, desire, action (TDA)

The tension, desire, action (or TDA) formula was coined by Drew Eric Whitman, author of “Ca$hvertising.” It’s also known as the PAS system, standing for problem, agitation, and solution.

This is a formula for organizing attorney landing page copy so your readers feel compelled to convert. 

In the first stage, tension (or problem), you create a concern for your reader or draw attention to an issue they might struggle with.

Stacey R. Ball presents an example on his landing page:

The next stage is to create a desire by agitating this problem. You might create an anecdote, suggesting how a problem could worsen if it goes unsolved. Further down on this section of his landing page, Ball explores a few potentially scary scenarios his clients face:

This resonates with the reader and, therefore, hooks their interest. Now, you need to provide a solution. In Ball’s case, it’s a direct contact link and an answer that helps people get on with their lives.

This formula helps you understand what drives people to visit your landing page and connects the dots between interest and action.

6. Data capture forms

Data capture forms are useful for following up on leads later, like if someone isn’t ready to hire you but would be open to a meeting. You could ask for cell or email details and reach out later to book meetings.

The major benefit of a brief contact form is that it raises fewer privacy concerns compared to lengthy questions and large text boxes.

That said, a longer form might interest readers further down the funnel. 

If you design a landing page to encourage consultations, readers can enter details about their needs, ask questions, and select accessibility options. Longer forms also provide more data, which helps you qualify leads. You have a clearer picture of who your leads are and how to help them.

AKM Law’s form is a good example of a simple, brief form:

7. Compliance elements

When capturing lead data, you must adhere to data protection laws.

In Canada, for example, there are laws like the Personal Information Protection and Electronic Documents Act, or PIPEDA, which dictates responsibilities when using personal and private data commercially.

Other data laws, such as the California Consumer Privacy Act, give consumers rights regarding 

how they can access information.

Regardless, offering clear data compliance rules to protect your prospects and legal standing is good practice. What’s more, compliance and obvious data policies help to add authority and trustworthiness to your firm and landing page, so have a clear link to your policy:

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7 Tips For Building High-Converting Landing Pages for Lawyers

Now that we’ve covered the essentials for high-converting landing pages, let’s consider a few best practices to help you reach a healthy ratio.

We recommend you:

1. Personalize landing pages to specific audiences
2. Write compelling, convincing copy
3. Use high-quality video content
4. Make your landing pages responsive on all devices
5. Try landing page builders like Unbounce
6. Follow SEO best practices and structure your data
7. Use A/B testing and analytics to boost conversions

1. Personalize landing pages to specific audiences

Consider building specific pages around the legal services you provide and the areas you cover.

Doing so means creating unique landers for long-tail keywords and phrases, allowing you to target highly specific audiences.

For instance, if you run a family law firm, consider the cases you support. You could create separate landing pages for “divorce lawyer” and “custody attorney.” If you cover multiple areas, you could follow Forum Law’s example and create a page for each specialty:

Forum Law also includes a location-based landing page. This strategy helps target long-tail local SEO keywords, appealing to even further niche (but still relevant) audiences.

If you cover multiple locations, create a landing page for each and pull in clicks from people searching with location services enabled and who use “near me” in searches:

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2. Write compelling, convincing copy

Consider the way you lay out your landing page copy. Do you have large headers and subheaders that are easy to scan? Does the language you use address your audience’s pain points or suggest solutions?

Above all, focus on client benefits. 

Your readers want to know why working with you is worth their time and money. Be as detailed as possible, but don’t overshare.

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Remember, too, that your readers have short attention spans. Break up text into short paragraphs and be ruthless with your words – use bullet points, for example.

After drafting your landing page, ask yourself if everything you’ve written offers genuine value to your reader. Are there any areas of fluffing or overselling?

More importantly, do you answer questions your audience is likely to ask of you?

The best landing pages for lawyers contain value in every sentence. If your reader doesn’t learn something new or how they can move forward with you in each line, edit them.

Also, be specific. Give readers a taste of the support you could give them. A great example is AKM Law’s “Temporary Residence” pitch on their landing page for immigration cases:

If you’re unsure about creating content yourself, consider hiring a professional copywriter or marketing team.

3. Use high-quality video content

Video content is compelling and engaging. It’s an alternative way to share information about your services, discuss options, share testimonials, and explain complex topics.

In fact, 88% of firms using video marketing claim it helps people understand their services better.

Stacey R. Ball uses landing page videos to demonstrate his expertise in previous cases and share knowledge:

As mentioned, a great way to use video in landing pages is to embed visual testimonials. Lead with compelling copy, and then give your reader’s eyes a break with a few short videos of happy clients explaining how you helped them.

This strategy adds an extra layer of trust and legitimacy, as visitors can hear testimonials from clients directly rather than reading their words on a page second-hand. You can also use videos as text alternatives to assist people who need accessible content or prefer to watch rather than read.

The golden rule, however, is to film your own content or produce high-quality, unique video material with an agency. Leaning into stock footage comes across as insincere.

4. Make your landing pages responsive on all devices

More than half of all web traffic comes from handheld devices, meaning it’s worth tweaking design elements so it’s quick and easy to use from any browser. It’s a trend that shows no sign of slowing down:

Content management systems such as Squarespace and WordPress allow you to create and present content with mobile-friendly themes.

However, it’s always good practice to check factors that affect mobile users more than most. For instance, we suggest you check your website loading speeds through online testers like GTMetrix because people browsing on mobile devices want quick answers and clear calls to action. 

AKM Law’s landing pages, for instance, are built with HTML5 (the latest in design technology) and are optimized for fluidity across smaller screens:

Use mobile-friendly content layout, navigation elements, and calls to action so smartphone and tablet users don’t have to pinch, zoom, and get frustrated to find answers. Alternatively, working with a law firm web design agency ensures experts take care of your page responsiveness.

5. Try landing page builders like Unbounce

If you’re completely new to creating web content and consider landing pages a challenge (or you simply don’t have time), you can use tools like Unbounce to build your own from scratch.

Many law firms choose landing page builders because they’re efficient, easy to use, and simple to keep track of. They help you get up and running with landing pages with minimal effort and within a few hours.

For example, with Unbounce, you can choose from different visual themes, edit text areas, and add pop-ups:

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That said, working with template builders comes with some restrictions. There’s not as much freedom to customize as you’d expect when building your own pages or when working with an agency.

Take Alberta Legal’s example. Their landing page uses several custom web design elements to simplify their messages and make their calls to action stronger:

Beyond this, there are always prices to consider. These services can cost hundreds of dollars each month to run, and in some cases, you’re restricted to the number of visitors and conversions you can process.

6. Follow SEO best practices and structure your data

For your landing pages to get seen on search results pages, you need to follow a few search engine optimization (SEO) techniques and ensure your copy is well-structured.

SEO techniques run long-term and take time to adjust and measure. We recommend reading our full guide to lawyer SEO for the complete breakdown.

To get you started, here are a few quick tips to put into practice:

• Search for keywords that people at the bottom of your funnel are looking for (i.e., Calgary immigration lawyer)
• Optimize these keywords in your content sparingly, such as in headings and occasionally in the body text of your landing pages
• Ensure behind-the-scenes elements like meta descriptions, title tags, and image alt text are complete
• Link to relevant pages across your website to encourage further reading

The structure of your page also helps SEO as it ensures Google’s web crawlers can easily navigate your content and index you (i.e., rank you in relevant search results). Start by laying out your page with clear headings, and ensure any internal links point to relevant areas of your site. 

Kozyrev Law, for instance, uses multiple headings and media elements, such as carousels and capture forms, to mark out the intent of each section of its landing page:

Then, you get into the technical aspects of structured data. This is where you need to edit your page’s code or markup so Google’s crawlers understand what your page does.

This area of page editing can get complex. Therefore, we recommend starting at Google’s Codelab resource if you want to explore schema and markup yourself. Alternatively, contact a web designer for tailored support.

7. Use A/B testing and analytics to boost conversions

You can’t expect to create and launch a landing page and never edit it again. 

It’s important to ensure it attracts the right people and drives conversions.

We recommend using software like Google Analytics 4, which tells you where clicks come from, how long people spend on your pages, which pages they exit from the most, and the actions they eventually take. A/B testing, meanwhile, lets you trial different versions of the same landing page – for example, two different sets of keywords or ad placements. 

In this example from Unbounce, you can see clear differences between headings and visual elements between three variants:

You could, for instance, target “Injury lawyers in Toronto” on one page and “Accident lawyers in Toronto” on another. Then, using analytics, measure which page drives the most clicks, where people spend the most time, and which calls to action they interact with.

Build a Law Firm Landing Page and Drive Clients to Your Door

A law firm landing page is a marketing tool that helps potential clients help themselves.

Attaching landing pages to specific keywords and ensuring their content is concise, engaging, and actionable make it easy to start driving high-quality traffic ready to convert.

However, building and maintaining landing pages takes time and effort, meaning you have less time to spend with clients and grow your business. With legal firm marketing experts like dNOVO in your corner, you have a team ready to create landing pages that convert for the months and years ahead. To get started, all you have to do is get in touch.

If you’d still like to brush up on a few lawyer marketing guides before calling, we recommend learning more about CRMs for lawyers – and finding out how to manage all your new leads. 

Law Firm Landing Page FAQs

Let’s close with a few commonly asked questions regarding law firm landing pages.

What is a landing page example?

A good landing page example is sales copy targeting a specific audience and encouraging them to book a meeting or purchase. A good lawyer landing page might be copy that explains how an immigration attorney can support people looking for temporary residences in the US, with clear links to email or call for help.

How do I create a high-converting landing page?

A high-converting landing page should have clear, engaging headlines and present common problems experienced by readers alongside actionable solutions. Above all, an effective law firm landing page keeps communication simple and concise and points visitors toward relevant calls to action.

What should a landing page contain?

• Engaging headlines and subheadings
• Copy that addresses and empathizes with the reader’s pain points
• Clear, tangible benefits for using your services
• Obvious calls to action
• Social proof and testimonials
• Capture forms
• Consistent marketing and branding
• Compliance features (such as a privacy policy)

Read more about law firm landing page essentials in our guide.

What law firm landing page templates can I use?

You could use law firm landing page templates from resources such as Unbounce and TemplateMonster, which give you professional themes and layouts you can patch into your chosen website editor. However, remember that landing page templates are often restrictive. It’s much more freeing and better value to ask agency experts to design pages for you.