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The Fundamentals of Creating Top Converting Landing Pages for Attorney Websites

At On the Map Marketing, our law firm website design specialists often speak with attorneys who have high traffic websites with under performing landing pages, and we know that to describe this problem as frustrating is an understatement. The misunderstanding that most lawyers have with respect to their landing pages is that they believe that once a landing page is built, their task is complete. However, landing pages need to be improved on an ongoing, continuous basis. In fact, landing pages that are continuously improved on often experience a 45% increase in lead-generating capacity. As such, our team is going to explain some of the fundamentals of creating top converting landing pages for your law firm’s website.

An attorney using a laptop

How do Clients Respond to Your Landing Page’s Design?  

The most successful landing pages use a combination of colors and graphics that a user finds appealing, but in order to do this effectively, you have to design a landing page with a color scheme that appeals to your target market. Clients from different age groups, genders, and backgrounds respond to colors differently. The study of how users respond to specific colors falls under the umbrella of sensory marketing. Marketing research has found that a color scheme can affect a user’s mood, emotions, and even elicit a physical response from the user, such as an increase in appetite. It follows that you should research how visitors with different demographic backgrounds respond to the color scheme of your landing page and implement a color scheme that induces a positive emotion from your target market.    

Optimizing Your Landing Page’s Call to Action

Generally, there are two types of prospective clients that visit a landing page. Those that have already made up their minds and are ready to contact your office and those that visit your landing page for more information about your services. The second group will review the content on the web page and make a decision as to whether or not they will contact your office afterward. However, your strategy for facilitating the conversion of both of these groups is the same, incorporate a strong, prominent call to action.

Your landing page’s call to action should appear at the top of the webpage, so it is the first thing a prospective client sees.

A call button example used to illustrate a call to action

A call to action should also be at the end of your content. Similar to the example below.

A website contact form used to demonstrate a call to action

By incorporating a call to action at the beginning and end of your landing page, you are ensuring that visitors that have already decided to contact your law firm when they land on the page can contact you immediately, and you are providing prospective clients that want to evaluate the page’s content also have a clear path to contact your law firm after their review is complete.

A laptop with an attorney website on the screen

A/B Testing

As stated, the key to creating an effective landing page is to continuously improve on it. A/B testing allows you to see which changes are effective and which changes are ineffective. To perform this test, track the conversion rate of your web page over a period of time, such as a month. The structure and design of your landing page during this period is referred to as “Version A.” Next month, implement your change. The change you make should be focused on one specific aspect of your landing page, such as changing the structure of your call to action, the number of fields in your contact form, or the color of your landing page’s background. The landing page with the change would be referred to as “Version B.”

After you track the conversion rate of version B over the course of a month, you compare the data between version A and B. You should keep the landing page that yields the highest conversion rate. Once you have determined which version you should keep, you repeat the test with a different aspect of your landing page. A/B tests should be continuously performed on landing pages on an ongoing basis in order to maximize the page’s conversion potential. Moreover, this method of testing can be used on PPC ads, social media ads, email subject descriptions, etc. to measure the efficacy of different versions of your advertisements.

Do You Need Help Designing Your Landing Pages?

The law firm web design experts at On the Map Marketing are ready to help! Our team has helped hundreds of law firms nationwide design successful landing pages and websites, and we are ready to get started on your website today. So, give our office a call now to speak with one of our law firm web design specialists who will explain how our team can help you.

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