Marketing Resources

Landing Pages: Your Guide

4 minutes

Carrie Tennick, senior digital content specialist, September 14, 2021

A landing page is defined as the page a visitor lands on when they first enter your site – hence the name.

But in marketing jargon, a landing page is a page you have intentionally driven traffic to in order to get them to complete an action.

Landing pages are typically set up specifically for individual marketing campaigns – whether that’s a pay per click (PPC), email or digital PR campaign.

In cases where you’ve established a campaign to drive traffic to your website, you’ll have likely designated a landing page. This could be a specially created page to service your new campaign or an existing page.

What does a landing page do?

Landing pages serve various purposes. But they are all there to help your firm reach a goal. What that goal is may differ from one campaign to another.

Some landing pages are created to drive lead generation, by providing a couple of paragraphs of information and a data capture form. For law firms, this is likely to be the main reason for setting a landing page up.

Others exist to provide information to visitors who have landed there – often through a digital PR campaign. This could be an asset like a quiz, which gives external sites something to link to (thereby giving your site an authority boost), as well as provides something for visitors to engage with.

Although you may find that certain firms use their existing service pages as landing pages for their PPC or email marketing, it’s generally preferred to create new pages to specifically appeal to the audiences you’ve targeted.

Instead of sending visitors to your home page, where they would have to click through multiple times to get to the page they need, a landing page makes it easier to get them to convert. It simplifies the journey for your visitors.

What makes a good landing page?

Some landing pages are more effective than others. These tend to share some common features, so they’re worth testing on your own landing pages.

  • Clarify your call to action

Your call to action (CTA) should be clearer than crystal. You got your visitors to that page for a reason – make it easy for them to find what they’re there for. Keep your CTA above the fold, which means that it needs to be visible without the user having to scroll down. Any additional persuasive content should go below the fold.

  • Keep it concise

You don’t want to cloud the page with too much information. Keep the visitor focused on the goal, whatever that is. If you’re trying to get people to leave their details, focus on your form. Don’t add too much superfluous information. Some bullet points listing the benefits your firm offers can often be all you need. Don’t distract them from converting.

  • Maintain coherency and consistency

Make sure that your landing page’s design fits in holistically with your site. If its design is too different or it looks like it isn’t part of your brand, visitors may question whether they’ve arrived in the right spot. And this could jeopardise your conversions.

  • Provide a thank you

If your landing page is dedicated to collecting visitor information – turning them into leads – then a good landing page will follow their submission up with a thank you page. It’s just plain polite and it helps confirm for the visitor that they have indeed submitted their details. Without one, you risk visitors going through a poor user experience or submitting multiple forms.

  • Show you’re trusted

Trust-building content can be the one feature that convinces a visitor to convert. If you can pull through your reviews from sites like Trustpilot – assuming they’re generally positive – this could help to persuade a visitor that if others have had a good experience with your firm, they will too. Social proof can be compelling.

  • Speed it up

Just like on the rest of your site, loading speed is important for landing pages. Although your PPC ad may get plenty of clicks, if the page visitors are directed to loads slowly, this could damage your conversion rate. So if you work on your site speed, don’t neglect your landing pages. They can be critical to conversions.

Monitoring your landing page

Once you’ve set up your landing page and your campaign is driving visitors there, don’t forget to measure its performance. You’ll know whether you’re seeing an uplift in business, but you might not know precisely what the ROI on the campaign is.

You can add your goals into Google Analytics to track how well your landing page is performing. This can be beneficial if you’re testing multiple variations of your landing page.

Measuring performance will allow you to identify the more effective option, which can help you determine your future landing page strategy.

For further help in securing high-quality leads for your firm, get in touch with First4Lawyers. We can assist in generating the work you want.

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