Law Firms: Increase Conversion Rates with Landing Pages

Last week I discussed how we reduce our law firm clients’ Adwords cost per click. Among those strategies I mentioned using landing pages to improve quality score and subsequently, lower the ad bids.

Landing pages however could help not only to reduce the CPC but also, improve conversion rates.

And in this post I’ll show you 5 ways you could use landing pages to convert more visitors into leads and subsequently, customers.

#1. Improve the conversion rate of a campaign to lower the Cost Per Conversion.

Cost per conversion indicates how much money your firm spends to convert a single customer. You calculate it by dividing the total advertising spend by the number of new sales.

So, for instance, if you spent $1,000 on Adwords last month and attracted 25 new customers, then your cost per conversion equals $40.

Monitoring the cost per conversion helps establish that what you pay to attract leads doesn’t exceed the sale amount from each customer.

But did you know that sending a visitor to landing page relevant to their search query increases their chance for converting? Seeing message related to what they’ve been looking for might help convince them to sign up for your mailing list or inquire with the firm. In turn, increasing the number of people who contact your firm could help generate more business while bringing the cost of each conversion down.

#2. Split test your messaging to discover what converts visitors

One of the biggest advantages of using landing pages is that they allow to test different approaches and find out what engages your prospects the most. You could test headlines, offers, copy, calls to action and even colours or other design elements.

We marketers refer to this process as split testing. It works on a simple principle:

You launch an alternative version of the page with one different element (i.e. a headline). Next, you display the original to half of traffic arriving at the page while the other half see the alternative variation.


By measuring conversion rates you can quickly establish which version performs better.

Over time, split testing could help you identify what engages the audience and convinces them to sign up. And then, optimize each page for the highest performance.

Of course, I only simplified the process here. I described it more in-depth in this post. And if you’re interested to see how the entire process looks like step by step, take a look at this thorough guide.

#3. Quickly launch new verticals around various service offerings

Creating landing pages doesn’t take long. Applications like Unbounce help launch a page in a matter of days, perhaps quicker. This gives you an opportunity to quickly create a number of landing pages dedicated to:

  • Services your firm offers,
  • Verticals and markets it serves, and
  • Special events that might generate more business.

What’s more, thanks to dynamic keyword insertion, you could increase the relevancy of your ads to search phrases users type in to Google. The option dynamically inserts the search phrase in the ad’s headline and on the landing page, making both highly relevant to what the person’s been looking for.

Creating additional landing pages also helps to reach new market segments, i.e. people who might be looking for very specific information, with highly relevant content, attract them to your firm and convert into leads and customers.

#4. Launch lead capture landing pages to attract potential clients

It’s only natural, you want more customers and thus, prefer to launch landing pages that help entice visitors to contact your firm.

However, not everyone visiting on your page will be ready to buy. Some prospects might need more information before making the buying decision. Others are far too early in the buying process to even begin considering which firm to hire.

And thus, apart from focusing on click-through landing pages aiming to take the user to your contact page, launch lead capture pages too.

Lead capture landing pages aim to entice a person to submit their personal details in return for a lead generation asset (an eBook, whitepaper or other educational resource). They typically ask for information like the visitor’s name, email or a phone number.

With those details at hand, you could:

  • Follow up with the person to see if your firm could help them,
  • Add them to an email list and send regular updates from your firm.

And if that fails to convert them into clients, subscribe them to a drip campaign and deliver a sequence of emails that could help them make a more informed buying decision.

#5. Generate More Accurate Reporting

Reporting plays a big role in shaping your online campaign’s success. Only by looking at the numbers, various data sets and patterns you are able to assess what works and what doesn’t.

But given their complexity, landing pages often require a more in-depth data analysis than pay per click advertising or SEO.

As part of the process of managing a campaign, you need to look at the performance of multiple pages against pages with dynamic insertion. See if an entire page dedicated to a topic outperforms one using dynamic variants. Similarly, you need to assess how various A/B tests affect the performance.

Overall, monitoring and reporting landing pages’ performance offers an opportunity to further improve your conversions, reduce marketing costs and plan future campaigns.

Want to Learn More About Using Landing Pages to Generate More Business?

Sign up for our free consultation and we’ll be happy to walk you through the process.