A good attorney landing page has one job: get the right people to contact your firm. Unlike a home page or practice area page, a landing page removes distractions to clearly communicate how and why to contact your firm and encourage conversions.
- Effective landing pages match the ads that bring people to them, use skimmable copy with clear headlines and short paragraphs, and include trust signals that give visitors a reason to choose your firm.
- Limiting distractions, designing for mobile users first, and using qualifying contact forms help attract higher-quality leads to protect your intake team’s time.
- Success goes beyond total leads. Tracking lead quality, monitoring engagement data, and testing different layouts and form fields improves your landing pages over time.
Your home page introduces people to your firm as a whole, which may include details about multiple practice areas, your firm’s history, and the neighborhoods you have offices in. Your practice area pages are just as informative, giving prospective clients everything they need to know about what happens next and how you can help.
In comparison, lawyer landing pages get right to the point, telling prospective clients that the best next step is contacting your firm for help right now. This is the type of page someone expects after clicking on an ad. No fluff, just straight-to-the-point information on how and why to contact your firm.
Digital marketing that targets the right people.
Learn more about Better Cases’ advertising services.
7 Characteristics of a Good Attorney Landing Page
These content, design, and user experience tips can help your landing pages drive the right kind of leads.
1. Aligned with ads
Your landing page should match the ad someone clicked on to get there. That way, the user knows they’re in the right place. (Or, help them quickly figure out that they’re in the wrong place, which is one way good landing pages can help reduce low quality intakes.)
2. Skimmable sections
Your potential clients are trying to find a lawyer quickly under stressful circumstances, which means they’re likely not reading every word on your law firm’s landing page. Make the copy skimmable with straightforward headlines, short paragraphs, and bullet points.
3. Persuasive content
Your landing page should be concise, but it still needs to explain why your firm is the right one. Reassure visitors that they’re in the correct place and show how you’re different from the competition. Include trust signals like reviews, results, achievements, and qualifications.
4. Clear call to action (CTA)
A landing page has one job. Usually, that job is to get a potential client to contact your firm, but sometimes the job might be downloading an informative white paper or making a purchase, perhaps for a fundraising initiative. Make it clear exactly what you want visitors to do using a straightforward CTA placed where people will see it right away.
5. Limited distractions
Remove distractions, like social links and newsletter signups, from your landing page so that people focus on the action you want them to take. This helps users follow through on your CTA.
6. Mobile-first design
For our clients, the majority of website visitors from paid search are using their mobile phone to research legal help. The same is likely true for your potential clients, who may even be looking for options from the scene of an accident or a hospital or doctors’ office. Your lawyer landing page design should prioritize small screens.
Learn more: Why Responsive Website Design Matters for Law Firms
7. Qualifying forms
While you want it to be easy to contact your firm, you also want to respect your intake team’s bandwidth. Your landing page should offer multiple ways to contact your firm, usually a phone number and a contact form. The form doesn’t need to be complicated, but if you make it too easy, you’ll likely receive more, lower-quality leads. Aim for a balanced approach that includes a question or two that will help you determine which leads are more likely to become cases.
Optimizing Your Landing Pages
Best practices may not always be best for your business. Ongoing testing and continuous improvement ensure your landing pages are as successful as possible. Try different layouts, headlines, form fields, and other variables to see what resonates with your potential clients. Google Ads Experiments are a great way to drive traffic to multiple variations of a landing page and see which one delivers the best results.
Example:
https://www.jeffreyfreedman.com/lpgm/
https://www.jeffreyfreedman.com/ssdi-appeals/
Improve Your Attorney Landing Pages with Better Cases
Are your landing pages doing all they can to encourage high-quality leads? If you think the answer might be no, book a call with Better Cases. We help personal injury, SSDI, and workers’ compensation firms like yours improve their landing pages and optimize their digital campaigns.
Get support that fits your firm’s marketing needs.
We’ll help you review what’s working, clarify what you want to improve, and create simple next steps that guide your marketing toward meaningful outcomes.
Chris Reilley – Founder
Chris founded Better Cases after years of helping attorneys adapt their marketing to a changing landscape at his first digital marketing agency, Parkway Digital. His experience showed what worked, what didn’t, and what firms actually needed. His approach prioritizes strategy, efficiency, and results that help law firms.