Generating a steady stream of traffic through AdWords and SEO is great but it means nothing without the right landing pages to convert your visitors into paying customers.

As the Cost Per Click of paid channels like Google Adwords and Facebook continue to rise more emphasis must be placed on increasing a campaign’s conversion rates.

That’s what I’ll show you today, the anatomy of the perfect law firm landing page to increase your campaign’s conversion rates.

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1. A large compelling headline that matches your target keyword

Your headline should grab the attention of your target audience and be compelling: highlight a key benefit or value proposition to your readers.

Make sure it relates directly to the ad copy, is consistent with your ad messaging, and includes the keywords you’re targeting from your AdWords campaign.

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2. A sub-heading that presents compelling information about your services

Your sub-header should complement your main headline. It should add compelling detail to the main benefit you highlight and convince your reader to check out the rest of the page.

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3. A video that explains the process of hiring a lawyer in your practice area

Today, customers have short attention spans. It’s rare that they will read long blocks of text. Instead, turn to video as a way to engage with your potential customers immediately.

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4. A call to action form in the header

Your main call to action form should pop out from the page and be instantly visible.

For lawyers, a free consultations & case evaluations are of the best-converting calls to action.

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5. A telephone number in the header

Some customers prefer to complete a form; others prefer to call you directly.

Include a telephone number prominently on the page to give them the option of calling. It takes up little space but might just get a few more people making direct contact with your firm.

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6. A star rating in the header and at least three client testimonials

Visitors to your landing page are looking for signs that they can trust you.

Put their minds at rest by including positive reviews and 5-star ratings in the header area of the page: the more prominent the better.

It’s also recommended that you include a section for reviews on your landing page. Of course, ensure you include a Call To Action for a free consultation or case evaluation.

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7. Trust indicators, including years of experience, number of cases and association logos

Back up your introductory text with more reminders about how credible and trustworthy you are.

Include logos of any awards that you’ve received, accreditations your lawyers or your business have, and/or industry associations that you’re a member of. It’s also important to call out your years of experience and the number of cases your firm has managed.

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8. Introductory text about your practice area and a list of the services you provide

Include a short paragraph that explains who you are and what you do. Then it’s time to jump into your services and how you can help.

As with all your landing page text, make sure that it’s professionally written, concise and persuasive, with no grammatical errors.

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9. An explanation of your process

Be clear about the steps that visitors will need to take when they contact you.

What’s your process? Is it simple enough to encourage a visitor to take the first step or overly complicated? Simple is always best.

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10. Information about your firm and biographies of your lawyers

Include a short overview of your main attorneys, what they specialize in, where they’ve worked and the types of results they get for clients.

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Six extra design tips for landing pages

A few common errors come up again and again with law firm landing pages. The following tips will save you from falling into these traps…

1. Keep your page clutter-free

Keep your landing pages clear, clutter-free and focused on your visitors taking a single action. Any unnecessary text or images will only confuse people. And confusion usually means poor conversion rates.

2. Think mobile first

It’s more likely that your potential customers will view your page on a mobile device than a desktop. All landing pages must be mobile-friendly, with a minimal amount of text, large buttons, well-chosen images, and easy-fill forms.

3. Limit external linking

You don’t want visitors distracted from taking action. Never include external links that take them away from your page in the same tab. In fact, limit external links completely, as they may harm conversions.

4. Sell the cure, not the disease

Sell the cure rather than the disease; the hole rather than the drill; the sizzle rather than the sausage. However you want to put it, focus your page copy on the solution rather than the problem and the real benefits to visitors rather than simply features.

5. Minimize the number of form fields

Keep your contact forms simple, uncluttered and easy to complete. In most cases, NAME, EMAIL, PHONE and MESSAGE fields are enough.

6. Select a simple contrasting colour scheme

Red may be great for call to action buttons – but not on an orange background. There are no hard and fast rules with colors but do make sure that buttons contrast with the background colours on your page.

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Final Tip: Test everything!

While the above general rules apply, the precise wording and design of your law firm landing page depend on your target audience.

You need to test what works best, especially with the following:

• Headlines
• Calls to action – text/style/color/placement
• Images
• Colors

All the tools for A/B testing are readily available now.

You can even now run multivariate tests that test multiple variables at the same time. This helps you find out which combination performs the best: it might be the best headline and image combination, for instance.

If you’re using a professional landing page design service, they should look after the testing for you. And it will make the world of difference to the results you get.