One of the most interesting strategies for prospecting online business opportunities within the legal marketing universe is a lawyer landing page. This type of strategy is very beneficial for those who want to serve an audience with specific needs and want an immediate solution to solve a problem.
In this way, the Landing Page becomes a practical and assertive solution. However, for it to be effective, some guidelines must be followed so that the Landing Page’s full potential can be achieved.
In this text, we will discuss the subject a little, providing some recommendations on how to have a good lawyer landing page.
What is a Landing Page?
In practice, a Landing Page is a page designed to receive leads. The purpose of the Landing Page is to respond, in a very agile and objective way, to a question asked by an internet user.
Let’s bring it to the world of Legal Marketing. When you go to Google, you do a search along these lines, for example: “virtual assistant for lawyers”.
After scrolling down a bit in the search, you’ll find a Landing Page, where you’ll find all the information available specifically for those seeking to legal assistant for lawyers, with contact information and registration to receive feedback from a social security lawyer.
What is the difference between a Landing Page for lawyers and an Institutional Website?
When we talk about a Landing Page, we’re talking about a web page that seeks to attract a large number of leads, in order to generate business opportunities and meet a very specific demand.
The lawyer’s Institutional Website will cover the professional’s career in greater detail, including all areas of expertise, legal history, etc. Note that, in the case of the Landing Page, the main concern is the response to the problem searched by the user.
The institutional website will broadly address the area of law and the professional in question, with a focus on generating credibility and visitor experience with the firm’s concept. As seen, they are two formats that, despite being similar at certain times, have different purposes. However, it is possible and recommended to take advantage of these two strategies and use them together.
Is it possible to use both tools?
Yes, it’s perfectly possible to have an institutional website and some landing pages to attract leads on specific topics. Years ago, there were tools that worked to create landing pages, focusing exclusively on this format, that is, offering brief information about a problem and, throughout the page, registration forms, in order to create the largest possible lead base.
Today, I recommend using the landing page in a slightly different way. This is because creating a Landing Page outside of your website, using another tool for this purpose, will not make the user navigate between the landing page and your institutional website.
This way, there will be a break in the experience. The person who registered on the Landing Page could have a much greater experience of the office if they had the opportunity to browse the office’s other pages.
In this sense, you would have contact with the firm’s concept and, most importantly, you would have a greater sense of credibility on the part of the lawyer, as you would be aware of other important information about him.
On landing pages created with platforms outside of the website, it’s very common for users to register but not even remember which office they contacted and filled out the information for a response. Therefore, it is always important to consider the lawyer’s brand recognition along with prospecting strategies, even when imagining someone’s first contact with that firm.
Build Themed Pages within your own Website
Building landing pages for lawyers within the firm’s own website can be a good idea to attract large numbers of leads and, similarly, provide a broader experience with the firm’s brand recognition.
Today, modern website building tools perfectly allow for the structuring of landing pages with smartphone-friendly layouts and registration tools.
It’s worth remembering that loading speed can also be optimized within the office’s website.
As I argue, there is no ready-made formula or fixed concepts within Legal Marketing, and it is not impossible to create landing pages in another way.
However, when considering attracting leads and the credibility that the firm needs to generate, embedding capture pages within the institutional website is the best way to reconcile these two premises.
Also invest in “Areas of Activity”
In some cases, firms describe their areas of expertise very superficially, bringing them all together on a single page or on separate pages, but with little detail. Imagine each area of the office’s activity as if it were its own Landing Page.
By creating pages for specific areas of activity with details and writing that allows for easy understanding by the person who needs to be served in that area, the website’s internal page itself can function very similarly to the Landing Page.
It is worth noting that, in this case, it is important to facilitate registrations and contacts, as well as intersperse images and visual elements with the institutional text, in order to improve and make the user experience on the page easier.
Landing Pages and Google Ads: Excellent Opportunities to Boost Your Business
A Landing Page doesn’t work alone, regardless of whether it was built within the website or with a specific tool. It’s practically impossible to imagine creating a page like this just by investing in a keyword and SEO plan, as the Landing Page works with the concept of agility: you need to advertise the page to meet a specific demand quickly and with a stipulated return in the short term.
Landing Pages are often created with sporadic or seasonal demand, meaning they can’t be expected to rank well organically. They need to be boosted.
In this logic, advertising tools make perfect sense with the dynamics of Landing Pages. The main dynamic of the Landing Page for lawyers is to answer specific questions from people on the internet, which is the same logic used by Google Ads.
Google’s advertising tool works based on the use of keywords, meaning ads are triggered based on the user’s search. If someone searches for “admin assistant for lawyers,” they will find ads like “virtual assistant services for attorney,” with an illustrative example.
In this sense, by creating a good ad, you will have a great chance of attracting a visitor.
If this visitor, in the next step, accesses a thematic page, a Landing Page that answers the same question he previously asked on Google, or something very similar, then there will be a very high chance that this visitor will become a lead, that is, a business opportunity.
That’s why landing pages work so well with paid ads, because they function almost as a complement, the second step in an online lead generation chain, being the most appropriate format for those who want to conduct qualified online prospecting.
Can I use other advertising tools?
Yes, it is perfectly possible to use LinkedIn, Facebook and Instagram Ads to advertise specific pages, such as Landing Pages. But they work by creating audiences, that is, the ads will appear to people who meet a parameter previously created by the advertiser, appearing in the feed of these users without them searching for it, working in a slightly more subjective way than Google.
However, it is also possible to search for leads with these tools, and in some cases, they can be even more assertive, if the target audience sought can be well defined by what is allowed in the Instagram Ads Manager and Face Ads.
What happens if I don’t have a Landing Page for lawyers or well-detailed practice areas on my website?
It’s very common to see lawyers who advertise their institutional websites on advertising tools and fail to achieve consistent returns because they give the impression of providing very generic service that doesn’t specifically address the problem the visitor is seeking.
Today, with increasing competition in all areas, it’s important to create the greatest possible facilities for your visitors, answering general questions related to your area of expertise in the most agile and easy-to-understand way possible.
This way, you’ll build greater trust between your lead and the firm, putting you ahead of those who only advertise on institutional pages or who don’t yet have solid recognition in that specific area of expertise.
Enhance your Landing Page with the resources you have
If you want to use images, photos, videos, graphics, tables and other elements to enrich the content of the page, just be careful that it does not become too heavy and takes too long to load.
Take advantage of the full potential of Digital Legal Marketing and a Landing Page for lawyers. By following these guidelines, your office will certainly advance in two fundamental areas of digital marketing:
- Attraction, through well-crafted ads with assertive language, according to the needs of your audience
- Conversion, through Landing Pages that make sense with your visitor’s problem and function as a logical sequence of your ads on Google, Facebook, and Instagram Ads!