Should You Use Dedicated Landing Pages for Paid Advertising Campaigns?

If your law firm is paying for website traffic, you should give yourself every advantage possible when someone clicks on an ad. People searching for legal services or entering specific keywords in a search engine have particular and time sensitive needs. If you send every searcher to your law firm’s home page, you are probably missing the intent of your visitor, and your conversions will suffer.

Your law firm’s homepage is a hub. It’s the front door for your brand and the rest of your website. But it may not answer a pressing question or convert a visitor into a client. This is why you need to use a dedicated landing page when you use paid ads.

What Are Legal Marketing Landing Pages?

A landing page is a separate page on your law firm’s website that has a single purpose – to get visitors to take some action. Regardless of whether the visitor “lands” on the page from a paid ad, a social media campaign, or an organic search, your landing page is specific to a search query and an entryway way for potential clients to get the answers they need and do something.

When we say “do something,” we’re referring to a conversion. A conversion can be just about anything, but for a law firm, this usually involves a contact via phone or email.

How Landing Pages Will Improve Your Paid Ad Campaigns

Instead of being sent to a generic page on your law firm’s website, landing pages deliver pertinent details about a specific area of your practice and target qualified leads. If you really want to get the most out of your paid ad campaigns, you need to deliver highly targeted information once the searcher clicks on the ad. If you’re unsure about whether to use a landing page or simply direct visitors to your website’s home page, here are some of the benefits of using dedicated landing pages.

1. Motivate Action

When a customer ends up on your dedicated landing page, that means they were intrigued enough by your paid ad to click on it. The page you present to them should give them as much detail as possible to address their search query.

In other words, if they were looking for a “truck accident lawyer in Mobile,” make sure you address how your law firm serves truck accident victims in that particular area. Unlike blogs, landing pages are direct conversion tools. In addition to providing information, you want to give the reader multiple opportunities to take action. Picking up the phone and calling you is one example.

2. Reinforce Your Firm’s Brand

Landing pages are completely customizable, meaning you can design the page any way you wish. But, if you’d like to get the most out of your campaign, you should make sure that it also reinforces your brand’s image. If you think about it, anything you post should have a similar tone. If your firm’s website content is supportive and compassionate in tone and then you create an “aggressive” landing page, it doesn’t match the rest of your marketing efforts.

3. Stand Out from Competitors

Not every law firm is creating customized landing pages, and this is to your advantage. Potential clients are likely overloaded with legal ads. So, the law firm that stands out will likely get their attention. You can also experiment by adding a video message to your landing page to make an even stronger impression.

4. Fewer Distractions

A law firm’s home page can contain a lot of information, some of which may or may not be relevant to a prospect’s current issue. On the other hand, a dedicated landing page won’t have any of these distractions. It’s to the point, and either directs a prospect to additional information or asks them to take a specific action, such as calling for an initial consultation.

5. Simple Optimization

One of the great things about dedicated landing pages is that they are easy to optimize, which also means you can test them to get the best version. Specifically, you can create several versions of a landing page and run A/B testing to make sure you are sending prospects to a page that is going to get the best results and ROI for your ad dollars.

6. Easy Tracking & Monitoring

Another benefit of dedicated landing pages is that they help you learn more about your visitors. With tracking, you can find out where visitors are coming from, what search terms they are using to find your law firm, how long they stay on your website, and at what rate they convert. You can also use this data for re-targeting ad campaigns.

Best Practices for Law Firm Marketing PPC Landing Pages

The good news is that creating a dedicated landing page for your law firm isn’t difficult. But you should take advantage of some of these best practices to ensure you get the best possible results:

• Keep it simple. Focus your content on solving the customer’s problem or answering their question.
• Match content to ad copy. If you are using Google ads, your content should match your ad copy because Google looks at this when assigning a quality score.
• Speak to your audience. Don’t forget to consider who is visiting your page so that you can match your message to their concerns.
• Add clear calls to action. Tell your readers what to do next, such as give you a call or contact your office online.
• Be credible. Let the reader know that you know what you’re talking about. Mention your years of experience or any other accreditations.
• Optimize your page. Optimize your page for the search engines and conduct A/B testing.
• Include tracking code. Insert tracking code so you can track conversions and continue to make improvements.

Get Help With Digital Marketing Campaigns and Dedicated Landing Pages

Landing pages should be a vital part of your law firm’s digital marketing strategy. But they need to be well-optimized, simple to read, and designed with conversions in mind. At Too Darn Loud Legal Marketing, we specialize in helping law firms get the most out of their online presence by setting up paid and organic campaigns that produce results. Contact us today for a free consultation and more information about our legal marketing services. We can be reached at (800) 649-1764.