Law firms are wise to focus their content marketing strategies on blog posts. A non-annoying user interface will get visitors to give your site a chance, and a few well-placed infographics are worth the investment, but people visit law firm websites to find information, not see beautiful pictures or make impulse purchases. Therefore, regularly updating the blog on your law firm’s website is always a sound strategy. Meanwhile, your site needs some pages that will help the reader focus on contacting your law firm. These are called landing pages, and it is a good idea to devote some of your content marketing budget to high performing content pages, in addition to frequently updating your site with legal blog content.
What Are Landing Pages, and Do Law Firms Need Them?
Landing pages are where the user lands after clicking on a search result or ad creative. They get to the point quickly; the amount of content on a landing page is usually 500 words or less. Most landing pages include several, action-oriented subheadings (such as “Talk to a Car Accident Lawyer Today” or “Contact a Personal Injury Lawyer”). At the bottom of the landing page is a call to action, with a button that leads to an online contact form, or even with the fillable fields of the content form right there on the landing page.
Paid ads leading to landing pages leading to immediate purchases is not how law firms operate, but landing pages can be useful for law firm websites. Some law firms create a landing page for each of their practice areas, such as “Miami divorce lawyer,” “Miami family law attorney,” “Miami child support lawyer,” “Broward County divorce lawyer,” “Fort Lauderdale divorce lawyer,” and so on. You can do this instead of or in addition to practice area content pages with longer and more informative content.
How to Create Great Landing Pages for Your Law Firm’s Website
The purpose of a landing page is to get the visitor to submit an online contact form; in the world of content marketing, this is called lead generation. The content on your landing page does not have to go into detail about the laws related to the practice area; you are just trying to persuade the visitor to contact your law firm. Therefore, the paragraphs should be short, and there should be frequent, action-oriented subheadings. It is also a good idea to include bullet lists related to why yours is a great law firm or the ways that you can help. For example, a landing page for a criminal defense law firm might include a bullet list of drug-related offense charges against which you can defend clients (such as “possession,” “paraphernalia,” “possession with intent to deliver,” and “manufacture”) or a list of possible defenses to a given charge.
Landing Pages Are Just the Beginning
Landing pages are an important part of a comprehensive content marketing strategy. The professional legal content writers at Law Blog Writers can create blog posts, landing pages, longform content pages, and more for your law firm’s website.
https://contentmarketinginstitute.com/articles/competitor-analysis-landing-pages-convert