One of the most common mistakes law firms make with their paid clicks is sending them to their home page.
Having a successful paid digital strategy has many components, such as keyword research, segmentation, and copywriting, among many other factors that will determine if you will be competitive in your market or not. However, for once, we will assume that your agency or you did a decent job with building strong campaigns…
Now let’s focus on three reasons why you should use landing pages to stop wasting money on clicks that don’t turn into leads.
1: It’s all about UX.
UX, which stands for user experience, refers to the emotions and attitudes users have about using your service. When it comes down to your website, the foundation of sound user experience lies in speed and responsiveness. What happens if your website is slow to load or doesn’t look well on mobile? Well, Google will penalize you by not ranking your site, but most importantly, your leads will leave and never come back.
responsiveness. What happens if your website is slow to load or doesn’t look well on mobile? Well, Google will penalize you by not ranking your site, but most importantly, your leads will leave and never come back.
Tip – A properly designed landing page will load in less than two seconds and will be compatible with any device and browser. Use a landing page for your Google Ads campaigns, and give yourself a chance to start a conversation with your leads before they click the “back” button.
2: Message match.
Your website was designed with a general-purpose in mind. Conversely, when users are trying to decide which law firm to hire, it is essential for them to see the specific information they care about the moment they click on your ad, without having to look for it.
Tip – Create relevant landing pages for each one of your campaigns, and create a campaign for each practice area. Users searching for an attorney to help them with an eighteen-wheeler accident want to know about how much experience you have dealing with that specific type of case. Create a Commercial Vehicle Accident landing page and advertise to users searching for keywords that relate to this practice area, and soon you will be talking to them on the phone. Send them to your home page and present them with a list of 25 practice areas, including Dog Bites and Swimming Pool Drowning, and your users will be “hasta la vista.”
3: Don’t let them leave.
Some law firms seem obsessed with having the most robust and complex websites possible, with dozens of practice areas listed over a series of dropdown menus, in addition to social media links to every possible channel, even if they don’t have accounts created on some of the platforms they are linking to. Trust me, I have seen it all! Too many options will distract the user from completing the one desired action you want them to take: CALLING YOU.
Tip – “Free Consultation” and your phone number should be the only two clickable buttons on your landing page. If you did an excellent job with designing the user experience and creating a relevant landing page for your specific campaign, the users will be ready to convert, and you want to make it as easy as possible to them to start the conversation with you.
Landing pages are just one of many components that will determine the success rate of your paid digital marketing campaigns. Whether you want a FREE expert opinion or need someone to design a GOOGLE ADS STRATEGY that will generate new clients, we are here to help.