When claimants use a search engine and then clicks on your firm from the results, the URL they land on is called a landing page. Landing pages are often strategically designed to cause a conversion, or in your case, cause someone to reach out to work with your firm. Landing pages can be made and then optimized for specific keywords and phrases or created for paid ad campaigns. But if your firm’s landing pages are not well designed or missing key elements, people may click off your firm’s site. Here are some common landing page mistakes you should always avoid:
If your firm’s landing page is too slow, potential claimants will likely click away. Even if you have the best possible landing page designed, if it takes 5 seconds or more to load, people will likely not stick around to even see it. If you’re too slow, Google may even penalize you. In July this year, Google began using page speed as a ranking factor on mobile search results. So if your firm’s site is too slow, your firm may drop down in the search results below competing firms with faster page speeds on mobile*.
Call to Action
A call to action (CTA) is an integral part of a landing page. If landing page’s job is to push a visitor to complete a goal (such as filling out a contact form), then the CTA needs to stand out. Having a strong call to action is just one way to make it stand out. You can also play with coloring and placement. If your CTA is hidden in a clutter of links or at the very bottom of the page, then it’s likely someone may miss it and not fill out the form or call your firm.
Images can help influence visitors coming to your firm’s site. But the wrong images can influence them negatively. For example, let’s say your firm takes personal injury cases. If you incorporate an image of just a plain gavel, it may not resonate as well as an image of your firm’s attorneys. That said, a gory image of someone in a car accident may be too over the top. Having images that land in the middle have more influence over someone contacting your firm.
If your firm’s landing page is a piece of content that involves a headline, such as a blog, the headline needs to hook readers. Headlines are often the first impression someone gets when they click on your firm. Having a dull headline may not leave a potential claimant wanting more. If the headline does not make the content sound interesting, then the visitor may click away and not read the stellar piece you just wrote about applying for disability benefits and subsequently not contact your firm.
If you site firm’s site hasn’t been redesigned since it was first created, it may be time for an update. Again, since landing pages are designed to convert, your design should be focused on the action you want users to take. If you want visitors to fill out a contact form, your design should make it easily accessible and lead visitors straight to it with internal links or top-bar navigation. Without an easy to navigate layout and design, then you may be losing potential clients who can’t find the contact form. Design is especially important for Social Security disability lawyers who tend to have older clients, meaning worsening vision. By spending a little extra time optimizing your top-visited pages, you could dramatically increase the number of inquiries you receive on your website.