Writing Landing Page Copy for Your Law Firm That Converts Potential Clients to Clients

BY Virginia Mayo

Writing Landing Page Copy For Your Law Firm That Converts Potential Clients to Clients


Law firms target potential clients in their advertisements, on their social media sites and on search engine results pages. What happens when the user clicks on the firm's website? The user is directed to one of the firm's landing pages. This is where a law firm needs to make a good first impression on the website visitor.

An effective landing page addresses the user's needs and urges them to contact the firm immediately.

Making purpose known

The purpose of a landing page is to convert the user into a client. The landing page should identify a problem and a solution. For example, the site visitor suffered an injury in an automobile accident and needs compensation for their injuries. The objective of the landing page is to convince the visitor that they need a lawyer and that your law firm is the firm they should hire.

The landing page should explain how the law firm can help the client:

  • Give a free consultation to evaluate the case.
  • Hold the responsible party accountable.
  • Get compensation for the injured person.

Writing for the audience

The landing page is not addressing the public at large. It is directing its attention to a specific group, for example, victims of trucking accidents in a certain city, state or region. Share specific information about how your firm can help people injured in trucking accidents get compensation for their injuries. Talk about common injuries in trucking accidents, violations of federal trucking regulations that can occur and who might be at fault for the accident.

A law firm should use the style of writing suitable to its audience. Here are some suggestions:

  • Get to the point. Do not waste words. The user will not spend long reading about the firm in general. The reader wants to know what you can do for them. Let the reader know early how the law firm can help.
  • Use catchy headings. Visitors may only scan the information on the landing page. Make your headings stand out. Make it easy for the reader to skip to the parts of the landing page that tell them what they wants to know. For example, the reader may want to know what type of compensation they can get and how long they have to file a lawsuit.
  • Be simple and concise. Use language that is easy to understand. Use short paragraphs and bulleted points. Avoid using legal terms that may not be familiar to the reader. For example, the landing page should state how long a person has to file a lawsuit, not the number of years allowed by a statute of limitations or statute of repose.
  • Be conversational. A landing page should be written in a conversational tone. The language should imitate how you would talk to someone in person when trying to convince them that you have the solution to their problem.
  • Tell a story. A potential client can be swayed by an emotional success story. Keep the story short. You can include links to testimonials from satisfied clients.
  • Be compassionate. Someone looking for a lawyer in a personal injury suit has been injured and is going through a difficult time. Show an understanding of the person's situation and a desire to help.

Call to action

The landing page should state what the firm wants the user to do. The landing page should invite the user to call or make an appointment. Include the phone number in the call to action. Display the phone number prominently at the top of the page. Include a link to a contact form for the user to make an appointment.

The landing page should include colorful buttons for the user to take action. A personal injury law firm can include a button for a free consultation. The landing page can have a button to make an appointment.

A landing page should make the user want to contact the firm immediately. It should mention how long someone has to file a suit but also make clear that the user should not wait until the last minute to call. The law firm can remind the potential client that evidence can disappear, witnesses can be harder to find and memories can fade.

The look of the page

Include images on the landing page. You want something that draws the reader's attention to the page. If the law firm represents workers' compensation claimants, you may use images of different types of workers. You may want to use an image of an overturned truck or a person in the process of falling. A landing page with only a string of paragraphs could bore the reader and cause them to leave the page and go to another firm's website.

Videos are a great resource to use on a landing page. Videos are a versatile resource. A video could briefly explain the important benefits of hiring a lawyer. The video can feature a satisfied client recounting a favorable experience with the law firm.


Track key metrics to measure the success of your advertising campaign and your landing pages. Key metrics include:

  • The number of visitors to the landing page
  • The number of leads (number of form submissions, calls and Chatbot conversations)
  • Landing page conversion rate (leads divided by visitors)
  • Client conversion rate (paying clients divided by leads)
  • Revenue produced
  • Net profits (total revenue less total marketing spent)
  • Return on investment (net profits divided by total marketing spent)

The law firm can test its landing pages to try to get more client conversions. You can tweak the language of the landing page, change the graphics or videos, try different calls to action, or even alter the color of buttons the user can click on.

Once the law firm finds the right combination for one landing page, the firm can make a template to use for other landing pages. As the law firm begins to connect with its readers, it will see an increase in the number of new clients generated by its landing pages.

Virginia Mayo

Virginia Mayo is a contributor for Bigger Law Firm.


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