Bringing Value to Your Law Firm or Accounting Practice with Landing Pages

What in the World is a Landing Page?

Whether you call it public relations or marketing communications or something else, there are a variety of new ways to reach your audiences, bringing them to your business, your cause, and your organization. These new tactics combine the best of public relations and marketing to focus on the intended audiences, down to a granular description of those audiences, drawing them in with specific information pertaining to their specific needs.

Just as Amazon welcomes us each individually back to its site with suggestions for our next purchases based on previous purchases, so too do landing pages target content that applies to the individual browser. Landing pages are designed to find your pain point, to entice you to land on them, and work to suggest the information you desperately need to do your job effectively.

According to the dictionary (yes, landing pages are now in the dictionary), landing pages are “the section of a website accessed by clicking a hyperlink on another web page, typically the website’s home page.”

The beauty of landing pages is that the copy is specific to a topic of relevance to a potential client, and back-end analytics allow you to see who is clicking on those pages, how they got there, and if they downloaded your information or contacted you because of that page.

What does it do for my law firm (or accounting firm? or healthcare practice?)

A good landing page will lead prospects to you. I was dubious until I tested it myself, and the results were – and continue to be – astounding. Qualified leads come to you, almost like fishing with just the right bait. It’s then up to you to follow up with a sequence of emails and direct contact.

How do I start building a landing page?

As with every public relations or marketing effort, the opening mantra is, “Know Thy Audience.” Who is the audience? What are they looking for? It’s important to understand both of those directives before starting the copy and the design.

To do this, we develop “personas” of your target clients, walk through their needs and their pain points so that the right message is developed.

What makes a valuable landing page?

A valuable landing page should be all about the person coming to it. It’s not about you; it’s about your prospect.

The page should be short, sweet, and uncluttered. For any landing page, your job is to engage and inspire, and. when writing the copy, it needs to grab the site visitor – fast.

Landing pages that work include these content elements:

• A well-written headline and sub-headline
• Minimal copy (200 words or less in the main copy area)
• Benefit summary bullet points with three main features that speak to the visitor
• Testimonials

There should also be a Call-to-Action with:

• A clickable phone number
• A clickable email address
• A form that captures the visitor’s email and contact info

How should a landing page be designed?

Because we are such a visual society these days, the design of the landing page is crucial.

A strong landing page needs to be clean; less is more. It needs a compelling photo that speaks to the topic and works with the copy.

Visitors to the page need to easily see how to contact the organization, and there should be more than one way to do that.

A good landing page also will not allow you to leave it without leaving your information. It works by capturing that data.

How do I know if I need a landing page?

If you’re growing your practice and are looking for specific types of clients, you would benefit from a landing page.

If you’re marketing a new service offering, you will benefit from a landing page.

If you are trying to expand the awareness of your firm in a specific geography or industry, a landing page will serve you well.

If you’re trying to enhance the search engine optimization (SEO) for your site, a landing page will surely help.

Convinced?