When it comes to generating quality personal injury leads, many firms fail to utilize one of the most important components of an effective personal injury advertising strategy – landing pages. Countless firms spend thousands each month on paid ads only to have personal injury leads routed to a low converting page such as the homepage or a generic practice area page.
In this article, we will discuss why landing pages are so important and provide some design tips to help you capture more personal injury leads.
Why Landing Pages are Important – By the Numbers
Study after study demonstrate the power that landing pages can have for generating quality legal leads. Consider that:
- Businesses using optimization software for landing pages experience an average conversion rate boost of 30%.
- Addressing buyer fears on landing pages can boost conversion rates by 80%.
- Nearly 50% of the top landing pages rank in Google Maps and organic search results.
Moreover, studies have found that more landing pages equal more leads. According to one study, businesses with 31 to 40 landing pages generate 7x more leads than companies with only 1 to 5 landing pages. And businesses with more than 40 landing pages bring in 12x more leads than those with only 1 to 5 landing pages.
Personal injury advertising is an incredibly competitive field, and among the most expensive in terms of paid advertising online. Directing users to a landing page that is relevant to the search term will improve your Quality Score. A higher quality score means that your ads will rank higher than your competitors and you will pay less for each click. Moreover, featuring relevant and engaging content on your landing page means that site visitors are more likely to share your page with others.
Designing a Landing Page to Convert Your Personal Injury Advertising Better
There are many different ways to create relevant, engaging, and high converting landing pages. The following are some tips to help you get started.
Create Your Landing Page with Your Ideal Legal Leads in Mind
Suppose your personal injury advertising strategy includes a monthly ad spend on Google Ads. To bring in more auto accident leads, you target the term “car accident settlement attorney” Imagine that you are the prospective client, and you click on two different ads. The first directs you to a generic personal injury practice area page. The page includes information about car accidents, slip-and-falls, and product liability cases.
The second sends you to a user-friendly landing page that provides information specifically about car accidents, such as a checklist outlining the next steps or a summary of relevant state-specific laws. As a prospective client looking for a car accident lawyer, which firm are you more likely to contact? This is why you should direct personal injury leads to relevant landing pages for each search term – to align them with user intent, boost conversion rates, and reduce your ad spend.
Highlight the Benefits to Prospective Clients
Landing pages are precious and scarce real estate. You need to get right to the point by laying out the benefits of working with your firm. There are several different types of benefits that you should highlight. These include basic benefits that are common across personal injury firms, such as recovering medical damages and lost wages. But you also want to include some benefits that set your firm apart from the competition.
For example, your firm might have a proven track record of winning large verdicts at trial. You could highlight your litigation experience to gain an edge over competitors that lack that experience. Another benefit could be a dedicated case manager or a client portal that provides case updates.
Use Social Proof
Social proof has become one of the most important motivators in the customer journey. One study found that nearly 90% of consumers trust user reviews as much as personal recommendations. According to another, 92% of consumers are more likely to trust non-paid recommendations than any other type of advertising.
Lawyers are not new to this concept. Premium placement directories such as Martindale and AVVO have been a part of firms’ marketing strategies for many years. When creating a landing page, you need to aggregate and highlight your reviews in a way that appeals to personal injury leads. For example, if you have a 4.5-star rating on Google, be sure to include this information on your landing page. Embed the star rating graphic on the page to make it visually appealing.
You should also extract testimonials from review sites to feature on your website. Include these prominently in a section entitled “Testimonials.” If you do not have any reviews, consider reaching out to some current or former clients and see if they would be willing to provide a short testimonial. Most clients will be willing to help.
Include Multiple Calls to Action (CTA)
A CTA is an action that you want legal leads to take when visiting your landing page. For example, your CTA may be to call your firm to schedule a consultation. You should feature this CTA several times on your landing page to increase conversion rates.
Create Professional Landing Pages
You can have the greatest landing page content in the world but if the page is poorly designed your conversion rates will suffer. If you have web design experience or can hire a professional designer, make sure to invest in your pages. Follow landing page best practices to optimize your design.
Another option is to use one of the many low-code tools available on the market. For instance, ClickFunnels or Optinmonster. The great thing about these tools is that they offer broad integration capabilities with third-party apps. This makes it easy to collect and manage information from personal injury leads so you can follow up and move them further along in your sales funnel.
Start creating and using professional landing pages in all your digital marketing campaigns to capture more personal injury leads and increase your caseload exponentially.