Two phrases that are constantly thrown around in online marketing circles are landing pages and a call to action. Understanding the differences between them can help you see how each one serves its own purpose in your law firm’s online marketing funnel. However, seeing how these two elements are similar can also help you develop your firm’s website and boost your conversion rate, turning potential clients into paying clients.
We’ve gone over landing pages elsewhere, but it bears repeating here: Landing pages are static parts of your site that target potential clients who are already interested in hiring your firm. Law firms typically have a landing page for each field of law they practice in.
The Call to Action
We’ve also touched on the call to action elsewhere in our blog, as well. A call to action is the content on your firm’s site that gives readers and potential clients a subtle (or maybe not-so-subtle) push to reach out to your attorneys. In legal blog posts, the call to action is typically the paragraph at the end of the article that goes something to the effect of:
If you have been charged with a crime in Arkansas, you need a criminal defense attorney with a proven track record. Reach out to attorney Smith by calling his law office at…
How a Landing Page and a Call to Action Are Similar
This description of landing pages and the call to action make them seem like completely different beasts. One is a particular kind of page, while the other is often nothing more than a mere paragraph.
But if you dig deeper into the idea of a landing page, you realize that it’s often nothing more than a call to action, itself.
Landing pages can have one of two focuses: It can either be written and designed to rank well – catching the eye of people Googling your field of practice in your locality – or it can be made to smoothly convert your web traffic into paying clientele.
When a landing page is structured to convert your website readers into paying clients – without a care in the world about how well the landing page ranks – then the landing page is acting exactly as a call to action should. By providing a smooth and quick means to reach out to your law firm, and by providing new and better reasons for taking that step, your landing page has the same goal as any call to action: Pushing readers into taking the next step.
However, a call to action pales in comparison to a landing page in this regard because a call to action is something quick while a landing page has much more room to work with. While a call to action is a single call that drags on once it hits 50 words, a landing page can offer ample opportunity to back that call up with supporting evidence without droning on and making the reader lose interest. Nevertheless, many law firms don’t capitalize on this opportunity, leaving their landing page bland and uninspired.
Myers Freelance Legal Blogging
The legal bloggers at Myers Freelance focus on one thing: Building your client book through online marketing. This includes optimizing your landing pages and structuring your website to bring readers in and convert them into paying clients. Contact us online to get started on your site.