Do you feel like your law firm’s lead generation strategy isn't getting results? Maybe you’re generating leads, but they're not the right kind of leads. You might be getting calls from prospects that are 50 miles from your office, so it's not realistic to work with them. Perhaps you specialize in family law and estate planning, but you keep getting inquiries from people who want medical malpractice representation.
Marketing your law firm online is a smart move. Just 16% of clients search for law firms in the phone book and a mere 6% contact an attorney they learned about from a billboard. These days, more than three-fourths (76%) of consumers go online to find an attorney.
The big lead generation mistake you might be making
Are you using custom landing pages for your online advertising campaigns? If your response is, "What's a custom landing page?" then you aren't using them.
A landing page is where users end up when they click on a link. What happens if prospects click on your online ad? If the link takes them straight to your website homepage or your leads form, you're not using custom landing pages — and you're not making the most of your online lead generation capabilities.
Landing pages are especially important for law firms because, when people search for attorneys, they have a particular need in mind. What if a prospect wants to find a divorce lawyer, but that's just one of your firm’s many legal specializations? If they land on your homepage, and see a lot of information about personal injury law, they might assume you don't handle divorce cases.
Even if the prospect is willing to dig around on your website to find the personal injury information, why make them do that extra work — and potentially get frustrated before they find what they need? (You could lose that lead to the competition.) Essentially, your goal is to make it as easy as possible for prospects to find the specific information they need — and that's what custom landing pages do.
Get better lead generation results
While your website homepage is for a general audience, a custom landing page is tailored to a specific type of prospect. Using custom landing pages helps ensure that prospects see the information about your law firm that's most likely to persuade them to call you. Here are some examples:
- If your firm has several locations, you can customize landing pages for each location, using keywords, content and phone numbers that are relevant to each. Prospects in DC will see a landing page for your DC office, instead of your New York City location.
- Create a landing page for each of your firm's legal specialties. For example, you could have a landing page for family law, one for personal injury, and one for medical malpractice.
- Create a landing page for each of your online ad campaigns. This helps you track which ad campaigns drive the most website visitors so you can see how well your advertising is working.
If dealing with custom landing pages sounds like one more chore to fit into your busy day, get help from lead generation experts who can handle online marketing and advertising for you. With custom landing pages as part of your marketing and advertising toolkit, you'll get more targeted leads — leads that are more likely to become clients.