The Lawyer’s Guide to Lead-Generating Landing PagesLanding pages have been proven to more than double conversion rates when compared with website home pages. This is because they are created specifically for converting leads, featuring specialized content and offers that appeal to a targeted audience.

To make your landing pages pay, you need to know the basics about how to create a highly effective landing page.  Here is my list of Do’s and Don’ts when it comes to creating landing pages that will land lawyers more leads:

10 Do’s:

  1. Have a singular goal. You want your landing page to do just one job for you — get the visitor to download that free report, sign up for a seminar, subscribe to your newsletter, etc.  Don’t clutter them up with multiple offers.  One page.  One job.
  2. Use a single, relevant visual.  Choose an illustration or photo that is relevant to your offer.
  3. No false endorsements. Don’t create false endorsements for your offer.  Avoid cheesy endorsement copy that turns visitors off.
  4. Use simple design.  Keep your design simple with minimal, impactful copy that consists of a headline, subhead and bullet points that make the content easy to scan.
  5. Quick load.  Be sure your landing page loads quickly; you only have a few seconds for it to pop up or your visitor will lose interest and click off.
  6. Compelling copy. The worse thing you can do is bore your visitor.  Your copy needs to be readable, believable and lead the visitor quickly to your ultimate goal.
  7. Eyes on the prize.  Write and design your landing page with your singular goal in mind.  Do not clutter the content with irrelevant prose.
  8. Inform and educate. Don’t waste the visitor’s time by not delivering anything of benefit.  And don’t ask for too much information — a name and an email address should be sufficient.
  9. Be truthful. If you have actual testimonials that would be appropriate, use them but be sure you are not making any false promises or guarantees.
  10. Provide value.  Make it clear what the value and benefits of redeeming your offer will provide to your visitor.  If they are entrusting you with their information, you need to let them know it is a fair exchange for what you are providing with your offer.

6 Don’ts:

  1. Require too much information. Visitors would rather abandon the page than have to enter much more than their name and email address.
  2. No one specific call to action. Multiple offers confuse consumers, which translates into a lower conversion rate. In fact, research shows that landing pages with multiple offers get 266% fewer leads than single-offer pages.
  3. Too much text. You have five seconds to capture the attention of your visitor. If they see a sea of text, they are much more likely to abandon the page.
  4. No (or boring) headline. You need a headline that not only grabs attention, but that also lets the visitor know the purpose of your page.
  5. Load time is too slow. Almost half of consumers will abandon a website that takes more than 3 seconds to load.
  6. Page lacks credibility. Use honest testimonials, display trust badges, don’t overstate the benefits of your offer and make sure your content is in layman’s terms.