Landing Pages for Paid Search (PPC)
A landing page in digital marketing refers to the URL, or web page, where people are sent to after clicking on a link/button/ad in a marketing campaign. The term can be used interchangeably for all types of marketing such as email marketing, all paid advertising, links within blog content campaigns, and everything in-between. Today, I’m specifically talking about landing pages for paid search advertising, often referred to as PPC or Google Ads.
Why Law Firms Should Use Landing Pages in Paid Search
Before I start, brace yourself. I too am a business owner and I get it. What I’m about to say might be tough for you to take in. Heck, I made my website on my own many years ago. It’s nothing special. However, my feathers would be ruffled a bit if someone came in and said, “I think we need to use something else to get the best results for your money.”
I understand you probably spent thousands of dollars on your beautiful website. You probably even wrote much of the content yourself. It looks great. It has everything that you and the website company suggested.
I’m not here to bash your website.
Here are 3 BIG advantages in sending your PPC (paid search) traffic to landing pages as opposed to your website:
1. You give people a better experience when you use a landing page.
By using a landing page, you’re truly giving the person searching exactly what they want. If I search “best personal injury lawyer near me” I expect to click on an ad and be shown a page that is highly relevant to my search. I don’t want to be shown a webpage that has 4 different types of law and personal injury just happens to be one. In short, catering to the customer and their needs will always give you a big advantage, even in digital advertising.
2. You will get a higher conversion rate and get more for your advertising budget.
When you provide a great customer experience in the real world people are more likely to make a purchase and come back. The same goes for a customer’s digital experience with your brand/firm. A great landing page truly creates an experience that makes someone think, “Wow, this lawyer is legit and an authority in my area. I want to work with them. I’ll just make the call now and see what they have to say.” As opposed to an experience where someone lands on your webpage and thinks, “Mhmmm, this page shows that they practice 7 other types of law. I don’t see any reviews or awards about their performance. Maybe, but I’m gonna keep looking before I call this person.”
3. You will get more leads, cases, and grow your law firm’s revenue.
After creating a beautiful landing page and seeing an increase in conversion rate and leads, the inevitable next step is that you will generate more money. For example, the monthly difference in a website and landing page could be 10-20+ phone calls and 3-5+ form submissions per month. Let’s say for example your website generates 15 calls and 5 forms submissions on average, but your landing page generates 25 phone calls and 9 form submissions. When each of those additional leads has a high potential of becoming a case, landing pages literally page for themselves.
Don’t believe me yet? That’s okay. I have proof.
Here’s a case study showing the difference and impact landing pages can have on your practice.
Learn more about our done-for-you Google Ads Management for Law Firms.