Benefits of a landing page for your legal marketing initiative

Landing pages are a great way for you to generate more interest and readers on the Web.

What is a landing page? A landing page is a Web page that typically has a unique, frequently short-term, purpose. They are usually focused on a particular topic or event, and should have a specific call to action. The URL for your landing page is usually different than your law firm’s official website URL. Many companies drive email campaign readers to customized landing pages for further information or to get a special offer. This allows the firm to capture campaign-specific information from which they can make adjustments and decisions in the future. And according to HubSpot results, 92% of marketers agree that landing pages are effective.

Here are some of the most important benefits of having a landing page as part of a campaign and tips for making them effective:

• Content. Make sure the content on your landing page correctly corresponds with the call to action button. For example, if your call to action button states “Download a free white paper on social media,” then your landing page better be talking about social media as well as have a button to download the paper.
• Tracking and follow-up. A separate landing page allows you to easily track the effectiveness of a campaign. For example, if you know how many people received the email with the link, you can easily compare that number to the number of people that clicked on the link to see your return ration. You can use this data to also follow-up with the clients and prospects that visited the landing page.
• Have a goal. A landing page, unlike your Website, should focus on only one topic or promotion. It is often difficult to promote specific services or offers on your firm’s site, so instead create a landing page allows you to do this more easily.
• Required fields. Most CTA buttons lead to a landing page that includes a form where visitors must fill out their contact information. Make sure the required fields on this form are absolutely necessary and short, otherwise people won’t take the time to fill it out. Keep it simple. If  possible, ask for only their email, first name and last name.

It’s important to keep consistent branding on all of your pages, both landing pages and your main site. Keep everything consistent – logo, colors, mission statement, etc. Also, try to create space where the eye can rest with good use of white space.  White space also directs the eye to certain areas of the page where you really want them to focus. And lastly, when possible, don’t forget to keep important information above the fold!

So the next time you want to send an email campaign, check into creating a landing page. It will be well worth the time and money invested.