You’d expect it has to have great content, but making a landing page sticky is a real art. Best practices for estate planning and Elder Law firms are creating a landing page that brings visitors who have specific interests to pages that are tailored to their own specific interests. After all, if your blog is all about using trusts for estate planning and you link to a page on your website, your visitor will expect to see more information about—guess what?—trusts. Sending visitors to your home page or an unrelated page will cause confusion and frustration.
Here are some other pointers to make your landing pages sticky:
Remember the goal: fill out a contact us form or pick up the phone to make an appointment. Make sure that your landing pages include a CTA: call to action. Decide what you want that action to be, and include several points in an obvious manner. If your page has more than one screen (below the “fold”), make sure there’s another CTA on the lower half of the page. Make it as easy as possible for visitors so they are not struggling to figure out where they can reach you.
Keep the content clear, use plain English, and make sure it’s useful. Remember that every page of content on your website serves a dual purpose: engaging human visitors and enticing Google bots. The content should emphasize whatever topic brought them to the page. Don’t use landing pages for general information about the firm. All information should be geared to move clients to interact with you.
Make sure the landing pages feature several ways for visitors to interact with you. One link at the top of the page to a contact us form just isn’t enough today. You’ll want to make it easy for visitors to become clients. That means incorporating our CLIPSM system, so that you can easily lead them into engaging with an online, automated intake process.
Lawyer videos on landing pages? You bet! A lengthy page of text (especially if it’s in big blocks of text) may be fine for your colleagues, but the average website visitor is going to be put off by a wall of content. Instead, break up content into a series of smaller paragraphs with leading subheads and incorporate lawyer videos.
Landing pages need great visuals too. Graphics and images perform several functions on a landing page. If they are photos of people, they should be aspirational photos—happy seniors and families that reflect your client base at its best. If they are graphics, they should be aspirational also: what does the landscape of a happy retirement or happy elder years look like? That’s why you see many tropical scenes, sailboats and photos of national parks on estate planning law firms and financial advisor websites. Show your visitors the goal of your efforts: a safe, secure and well-planned life.