Law firm landing pages are commonplace, but how do you make a
good better one?
Lawyers generally don’t need to be convinced to use landing pages in their sales conversion process. Legal landing pages have been common practice for lead source tracking, mass tort intake, and lead generation campaigns.
While landing pages are still great for email newsletter signups and lead intake, you can use them for more advanced tracking just like you would use a tracking number. You can use landing page links in your social media, blog posts, or any area where you’d like to track conversions.
When creating a landing page or campaign of landing pages, you need to start with an objective. Are you going for awareness or conversions? Your pages should typically fall into one category or the other. Identifying this will help you build the content and design but should also work into how you structure the page for SEO purposes.
SEO For Better Landing Pages:
Curate your Title Tags
Why does the title tag matter? Title Tags are important for the SERP (search engine results page), the web browser tab, and they also come up when shared on social networks. You wouldn’t want your landing page title to show up as “May Lead Generation Campaign,” so looking at and editing the title tag will prevent those awkward moments.
Use better title tags by:
– Keeping the title length to 60 characters or less.
– Use a title that reflects how a human would search.
– Don’t keyword stuff, but do put the keyword early in the title.
– Make sure the title is unique. Keep a list of posts and content so you can quickly scan for missing topics or titles.
The meta description is basically your one sentence to explain what the page is about and grab the attention of readers.
Meta Description tips:
– Write it as though you are convincing someone that this article is the best fit for the topic.
– Keep the length to around 150 characters, any longer will disappear from view in the search results.
– Try adding the Yoast plugin to your website editor. It will help you craft stronger title tags and meta descriptions.
HTML header tags (H1-H6) are used to structure content and show its hierarchy within the page. The use of header tags help search engines understand content much better. Plus, header tags provide a structure for a particular piece of content that allows visitors to consume the main points in a short period of time.
How to use header tags:
– Using HTML for SEO, use H1 header tags for the first header and the H2-H6 throughout the rest of the post.
– Try to have a keyword in each heading, but keep the headings focused on readability.
– Make sure readers can follow the post by using bold, italics, or larger font size to call out headings and break up the text.
Content for SEO
Content is what search engines are looking at to see if the words are relevant to the searcher. Searchers are reading the content to see if it is relevant as well, which will affect your bounce rate.
Making content better for SEO:
– Put your target keywords at the top of the page so searchers know the page will answer their search right away by using direct sentences.
– In addition to keywords, use similar words to create conversational language. Google’s RankBrain is smart enough to connect the synonyms and related words.
– Some SEO’s will say that posts should be over 1000 words, but I am of the opinion that relevance matters most of all. 300 words on a landing page is all you could need.
Schema markup is a way to mark your pages with things like ratings, reviews, and images to make them stand out in search results. Schema can also be helpful if you are running a location-based landing page campaign or doing an A/B test on landing pages.
How to do Schema for Landing Pages:
– Try Google’s tools Structured Data Markup Helper and the Testing Tool for previewing your snippets.
– If you have multiple offices or are targeting more than one city, make sure the schema for the landing pages includes only that city/address information.
Page speed makes the difference in user experience and has been a long-time underlying ranking factor. If you aren’t already putting energy into lowering your page load speed, you better get on it now because Google has said that for years to come, they care more and more about it.
Boosting page speed:
– Go to PageSpeed Insights and follow the common performance best practices, which consist of nine straightforward rules.
– Run a compression test for your site and optimize website images so they can load faster.
– Make sure your web host and hosting plan can handle the size of your website.
Mobile First Design
In March of this year (2018), Google announced that it would be rolling out mobile-first indexing, which means that searchers on a mobile device would see websites more compatible with their browser and device in search results. Bascially, it’s now even more important to make sure that all websites associated with you are mobile-first or responsive design.
How to do this?
– If you are using a landing page maker like MailChimp or Unbounce, check the mobile version to ensure everything looks good and translates from desktop to mobile version. Or, use Google’s Mobile-Friendly tool to test the page.
All Kinds of Links
For links, you’ll want to include backlinks, outbound, and inbound links. Backlinks will send people who click on them to another page on your website. Outbound links will send the clicker to a website outside of your domain, and inbound links are clicks from another website that links to your page. Some combination of the three of these will help your landing page rank higher and have greater authority for Google. *Exact combination needed, unknown. Google doesn’t share their ‘secret ranking sauce.’
Add Visual Interest
Images, diagrams, infographics, and video tutorials can all be used to increase the time spent on the page with the added benefit of creating an emotional connection with searchers.
How to do visual, better?
– Make sure you optimize alt attributes of images and include keywords or full sentences. This will help screen readers and search algorithms.
– Don’t forget to add a transcription to your videos. Just like the alt tag, this helps screen readers and search understand your visual content.
Test, test, test!
This is the most important thing to do with your landing pages. Launch two landing pages at once with small changes, like a different color scheme or call to action. Over time, this will help you determine your best landing page.
To nofollow or not to nofollow, that is the question.
Nofollowing a page lets Google know that they shouldn’t crawl the page and let it rank in search results. You could choose to nofollow becasue Google could consider landing pages to be of low value compared to full websites. Historically, SEO’s have said to use nofollow for landing pages but that mentality has started to change as Google’s algorithm changes and SEO’s do testing on the nofollow debate.
IMHO, if you can test this debate for yourself, you should. If you can’t or don’t want to risk penalties on your pages, then add nofollow code.
Want more help with your landing pages or overall law firm marketing? We can help with that.