What Should a Good Landing Page Have and Do You Need One?

A landing page is a short, unique single webpage that appears after a user clicks on a marketing promotion or advertisement. This page specifically requests a certain action from a visitor, such as a form fill out or a click-to-call button. 

What Should My Landing Page Look Like?

A landing page should be simple and to the point. The user should be able to come to the page and understand exactly what they should do. That action could be filling out a form, clicking a button to call your firm, watching a video, etc. The call to action depends on the intended purpose and ultimate goal of your landing page. Most often when working with attorneys, these pages are used to gather leads so a form or a call button is common to see. 

Our team at Omnizant highly recommends that your call to action be on the top of the page alongside some form of compelling content that urges the visitor to engage. These pages shouldn’t be loaded with content like those created for SEO. Landing pages don’t need 500+ words or optimized headings, titles, and descriptions. In fact, we typically recommend the opposite; the content should not be more than a paragraph of text and, more importantly,  the content should be enticing. Hiding the main navigation from the landing page is considered best practice in most cases; this limits the ability of the visitor to wander and increases the likelihood of engagement on the landing page.

Adding in why this user should contact you over other competitors is key. table. Ask yourself, what sets you apart from your competitors, and then incorporate any value you bring to the table, whether it be your case results, testimonials, or even associations.

Do I Need A Landing Page? 

In short, no you don’t need a landing page for your marketing campaigns. It is completely fine to send users to one of the original, lengthier pages on your website. Sometimes we see homepages or practice area pages even perform better than landing pages. People like the choice to scroll, look at different pages, and learn about your firm (e.g. visiting your site’s “About” page) before they commit to sending you their information. Performing A/B testing can help you make the best choice to foster engagement and generate leads. 

Get In Touch

If you have any questions on what to include in your landing pages don’t hesitate to reach out to our marketing team!