Content Marketing for Attorneys: Landing Page Tips
A landing page is a great way for an attorney to establish authority in a particular field.
When to Launch a Landing Page
The launch of a new landing page can coincide with the successful completion of a case, and help spread the word about an attorney’s expertise in handling certain kinds of cases. One of our clients handles motorcycle accident cases and had two recent cases that contained teachable moments and beneficial information.
Another approach, which can also be used in conjunction with a case study, is to time the launch with a relevant event or seasonal occurrence. Our client timed their landing page launch just before Bike Week, when people would naturally be searching the web for such content.
Information to Include
Presenting succinct, memorable facts about a topic can help readers make good choices and remember at attorney should they have a possible case in the future. It’s important to make a point: ask readers to do something specific so your landing page is actionable. In other words, the presentation of facts should be accompanied by an ask. In our client’s case, they asked readers to consider getting better vehicle insurance to protect themselves in the event of an accident or injury.
Boost Your Views
To boost views of a landing page, we suggest a coordinated campaign. Social media posts should address the same topic and include links to the landing page. A postcard mailer with the landing page’s url can also help get eyes on the page. That’s just one of the reasons why growing your mailing list is so important from a marketing perspective.
Bottom Line for Attorneys Planning a Landing Page
- Plan your landing page in advance so the launch timing is strategic.
- Make sure to include plenty of information that is truly memorable and beneficial for readers.
- Coordinate your marketing efforts so you’re spreading the same message across all your channels.
- Ask your readers to do something specific, to take action:
Work With an SEO Partner
<< When we develop content for landing pages, it’s done in conjunction with an SEO partner. For this page, we worked with Justin Collier of Alchemy Online Marketing. Justin and his team do an excellent job of strategically planning SEO for landing pages to ensure the best response.