How to Create a High-Converting Law Firm Landing Page

published on 11 July 2023

As a law firm looking to attract new clients and grow your business, an effective landing page is essential. Creating a high-converting landing page may seem daunting, but with the right tools and strategy, you can build an impactful digital presence. By optimizing your law firm’s landing page, you open the door to connecting with more potential clients.

A well-designed landing page is the first impression for many website visitors and can significantly impact your conversion rates. This guide will walk you through how to create an eye-catching landing page focused on converting visitors into clients. You will learn key elements to include, how to highlight your services, the importance of an effective call-to-action, and tools to help you build and optimize your page. With some time and effort, you can develop a landing page that fuels your law firm’s growth and success. The opportunity to gain new clients and increase revenue is out there — you just need the right landing page to help you achieve it.

If you are looking for a free, easy-to-use landing page builder specifically designed for lawyers, check out Unicorn Platform's lawyer landing page templates. With pre-designed templates and a drag-and-drop editor, you can create a professional-looking landing page in minutes without needing any coding skills.

Why Your Law Firm Needs a High-Converting Landing Page

As a law firm in today's digital age, your online presence is crucial to attracting new clients and growing your practice. A high-converting landing page is one of the most effective tools for turning website visitors into leads and clients.

  • Focus on your ideal client. Clearly define your target audience and speak directly to their needs and concerns. Use client-focused language and discuss the specific ways you can help them.
  • Highlight your credentials and experience. Share details about your practice areas, credentials, experience, and track record of success. Back up any claims with statistics, case studies, testimonials or examples of past results.
  • Clearly state what you offer. Succinctly list the services you provide for your target clients. Use simple headings and bullet points to make this information easy to digest. Mention any specialty areas of focus.
  • Include a strong call-to-action. Invite visitors to schedule a consultation, download an ebook, sign up for a newsletter, or call your office. Make it easy for them to take the next step.
  • Optimize for conversions. Use compelling copy, eye-catching images, social proof, scarcity, and other persuasion techniques. Focus on benefits over features. Keep your page clean, uncluttered, and easy to navigate.
  • Test and optimize. Use a conversion optimization tool to A/B test different versions of your landing page. Make incremental improvements over time based on data and analytics. Continuously refine and enhance your page for the best results.

With an optimized, client-focused landing page, you can turn more casual visitors into serious leads and accelerate the growth of your law firm. But building an effective landing page requires an ongoing process of testing, refining and improving to maximize your conversions.

Elements of an Effective Law Firm Landing Page

To convert visitors into clients, your law firm landing page must contain several key elements.

  • A clear headline that conveys your firm’s area of expertise. For example, “Experienced Criminal Defense Attorneys” or “Trusted Estate Planning Lawyers.” Include your firm’s name and location.
  • An compelling hero image that visually represents your practice area. For a criminal law firm, an image of a courtroom or gavel would be suitable. For estate planning, an image of signing legal documents would be appropriate.
  • A strong value proposition highlighting your competitive advantage. Explain why potential clients should choose your firm over others. Focus on the benefits to clients, e.g. “Successfully defending the rights of the accused since 1995” or “Guiding families through the estate planning process with care and compassion.”
  • A concise list of your key services and practice areas. Use bullet points to make this information easy to scan. For example:
  • Criminal defense: DUI/DWI, drug charges, violent crimes, white collar offenses
  • Estate planning: Wills, trusts, probate, asset protection
  • A call-to-action, such as “Request a free consultation” or “Contact us today.” The CTA should be prominently placed above the fold to capture visitors’ attention immediately.
  • Optional additional elements: Client testimonials, attorney bios, FAQs, latest blog posts. Keep these brief and avoid cluttering the page.
  • A simple, uncluttered layout with plenty of white space. Only include the most important information in an easy-to-read format. Additional details can be included on secondary pages.

With the right combination of elements in a clean layout, your law firm landing page will convert more visitors into clients seeking your legal services. Success comes down to clear communication and a customer-centric approach.

Best Law Firm Landing Pages
Best Law Firm Landing Pages

Best Law Firm Landing Pages

To create an effective law firm landing page, analyze examples of some of the best in the industry. The following landing pages demonstrate key best practices:

Brown & Charbonneau

Brown & Charbonneau is a personal injury law firm based in Houston. Their landing page immediately establishes expertise and authority using professional headshots of the founding partners, a bold headline, and a strong call-to-action button. The copy focuses on outcomes and benefits to clients. Overall, the page inspires confidence in the firm.

Price Benowitz LLP

Price Benowitz is a criminal defense and civil litigation firm serving Maryland, Virginia, and DC. Their landing page is clean and modern, with visuals of an courthouse and legal documents reinforcing their area of practice. A video testimonial from a former client discussing their positive experience with the firm helps build trust and credibility. The page is also optimized for mobile devices, an important consideration today.

The DUI Guys

The DUI Guys focus exclusively on DUI and DWI defense, as conveyed through their firm name and landing page. The language is benefit-driven, emphasizing getting charges reduced or dropped and drivers licenses reinstated. A countdown timer creates urgency, encouraging visitors to take action and schedule a consultation. For firms with a niche practice area, a highly focused landing page is most effective.

In summary, some of the attributes of a high-converting law firm landing page include:

  • Establishing authority and expertise
  • Focusing on client outcomes and benefits
  • Using visuals and multimedia to build trust
  • Having a strong, benefit-driven call-to-action
  • Optimizing for mobile to match how most visitors access the site
  • Aligning page content and messaging with a niche practice area (if applicable)
  • Keeping the overall design clean, modern, and professional

By incorporating these best practices into your own law firm's landing page, you'll be well on your way to gaining more high-quality client leads and conversions. Continually test and optimize your page to improve over time based on performance and visitor feedback.

Highlight Your Legal Services Offerings
Highlight Your Legal Services Offerings

Highlight Your Legal Services Offerings

To convert visitors into clients, your law firm landing page must clearly convey your legal expertise and services. Highlighting your key practice areas and strengths will allow potential clients to quickly determine if you meet their needs.

Focus on Your Areas of Expertise

Prominently feature the legal practice areas your firm specializes in, such as personal injury, family law, criminal defense, or estate planning. For each practice area, include a brief overview of your experience, credentials, and success stories. Be specific about the types of cases you handle within each practice area. For example, under “Family Law,” specify that you handle divorce, child custody and support, adoption, and prenuptial agreements.

List Your Legal Services

Create a comprehensive list of the specific legal services you offer within each practice area. For personal injury, for example, you might include services like car accident claims, slip and fall cases, medical malpractice lawsuits, and wrongful death claims. For criminal defense, list services such as DUI/DWI defense, drug charges defense, domestic violence defense, and white collar crimes defense. A long list of highly targeted services will demonstrate your firm’s depth of expertise.

Highlight Victories and Credentials

Feature any especially impressive victories, case studies, honors or awards you have received. For example, you might tout a record-setting settlement in a personal injury case or a “not guilty” verdict in a high-profile criminal trial. List any top rankings your firm has earned from sources like Super Lawyers, Best Lawyers, or Martindale-Hubbell. Prominently display the law schools your attorneys attended and their areas of certification or specialization.

Include Client Testimonials and Reviews

Client testimonials and online reviews are extremely compelling to potential clients. Ask satisfied clients from different practice areas to provide a positive quote about their experience with your firm. Also display excerpts from highly-rated reviews on sites like Google, Facebook, and Yelp. Authentic testimonials and reviews are the most persuasive way to build trust and credibility.

An effective law firm landing page highlights expertise, comprehensively lists services, touts victories and credentials, and features enthusiastic client testimonials. With a persuasive page optimized to convert visitors into consulting clients, your firm will generate more high-quality leads and grow its caseload.

Build Trust With Social Proof

To build trust and establish authority with your visitors, incorporate social proof into your law firm landing page. Social proof refers to evidence that real people have used your services or support your firm in some way. Prospective clients will feel more at ease knowing others have had positive experiences with your firm.

Client Testimonials

Client testimonials are one of the most effective forms of social proof. Ask satisfied clients if you can feature their reviews and comments on your landing page. Be sure to include their full name, photo, and company name to lend authenticity. Keep testimonials concise, highlighting specific ways your firm helped the client.

Media Mentions

Any time your law firm or attorneys have been featured in media publications, mention them on your landing page. You can list the media outlets and include snippets from the coverage. Link to the full articles when possible so visitors can read more details. Media mentions, especially in well-known publications, build instant credibility.

Memberships and Accolades

Prominently display any prestigious memberships, awards or accolades your firm or individual attorneys have received. For example, note if your firm is accredited by the Better Business Bureau or any attorneys are ranked in Super Lawyers. List any awards you have won for client service or legal expertise. These credentials demonstrate your competence and status within the legal industry.

Social Media Followers

If you have an active presence on social networks like LinkedIn, Twitter and Facebook, mention your number of followers on your landing page. While social media fans can be bought, most people associate a high number of authentic followers with a reputable, influential company. But only include this statistic if you have a substantial, engaged following.

Using a combination of client testimonials, media mentions, memberships, awards and social following, you can craft a landing page that establishes your law firm as a trusted authority. Prospective clients will feel confident in contacting your firm to discuss their legal needs. Be transparent and highlight real proof points to build credibility. With social proof, you demonstrate your value rather than just telling visitors about it.

Include Powerful Client Testimonials

To build trust and social proof on your law firm landing page, include powerful client testimonials. Client testimonials from satisfied clients discussing their positive experiences working with your firm can help convince visitors that you are the right choice for their legal needs.

Gather Glowing Reviews From Current Clients

Reach out to clients with a proven track record of success and ask them for a review of their experience working with your firm. Offer to feature their review prominently on your website. Most happy clients will be willing to provide a few sentences about their positive experience.

Keep Testimonials Brief but Impactful

Each testimonial should be 3 to 4 sentences at most. Share details about the client’s situation, the services you provided, and the outcome. Mention measurable results and benefits whenever possible. Keep language enthusiastic yet professional.

Include Photos for Authenticity

Feature a professional headshot of the client along with their testimonial. Photos, especially photos of real people, help to establish authenticity and build trust. Visitors can see that these reviews come from genuine clients.

Place Testimonials Prominently

Feature several client testimonials in a prominent position on your landing page, such as at the top of the page or alongside your list of services. This allows visitors to see them as soon as they arrive on your site. Repeat client testimonials on service pages if possible.

Update Testimonials Regularly

Aim to add at least 2 to 3 new client testimonials to your website each quarter to keep content fresh. Rotate which testimonials are featured prominently. Over time, you’ll build up a large number of reviews demonstrating a proven track record of success and happy clients.

Client testimonials are a key element of any high-converting law firm landing page. Place them prominently, keep them authentic, and update them regularly to build maximum trust and credibility. Satisfied clients are your best advocates, so leverage their voices and experiences to attract new clients.

Make a Strong Call-to-Action

To maximize conversions, your law firm landing page must contain a strong call-to-action (CTA). A CTA prompts visitors to take the desired action, such as contacting your firm or scheduling a consultation.

Make the CTA Prominent

Place your CTA in a prominent position on the page, such as the top center or in a sidebar. Use a button or link that stands out from the rest of the content. For example, a large red button with white text that says “Schedule Your Free Consultation Now.”

Offer Value

Describe the value the visitor will receive by clicking the CTA. For example, “Schedule your free 30-minute consultation with one of our expert attorneys today.” Highlight key benefits like a free initial consultation or discounted rates.

Keep it Simple

Have a single, clear CTA that is easy to find and click. Do not confuse visitors by including multiple CTAs or links on the page. Keep your CTA text concise and compelling.

Include Visual Cues

Use visual cues like an arrow, hand icon or bright color to draw attention to and highlight your CTA. Place these cues near or pointing to your CTA to guide visitors.

Make it Action-Oriented

Use an action-verb like “Schedule Now,” “Contact Us” or “Get Started” for your CTA text. Action-oriented text encourages visitors to take the next step. Passive or vague wording like “Learn More” or “Click Here” are less effective.

Track and Optimize

Use analytics tools to see how many visitors click your CTA. Look for ways to improve click-through rates over time through A/B testing different CTAs, positions on the page or visual elements. Make incremental changes and compare the results to optimize your law firm landing page.

A compelling CTA is key to achieving high conversion rates. By following these best practices, you can create a CTA that turns website visitors into consulting clients for your law firm. Please contact our agency to help you build a customized landing page for your practice. We have over 10 years of experience in legal marketing and have a proven track record of success.

Optimize for Mobile Law Firm Landing Page

To optimize your law firm landing page for mobile, there are several best practices you should follow:

Responsive Design

Ensure your landing page features a responsive design that automatically adjusts for optimal viewing on any screen size. This means your page layout, images, buttons, and text should resize and realign for smartphones, tablets, and desktops. A responsive design provides the best user experience and is crucial for high conversion rates.

Large Text and Buttons

On mobile, smaller elements like text and buttons can be difficult to tap and read. Use large text sizes, ideally 14px or higher, and make call-to-action buttons and links prominent and easy to press. Place the most important actionable elements like “Contact Us” or “Free Consultation” buttons high up on the page and center them for easiest access.

Minimal Scrolling

Keep the amount of scrolling on your mobile landing page to a minimum. Place your main message, contact details and call-to-action buttons above the fold so they are immediately visible when the page loads. Only include additional sections below the fold if absolutely necessary. Excessive scrolling frustrates users and reduces the visibility of your key content.

Remove Popups

Avoid using popups, slide-ins or other intrusive elements on your mobile landing page. These often do not work well on smartphones, cover up content, and diminish the user experience. Rely instead on compelling and actionable page content to capture leads. You can include a subtle exit intent popup for desktop visitors if needed.

Simplify the Design

A simple, minimalistic design works best for mobile. Remove any complex navigation menus, sliders, or columns in favor of a clean layout with clear sections. Use plenty of negative space and avoid clutter. A simplified design helps your most important content and calls-to-action shine through.

Optimizing your law firm landing page for an optimal mobile experience will allow you to connect with more potential clients and gain higher quality leads. By implementing these best practices, you can create a landing page that provides a seamless user experience across devices.

How Do I Create a Law Firm Landing Page with Unicorn Platform

To create an effective law firm landing page with Unicorn Platform, follow these steps:

Choose a Template

Select a template from the “Law Firm” category that matches your firm’s brand identity. Templates offer pre-designed page layouts, copy, images, and call-to-action buttons that you can easily customize. Some popular options for law firms include:

  • “Modern Law” with a sleek, minimalist design
  • “Prestige” featuring a traditional look with gold accents
  • “Trust” highlighting client testimonials and accolades

Customize the Header

The header is the first thing visitors see, so ensure it makes a strong first impression. You can:

  • Upload your law firm’s logo to replace the default image
  • Change the default “Welcome to Our Law Firm” header text to your firm’s actual name
  • Select a color scheme that aligns with your brand colors using the color picker tool

Share Your Firm’s Story

In the “About Us” section, tell potential clients your firm’s story and mission to build trust and credibility. Discuss your firm’s experience, accolades, and commitment to clients. Keep tone professional yet personable. You might say something like:

“For over 25 years, we have provided insightful legal counsel and representation to individuals and businesses in City Name. Our team of dedicated attorneys are committed to fighting for our clients and achieving the best possible outcome for their unique situation.”

Highlight Your Services

Use images and concise descriptions in the “Services” section to showcase your key practice areas, e.g. personal injury, estate planning, bankruptcy, etc. Keep language scannable using bulleted lists and columns. Offer a call to action like “Schedule a Consultation” next to each service.

Include Strong Calls-to-Action

Strategically place compelling calls-to-action, e.g. “Free Case Review”, “Book an Appointment”, throughout your landing page to encourage visitors to contact your firm. Place the most prominent CTA button at both the top and bottom of the page for maximum visibility.

Following these steps will help you create an optimized law firm landing page using Unicorn Platform’s simple drag and drop builder and pre-designed templates. A professional, customized landing page is key to converting web visitors into new clients for your legal practice. Please let me know if you have any other questions!


As you've seen, creating an effective law firm landing page doesn't have to be complicated. By focusing on a clean design, compelling copy, social proof, and a clear call-to-action, you can craft a page that will resonate with visitors and convert them into new clients. With the tips and tools provided here, you now have the knowledge and means to build a high-converting landing page for your law firm. All that's left is to take action - start designing your page today using the simple yet powerful website builder and see the difference it can make for your business. Success is out there waiting - go get in front of it.

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