Someone who just got served with divorce papers, arrested over the weekend or hurt in a crash does not want to read your firm history. They clicked an ad or a search result because they need to know, fast, whether you handle their exact problem and how to reach a person. A landing page for a law practice exists to answer those two questions and then get out of the way.
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Free analysis in 24 hours
Send us your website. Within 24 hours, you'll get a written analysis comparing your marketing with your competitors'.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
Key takeaways
Before you read on
Why it matters
Many practices send hard-won search clicks for phrases like "DUI lawyer" or "custody attorney" straight to a homepage that lists eight practice areas, a photo of the partners and a paragraph about founding values. The visitor has to hunt for the one service they came for, and on a phone that hunt ends with the back button. Firms then blame the ad account when the real gap sits between the click and the conversation.
People looking for counsel usually search after an event: an arrest, an injury, a denied claim, a notice from immigration authorities, a spouse moving out. They carry fear and a short list of questions. Will this firm take my kind of case, do I have to pay to talk, will someone call me back today. A page that answers those plainly, in the language of the ad that brought them, keeps them long enough to call.
Criminal defense inquiries spike at night and on weekends. Personal injury visitors compare several firms and look for signs of trial experience. Estate planning prospects are calmer and read more before booking a meeting. Treating all of them with a single template ignores how each group decides, which is why each practice area deserves its own page, headline and form.
Who it's for
Not every firm needs dozens of pages. The ones below tend to see the clearest lift when ad groups stop pointing at a generic site.
Heavy bidding on crash, truck and slip and fall terms means every wasted click hurts. Separate pages for each accident type let the headline match the query and let intake staff see which injury the caller is asking about before they answer.
Callers are often in a hurry, sometimes calling for a relative who is in custody. The page needs a phone number above the fold, after-hours availability stated honestly and short answers about what happens at arraignment or a license hearing.
Visitors worry about privacy and about their children. Pages that explain the process without jargon, offer a discreet form and avoid pressure tend to earn more bookings than aggressive layouts built for accident cases.
When a large share of your audience prefers Spanish or another language, a fully translated page with a matching ad and a bilingual intake line works far better than a translate widget bolted onto an English site.
These buyers research longer, so the page can carry more explanation: what a will package includes, how a wrongful termination claim is evaluated, what documents to bring to the first meeting.
Side by side
Fast and easy, but the visitor lands on a page written for everyone. Conversion data mixes all practice areas together, so you cannot tell whether a slow month came from the ads, the page or the intake desk.
Generic legal templates launch quickly, yet they tend to reuse the same stock phrases seen on many competitor pages, skip bar disclaimers and rarely connect call tracking to the case management system your staff actually uses.
A senior project manager studies your practice mix and intake flow, then assigns a specialist who writes and builds pages per case type, wires tracking into your intake records and runs a testing schedule reviewed with you each month.
Good to know
Every state regulates lawyer advertising, and the details vary. Some require labels such as "attorney advertising" on certain materials, some restrict how past results or client statements may appear, many limit claims about being a specialist unless the lawyer holds a recognized certification. We write within these general limits and flag anything that needs a decision, but the firm and its ethics counsel have the final word on compliance. Nothing on this page is legal advice.
Confidentiality matters too. An intake form should not invite a prospect to type the full story of their case before any relationship exists, because that can create conflict problems and exposes sensitive details. Short forms that ask for a name, contact method, practice area and a brief description, plus a clear note that submitting it does not create an attorney relationship, protect both sides. Texts and automated calls follow the consent requirements of the TCPA, so follow-up sequences are set up with proper opt-in.
Step by step
Step 1
You order a written marketing analysis. Within 24 hours you receive a PDF that looks at where your ad and search traffic lands today, how each practice area page reads on a phone and where calls are likely being lost.
Step 2
The project manager reviews which matters your firm wants more of and which it declines, then decides with you which practice pages come first. A firm that turns away most traffic cases, for example, does not start there.
Step 3
The matched specialist drafts copy for your review, builds each page for fast loading on mobile, adds dynamic call numbers and connects form and call events to Google Ads and your intake records so signed cases can be traced back.
Step 4
After launch, headlines, forms and call prompts are tested one change at a time. Success is judged by qualified consultations and retained matters, not raw form fills, and the results are reviewed with you monthly.
Checklist
These details let the project manager scope the pages around how your practice really takes on work.
Checklist
How it works
The whole engagement runs online. A senior project manager handles every exchange with your firm: they agree the scope, pass your feedback to the specialist, check drafts against your bar notes and walk you through results on a video call once a month. You never sort through profiles yourself. The specialist is matched to legal work and to the page type, whether that is a fast call-focused page for defense matters or a longer explainer for estate planning.
Drafts come to you as shared documents so a partner or office manager can mark changes in one pass. When pages go live, tracking is checked with test calls before any ad traffic is moved. Read more about the landing page service, see how we approach marketing for law firms, or review how the process works from analysis to monthly review.
FAQ
Short answers. The free analysis call covers anything specific to your company.
Usually one per practice area you advertise, and sometimes one per major case type within it, such as separate pages for car and truck accidents. A solo practice with two focus areas may need only a few. The free analysis maps your current ad groups to pages so you can see which gaps matter first.
It depends on your state. Some bars allow results with specific disclaimers, others limit them or require context about outcomes varying. We draft copy with those limits in mind and mark every claim that needs your approval, and your firm or its ethics counsel confirms the final wording.
Either can work. Pages on your main domain share its trust and are simpler to maintain, while a separate setup can load faster and keep ad tests away from the site. The choice follows your hosting, your developer's access and how many practice areas you run ads for.
A senior project manager with 15+ years in marketing makes that match after reading your analysis and intake details. They pick someone with experience in legal pages and the type of campaign you run, then remain your contact for scope, feedback and monthly reviews.
Calls and forms are tagged with the page and ad that produced them, and where possible your intake team marks which inquiries became consultations and signed matters. Those outcomes are sent back to Google Ads as offline conversions, so both bidding and page tests learn from retained cases.
Free analysis
Send us your website. Within 24 hours, you'll get a written analysis comparing your channels with your competitors', plus a call with a senior project manager who has run marketing for 15+ years.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
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