Clean Landing or Crash Landing? Personal Injury Compensation Landing Pages Critiqued
It’s that time of the week again, another landing page review, and today I’ll be taking a look at landing pages from the Personal Injury Compensation sector. ‘Claim’ is currently among the ten most expensive keywords according to Google Ads, so it’s well worth seeing how these landing pages dedicated to compensation claims bare up under scrutiny.
Each landing page – which was received following last week’s request – will be looked at from the point of view of the user in order to determine whether the page delivers a clean, successful landing, or a bad one. Areas that require attention will be highlighted and suggestions for improvements will be made along the way.
Bott & Co Solicitors
1. This headline needs to be more engaging
This is hardly the most engaging headline, it doesn’t speak to ME at all. On top of that, there’s no real mention of how your service can be of any value to me. ‘Accident At Work Claims’ is much too vague, I have to sort through the rest of the accompanying copy before I can be certain this landing page is entirely relevant to my needs.
It’s worth noting this is probably a dynamic headline, responsive to users who have typed in the search query ‘injured at work’ (or thereabouts), displaying specific keywords in the headline. That’s fair enough, but I’d recommend using a different landing page for every set of keywords/key phrases that you bid on – and then optimizing the copy on those landing pages to be more engaging.
Let’s assume this landing page needs to be optimized for search terms related to ‘injured at work’. How about opening with this headline: “Had An Injury At Work? Claim Compensation For Your Loss Of Earnings”.
This is certainly relevant enough for most related search queries, whilst at the same time highlighting the primary value – claiming compensation. It also addresses the user more clearly this way.
2. All this text needs to be broken down
There’s far too much text here for my liking. At these initial stages of arriving at a landing page and determining its relevance, information needs to be succinct. Otherwise people won’t give you the time of day.
Everything here needs to be consolidated into easy-to-read bullet-points, expanding on the premise and values of the service in a clear and concise manner.
3. This form needs more motivation
This is a great form. It’s clean and simple, with only the necessary data fields, but there’s nothing here that motivates me enough to hand over my details.
Instead of using ‘Contact us now’, why not use something that demands action – preferably with some mention of the benefits of doing so. How about: “Get in touch to find out more” or “Contact us and get the compensation you deserve”.
Furthermore, the CTA Button needs to be a little bigger than it is at the moment. I’d also suggest testing some alternative colors, as it currently shares a similar hue to the surrounding blue box and consequently doesn’t catch the eye as immediately as it should.
4. Recent case studies are great, customer testimonials are even better
Providing case studies to strengthen your sales pitch is always recommended, but it would also be nice to hear from a satisfied customer. I want to hear what somebody else has to say before I can properly trust you.
5. You’ve told me who your director is, this would be a great opportunity to show me
One of the biggest concerns online customers face is anonymity – websites and webpages are static environments, with no sales people present for reassurance. Providing information about your business team is always a good idea when necessary. This helps remove some of that anonymity and alleviates any doubts the potential customer may have about completing the transaction.
Our verdict
I’m going to be quite harsh with this one. It’s a very nice-looking landing page, and is commendably simple to navigate despite the breadth of content here. But there are far too many little mistakes here and there that could cost conversions – especially when it comes to engaging users and motivation. A few tweaks here and there, and those issues could easily be fixed. For now, though, I’m going to have to call this an unfortunate Crash Landing.
National Injury Lawyers
1. No discernible headline anywhere
The headline is the first thing your users see when they arrive at the page – so in a lot of ways, it’s also the most important. If I can’t determine whether or not this landing page is relevant and what it can offer in the first 3 seconds, I’m not going to stick around.
Remove all of the copy in this area here and replace it with something more definitive. How about a headline that reads: “Claim Compensation For Your Injury”.
I would then follow it up with a subheader that goes into further detail about the promotion: “Find Out In Just 30 Seconds How Much You Could Be Owed”.
2 &3. There’s no sense of direction between these two elements
Navigating my way through this area of the page is like traversing a broken path. Direction is lacking from one element to other and as a result the overall user experience is rather poor.
Everything here needs tightening up and repositioning to provide the user with a more straightforward path to follow. Then I’d add some call-to-action copy which tells me exactly where I need to fill in my details, and why it would be of benefit to me.
Our verdict
The layout of this landing page is all too messy and confusing, and as a result I can’t image many users would feel the urge to proceed with the rest of the page once they arrive. Back to the drawing board with one, and don’t come back until you’ve figured out the basic fundamentals of landing page structure. Crash Landing.
Accident Compensation Helpline
1. Clear and enticing headline
This is a simple but very effective headline. ‘Claiming Compensation?’ immediately lets me know that is page is relevant to my needs. It also addresses me directly by asking the question, thereby capturing my interest and enticing me to keep reading.
This level of attentiveness is continued throughout the subheader and accompanying copy: ‘Find out in just 30 seconds how much your claim could be worth!’ clearly and concisely explains what this landing page is all about, as well as the benefits.
2. Good use of hero shot
This is a really effective main image – conveying the nature of such an intangible ‘product’ in a clear, friendly and contextual way that I can understand.
It’s always a good idea to use images of people to put your product/service into a context that the user can relate to. From this image, I can tell that my inquiry would be followed up by an actual person – removing the anonymity that comes with online business dealings.
My only suggestion would be to run an alternative landing page version that includes an image that represents the customer, rather than the company. Then test the two to see which yields the best conversion rate.
3 &4. This is how to structure your data capture elements
Take note National Injury Lawyers, this is how to structure your data capture elements on the page. In way that’s easy to follow. Notice how tight and well-structured they appear in relation to one another. The direction in which this landing page flows is unmistakable – and a much higher converter, I’d bet.
Our verdict
Of the several landing page examples here, this one is by far the strongest. There’s a clear sense of purpose and direction from the off, which only continues through the rest of the page until the user reaches that point where they are asked to click that button and send over their details. It also looks great, which is always a plus. This is a definite Clean Landing.
Next Week’s Clean Landing or Crash Landing
Next week we will be critiquing landing pages in the ‘Personal Loan‘ sector so we welcome any example landing page examples for review. Please send the URL of your landing page examples to info@clickthroo.com.
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