Legal Advice Landing Pages Critiqued - Clean Landing or Crash Landing?
It’s that time of the week again, and today we’ve got several landing pages for critiquing from the Legal Advice sector, following last week’s appeal for landing page examples to be reviewed.
Each landing page 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.
Walker & Co Solicitors
1. There’s no discernible headline here
First things first, where’s you headline telling me about the promotion of your page? From what I can gather, having had to source the info myself by taking a quick look around, the objective of your landing page is to get visitors to call - free of charge, no less.
It would be of great benefit if you included this in your headline. That way I’d have some idea as to how this landing page could be of benefit to me.
How about: “Free Call For Legal Advice Now”.
Straight off the bat, this headline includes what this landing page is promoting and why it can be of benefit to the visitor.
2. Uninspired hero shot
Top marks for relevancy (the scales, gavel, and books are all things associated with legality) but it still leaves a great deal to be desired.
I’d like to see an image that makes reference to the promotion (free telephone call) and puts it in a context that I can see value in. For example, an picture of a friendly call operative would help convey what it is I’m here for. An image of a person would also help establish trust, as it removes the anonymity of your online presence and reassures my decision to give you a call.
3. All this copy needs condensing
Am I here for legal advice, or to pass my bar examination? There’s way too much information here and that can be very overwhelming to new page visitors.
Sometimes you’ve no choice but include a lot of copy text - whatever it takes to get your point across - but I always suggest that if this is the case, it really needs to be kept below the fold. You want to make the upper half of your landing page (what the visitor sees first) as concise as possible, without being too complicated.
4. CTA Button
This a terrible position for the CTA Button. It looks lost beneath all those icons, and not as important as it should appear in comparison to all that hefty copy on the left hand side.
Furthermore, it doesn’t follow from the initial sales portion of your page (such as the headline, subheader and pitch, etc). Or to put it another way, visitors won’t arrive at this CTA as naturally as they should - instead they have to find it for themselves in the midst of the other distractions.
5. This form needs scrapping
This form looks terrible. It takes up far too much space and leaves the entire page looking rather unbalanced on the left hand side.
Also, why are you asking me to contact you by email? I thought the purpose of this page was to provide a free telephone number to call. This only confuses the matter. My advice would be to scrap this form altogether and concentrate your efforts into capturing phone leads.
Our verdict
There’s so much that needs fixing with this landing page, most notably the layout. It’s unbalanced on the one side (the left hand side) and makes navigation too confusing. On top of that, there’s no definite coneyance of what this landing page is actually offering right away - users have to pick through the information to find out for themselves. Crash Landing.
Employers Direct
1. Headline
This is a great headline. It’s clear and concise, and immediately lets me know that I’ve arrived at a landing page that’s relevant to my needs. I also think the tone is appropriate, given the nature of the business.
The only thing I’d suggest would be to run an alternative headline that leads with the promotion (Free telephone call for legal advice) and see if that performs any better.
2. This is a great form, is it necessary?
Straight off the bat, this is a really nice looking form. It’s short and simple, and includes all the essential call-to-action copy that might help secure a conversion. My only issue is with whether or not it’s necessary for the purpose of the page…
On the one hand, capturing potentential customer info is always valuable for any business. But on the other hand, it conflicts with the initial premise of offering a ‘Free telephone call’ and securing a telephone lead.
I’d much prefer to keep the two different objectives separate to two different pages, as this usually yields more accurate performance reporting. However, I’m going to give these guys the benefit of the doubt and say this is still a well executed data capture form.
Our verdict
Out of the several examples here, this is definitely the best landing page; it’s comprehensive and easy to navigate. The only suggestion I’d make, besides the ones I’ve already given, would be to include call-tracking (especially if you’re going to include a data capture for on your L;P as well) to find out how your customers prefer to get in touch. That way, you can determine the best way to market in the future. I’m going to give this a Clean Landing.
Advice Line
1. Headline needs motivation
This headline is great, but might need some added motivation so that the visitor knows precisely what the service is offering.
I’d simply follow it up with a subheader that reads: “Call now for your full legal consolation”.
This subheader expands on what the initial headline is saying, and puts it into a context that the visitor is most likely looking for - over the phone consolation right away.
2. Need a better hero shot
I don’t like this image what so ever. It doesn’t particularly exude litigious professionalism - it looks more like something you’d see on very different kind of webpage page (I’m not saying what).
Trust icons, such as the PayPal one used here, are great for establishing trust, but don’t do much to convey the purpose of your landing page or how the service can be of benefit to the visitor. You need to use an image here that is connotative of legal advice, put into a context that the user can see value in. For example, a picture of a helpful lawyer speaking on the telephone with a client.
3. Call-to-action copy is needed here
This telephone number is nice and big, so there’s no problem seeing it - but what exactly do you want me to do with it?
Yes, I know that you want me to call this telephone number, but what for for?
Yes, I know it’s for my full legal consultation, but why should I bother?
You need to include some much-needed call-to-action copy here to clear up any confusion. Some directional cues (arrows, etc, to draw the eye) would help distinguish that telephone number from the other elements on the page, while some brief ad copy would help emphasize the value of calling the telephone number. Nothing too complicated, something like: “Call 0843 308 3880 to speak to a legal professional now”.
Our verdict
This is a very plain, simple landing page for a very plain and simple purpose - to capture telephone sales. Whilst it won’t win any design awards, it is at least clear to understand, and does include many of the fundementals of a basic landing page. Unfortunately, there’s still a great deal missing from this LP (most notably a descent hero shot) and the overall tone ian’t quite as professional as I would have expected. Because of these reasons, I’m going to have to call this a Crash Landing.
Next week’s Clean Landing or Crash Landing
Next week we will be critiquing landing pages dedicated to ‘Mobile SIM Cards‘ so we welcome any landing page examples for review. Please send the URL of your landing page examples to [email protected].
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