AutomationLinks

What is a Landing Page?

The Sales Funnel That Drives Your Customers to Your Landing Page

The sales funnel or marketing funnel will lead your potential clients to your personalized landing pages. The average website converts about 1% of all visitors. With a landing page, you can turn that into a 7 to 15% conversion rate and get them on your email list to allow you to follow up at key stages of the customer journey. The sales funnel is important because it helps create an insightful journey that begins with the customer's awareness of your services and follows them all the way through conversion, helping you convert those near misses. 

While the sales funnel steps come after the landing page, it's important to know what comes next. How do you follow up with the potential clients and leads that visit your page? Following up and creating a strong relationship is the key to conversions. You're more likely to land their business when you can meet your clients face-to-face. In the digital space, the follow-up is where you create trust, build credibility, and ultimately convert them into one of your clients. 

Sending thousands of people to your website to check it out and leave only to never hear from you again doesn't create a bond that brings them back or creates more interest. When you collect emails through your landing page, you create an opportunity to reach back out throughout the sales process. On a landing page, more than not, people are not going to leave their emails without a tempting offer in place. You have to offer something they need or something that interests them in exchange for their email address. A successful sale or conversion from a lead to a client often will require several follow-ups and is the most effective way to generate more clients or sales. 

Once you have that email, you're now going to get that 7 to 15% sign-up rate on the landing page, and you will be able to follow up and build those better relationships. Many people who are directed to your landing page by either a Google search or by other advertising means may be ready to follow through, no follow up needed, but for a majority, you're going to have to follow up until they are ready.

That is when you can truly grow and scale your business online by following up with people and building those better relationships through personalized follow-ups. These automation and processes can help your law firm or business get more qualified leads and overall track better results. When your potential client is ready for a lawyer, they are more likely going to reach out to you because you've been the one in the background building that relationship with them and making sure they know you are available and have a service that can bring value to them.

The Essential Elements of the Top Banner on Your Landing Page

Building Trust Through Your Landing Page Design

Building trust with customers who visit your landing page is essential in order to translate those visits into conversions. Trust is delicate with your potential clients, and you want to be sure you have the right elements in place to establish trust and keep it. You can include a few key things to help build awareness and trust in your service at your law firm.

People will trust your law firm if you can prove you are credible. One way to do that is to display awards or trust logos. You can list businesses you've worked with, awards you've received, or accreditations from well-known third parties like the Better Business Bureau, etc. While reviews are another third-party way to build trust, awards and accreditations from reputable organizations are a more credible way to build trust. These need to be above reviews and testimonials. 

The next section on your landing page is a section that gives quick descriptions of why your potential clients should choose your law firm. These small paragraphs describe what makes your services unique and include a bolded title and a smaller one to two-sentence description, similar to a bulleted section. The title should be able to describe the feature in one to two words because most people are just going to look at those titles. The descriptions are still important because a small percentage of people will want to review those. These descriptions will show how your law firm offers high-quality services, that you're local, your guarantee, and more features that make your business stand out and why they should choose you. 

The next way to build trust is to include a section that will highlight who they will be working with. You can include a picture of your team or a picture of you as an additional way to create trust. Most of the people who visit your website have never heard of you before, so including each of these sections will tell them exactly what to expect, leaving little to the unknown and giving them peace of mind that you and your law firm are trustworthy and building those relationships.

Specific Reviews Can Help Add to Your Credibility

Real customer reviews and testimonials can create credibility and is another way to build trust with people who visit your landing page. Including a few reviews specific to the services you offer can help prove to visitors that you are capable of performing the services you offer and that you can do it well. 

If you offer estate planning, for example, were going to ensure your reviews will speak to your successes as an estate planner and how you helped your customers. We will research all your reviews and find the keywords that include the different services you provide. And include them on your landing page relevant to the keywords your customer searched to get them to that specific landing page.

Include a Short Video with Bullet Points in Your Landing Page

Customer's who visit landing pages prefer to review information through a video rather than read through the content. Videos can be a leading component that can help increase conversion rates, build trust through a personal message, and uniquely engage your potential clients. The video of your landing page will include a small section describing what to expect and what services you can provide, or what next steps will happen when they decide to work with you. 

The video is a great way to establish trust even further, although if you do not have a video, another image of you or your team will work great. The video should include you or your team's face to help your customers become familiar with who they may be working with and create a stronger relationship. Seeing a face to the business can help create a more likely bond with them choosing to work with you or sign up.

Include a Frequently Asked Questions Section to Help Quickly Touch on Most Commonly Asked Questions

When people end up on a landing page, there are instantly leary, which is why building trust is one of the most important goals of your landing page. They do not really know what to expect, and an FAQ breaks it down for them quickly. Questions can be "What should they expect?" or "What services do you provide?" It can help break down any questions they may have about what you are offering in exchange for their email and help remove any hesitations. For example, if you offer a fact sheet, your FAQ will include what the fact sheet details. Giving them these insights and setting those expectations will likely convince them to fill out the information form.

Filling Out the Form and What Happens Next

Once they get down to that last information form, you'll want to ensure you have a title that describes what you're offering above the form. Whether it's a webinar, fact sheet, or consultation, include those details in bold at the top to remind them what they are receiving. Another key detail on that last page is to include one more review to help build that extra trust. 



After they fill out that form, they are going to receive a thank you page. Included in that thank you page, you will thank them for signing up and looking for an additional email that will include exactly what you promised them. The email will guide them to another page or ask them to perform another action that could direct them to follow your business on social media, fill out more information in a longer, more detailed form, watch a webinar, or schedule a call. Having two emails sent out after the initial sign-up can help to improve your email open rates while also delivering the value you promised, which leads to follow-ups.

Follow-Up and Deliver High-Quality Content Consistently to Lead to More Conversions

After they receive the item they signed up for, you need to follow up with additional emails, and because you delivered high-value information or content, they are more likely going to open it. Following up requires more than one follow-up, it can be multiple follow-ups, but it needs to include more valuable information and more content that will help to build a stronger relationship. 

The content you can include in your follow-up emails can be anything that brings value to your clients while also delivering information on your service. It can be blog posts, giving them links to your law firms Facebook, Twitter, or Instagram and asking them to follow for more content. It can lead to your law firm's YouTube, where you could potentially provide information that can help them move forward in their decisions. 

When they are ready to work with you, they will either respond to your email or head back to your landing page or website. There will always be multiple options in every email to allow them to choose how to schedule a call with your team or purchase a service. We want to make it easy for your potential clients to call you directly from those follow-up emails.

Working With Automation Links Can Help You Create a High-Converting Landing Page and Sales Funnel

When you choose to work with us, we can help you build out your landing pages and help you make crucial decisions on what you want to offer your potential clients. We will set up all the keywords to help guide your target customer base to your landing page and set up your entire sales funnel to help you build personalized connections and relationships with everyone who visits your landing page. 

If you want to try Active Campaign for your email marketing, we can connect the landing page with some triggers and send out five to six targeted emails. We will help you write these emails with the goal of building better relationships with the people who signed up through the landing pages. We will strategize and personalize your email campaign to make sure they create a high conversion rate that works the best. Our team will input the information needed, set up the automation, connect it to your landing page and follow through with testing to ensure your landing page produces incredible results that you are happy with. 

You will be given access to an intuitive dashboard that will show you all the stats provided by your landing page. You will be able to see information on everyone who filled out the landing page form and exactly what action they took afterward. It's great for business for you to separate this from your website, include a high-converting landing page for your law firm, and be able to track it after the fact. 

We will automate everything from the landing page to the email follow-up to the analytics to ensure you are getting better results online. 

You can get this landing page for free by reaching out to us, and we can send it over. Where you can have your team build it for your website, or you can work with us to build it on our high-converting landing page software. When we help you build, we recommend you keep it separate from the website to help your page continue to load super fast. A fast load time is essential to provide your website with better quality scores from Facebook, Google, and your marketing channels.

A better quality score is a lower cost per click. For example, if you spend $20 per click to get people to your website, those click costs will go down a few dollars if Google sees that you have a fast load time and that you have content people are searching for. A lower cost per click can help you grow and scale your business online. 

Growing your firm requires a strong marketing plan. A landing page can help generate more leads and create an opportunity to build trust, credibility, and relationship with your clients. It's a way to show what you offer in a way that is easy to understand and clearly gets your message across. Create your landing page and bring in more clients that help you grow your business and create a credible firm people know and trust.

Software I recommend (affiliate links):

1. Landing Page Software: Duda.co
2. Email Marketing Software: ActiveCampaign
3. Payment Software: SamCart
4. Scheduling Software: Calendly