Landing Page Basics - Part 1 - Basic concepts of advertising
Join our host, Toby Rosen, as we start our Landing Page Basics series, diving deep into landing pages and the best practices to employ when implementing new landing pages.
For more, visit rosenadvertising.com
Welcome to Legal Marketing 101. I'm Toby Rosen. Today we're kicking off a four-part series all about landing pages. In this episode we're going to dive into the fundamentals of advertising and design and how these concepts intertwine with the power of landing pages. This is really the introduction to landing pages and we're going to get a lot deeper into the subject but let's get started here. Advertising is the engine that propels your legal marketing efforts forward. It's what grabs the attention of potential clients and entices them to explore your services. To understand the basics, let me tell you a story. Imagine you're walking down a bustling street in a big city surrounded by lots of billboards and storefronts and suddenly a particular advertisement catches your eye. It stands out among the rest. But what made it so captivating? That's the power of attention-grabbing advertising. One of my favorite advertisers and one of the legends of advertising, David Ogilvie, famously said,"On the average, five times as many people read the headline as read the body copy." And Ogilvie said a lot of interesting things, but in this one he really emphasize the critical role of headlines in capturing attention and generating interest. Think of headlines as the gateway to your message. They have to be concise, but also compelling and targeted to resonate with your ideal client. Let me give you another example. Suppose you're running a personal injury law firm specializing in car accidents. Which of these two headlines is going to captivate your target audience? Option A is experienced car accident lawyers available and option B is injured in a car accident will fight for the compensation you deserve. It's pretty clear that option B communicates a more compelling message that is really directly addressing the need and the emotion of accident victims. It immediately is going to spark interest and is going to prompt them to dig deeper into your services to read the body copy if it were. But besides powerful headlines, it's crucial to understand your target audience. Imagine you're fishing. To catch the right fish, you need the right bait. It's just the same in advertising. You need to tailor your messages to resonate with your intended audience. For instance, if you're targeting entrepreneurs seeking legal advice for startups, your approach is going to be very different from that of clients facing divorce. The language, the tone, and the visuals, they all have to align with the specific needs and aspirations of the client. And when you do this, you're going to establish a connection with that person and build trust in your company. Now let's shift gears a little bit and explore the role of design in legal marketing. Now you understand why marketing is important. Design really goes beyond aesthetics. It's about conveying your brand message effectively. Ogilvy again also understood the power of design and once said, "The more informative your advertising, the more persuasive it will be." So let's consider the visual hierarchy of your marketing materials. What should your audience see first, second, and third? Design elements like color, typography, and layout really do influence how viewers interpret your message. Just take color psychology as an example. And if you feel like I'm a little far off the topic of landing pages, I promise it will get back to it. Certain colors evoke specific emotions. We know this. Blue can convey trust and reliability, while red could signify urgency or excitement or even danger. When you're designing things for your firm, whether it's pages or logos, you need to choose colors that align with your brand and the desired emotional response from your audience. If your logo is in a crazy bright color, it might not work with the trustworthy, reliable colors that you want to use on your landing page. Typography is another critical design element. Imagine reading a legal advertisement with a font so small and intricate that you can't even decipher the words. It's frustrating, right? Ensure your typography is clear, legible, and easy on the eyes. You definitely have to hound your designers about this. Remember, legal marketing is not just about pretty visuals, and usually it's not about pretty visuals at all. It's about conveying a clear and persuasive message. Your design should support your copy and enhance its impact. Let's imagine you're browsing the internet, searching for legal services. You stumble upon a law firm's website and immediately. You're captivated by the design. The colors are harmonious, the layout is clean and intuitive, the visuals are striking, and you can navigate it easily. You'll instantly feel a sense of professionalism and trust, because it's a clean, well-designed storefront. We've talked about how websites are storefronts, and landing pages are a great example of that. Right there, that's the power of design in legal marketing. Design isn't just about making things look pretty though. It's about creating an experience that resonates with your audience and doesn't distract them from the actions you want them to complete. And when it comes to legal marketing, the stakes are pretty high. Your design can make or break the first impression of potential clients within seconds of them landing on your website. So let's dive deeper into the elements that make design really a force to be reckoned with in legal marketing. When someone visits your website or reads your marketing materials, their attention needs to be directed to the right places. This is where the visual hierarchy we talked about a moment ago comes into play. You need to organize your content with intention, so you can guide your audience's eyes and ensure they focus on the information that matters most. First, start with a clear and attention-grabbing headline. It should be the first thing that draws your readers in. And then we follow that up with concise and well-structured subheadings that break down the key points of what we're trying to do, whether that sells something or provide information. And then we can use bullet points and numbered lists to highlight important information and make it easy to scan. The easier it is for somebody to gather the information from your site, the more likely it is they'll make a good decision. Remember though, less is more. The more we clutter designs, we're going to overwhelm and confuse users and ultimately drive them away. your layout really clean with well-used white space and visual elements that are placed strategically to enhance readability and to guide users through the content. Again, colors also have a profound impact on our emotions and perceptions. Color psychology is important. They can evoke specific feelings or create associations, and they help to convey your brand personality. When you're choosing colors for your legal marketing materials, consider your target audience the desired emotional response and do a little research or have your design team take a look at some of the color emotion charts out there. For example, let's say you specialize in estate planning or elder law. You might opt for calming and trustworthy colors like blues and greens or grays and dark blues. On the other hand, if you focus on criminal defense and you want to be a little bit more aggressive, things like bold and assertive colors like reds, blacks, yellows, golds, they might be more appropriate. But really, consistency is the most key thing when it comes to branding. You need to use a consistent color palette across all of your marketing materials. Everything from your website, your social media, print materials. This is what helps build brand recognition and reinforces your firm's identity. Moving on though, typography is also important. It may not be the first thing that comes to your mind when you think of legal marketing, and for me it's really pretty far down the list, but it does play a pretty crucial role in delivering your message effectively. We don't need to choose crazy fonts or spend a lot of time on this, but you want to make sure your fonts are legible, they align with your brand image, and you're consistent throughout your marketing materials. For formal legal documents, just stick to your normal fonts and that kind of thing, but for marketing materials, we have flexibility. We can use Sans Serif fonts that are clean and modern and easy to read and works well on multiple device sizes. We have some flexibility there. But it's not just about choosing a font, it's also about the hierarchy and the formatting. We need to use different font weights, sizes, and styles to distinguish different parts of the content, from headings to subheadings, body text, and using different fonts helps us break up content into more digestible chunks, essentially. But content's not everything. Like they say, a picture is worth a thousand words, and in legal marketing, visuals can be really persuasive. High quality images can also evoke emotions. They can make your message more relatable and if they're not stock images that every other lawyer on the planet has, they can help establish some credibility. You want to incorporate relevant imagery though. This is really important because you want what's on your website and in your marketing to reflect your target audience, the services you provide and resonate with those users. For example, if you specialize in family law, including images of happy families could help convey a sense of trust and of empathy. It really depends on your marketing angle. But like I've said, be really mindful of using stock photos that are generic or overused,'cause they will be overused. There will be other firms out there with those images, and users know when you're not being authentic. Infographics, charts, diagrams, and really all kinds of other visual tools can be very powerful to help not only engage users, but to simplify legal concepts and to keep people just interested in what it is you're doing, both on your website, throughout social media, through most platforms you may be interacting with. These kind of graphics help break down information into really digestible and visually appealing formats, and they make it a lot easier for potential clients to understand what it is they need and the value you offer. But again, all of these little pieces are just one part of an effective strategy. And what we're really talking about today is landing pages. So what exactly is a landing page? I know I've talked about a lot of other concepts and I do really think these things are important to remember before you actually start working on your page. So what exactly is a landing page? Imagine you're at a networking event and you strike up a conversation with a potential client who's interested in your legal services. They ask for more information and your contact details. Instead of scribbling your information on a piece of paper or some notes on the back of a business card, wouldn't it be great to hand them a tailored brochure that highlights the key benefits of working with your firm? That's basically what a landing page does, but in the digital world. Whenever we have this opportunity, we're giving these users all the information we can. A landing page is basically a standalone webpage specifically designed to capture leads or encourage visitors to take a specific action. That's very important and we'll come back to it throughout this series. The landing page provides a focused and persuasive message that guides potential clients through the conversion process. We call that being conversion optimized. Now, let's talk a little bit about why these are so powerful. If you don't get it already, we're going to explain. First, landing pages are all about clarity and being concise. When someone lands on your page, they should immediately understand what you're offering and how it benefits them. The headline should be attention grabbing and communicate the unique value proposition of your legal services. For example, let's say you specialize in immigration law. Your landing page headline could be something like, "Achieve your American Dream," "Expert Immigration Law Services Tailored to Your Needs." This immediately captures the attention of individuals seeking immigration assistance and conveys the promise of personalized and successful outcomes. up a strong call to action. It's important in all of our marketing, but it is really crucial for converting visitors to your landing page into leads. Your call to action should clearly communicate the next step you want potential clients to take, whether that's filling out a form, scheduling a consultation, making a phone call, or even downloading something. Your call to action or CTA has to be persuasive and compelling. Think of your CTA as a virtual handshake, inviting visitors to take that important step towards working with your firm. You need to use action-oriented language that conveys urgency and emphasizes the benefits they'll receive by taking action. When we talk about lead magnets, which will come later on, that's the benefit the user will receive. Third, simplified forms are really essential for higher conversion rates. I see so many firms with asking for addresses and phone number and all kinds of information right in the first form that most of it can be done over email to get that initial contact done. If you're offering a free consultation, you can just ask for their name and email and maybe their phone number. You can then collect the rest of the details during the consultation itself. Potential clients are busy and they ideally want a seamless experience. So by keeping the form simple, you're more likely to see a higher completion rate and obtain more of those valuable leads. Before we end today though, I want to share you a little bit of a success story to illustrate the power of landing pages in legal marketing. I've changed some names and some details here, but this is basically how it goes for most people. Sarah was a family law attorney. She decided to revamp her marketing strategy by adding more landing pages. She created a landing page specifically for targeting individuals going through divorce. The headline was "Navigating Divorce? Get the support you deserve." On the landing page itself, Sarah highlighted the emotional challenges of divorce and positioned herself as a compassionate and knowledgeable advocate for her clients. Her call to action offered a free downloadable guide, 10 essential steps to a smooth divorce. could easily obtain the guide by filling out a simple form and they'd receive the guide in their email. Within a month of launching the new landing page on Google Ads, Sarah saw the leads go up four times. Not only did the landing page capture the attention of her target audience much better than sending users to a home page, but it also positioned her as a trusted resource and eliminated a whole bunch of distractions her clients from Google Ads were initially seeing. The leads she obtained through the landing page would eventually convert into long-term clients, and she was able to use this as part of her marketing flywheel to continue to grow from family law practice. So as we get into this series, I just want to reiterate landing pages are really powerful tools. They allow you to deliver a tailored and persuasive message to potential clients, and you can run these on types of advertising like pay-per-click, where it's really important to have a user or make a decision in the first couple of seconds. By focusing on clarity, strong calls to action, and simplified forms, we're going to boost your conversion rates and generate more leads for your firm. Over the next couple of weeks, we're going to dive in on all these landing page things in detail. So if you feel like you missed something in this episode, don't worry. We're going to cover that soon. That's it for Legal Marketing 101. Check back next week for part two of our landing page basics series. Check out rosenadvertising.com for more. Thanks.[MUSIC]