#4. Rapidly turn visitors into prospects using this landing page template
Wow… that’s a lot of information so far, however we have a lot more to do.
You don’t get to be one of the best advertisers for law firms by resting on your laurels.
So far we’ve only really done some research and figured out a plan for implementing the campaign.
Now we need kick it up a notch. And for this part I like to focus on my own skill and expertise.
I literally ran over 5,000 tests to get the perfect lead-gen page (also known as a landing page).
The following layout works particularly well for PI attorneys. Every single element has been tested and is there for a reason:
Problem focused headline: This is the headline that tells the prospect that they are in the right place. Notice that it immediately talks about the specific problem they have.
Elaborate on the solution to the problem: This goes directly below the headline. It talks about the solution to their big problem. In every instance, the solution to their problem is YOU, the attorney.
Instantly know what to do to solve their problem: The phone number is right at the top and quickly visible. To solve their problem, they either pick up the phone to call you, or complete the online form. So by quickly skimming the page they’ll know exactly what action to take next.
Scarcity: This helps people to take action faster. It lets the visitor know that there is only one surefire way to get the best possible outcome. And that is to act quickly and be prepared. The quicker they act the more likely they are to come out on top.
Social proof or ‘other services’: This section adds credibility in the form of testimonials and case studies. It reassures the visitor that you can indeed solve their problem. If you don’t have any testimonials, then you can list the other services you provide here.
Final solution section: This section tells the visitor that the quickest and easiest way to solve their specific problem is to get in touch with you. It is the final call to action and plays on their desire to get things under control again.
Double call to action: This gives the visitor two choices. Either they can call, or they should fill out the online form. Both of them go straight to your office so that you can take on a new case.
Can you see how much attention to detail has been put into this layout? You can’t simply ‘guess’ what’s going to work and what you need to say.
You have to follow a specific formula that urges the visitor to take action. People are natural procrastinators.
This page layout breaks through that natural instinct, and generates a high quality lead who is urgently looking for a lawyer like you.
Here is an example of what that specific page would look like in the real world:
#5. 70-80% will say “No”: Here’s how to get them back
For whatever reason, people procrastinate important decisions.
Research paper after research paper has shown that if the general population have a chance to put off a major decision they will.
And getting an attorney is a major decision.
Throughout the years I have developed a little secret weapon that gets you back in front of the procrastinators without annoying them.
This is one trick that I don’t see anybody using. I was even contemplating on whether or not I should include it in this article – it is that powerful.
Smart marketers and the lawyers who hire them will do the things I have mentioned in this article.
And they will gain huge success because of it. After all, only 0.1% of lawyers actually implement the stuff I’ve been talking about.
Yet, there is one more thing you could do to surpass even them.
Just imagine being the lawyer that has a consistent lead flow of paying customers who love and respect you.
It’ll be pretty great, right?
Well, simply copy this approach.
Once somebody visits Google and searches “injury attorney [city]” and they click on your ad, you know that they want and need a lawyer.
Why else would they stop binge watching Netflix to search for something that they have no real desire for?
Bingo! They have a problem that needs solving. And Google was their answer.
Just because the user doesn’t respond to the “sales pitch” in your ad doesn’t mean they don’t need a lawyer. It means they are procrastinating.
Believe it or not, but some people actually get really nervous before calling an attorney. So the urge to do nothing is even stronger in your industry.
In the past you would have paid for that click and lost them forever. By the time they feel like contacting you again they have forgotten who you are.
So here’s what you do to make sure that never happens.
Now that you know that person is interested in finding a lawyer, and you know they are on the fence, you can send them something a little different.
When they visit your landing page you can ‘tag’ their browser.
This allows you to place ads in front of them throughout the next few weeks.
Have you ever been followed by those annoying retargeting ads after you have visited someone’s website?
Yeah, I hate them too.
This is like that, but instead of annoying them with ads, we’re going to smack them in the face with information that helps to alleviate the problem they are facing.
We’re going to do this by posting an article in their Facebook newsfeed.
Here’s a quick example.
I go to Google and type in “injury attorney Phoenix”.
I get cold feet for some reason and decide to watch cat videos on Facebook.
Next thing I see is a helpful article specifically speaking to the problem I have in my Facebook newsfeed.
It is an article in my Facebook newsfeed.
Here’s an actual example of one popping in my newsfeed:
Imagine you are actively thinking about getting a PI attorney and then that article pops up on your favorite website?
Would you click on it?
This brings people back to your website… not in the form of a sales pitch, but as a problem solving article. I call these “Passive Return Agents”.
Now imagine you hit someone with a new article every single month.
When they finally give in and are ready to call a lawyer, who do you think they are going to call?