Legal
STIRRING UP
FEAR AND
ANGER
WON'T WIN
CLIENTS
Legal
It’s a tale as old as time: life happens, then you find a lawyer. Legal teams rely on landing pages to connect with prospective clients in moments of need. By matching detailed landing pages with PPC ads focused on specific services (“too many parking tickets” comes to mind), attorneys encourage calls and other inquiries.
- The median conversion rate for landing pages in this industry is 4.4%, with click-through CTAs outperforming other kinds of conversion goals.
- But how do the best landing pages in this industry perform? They convert much better, at 25.3% (based on the top 25th percentile).
- We’ve broken the industry down into 3 subcategories in the graph below, covering 4,260 total landing pages from Unbounce customers.
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Legal
Legal landing pages convert
33% above the overall industry
baseline.
Legal
Legal marketers get away with
complex language, but you
should keep it short.
What’s this mean? Most landing pages in the legal industry are hard to read, and we see evidence that writing at a college level (the hump between 30 and 50 on the graph above) is the sweet spot for converting. Don’t take this to mean you should add more text, though—on legal landing pages, conversion rates decline steadily as word counts go up. Read our methodology.
Legal
Negativity may hurt conversions
on legal landing pages.
We’ve all seen TV commercials that stir up pain and suffering to convince people to call their local lawyer or join a class-action suit. Similarly, legal landing pages display the lowest percentage of positive language—as well as the most anger—of all the industries analyzed. But our machine learning analysis also provides some evidence that using negative emotions could correlate with lower conversion rates on legal landing pages.
When it comes to your landing pages, remember: fear leads to anger, anger leads to fewer conversions. (And, yeah, so does sadness. And any negative language in general.) We’re not saying that you need to be a ray of legal sunshine—this is an industry that often deals with delicate subjects, after all. But know that pressing on pain points is probably going to be less effective than emphasizing professionalism and positive outcomes.
Legal
Watch out for words that express
anger on your landing pages.
What kinds of words get your visitors a little hot under the collar? Below, we’ve listed a selection of the lexicon that our machine learning algorithm used to find anger on the legal pages we analyzed. You can read more about sentiment analysis here.
Legal
Legal pages by the numbers
1.7X
Conversion Rates from Click-through CTAs
Click-through pages are top performers for legal professionals. If you don’t need a form, consider testing the use of a button with a clear call to action, like “Book My Free Consultation”. (An initial click-through can lead to a next step on another page, featuring a form.)
40%
Better Conversion Rates for Forms
While click-throughs are king, legal pages also do better than most other industries (40% better than the overall baseline) when it comes to form fills. When people need a lawyer, they really need a lawyer. You can try A/B testing forms of different lengths on your landing pages for higher conversion rates.
14%
More Positivity on General Legal Pages
Sure, negging is popular on most legal landing pages. But pages for more general legal services typically include more positive language than medical law and injury law. Still, we recommend staying professional and avoiding overly positive (or negative) language in all cases.
Legal
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