Law firm landing pages are an essential part of the conversion process. They get potential clients one step closer to performing a desired action. Thus, it’s important to spend time on crafting these pages.

The design, user experience, and content of your landing page will do more than leave a lasting impression. Prospective clients scrolling through an effective landing page will eventually sign up for a newsletter, book a consultation call, or pay for a legal service.

The secret to designing landing pages that convert? A/B testing. 

In this article, we’ll dive into the six ways A/B testing can help you design the best law firm landing pages that will persuade leads to choose your services. 

Why Your Law Firm’s Landing Pages Should Undergo A/B Testing

1. It’s a Reliable Testing Tool

A/B testing begins with launching two similar pages. These landing pages should have the same intent. For example, you may want your legal landing page to capture email addresses by providing a downloadable resource. Whatever the goal is, A/B testing will show which design drives visitors to the end goal.

A/B testing is a tried and tested tool for marketers to choose which version of online content can get the best results. Results are measured through visitors’ behavior reflected in data. A/B testing shows visitor clicks, scrolls, bounce rates, and successful conversions.

2. It Provides Timely Insights

Everything in law firm digital marketing is time-bound. A day of not knowing what makes your landing page work (or not work) can mean thousands of dollars in lost revenue. Also, what works today may not necessarily work tomorrow.

Fortunately, A/B testing can help you get results by a deadline. An A/B test cannot go on indefinitely, as the presence of pages with identical goals will double your costs and cannibalize conversion rates, lowering your revenue significantly.

That’s why it’s crucial to determine the best landing page quickly, and stick to it. If, after a few weeks you find the page ineffective, start another A/B test. 

3. It Helps with Data-Driven Decisions

The time and effort you invest in A/B testing will yield data that can be a solid guide in deciding which landing page you should choose. 

On a more detailed level, you can also pinpoint which areas of the lawyer landing page makes it successful and which details pull the traffic down and increase its bounce rate. As a result, you can minimize the risk by taking out the ineffective details and maximize your success by picking the more appealing elements.

4. It Ensures Better Engagement

When you analyze the data derived from an A/B test, you’ll know what makes the page successful and which details are ineffective. This data will help you build the perfect landing page that gets your audience to convert.

But before we even get to conversions, A/B testing can help you create an optimized landing page that will enhance the user experience. This means everything from using the right images, presenting the right information (e.g., practice areas, addresses, contact information), creating a seamless navigation, and ensuring a quick loading speed.

Whatever your issues are with your previous landing pages, an A/B test can help smoothen them out. And when you present an optimized landing page to potential clients, you create a great first impression for your firm.

Photo by Kaleidico on Unsplash

5. It Minimizes Risk and Waste

Through A/B testing, you can pick which landing page has the best content. But it doesn’t require a huge risk to do so.

By making small changes to your landing page at each step, you can easily pinpoint and optimize the elements that help you reach your goals. This minimizes the risk of making huge changes that can drop your conversions significantly.

It also helps that A/B testing is a pretty cost-effective method. Making small tweaks to a landing page’s design doesn’t require a large upfront investment, unlike building one from scratch.

Despite the low cost and effort in building similar landing pages, a few days or weeks of A/B testing can show a significant improvement in customer engagement and conversion rates. Also, even if your A/B tests don’t yield the results you want, you still can gain valuable insights about your target market that you can use for future tests and campaigns.

6. It Increases Conversion Rate

Last but not least, with A/B testing, you increase the chances of conversion. By designing an effective landing page that loads quickly and has a clear path of navigation that leads to a call to action, the user is more likely to stay on the page, leading to your ultimate goal of converting site visitors into successful clients.

Effective Law Firm Landing Pages by Local Business Marketing Solutions

A/B testing is a valuable tool for law firms like yours to choose the best design for landing pages. These are only some of the benefits of this data-gathering method. Undeniably, using A/B testing in digital marketing can greatly benefit law firms in attracting and acquiring potential clients.

If you need assistance in A/B testing your law firm’s landing pages, Local Business Marketing Solutions can be your partner. 

Contact us for a 15-minute discovery consultation so that we can discuss our services with you.