When a landing page or mini-site is needed, smart attorneys come to us. These are small projects that can reap big gains.

In law firm marketing, a “law firm landing page” is a single, stand-alone web page designed to focus on a single niche practice area or encourage a specific course of action like completing a contact form or making a phone call.  

A “microsite” is very similar to a landing page.  The principal differences are that a microsite may also include a small group of supporting web pages.  Microsites also reside on their domain separate from the primary law firm website domain. A practice area blog that a law firm runs on a different domain is an excellent example of a microsite. On the other hand, landing pages can reside on the same domain as the primary law firm website and their unique domain.

Often landing pages and microsites are where a visitor “lands” after clicking on a link in a pay-per-click (PPC) advertisement (i.e., Google Adwords) or a marketing email. 

But landing pages and microsites aren’t just limited to PPC or email marketing campaigns.  These unique web properties can serve as a simple website for a small law practice or a placeholder web page while a more extensive website project is under construction.  

Here’s when you should consider investing in a microsite or law firm landing page design.

  • Law Firm Marketing / PPC Campaigns. Landing pages and microsites are perfect vehicles for driving an email marketing campaign or a paid advertising campaign. As an example, let’s say you have a criminal defense law firm, and your attorneys handle various matters, including DUI defense. In this case, you could build out a separate landing page for DUI defense and tailor everything about that landing page – the messaging, copy, images, and calls to action – around DUI defense. Oakland DUI Attorneys is an excellent example of a practice area landing page targeted at a specific geographic region.
  • You Just Need A Simple Web Presence. Sometimes you just want a simple website where people can come, check you out, and see that you’re legit. In this case, a landing page design might work for you. The big caveat, and one significant disadvantage of landing pages, is that they tend not to rank well organically because they are so small. Accordingly, if you want a simple website and want potential clients to find you via search, you should opt to go with a small law firm website design instead.
  • You’re Crunched For Time And Need A Web Presence Quickly. On occasion, we have attorneys who need a website up and running within a short time frame. In this case, building a placeholder web page/landing page is a great stopgap measure. It quickly gets all your critical information up on the web, including a description of the firm and its practice, attorney photos and mini-bios, and essential contact information. Typically this is done in context with building out a more extensive website that will take several months to complete.

Advantages of Landing Pages and Microsites.

  • Less expensive than traditional websites.
  • They can go live relatively quick
  • Targeted to a specific practice area and audience

Disadvantages of Law Firm Landing Page Design.

  • Because of their small size, they tend not to rank well in organic search listings
  • They are limited in scope.