This document discusses elements of an effective landing page for converting website traffic into leads. It identifies the four essential elements as the headline, copy/description, design including images and calls to action, and forms. For each element, it provides recommendations such as using benefits over questions in headlines, writing in the second person, and limiting forms to three fields for mobile users. Throughout it emphasizes the importance of testing and optimizing the landing page for higher conversion rates.

1. Legal Marketing Series
Converting Website
Traffic To Leads:
Elements of a Killer
Landing Page Tim Baran
Community Director, Rocket Matter
Mike Miceli
Marketing Director, Rocket Matter
June 5, 2014
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2. Legal Marketing Series
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3. Legal Marketing Series
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4. Legal Marketing Series
Free E-Books!
legalproductivity.com/e-books/
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5. What Is A Landing Page?
Legal Marketing Series
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6. Why The Focus Matters
Legal Marketing Series
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7. 4 Essential Elements of a
Landing Page
Legal Marketing Series
Headline
Copy Forms
Design
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8. Keep Mobile in
Mind
with Each Element.
Be BRIEF, BOLD,
BIG
Legal Marketing Series
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9. Headline
Legal Marketing Series
Benefit vs. Question vs. Loss Aversion
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10. Headline
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Use a Subheading
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11. Headline
Legal Marketing Series
Formatting
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12. Design
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Image
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13. Legal Marketing Series
Design
Looking at the camera Looking at the product
Image (Eye Tracking Study)
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14. Design
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Call to Action
Bold
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15. Design
Legal Marketing Series
Call to Action
Contrasting color
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16. Design
Legal Marketing Series
Call to Action
Language corresponds to offer
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17. Design
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Call to Action
Above the fold
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18. Legal Marketing Series
Copy / Description
Language
Identify problem &
provide solution
Engage the reader: write
in the second person
(“you” “your”)
Use action-oriented
phrases
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19. Legal Marketing Series
Copy / Description
Readability
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20. Legal Marketing Series
Forms
Fields
Limit to 3 fields Good for mobile
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21. Legal Marketing Series
Forms
Fields
Site: HubSpot
Need More Fields?
Use
Drop-Down Menus
& Checkboxes
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22. Legal Marketing Series
Forms
Don’t Ask for Age
hubspot.com
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23. Legal Marketing Series
Forms
Don’t Ask for Address
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24. Legal Marketing Series
Forms
Don’t Ask for Telephone Number
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25. Legal Marketing Series
Putting It All Together
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26. Advertising Your Landing Page
Legal Marketing Series
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27. Targeting The Right People For Higher
Conversions
Legal Marketing Series
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28. Recommendations For Getting Started
Legal Marketing Series
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29. Testing and Optimization
Legal Marketing Series
thelandingpagecourse.com
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30. Legal Marketing Series
Let’s get in touch!
tim@rocketmatter.com
michael.miceli@rocketmatter.com
rocketmatter.com
legalproductivity.com
rocketx1.com
Tim Baran
Community Director, Rocket Matter
Mike Miceli
Marketing Director, Rocket Matter
Thursday, June 5, 14