by Brad Witbeck March 10, 2017

How to Design an Effective Personal Injury Landing Page

It’s amazing how many law firms still advertise on personal injury keywords…and then link that ad through to their homepage. Disruptive has addressed this briefly in some of our other articles, but here we’re going to really dive into what makes a great personal injury landing page.

To put it simply, we’re going to be talking about how to design your landing pages to make the customer experience for your prospective clients infinitely better than it currently is.

Just put yourself in your client’s shoes.

If you’re a lawyer, their shoes might not be as nice as yours, but bear with me.

Once a prospective client has clicked on an ad, your landing page is their first indicator of the quality of service they can expect from you.

With that in mind, let’s discuss what will help people see the value you can offer.

Consider Your Audience

Now, imagine that you’re looking for a personal injury lawyer. If you clicked on an ad for a personal injury lawyer and you ended up getting taken to a page that has the headline “Our Lawyers Specialize in Estate Law” you’ll probably feel like you’re in the wrong place, right?

That’s how potential clients feel when they click on an ad and your landing page doesn’t match your ad’s messaging.

Even if your messaging mismatch isn’t quite this bad, if the content of your landing page doesn’t match the content of your ads, people will wonder if your practice is a good fit for their needs.

In addition, you can use this to help screen out people you don’t want to be working with. After all, if you want personal injury clients and they end up on a page about your personal injury legal services, it will be a lot easier for them to contact you than it would be if they were to be presented with an option for “non-criminal cases” or “criminal cases”.

Overall, you want to make sure you’re speaking your client’s language and that you’re getting them on the same page as you. If you don’t pull this off, you’re much more likely to lose them.

To put things simply, successful lawyers speak to their audience in a way they understand.

Get To The Point

If you want people to call you, tell them so. Make sure there is always an option on the page for them to take action.

You should also consider making this part of the page stand out more too. There are clients we have worked with at Disruptive who have seen drastic increases in click-through rates when their buttons stand out, even if it doesn’t look as pretty as other designs.

If you’re like most law offices, you’re probably primarily concerned with how many calls you’re getting. Be sure to display your phone number and if you can have a clickthrough call system, be sure to use it. This works especially well on mobile.

Get to the Point

Any law practice worth hiring can talk about how awesome they are. However, if you’re looking for legal assistance, your biggest concern isn’t how cool a firm is—you want to know if that firm can help you win your case.

The easiest way to convince potential clients that you can help them is to share testimonials.

If you’ve won a lot of personal injury cases, then you’ll definitely want to post testimonials from those clients on a page made for people who are considering using you as a personal injury lawyer. If, however, you only have testimonials from divorce clients, you might not want to have those on your personal injury landing page.

Ultimately, if the testimonials are good enough, you might want to use them wherever on your site and not necessarily specify whether they were for one particular type of law or not. Still, specificity sells.

The more concise and compelling your copy, the more convinced potential clients will be.

These are the things you want to be keeping consistent throughout your page. Honestly, when you’re doing it right, people will get just enough information to trust you.

In addition, you don’t want a mountain of text on your page. People simply won’t read it—they even skim blog articles, and they’re generally looking through them to learn something.

The more simply you can help potential clients verify that you’re the people they should be working with, the better. And remember, they want to find the right person to work with, so show them that it’s you.


When you’re approaching your website or landing page design, you’ll want to put it together in a way that does all of your customer’s work for them.

Consider what messaging will speak to them, and use that. Make effective calls to action readily available throughout your site. Consistently show them just how amazing you would be to work with. On top of all of this, get tracking set up on your pages and calls so you can really measure how well they’re working.

If you can make your site do all of these things, you’ll be seeing more clients in no time.

What do you think of these guidelines? Are there any others that you often use? What are some things you would make sure NOT to do on a personal injury landing page?

  • Landing Pages

Brad Witbeck

Brad Witbeck

When he's not heading up Disruptive's Video Advertising efforts, you can usually find Brad on a video shoot somewhere, writing a new comedy routine, or studying more acting and writing techniques with his drop-dead gorgeous wife.

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