Why Your Personal Injury Law Website Needs A Landing Page Audit

In today’s digital landscape, establishing a strong online presence is crucial for personal injury law firms. With potential clients relying heavily on the internet to find legal services, having an effective website is essential. However, simply having a website is not enough. To truly maximize its impact and attract the right audience, your personal injury law website needs a comprehensive landing page audit. In this blog post, we will explore why a landing page audit is vital for your website’s success in the highly competitive field of personal injury law. So, let’s dive in and uncover the key reasons behind the necessity of a landing page audit for your personal injury law website.

What Is a Landing Page Audit?

A landing page audit is the process of examining every page that you are sending traffic to and exploring its performance. You will look at Google Analytics, Google Ads, and some other software I will mention and determine the performance of these sites. For a personal injury law, you likely have a dozen crucial pages attracting significant enough traffic to warrant an audit. The pages that you should look at with a critical eye are likely:

• Homepage
• Contact Page
• Car Accident Page
• Class Action Page
• Spinal Cord Injury Page
• Traumatic Brain Injury Page
• Lawyer Bio Page Template
• Wrongful Death Page
• Fees Page
• Motorcycle Accident Page
• About Us Page
• Awards/Results Page
• Any landing page made specifically for paid marketing campaigns.

What Does This Process Look Like?

The process of a landing page audit can vary from vendor to vendor. However, this is what the process commonly looks like:

1. Vendor selection – Your existing agency or internal marketing team is likely too biased to audit your landing pages. You need a fresh set of eyes who can make recommendations, knowing they may upset someone. Thus, you want to hire an outside party who can dig in and assess your landing page performance and recommendations.
2. Goal Assessment – Your vendor will first start by confirming what the goals for the audit, your landing pages, and your organization are. This will ensure they know what they are looking for and optimizing for.
3. Software installation – You likely already use some software, Google Analytics, Google Ads, Google Search Console, Google Lighthouse and some SEO tools. However, you’ll also want some visitor recording software like HotJar to capture your users’ actions on the landing pages.
4. Technical Evaluation – Using these tools, the landing page auditor will check the page layout, page speed, navigation, and mobile responsiveness, and determine if the page is well made and technically in a position to perform.
5. Content Review – The auditor will read the page, and likely put it through some assessment tools like a reading level tool to ensure the content is meaningful, helpful, and high-quality.
6. SEO Performance – SEO performance isn’t really the main goal of a landing page audit, however, it is worth considering any changes you may make if the page is ranking well for something. This is important for personal injury law because your page rankings are hard won and shouldn’t be squandered.
7. Conversion Element Examination – Do the landing pages have conversion elements, are they in areas that will drive conversion, are there conversion elements missing?
8. Analyze the data – With the previous steps done, it’s important to look at the hard data. What are the conversion rates of each page, what is the user flow like,and what are the recordings showing? The auditors will look at the evaluations they did, and cross-referencee it with actual user behaviour and traffic analytics to determine any other insights.
9. A/B Testing Recommendations – The landing page audit team will then propose different A/B tests for under-performing pages to determine if the performance can be improved. They’ll suggest things like new titles, headlines, form elements, content blogs, and other conversion elements to increase page performance.
10. Report and Action Plan – The audit team will then compile the findings and recommendations into a report you can action on. Which tests won, what pages should be changed permanently, and what other elements you can change to enhance the landing pages of your personal injury law website.

This entire process should take 3-6 months from start to finish. Langing page audits are a big undertaking, but the insights and enhancements to your website are worthwhile.

This Sounds A Lot Like Conversion Rate Optimization

It is very similar to conversion rate optimization. The main difference with landing page audits are that they are contained within a program and eventually end. Conversion rate optimization is like a never-ending landing page audit. For large personal injury law firms, conversion rate optimization is a great process to add to your marketing mix. For smaller personal injury law firms, doing a landing page audit every 18 months or so is an excellent way to maintain a great web presence.

Why Should A Personal Injury Law Firm Do A Landing Page Audit?

This is an important question. Landing page audits are more commonly seen in e-commerce businesses and on media websites that have ad placements and where increasing time on site can have a meaningful impact on revenue. This might sound like overkill for personal injury law firms, where your page might have 20 pages and 50 blog posts.

However, while personal injury law is a business that happens in a traditional in-person fashion, most of your leads and business is generated through your website. It is highly unlikely that a new client will visit you without having seen your website. You need to ensure your website is performing at the highest level possible or you will lose ground to competitors with better designed and managed websites.

Additionally, if you are spending money driving traffic to your website through TV, Radio, Google Ads, and social media but spending minimal to no money maintaining your website, is that logical? Personal injury law firms spend a lot of money building brand awareness and driving traffic, but their websites are not utilizing this traffic efficiently.

Your personal injury law firm website needs a landing page audit because you need to understand your web presence and how well it is converting traffic. Personal injury lawyers neglect their websites and view them as expenses versus investments. By doing a landing page audit, you’re investing in your website and there is no single marketing tactic you can do that will have a greater impact on your personal injury law firm than a landing page audit.

About Rock Bound Marketing

Rock Bound Marketing is a marketing consultancy designed for personal injury lawyers. Rock Bound Marketing understands the personal injury law business and can help you maximize your client count and optimize your digital strategy. If you are interested in starting a landing page audit today, contact Rock Bound Marketing.