Lawyers, Be Clear About How You Can Help: Landing Page Case Study

Optimizing Landing Pages for Actionable Language

Actionable language begins by asking yourself, “How can I help my user?”.

What are the common threads shared by the majority of your clients, and before scrolling down the page, what is it they need to know first?

In essence, DON’T BURY THE LEAD, tell people what they need to know.

Let’s dive into the results of this case study before I sell you further on actionable language.


Tell People What They Need To Know!

We launched ads for this campaign at the end of July 2020 and didn’t see results until September. Starting first by optimizing the campaign in an attempt to bring in more volume and lower the cost per acquisition (CPA), but it still wasn’t driving conversions once folks clicked and landed on the page.

Why so long before seeing results? Why the sudden change in conversions from 0% to 45% average?

Because we re-wrote the language to tell users upon landing on the page, that my client can help them with their legal matter!

Timeline & Results From The Campaign Level

Here’s a granular look at the data. One caveat, this campaign is incredibly niche and didn’t attract large numbers of visitors, but the change in conversions from 0% to 45% was a sharp contrast once we changed the text/copy on the page.

Line graph showing the life of the campaign
Line graph showing the life of the campaign


Data snap-shot of the campaign's lifespan
Data snap-shot of the campaign’s lifespan


I get it, being this forward, can come off like a hard sell, even tacky, but it’s crucial to tell folks what they need to know without having to scroll or decipher a brick of text.

Let’s get into why this works, and how we can shape ourselves as an authority sharing how they can help users with their legal matters.


Be Clear About How You Can Help

The landing page had useful content, the issue was that the content spoke only about the law, not providing any context to how my clients could help their users with legal matters.

You have to put yourself in the user’s shoes. They’re on the web, most likely on their phone, and depending on your practice area, pressed for time. Now mix this into the browsing habits of average users, which is just that, browsing!

The average user on the web is skimming content for what they need, on the web, folks are typically researching and looking for answers on the go, especially these days with ~50% of web users are on mobile screens, and Google’s mobile-first indexing.

Now let’s add on stress from a potential legal matter that needs resolving.


Writing Tips for Appealing to Your Audience

Knowing that your audience is online, and regardless of their education, are primarily skimming your content. What are they seeking? Key phrases mostly, words that stand out, and address their particular issue.

This is why your most important points should be made in:

  • your headings,
  • followed by the bolded text in your paragraphs,
  • then bullet points
  • even line spacing plays a role.

Make Headings Clear & Concise: Don’t Bury The Lead

The Term “burying the lead” comes from journalism, reading any successful news publication you’ll know what exactly is going on from the article title and supporting headings.

Any and all useful information should be easily gained from your headings, providing any important information under your headings in bold or underline text. All other content is supporting your main point.

This is What Revealing The Lead Looks Like:

This is the landing page hero image and tagline, notice that visitors know exactly what this page is about, and how my clients can help.

hero image with Actionable headings
Landing page hero image & tagline. Note the location is blurred out.


Break up your content into easily digestible chunks

Formatting the text on your page is crucial as well, by breaking up your content into easily digestible chunks you’re not overwhelming your user with a wall of words made from bricks of text.

Notice in the image below that paragraphs are broken up, with each point expressed in 1-3 sentences, and spaced apart. If this were literature, you’d expect this content to be densely packed together on the page.

Remember, for the web, and for your landing pages, we are informing without overbearing, and if a denser read is warranted, then linking to alternative forms of media are useful, like downloadable e-books, pdf documents, or detailed blog content with a glossary of anchor links.

Example of actionable page content.
A snippet of the landing page copy/text

Write in simpler language

Regardless of your user’s education level, writing simpler online is always better. Not only in content pruning, but the vocabulary of the words used.

More sophisticated language takes longer to read, and not good for quickly skimming for what you need, and may come off as pretentious.

Bullet points make content digestible

If you’re writing out a list, or there are multiple points to cover, breaking this content into numbered or bulleted lists can make it more easily digestible by the reader.

Don’t forget to bold any crucial text, and ensure that it appears first, ahead of all other supporting text.

Why are bullet points so useful?
  • Separates out important content, making it easier to read
  • creates a hierarchy
  • Adds space between subject matter


Remember, it’s all about how to provide users with information on how you can help them.

At the end of the day, it’s their legal matter and they need help solving it, and the first attorney whose website can deliver answers to the questions they’re asking, and providing that consistency throughout.

Lastly, don’t forget to ask for the sale by inviting users to reach out by contacting you.


Other Online Resources for You to Explore:

Books To Explore:

How Law Firms Can Attract New Clients Using Video Marketing

Video Transcript: How Law Firms Can Attract New Clients Using Video Marketing

Hi, my name is Tim Sherrill; I’m an account manager at Mockingbird Marketing. Today I wanted to talk to you about shooting video and why it’s crucial for your law practice, and how it’s an opportunity for people to get to know you before they’ve had a chance to speak to you in person.


Video marketing makes Yourself approachable & Relatable

The reason why this video is shot on location at Sahale Glacier, at the North Cascades National Park, it is often useful to share your interests.

As people, we’re attracted to others with similar interests, and you don’t need to be as casual as I am in this video.

You can utilize b-roll footage of working with clients at the office and film yourself in more relaxed attire.

This way, you’re both professional and approachable, providing those watching your videos the opportunity to pierce the veil.


Starting your relationship early through videos builds trust

It’s essential to build the relationship early. That’s is another strong reason to have yourself on video, on your website. It establishes that trust at the onset.

We are giving people that opportunity to get to know you. How you speak, your body language. These are all fundamental social ques that we all deal with daily as human beings, as social beings.

You are taking this a step further by putting yourself out there on video sets this relationship in motion.


Stronger relationships with clients generate referrals

It’s important to consider the lifetime value of these relationships in what they bring in return. These positive experiences create stories about you, that another person might find relatable seeing you through your client’s perspective.

Now it’s more than just your story told through your eyes.

Again, remember that lifetime value your clients’ have for you and your practice. As your relationship progresses with them, and that trust builds.

Once their case is done and finished, we all know that referral is the best marketing form.


It’s Easier Than You Think to start creating videos

All You Need Is:

  • Your Mobile Phone:
    Shoot at 4K if you can, or 1080P is fine
    Manual Focus – autofocus can get jumpy if you lean in or using hand gestures
  • A Small Tripod:
    Joby GorillaPod Tripod works best; they have varying sizes – I linked to the all-in-one version
    You can prop this on books to increase your Camera’s height on your desk or wrap the legs around a pole.
  • External Microphone:
    A Lavalier microphone is preferred – Better audio in, better out in post-production.
    Rode’s smartLav+ is a great tool, with the extension cord accessory.


I’ve created a helpful template for people who are getting into making videos, and it’s easier than you think to get started. Especially with our mobile phones these days.

Right now, I’m shooting on my Samsung at 4K resolution.

I’m using an external lens, a Moment 18mm wide-angle lens, to combat the cropping that occurs when shooting videos.

You don’t have to be as fancy as me, but you want to be using an external microphone because your mobile device’s microphone quality isn’t good enough. Especially in these windy conditions, I’m in; there’s a reason why I have a lavalier mic right here(pointing at the mic attached to my vest).

A small tripod is useful too, and there are different mobile phone mounts you can use for your phone.

To get the approximate elevation you want in your Camera, you want to look your Camera in the eye. It’s best practice not to have an upward look at yourself because people are then looking up underneath your chin.


Good natural/artificial direct light on yourself is crucial

Another thing to do as well is lighting. I chose this time to shoot my video because we have a decent overcast sky right now. The sun isn’t too harsh on me, with good direct lighting without creating harsh cast shadows.

You don’t want to look like a villain, and if you have harsh shadows going on, that’s how you’re going to come off, unfortunately.

  • Lighting Tips:
    Natural lighting is best if you can swing it. Otherwise, a ring light & light stands can be purchased reasonably cheap to create your own artificial lighting.
    Tip: If not using an LED, be consistent with the temperature of the bulbs you’re using.
    Keep your light even & eye level or slightly below to avoid harsh shadows


Template for Creating Videos for Your Law Practice

The extra things I’ve done too with this post, I’ve not only put together my thoughts and experiences from video and the tools I use. I’ve found other resources on the web I find useful as well to explore.

There are different ways of creating video, and my way shouldn’t be the only way, even though the Mockingbird way is a pretty sweet way to go!

Script vs. Bullet Points:

  • You’re an expert orator, I recommend using bullet points to keep yourself from straying too off-topic.
    • A technique is to talk about each bullet separately, pausing between each and collecting yourself, then continuing to the next. No need to start and stop your Camera. Those pauses, awkward sneezes, curse words, etc all get edited out.
    • The goal is for you to be comfortable and yourself.
      • Sidebar: an editing technique is to zoom in or out every 5-10 seconds to retain the viewer’s attention. So pauses ums, & anything else extraneous can be edited out and combined with a zoom function, or jump-cut to maintain a seamless flow of the finished content.
      • If it helps, to physically talk to someone else when recording, have them positioned so when you face them, you’re still looking into the camera lens

Frame Your Shot:

  • Have a Head & Shoulders at Least
    • Full body shots have your face too far away from the Camera. It’s hard to maintain that conversational feel when standing in frame & it’s hard for people to see your eyes.

Avoid Harsh Lighting Angles:

  • If your lighting resembles that of every scene of a villain ever, then you need more even light. Shadowy figures and harsh shadows around your eyes & face are mysterious & untrustworthy.

Positioning the Camera to your eye-line:

  • It’s to keep your Camera approximately level or slightly below your eye-line. This way to the viewer your angle is more conversational.
    • If it’s easier to see your face while talking, feel free to use your selfie camera, be sure that it’s set to 4k video quality if possible because your selfie camera is not as good as your rear Camera.

Look at your camera lens:

  • Looking at your lens when speaking helps avoid an off-angle glance for viewers.

Position yourself with depth in the scene behind you:

Ensuring that you’re not close to a wall or large object.
When you’re too close to the wall, for example, the scene gets flattened & you’re now competing with the wall.

Removing Distractions & Clutter:

A clean space keeps the Focus on you, & be sure to do a quick scene check before you start recording

Learn From Other Video Creators:


I want you to know, here at Mockingbird, we like trying new things, and we’re looking forward to taking this adventure with you!


Still Not Convinced? Here are More Resources For Embracing Video:

Improved Data. With Google’s recent announcement that videos will appear in searches and webmasters will be provided comprehensive data on the video’s performance, producing tailored content is simple, or at least as simple as any other form of digital marketing. With improved access to data, adapting your campaigns will be a sharp learning curve.

Video Reach Campaigns. While you definitely shouldn’t have third-party embedded videos on your website (it can significantly slow down site speeds by full seconds), you should consider video advertising or posting regular informational blogs on a company Youtube channel.

With Youtube’s updated video, reach campaigns managing multiple campaigns is easy and cost-effective. If you don’t want to manage video ads, a video channel will help build your online presence.

Is Creating Content Fueling Traffic to Your Law Practice?

The Answer Is Yes, Creating Relevant & Fresh Content That Benefits Users Fuels Traffic.

I was on a call with a client who’s somewhat new to Mockingbird, and we were looking at a year-over-year comparison of their organic traffic in Google Analytics.

Looking at the data, it was apparent there was a jump in traffic in 2020. 

I asked, “What are you doing differently compared to last year?”

They responded, “We started blogging regularly.”

Here’s a snapshot of the data we were viewing together:

Year over year comparison of organic traffic, comparing before actively blogging to actively publishing content

Let’s take a closer look at this data as we explore why you should be creating content and tracking the traffic you get to your website. 

We’ll also cover strategies for brainstorming ideas and the internal linking of the content on your website

We’ve heard it before. Create a blog to drive traffic, but why does it work, and how do we do it correctly?

To put it loosely, as an attorney, you’re an authority in your practice area, and when you have something to say important enough to share with others, they listen.

Not only are you sharing, but people are finding it useful—the definition of quality content.

What Criteria Should We Judge a Piece of Content as Quality?

Google’s  E-A-T standards break content into three primary metrics to determine its quality. 

  • Expertise
  • Authority
  • Trustworthiness

Simply put, do users find your content useful?

Try this exercise: Put yourself in the shoes of users on your website. 

They are likely there seeking answers in their attempt to navigate the law, and if you’re willing to share your experience and providing guidance regardless of whether they become a client or not, well, that sets you apart from other attorneys as an authority.

Begs the Question, How Do We Quantify the quality of a piece of content? 

In Google Analytics, we compare specific metrics like:

  • Session duration – How long users were on your page. The default duration for a session is 30 minutes max before resetting.  
  • Bounce rate – the percentage of people who land on the page and leave without any action
  • New vs. returning users – are both excellent, but increased returning users implies retention and new chances for conversion with an already engaged audience.
  • Pages Per Session – How many pages did they view on your website? Having relevant internal links in your content gives users seeking more specific information that opportunity.
  • Increased Conversions – Increased traffic doesn’t matter if your content doesn’t at least assist conversions elsewhere on your website. 

Google analytics metrics of year over year comparison of organic traffic. Giving an idea of user behavior


A Closer Look Into The Data: This view shows overall traffic went up, but the bounce rate increased, and pages viewed, average session duration and conversions are down, telling us that this content may not be resonating with the ideal audience, suggesting a change in strategy. 

The goal is to pay attention to the data, and set benchmarks for yourself, then it’s easier to spot trends and make adjustments if needed.

Google Search Console is another tool you can use to compare impressions vs. clicks on your content. If impressions are high and clicks low, you can safely assume that your content isn’t alluring to users.

Clicks versus impressions search console performance dashboard

A Closer Look Into The Data: This data on the search console performance dashboard shows clicks versus impressions over 90 days. Seeing that in the summer months had more engagement is an opportunity to look back at that content and see where tweaks can be made our strategy.

Spikes in clicks and impressions both, are also noteworthy to look into, sometimes yielding insight, other times not.

Comparing all this data helps puts you in the mindset to do one of three things:

  1. Merge this piece of content with something else on your site
  2. Scrap it entirely
  3. Update this piece of content to be more relevant.

How Do We Get People To Discover The Content You’ve Written?

Good old fashioned keyword research, that’s how.

If you’re unfamiliar, keywords are the terms and phrases people use when researching subjects online. 

You might think, “How am I supposed to know what people are searching for? I can’t read minds.”

Don’t worry; we got you!

Keyword planners are helpful tools that you can use to determine if enough people are searching for terms you’re interested in using. 

Keyword planner tools now come into play. These are my favorites:

Note: Both tools require you to create a free account to access them. 

Google Trends &  support doc is another helpful tool if you’re stuck between a few terms and is curious about which terms are used more frequently.

Now Test Your Keyword List in the search results to Learn The Search Intent.

What you think your keywords will pull up in the results may be different in actuality. 

Sometimes a keyword will pull up multiple topics; then, it’s a matter of figuring out the ratio of intent; are most of the search results related to your topic? 

If so, then you can be comfortable that your content is showing up when it needs to.

Another useful method of helping users find what they want is the Internal Link Sculpting of your content. 

Linking out to relevant content on your site from a central point, like your practice areas, for example. 

Another way to think of this is content hubs

That way, when users land on the page, they have everything they need at their fingertips, quickly navigating out and back to this hub.

Cornerstone content is also a valuable strategy for creating hubs for relevant content.

This content could be a blog post that’s an in-depth resource that has relevance across your practice areas and supporting content.

What About Fresh Content? Do You Need to Post Blogs Weekly or Something?

No need to post weekly. Unless it’s relevant and your users find it valuable, see the feedback loop?

As an attorney, you’re most likely to have your core practice area pages and content cornerstones. 

These don’t need to be updated for the sake of it, only when needed.

What you could do instead is create supporting content that’s timely and relevant to link back to your core content that’s always performed well.

This benefits you in two ways:

  1. Your authority continues to grow as your breadth of knowledge provides rabbit holes for your users to follow.
  2. Search engines in their crawls, like your users, learn more about what you have to offer by crawling your internal linking network.

Tactics You Can Employ to Learn What Users Need from Your Content:

  • During intake calls with new leads, ask them what they were searching for, and if they found it.
  • Ask current and past clients you’re still in contact with.
  • Your current FAQ is often an opportunity to expand on topics relevant to your practice.
  • Take a peek at your competitors’ FAQs, and ask yourself, “What are they not answering, or how can I explain it more thoroughly. 

“Good artists borrow, great artists steal.”

-Pablo Picasso

Once You’ve got an idea of what your users need, you’re closer to knowing their intent.

Let’s Take This Opportunity to Recap:

Today we’ve covered strategies for content creation, and why it’s important, but we’ve also gotten an opportunity to share and critique data from a client who’s actively creating content.

I’ve linked to quite a few resources as well through this post, so please explore them and bookmark those you find useful.

So what should your next steps be? May already be creating content or just getting started.

  1. If you aren’t taking a look at your data, you should, the more practice you have in these dashboards the easier it gets.
  2. Start setting benchmarks for yourself, you’ll begin to start noticing trends to help you adjust your strategy
  3. Practice writing content.

Now that you’re more informed on content creation, it’s time to get some practice in, because practice makes progress.

If you’re short on time and have the resources, consider us your outsourced marketing department. 

It’s much easier to edit the content than research, write, edit, and publish it. 

Reach out and complete the form-fill below to speak with our sales team and our President and founder Conrad Saam. 

Using Actionable Language That Converts Users Into Leads

Attorneys, Use Actionable Language That Converts users!

Actionable Language puts your clients at ease, safe in knowing that you’re going to help them successfully navigate the law.

It Starts by understanding you’re a guide through the legal system.

You’re experienced practicing the law, and when it comes to your practice areas, sharing that knowledge helps cement your authority, which doesn’t mean showering yourself in accolades.

You need to take things a step further and share how your authority will help, which sets you apart from other attorneys & this begins with removing “I” from the conversation.

It’s Your Client’s Journey. They Are the Hero Seeking Solutions.

As an attorney, you’re well practiced, handling countless matters similar to what your website user is going through. 

It’s important to know that the problems we face in our daily lives reflect

the oldest story ever told, The Heroes Journey.”  

No, we aren’t entering a dungeon to slay a dragon, but if we’re in your clients’ shoes, their problem may as well be a dragon, and as their guide, it’s your job to help provide them the tools to slay it.

So How Do You Convey to Users on Your Website You Can Help Them?:

  • Begin with addressing what they may be going through – Having experience representing numerous clients in your practice area. You can safely speak to what they may be facing.
  • Explain their options and what qualifications they need in an attorney – Having identified trends with previous clients, you can now layout what your client needs in an attorney. At this point, please don’t call yourself out as the attorney they need; instead, ensure your users know exactly the qualifications they need in an attorney, no matter who they choose.
  • Remind users what they’ll continue to face without help – It’s not to be mean. Still, your users need reminding of the pain they’re going to continue to feel by representing themselves or procrastinating by shopping around for a bargain attorney.
  • Painting yourself as the guide toward their solutions – This is your chance to remind users that you meet every qualification you laid out for them in hiring an attorney and that you’re here to help them solve their problems.
  • Sharing your experience & authority – This is your chance for a humblebrag, making sure users know why you’re so experienced in your practice area, building upon that authority.
  • Ensure users hear from your satisfied clients – Sharing testimonials from clients on your practice area page provides someone else’s perspective for a user to gravitate. Associations with other people who are willing to speak of your qualities boost your “street cred.”
  • If you haven’t already, provide that call-to-action – In marketing, you always have to ask for the sale. Providing consistent & apparent calls to action are essential. It may seem tacky, even shameless, but you need clients to stay in business.

It’s Not just the words you use, but how they’re placed on the page.

Actionable Language is also about getting to the point and not burying the lead by ensuring essential content surfaces on the page.  

You are writing for skimmers. Your users are online researching, looking for clear answers, and probably looking at other attorneys too.

Writing dense paragraphs is far from appealing online. You might as well present a wall. Instead, break your page content into sections, allowing users to get a sense of your content quickly.

Below I’ve bulleted out five tips to help you in this endeavor.

5 Tips to Follow When Writing Content for Your Practice:

  • Use headings to Establish a hierarchy – Your H1 mirrors the page title and sets expectations. 
  • Don’t bury the lead – The H1, H2, H3, H4, etc., and bold text highlight main points, with your most important content living under the H1 and H2 headings.
  • If things can be bulleted, then do so – Lists are a perfect or when presenting related points in succession. The bulleted text provides emphasis and is easy for readers to ingest.
  • Be consistent with your calls-to-action – If your goals are email signups, ensure that all your contact options on the page are pointing towards email signups. 
  • Don’t forget internally linking to related content on your website – Linking to more in-depth content gives users an option to learn even more while still getting what they need from the page.

Now That You Have the Tools, Set Time Aside to Write Content.

Actionable content takes practice, and without practice, there is no progress.

Keeping to a schedule is crucial as well. Otherwise, you stop making time to write, and your goals of writing content evolve from a small task to a hill, and then suddenly, you’re confronted with a mountain.

I get it. Your days are filled with client work, and life doesn’t stop after hours.

You still need to focus on personal matters as well.

There is no sense in making gains in your professional life if your personal life is eroding underneath your feet. That may be a bit extreme, but you get my point.

No Time to Write Content For Your Practice? I Have a Solution. 

Find yourself a content writer. Preferably someone familiar with writing for the legal industry, understanding your client’s pain points and practiced in writing for the Web.

It’s crucial to delegate but to the right people. Otherwise, you’ll spend as much time editing as you would have writing the content yourself.

Our Seasoned Content Writers at Mockingbird Can Help You. 

At Mockingbird, we know how to write for the web, and don’t market to just any industry. We are specialists in marketing for attorneys.

We understand our client’s pain points and are more than comfortable writing for the legal industry, and creating actionable content is our staple.

Plus, our extensive practice writing for attorneys almost guarantees your need for edits will be minimal, saving you time.

What are you waiting for!? Reach out, and chat with Emily on our sales team and Conrad, our President and founder. 

They’d love to hear from you, and so would I.