The 7 winners.

The landing pages actually worth stealing from.

Winner #1: shouselaw.com

shouselaw.com/ca/dui/dui-attorneys-orange-county

Criminal Defense landing page example from shouselaw.com
  1. 1

    What works

    Phone number and message option in the header

    The header says ‘Call or Message Us 24/7’ with a phone number beside it. A driver sees how to reach a lawyer at any hour.

  2. 2

    What gets in the way

    Seven form fields before Submit

    The form has fields for name, phone, email, city, arrest date, BAC and a file upload. A driver in a hurry may leave before the button.

  3. 3

    What works

    Six numbered questions after the intro

    A list of six questions follows the headline, from license loss to the courthouse. A visitor jumps to the answer they need.

  4. 4

    What works

    Heading written as the driver's own question

    The first heading asks ‘Do I have to surrender my license?’ It matches the worry a driver has right after an arrest.

What to try

Fewer fields in the form

The form has seven fields. Name, phone and city are enough for a lawyer to call back.

See the original page

Winner #2: federalcriminallawcenter.com

federalcriminallawcenter.com/federal-drug-crimes

Criminal Defense landing page example from federalcriminallawcenter.com
  1. 1

    What works

    Free evaluation offer in the top bar

    The top bar says ‘Request Your Free Case Evaluation’ beside two phone numbers. The offer shows before the headline.

  2. 2

    What gets in the way

    Headline reads like a news item

    ‘Men Sentenced with Federal Drug Crimes’ describes a sentence already given. A person facing a drug charge looks for a lawyer who can help.

  3. 3

    What works

    Short form with a free case evaluation

    The form has four fields and a CAPTCHA. It stays beside the article text.

  4. 4

    What gets in the way

    Long list of other charges beside the form

    The rail lists many charges, from Arson Crimes to Wire Fraud. A visitor with a drug charge sees many links to other pages.

  5. 5

    What works

    Defenses listed in plain bullets

    The page lists illegal search and seizure and a warrant without probable cause. A reader sees that a defense exists.

What to try

Move the phone number into the header

The page has four form fields and phone numbers in small type at the top. A large number in the header adds a faster way in.

See the original page

Winner #3: thedefenders.net

thedefenders.net/dui

Criminal Defense landing page example from thedefenders.net

The search: dui lawyer las vegas

  1. 1

    What works

    Phone number with 24/7 in the header

    The header shows ‘AVAILABLE 24/7’ above the number 702.333.3333.

  2. 2

    What gets in the way

    Hero has no DUI wording

    A searcher for a DUI lawyer in Las Vegas reads ‘Criminal Lawyers in Las Vegas’. The first DUI wording is the heading lower down.

  3. 3

    What gets in the way

    Three slogan banners before any answer

    The cards say ‘DO NOT WAIT’, ‘BEST PRICES’ and ‘OVER 10,000 CLIENTS’. The first screen has slogans before a DUI answer.

  4. 4

    What works

    Four-field form beside the article

    The form stays at the right of the text, with lawyer photos under it. A visitor can write a message at any point.

  5. 5

    What works

    Heading written as the visitor's question

    ‘Should I Get a Lawyer for My DUI?’ is the first heading in the article. It matches a question a charged driver asks.

What to try

DUI wording in the hero

The page has ‘Top Las Vegas DUI Lawyer’ below the banners. Move that wording into the hero.

See the original page

Winner #4: egattorneys.com

egattorneys.com/drug-crimes

Criminal Defense landing page example from egattorneys.com
  1. 1

    What works

    Free response line over a large phone number

    ‘CALL TODAY! FREE IMMEDIATE RESPONSE’ is above 818-781-1570. The number is the largest type in the header.

  2. 2

    What works

    Buttons for Spanish and Russian by the phone

    Two language buttons appear before the headline. A visitor who reads Spanish has a page version to switch to.

  3. 3

    What gets in the way

    Contact box placed after a long menu

    The right rail starts with a list of drug charges. The contact box comes after the list, well down the page.

  4. 4

    What works

    Video still with a top 5% ranking

    The video still says ‘RATED TOP 5% U.S. LAW FIRM’ above the firm's logo. A visitor sees a ranking before reading.

  5. 5

    What works

    One heading for each charge

    The article has a heading for each charge, such as possession of marijuana and drug paraphernalia. A visitor finds the charge they face.

What to try

Short form above the charge list

The contact box comes after a long list of drug charges. A short form at the top of the rail lets a visitor write first.

See the original page

Winner #5: robinsonandhenry.com

robinsonandhenry.com/criminal-defense/

Criminal Defense landing page example from robinsonandhenry.com
  1. 1

    What works

    Headline with the state and the service

    The H1 reads ‘Colorado Criminal Defense Attorneys’. A visitor in Colorado sees the place and the service in four words.

  2. 2

    What works

    Charge links in the first screen

    Assault, domestic violence, drug charges, DUI and juvenile defense are listed under one heading. A visitor reaches a charge page in one click.

  3. 3

    What works

    Consultation bar with chat, call and schedule

    ‘Schedule your consultation now!’ has three buttons: Chat, Call and Schedule online. A visitor picks the way they prefer.

  4. 4

    What works

    Award badges under the consultation bar

    Best Lawyers and Super Lawyers logos appear with two round award badges. A visitor sees credentials before the office list.

  5. 5

    What gets in the way

    Phone numbers only in the office cards

    Each office card shows hours and a client support number. The first screen has no phone number and no form.

What to try

A short form in the first screen

The first screen has chat, a call button and an online scheduler but no form. A form with name and phone adds a fourth way in.

See the original page

Winner #6: wklaw.com

wklaw.com

Criminal Defense landing page example from wklaw.com
  1. 1

    What works

    Free consultation line with the phone number

    A free consultation offer is above the number (619) 305-0829 at the top right.

  2. 2

    What works

    Team photo with a long track record

    A photo of three men in suits fills the hero. The text beside it says the firm has fought for clients for over 40 years in California.

  3. 3

    What works

    Rating badges and TV logos

    A row of rating badges is above a row of TV logos marked ‘AS SEEN ON’. A visitor sees outside proof before any text.

  4. 4

    What works

    Client videos and a written review

    Three video thumbnails appear above a written review about a drunk driving arrest. In the review, the client reached a lesser charge.

  5. 5

    What gets in the way

    Form far down the page

    The form has six fields, including ‘City and State of Case’ and ‘Nature Of Case’. A visitor reaches it only after the whole page.

What to try

Bring the form up

The form is near the bottom of the page. A short form beside the hero would reach visitors who never scroll.

See the original page

Winner #7: summitdefense.com

summitdefense.com

Criminal Defense landing page example from summitdefense.com
  1. 1

    What works

    Free consultation line and a phone button

    ‘Free confidential consultation’ appears beside (866) 703-5233 in a purple button.

  2. 2

    What works

    Headline with the region and the service

    The headline ‘Bay Area Criminal Defense’ has the region and the service. A line on 120 years of experience follows.

  3. 3

    What gets in the way

    Two buttons and no form field

    The first screen has Call Now and Schedule A Free Consultation buttons. A visitor who wants to write a message has to click first.

  4. 4

    What works

    Five-star client quote beside the intro

    A client review with five stars appears next to the intro text. The reviewer is named by initial under the quote.

  5. 5

    What works

    Video block under the badges

    A large video block says ‘A Reputation of Proven Results’ with a Play Video button. Award badges appear above it.

What to try

A short form in the hero

The hero has two buttons and a review but no form. A form with name and phone gives a visitor a third way in.

See the original page

What the 7 winners do.

  1. Keep a phone number at the top

    6 of 7

  2. Show reviews or awards in the first screen

    5 of 7

  3. Say the consultation is free

    4 of 7

  4. Keep a form beside the text

    3 of 7

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: shouselaw.com

shouselaw.com/ca/dui/dui-attorneys-san-bernardino

Criminal Defense landing page example from shouselaw.com

The search: dui attorney san bernardino

  1. 1

    What makes it work

    Headline close to the search

    The headline says ‘San Bernardino DUI Attorney’. The search was ‘dui attorney san bernardino’.

  2. 2

    What makes it work

    Reply time above the form

    The form says ‘We usually respond in 5 minutes.’ under its title.

  3. 3

    What it gets wrong

    Seven fields in the form

    The form has fields for name, phone, email, city, arrest date, BAC and a file. A visitor spends effort before any reply.

  4. 4

    What makes it work

    Seven numbered questions after the intro

    The list ends with a question about the attorney. A visitor learns who the lawyer is on the same page.

  5. 5

    What makes it work

    License question first

    The first heading asks ‘Do I have to give up my license?’ It answers the worry that comes right after an arrest.

What to try

A phone number inside the form box

The header has a number at the top of the page. A number inside the form box adds a second way in for a visitor who will not type.

See the original page

Wildcard #2: egattorneys.com

egattorneys.com/dui

Criminal Defense landing page example from egattorneys.com

The search: los angeles dui attorney

  1. 1

    What makes it work

    Free response line over a large phone number

    ‘CALL TODAY! FREE IMMEDIATE RESPONSE’ is above 818-781-1570, with Spanish and Russian buttons below it.

  2. 2

    What it gets wrong

    Long menu of topics beside the text

    The rail lists many DUI topics, from Boating Under the Influence to Watson DUI Murder. The contact box is far below.

  3. 3

    What makes it work

    Headline matches the search

    The first heading reads ‘LOS ANGELES DUI ATTORNEY’. The search was ‘los angeles dui attorney’.

  4. 4

    What makes it work

    Phone number in the first paragraph

    ‘Schedule your consultation at (818) 781-1570 or contact us here.’ has the number in the opening text.

  5. 5

    What makes it work

    Vehicle Code sections in plain bullets

    VC 23152(a) and VC 23152(b) are listed with a short plain meaning each. A driver sees the 0.08% BAC rule at once.

What to try

A short form near the headline

The rail menu has the contact box far down the page. A short form near the headline adds a way to write first.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

4 pages that waste the click.

  1. dwi lawyer fort worth

    Fort Worth search, Collin County article

    A driver who searched ‘dwi lawyer fort worth’ reads a Collin County article. No phone number is written in the first screen.

    • Wrong countyThe headline and text say Collin County, and the search was for Fort Worth.
    • Blog formatA publish date, an author and a reading time appear above the text, as on a blog post.
    • Wall of wordsParagraphs fill the first screen, and the first heading is about the legal meaning of intoxicated.

  2. criminal charges attorney

    Attorney search, law-library article

    The page title is ‘Criminal Charges’, a topic in law. The visitor searched for an attorney.

    • Reading pageThe first line is about how criminal codes are made.
    • Search box firstThe first thing is a form with fields for a legal issue and a place, and no lawyer is in view.
    • Link wallCards of links to homicide, drug, sex and property crimes fill the page. A visitor with one charge has many ways to leave.

  3. dui lawyer

    DUI lawyer search, lawyer finder page

    The headline reads ‘Find a DUI and DWI Lawyer Now’ over a box for a city and state. No lawyer, phone number or offer shows.

    • Search box firstThe first screen has a field for a city and state. A visitor has to type before seeing any lawyer.
    • Claim without source‘70% of DUI attorneys consistently get DUI charges reduced’ has no source beside it.
    • State listA long list of states and cities fills the lower page.

  4. criminal defense lawyer denver

    General firm page for a criminal defense search

    Criminal Defense is one of eight tiles under Practice Areas. Education Law and Title IX come first.

    • Many servicesEight practice areas share the first screen, so criminal defense is a small tile.
    • Team photoThe hero is a group photo of the staff with no headline about criminal charges.
    • Unrelated bannerThe red bar at the top talks about staying open for business. It has nothing to do with the search.

What we learned.

  1. Show a phone number up top

    Wallin & Klarich shows (619) 305-0829 under ‘GET YOUR FREE CONSULTATION’ at the top. Eisner Gorin prints 818-781-1570 in large type beside ‘CALL TODAY!’.

  2. List the charges in view

    Robinson & Henry lists domestic violence, DUI, drug charges and more under one heading in the first screen. Shouse California Law Group heads an answer with ‘Do I have to surrender my license?’, the question a driver asks.

  3. Add a Spanish version

    The Defenders has an ‘EN ESPAÑOL’ link in its menu. Brandenburg Law ends its page with ‘En Español’ in the footer.

The bottom line

The criminal defense pages that win leads keep a phone number at the top, call the consultation free and answer the questions a charged person asks. The losers send paid clicks to a lawyer finder, a law-library article and a general firm page.

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