The 6 winners.

The landing pages actually worth stealing from.

Winner #1: burnhamlaw.com

burnhamlaw.com/divorce-lawyer-ppc

Family Law landing page example from burnhamlaw.com
  1. 1

    What works

    Strategy session offer at the very top

    The lime strip says ‘CALL TODAY FOR YOUR STRATEGY SESSION: (303) 990-5308’. A visitor ready to talk sees the number before anything else.

  2. 2

    What works

    Bold first-place claim at the top

    The huge type says Colorado's #1 divorce lawyer. A frightened reader wants a firm that sounds sure of itself.

  3. 3

    What works

    Form is headed with a question

    The form heading is ‘Talk to a real lawyer about your divorce case today.’ That frames filling it in as asking for help.

  4. 4

    What gets in the way

    Button looks like a default one

    ‘Have a Lawyer Contact Me’ is a small grey button under a tall form. It is the one thing the visitor must press.

  5. 5

    What gets in the way

    Lawyers counted but not shown

    The page lists 25 sharp attorneys and 17 supportive teammates in a column, with no face or name beside them. A frightened reader wants to see who will take the case.

What to try

Head your form with a question

Use the question your visitor arrived with in place of Contact Us. Filling in the form then feels like asking for help.

See the original page

Winner #2: law.cordellcordell.com

law.cordellcordell.com/ppc/washington

Family Law landing page example from law.cordellcordell.com
  1. 1

    What gets in the way

    Phone number is tiny

    A small number in the top corner is the only call prompt in the first screen. A visitor ready to ring has to hunt for it.

  2. 2

    What works

    City is the biggest line

    ‘Washington, DC’ is above ‘A Law Firm for Your Family Matters’. A visitor who typed a city sees their own town at once.

  3. 3

    What gets in the way

    Pop-up over the first screen

    The pop-up asks whether the visitor wants help with divorce or a family law matter. It covers the lines above the booking button.

  4. 4

    What works

    Reviews start with a reassurance

    The reviews start with a line telling readers they are not alone, then show ‘2,600+ 5 star reviews’ before a single quote.

  5. 5

    What works

    Photos of three local lawyers

    Under ‘Meet Your Team’ each lawyer has a photo, a name and a job title. A visitor sees who would take the case.

What to try

One page for each city

Put the city above the headline in the biggest type. A visitor who typed a city sees their own town first.

See the original page

Winner #3: thelawinmemphis.com

thelawinmemphis.com/pricing

Family Law landing page example from thelawinmemphis.com

The search: family law attorneys in memphis tn

Sponsored thelawinmemphis.com

Becker Law Firm - Family Law Attorneys Memphis

  1. 1

    What gets in the way

    Price is below a long story

    A long paragraph about the firm's reasoning comes first, beside a photo of a worried couple. A visitor scrolls a long way before any figure.

  2. 2

    What works

    First sentence repeats the ad promise

    The ad promised fair pricing. The first big sentence under the banner uses the words ‘an affordable price’.

  3. 3

    What works

    Three prices side by side

    The page lists a ‘$1,200 retainer’ with payments of $300 a month, then $2,500 and $4,000+ for harder cases. A worried visitor sees the bill before calling.

  4. 4

    What works

    First meeting has a stated price

    A flat ‘initial consultation fee of $150.00’ comes with its reason. A serious buyer knows what the hour costs.

  5. 5

    What gets in the way

    Next worry is behind a plus sign

    ‘How many payments do I have to make?’ is the question a buyer asks after the price. The answer is closed until the visitor opens it.

What to try

Price tiers printed on the page

Show a retainer and a monthly payment for each kind of case. A worried visitor then sees the bill before they call.

See the original page

Winner #4: law.nebraskalegalgroup.com

law.nebraskalegalgroup.com/divorce

Family Law landing page example from law.nebraskalegalgroup.com

The search: divorce in lincoln ne

Sponsored law.nebraskalegalgroup.com

Nebraska's Premier Divorce Attorneys

  1. 1

    What works

    Two rating sites in the header

    ‘RATING ON GOOGLE’ and ‘RATING ON AVVO’ are under gold stars. A visitor can check the firm somewhere else.

  2. 2

    What works

    City named under the header

    The search was for a divorce in Lincoln. The strip says ‘Offices in Omaha and Lincoln’, so that visitor sees the firm is near.

  3. 3

    What gets in the way

    Form asks for the whole case story

    A tall box marked required asks the visitor to describe their case before they can press the button. Many will stop there.

  4. 4

    What works

    Four kinds of divorce, one tile each

    Uncontested, litigated, mediated and collaborative each get a plain sentence. A visitor who doesn't know which one they need can find out.

  5. 5

    What works

    Three numbered boxes for next steps

    The steps are a free evaluation, a one-hour consultation, then case management. A visitor can see what a call leads to.

What to try

Show what happens after the call

Draw three numbered steps: a free evaluation, a consultation, then the case plan. A visitor who fears the unknown sees what a call starts.

See the original page

Winner #5: family.unbundledlegalhelp.com

family.unbundledlegalhelp.com/child-custody

Family Law landing page example from family.unbundledlegalhelp.com
  1. 1

    What works

    Headline says affordable, payment plans

    The headline says ‘Lawyer with Payment Plans’. That answers the cost worry before the visitor reads the rest of the page.

  2. 2

    What works

    First screen asks only where you live

    There is one box for ‘Enter a City or ZIP Code...’ and an arrow. There is no name, email or phone field.

  3. 3

    What works

    Price range right under the first screen

    ‘Legal Fees Start As Low As $500 to $2500’ is in plain sight, next to a time to connect and a note on payment plans.

  4. 4

    What works

    Four figures side by side

    The page shows 2M+ people served, 60s to connect and an 80% average saving on up-front fees. A buyer who fears a huge bill sees numbers.

  5. 5

    What gets in the way

    Long custody text near the bottom

    The text covers ‘Joint Custody’ and the primary parent, then a read more link. A visitor ready to find a lawyer has no use for it.

What to try

Price range under the first screen

Show a starting range and a time to connect right under the form. A buyer who expects a huge bill sees a number first.

See the original page

Winner #6: blood-law.com

blood-law.com/lpai/nashville/family-law/family-law

Family Law landing page example from blood-law.com

The search: family lawyer nashville tn

Sponsored blood-law.com

Blood Law - Family Law Nashville

  1. 1

    What works

    Phone number easy to find, top right

    ‘Call Today!’ is above the number in white type on a dark band. A visitor ready to ring finds it at once.

  2. 2

    What gets in the way

    Chat panel over the first screen

    The panel covers the end of the headline and the review count under the hero. The visitor can't read either one.

  3. 3

    What works

    Search words above the headline

    ‘Nashville Family Law’ is above the headline. A visitor who searched for a Nashville lawyer sees their city first.

  4. 4

    What works

    Reviews with name, date and Google mark

    ‘Stephanie Placzek’ and two other clients are named under gold stars. A stranger can look them up.

  5. 5

    What gets in the way

    Nashville page mentions the Carolinas

    The copy mentions ‘North and South Carolina’ as where the firm works. A visitor who searched for Nashville may wonder if this firm is local.

What to try

Offer text as well as call

Show both buttons in the first screen. A visitor who can't talk right now can still reach you.

See the original page

What the 6 winners do.

  1. Reviews quoted with a name

    5 of 6

  2. Phone number in the first screen

    4 of 6

  3. Price or range printed

    2 of 6

  4. Photos of the lawyers

    2 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: askalawyeroncall.com

askalawyeroncall.com/lp/family-law

Family Law landing page example from askalawyeroncall.com

The search: louisiana divorce attorney

Sponsored askalawyeroncall.com

Chat with a Family Lawyer - AskALawyerOnCall

  1. 1

    What it gets wrong

    Headline says family lawyer only

    The search was for a Louisiana divorce attorney. The page doesn't mention divorce or Louisiana, so a visitor may wonder if it fits.

  2. 2

    What makes it work

    Three short steps under the headline

    The steps are: describe your issue, chat one to one with a lawyer, ‘Save time and money’. A visitor sees how it works in one glance.

  3. 3

    What makes it work

    Cost worry answered in plain words

    Under ‘Without the legal hassles’ there are no retainers or legal fees and no appointments that take weeks to book.

  4. 4

    What makes it work

    Three lawyers with face, name, title

    Each card shows the lawyer's name and a title such as ‘Practicing Attorney’, with gold stars. A visitor sees that real lawyers answer.

  5. 5

    What it gets wrong

    Closing section has no price

    The last section warns that a mistake is costly and ends with ‘Chat with a legal expert’. A visitor still doesn't know what a chat costs.

What to try

Show who answers the chat

Put a lawyer's face, first name and title next to your button. A visitor then knows a real lawyer replies.

See the original page

Wildcard #2: myfloridalaw.com

myfloridalaw.com/divorce/free-divorce-consultation

Family Law landing page example from myfloridalaw.com

The search: pro bono divorce lawyers tampa fl

Sponsored myfloridalaw.com

Free Divorce Consultation - MyFloridaLaw

  1. 1

    What it gets wrong

    Phone number is tiny

    The toll free number is in the top corner in small type. A visitor ready to ring has to hunt for it.

  2. 2

    What makes it work

    Headline repeats the ad

    ‘Free Divorce Consultation’ is the same offer the ad made. A visitor knows at once they clicked the right link.

  3. 3

    What makes it work

    Video to meet the lawyers

    The video, ‘Free Consultation With a Divorce Attorney in Florida’, shows two lawyers in a room. A visitor sees who they would talk to.

  4. 4

    What it gets wrong

    Long transcript fills the page

    Two lawyers talk about how to pick an attorney, in text, with a button in the middle of it. The ask to book is at the bottom.

  5. 5

    What makes it work

    Page ends on one plain ask

    The page ends with ‘Request a Free Consultation with Our Legal Team’ beside a Schedule Now button. A visitor who read this far knows what to do.

What to try

Book button next to your video

Put your lawyer on camera in the first screen. Add a button beside it so a visitor who likes them can act at once.

See the original page

The copy bank.

Headlines

Offers

Trust

Next steps

3 pages that waste the click.

  1. good lawyers for divorce

    Full website instead of a landing page

    The page has a row of links, a main menu and a chat box above the content. Every one is a way off the page.

    • Two menusA top row of links and a main menu both lead away from the form.
    • Payment link‘Online Payments’ is at the top. That link is for people who are already clients.
    • Wall of textParagraphs on custody, property and alimony fill the page beside the form.

  2. divorce in the state of virginia

    How-to article instead of an offer

    The page is headed ‘Everything You Need to Know’ and starts with a byline and a list of topics. It reads like a blog post.

    • Tiny askThe only ask is a small box beside the contents list.
    • No priceNo price is on the first screen. Residency rules and months of separation fill it.
    • Blog lookA byline and an updated date show the visitor this is an article and not an offer.

  3. divorce attorneys in okc

    Old-style page that reads like a textbook

    A bar of contact links is above a long essay on divorce law, with a column of article titles down the side.

    • Article listA column of headlines about alimony, property and remarriage is beside the offer.
    • Crime linksThe practice list shows criminal defense, DUI and traffic tickets. A divorce click can wander off to them.
    • Long essayParagraphs of general advice about rights and fairness run most of the first screen.

What we learned.

  1. Print the price

    Becker Law Firm shows three retainers, from $1,200 to $4,000+, with a monthly payment for each. Unbundled Legal Help prints its fee range right under the first screen.

  2. Make the first step small and free

    Nebraska Legal Group offers a free case evaluation, then shows three numbered steps and the line ‘Put your case in our expert hands’. Unbundled Legal Help asks only for a city or ZIP code first.

  3. Show who will take the case

    Cordell & Cordell shows three local lawyers with photos and job titles. Burnham Law counts its attorneys but shows none, so a frightened reader sees no one.

The bottom line

The winners put a price, a free first step or a real face on the page before a visitor has to call. The losers send paid clicks to articles and full websites and hope the reader finds the ask.

Postclick is live

Now do the same to your page

Paste the URL your own ads point at. Postclick reads it the way we read these 44 pages, shows what is costing you calls and draws new versions to look at. Your first audit and two design directions are free.

Audit my family law page

No card required.

Visit the live page