The 10 winners.

The landing pages actually worth stealing from.

Winner #1: wewin.com

wewin.com/lp-in-personal-injury

Personal Injury Law landing page example from wewin.com
  1. 1

    What gets in the way

    Small phone line in the header

    The header has ‘Call 866-499-2719 or send your case details’ in small type. A visitor in a hurry can miss the number.

  2. 2

    What works

    Review count beside the form

    The page shows ‘6,200+ REVIEWS’ on Google next to the form. Buyers see proof from other clients before they type.

  3. 3

    What works

    Fee line next to the form

    The tick list says ‘Pay Nothing Unless We Win’ beside the form. The answer to the cost question is next to the ask.

  4. 4

    What gets in the way

    Form has no accident type field

    The form has fields for name, email, phone, zip and a case note. A visitor must write the accident type in the note.

  5. 5

    What works

    Payout band with case types

    A band under the form lists payouts such as ‘Truck Accident $10,000,000’. Each figure has a case type, so a buyer sees a result like theirs.

What to try

Group results by accident type

Show one result row per accident type beside the form, so each buyer finds a figure for their own case.

See the original page

Winner #2: forthepeople.com

forthepeople.com/auto-accident-attorneys/get-a-lawyer/var/search

Personal Injury Law landing page example from forthepeople.com
  1. 1

    What gets in the way

    Vote invite above the page

    The top bar has an invitation to vote for the firm in a best law firm poll. It adds a task before the case form.

  2. 2

    What works

    Headline is a question for the victim

    The headline ‘CAR ACCIDENT VICTIM?’ is the question a crash victim has. A reader with that case sees a match at once.

  3. 3

    What works

    News logos under the headline

    An ‘As seen on’ row lists ABC News, CNN, USA Today, Fox and NBC News. Known outlets add weight before the form.

  4. 4

    What gets in the way

    Legal line right before the button

    The text ‘By submitting this form, you agree to our Terms & acknowledge our’ comes right before the button. A visitor reads a legal line at the moment of the ask.

  5. 5

    What works

    Client card with a verdict figure

    A card shows ‘MEET CEMRAN B.’ with ‘$225,000’ against an insurance offer. A named client and a figure show what a case can bring.

What to try

Add three steps under the form

List three short steps after the click, as the page does lower down with ‘SUBMIT YOUR CLAIM’. A hesitant visitor sees what happens next.

See the original page

Winner #3: injuries.gilmanbedigian.com

injuries.gilmanbedigian.com/philadelphia/truck-accidents

Personal Injury Law landing page example from injuries.gilmanbedigian.com
  1. 1

    What works

    Headline says the case type

    The headline says ‘TRUCK ACCIDENT INJURY’ with the state. A trucking victim in Pennsylvania sees a match.

  2. 2

    What works

    Total recovered under the headline

    The page says ‘Over $800 Million’ recovered for injury victims. One big figure shows the firm's scale before the form.

  3. 3

    What works

    Case value form in the first screen

    A short form band has fields for injury month, year and type. A red button offers a case value.

  4. 4

    What works

    Fee and help list

    ‘No Fee Unless We Win’ tops a six-item tick list. It also lists free consultation, medical bills and lost wages.

  5. 5

    What gets in the way

    Result tiles show other case types

    Under ‘Here are some of our recent case results:’ the tiles show birth injury, medical malpractice, auto accident and premises cases. The headline is about trucks.

What to try

Tag each result with its case type

Label every result tile with the case type from the headline, so a truck victim finds a truck result.

See the original page

Winner #4: arnolditkin.com

arnolditkin.com/lpai/dallas/arnold-itkin/best-personal-injury

Personal Injury Law landing page example from arnolditkin.com
  1. 1

    What works

    Headline with the city below

    The headline says ‘Best Personal Injury Lawyer’ with the city below it. A local buyer sees the claim and the place together.

  2. 2

    What gets in the way

    Dense text beside the form

    Text beside the form says ‘What makes us different is our experience handling thousands of personal’. A visitor must read a block to find the claim.

  3. 3

    What gets in the way

    Chat panel overlaps the form

    A chat panel loads over the right side of the first screen. It shows ‘Book Appt’, ‘Text Us’ and ‘Call Us’ and overlaps the form.

  4. 4

    What works

    Record verdict with the figure

    ‘$2.25 Billion’ is printed with the caption ‘Record-Setting Victory for Roundup Cancer Victim’. The figure and the case type share one card.

What to try

Print the case type by each figure

Add a one-line caption to every big figure, as the ‘$2.25 Billion’ card does with its Roundup case.

See the original page

Winner #5: justice.anidjarlevine.com

justice.anidjarlevine.com/truck-accident

Personal Injury Law landing page example from justice.anidjarlevine.com
  1. 1

    What works

    Form with an optional box

    The form has name, email and phone fields, then ‘How can we help you? (Optional)’. A visitor can send it without writing a story.

  2. 2

    What works

    Headline says state and case type

    ‘Florida Truck Accident Lawyers’ is four words with the state and the case type. A visitor knows at once the page fits.

  3. 3

    What gets in the way

    Chat panel covers the form button

    A chat panel with ‘Agents here to help.’ covers the lower form. It cuts the consent text and shows only part of the submit button.

  4. 4

    What works

    Sponsor crests for local teams

    The page says ‘Official Sponsor of the Miami’ and shows Heat, Dolphins and University of Miami crests. Local teams tell a Florida buyer the firm is local.

  5. 5

    What works

    Eight Florida offices listed

    ‘Our Florida Law Offices’ lists eight cities from Fort Lauderdale to Coral Gables. A buyer finds an office near them.

What to try

Start the chat as a small button

Put the chat in the page corner until a visitor clicks it, so the form and its submit button stay in view.

See the original page

Winner #6: myaccident.injurylawyers.com

myaccident.injurylawyers.com/accidents-injurylawyers-com-steinger-greene-feiner-miami-fl

Personal Injury Law landing page example from myaccident.injurylawyers.com
  1. 1

    What works

    Phone and 24/7 line in the header

    The header shows ‘(786) 957-4236’ with ‘LEGAL EXPERTS ON STANDBY 24/7’. A visitor can call at any hour.

  2. 2

    What works

    Headline asks, then names the city

    The headline starts with a question and follows with ‘Top Rated Personal Injury’ and the city, Miami. A visitor learns the topic and the place in two lines.

  3. 3

    What works

    Free consultation and fee line

    ‘Schedule a FREE Consultation Today!’ comes with a fee line under the call button. The cost answer is next to the ask.

  4. 4

    What works

    Settlements row with vehicle types

    ‘RECENT SETTLEMENTS’ lists ‘$8.1 M’ for a truck accident and ‘$11.5 M’ for a car accident. Each figure has a case type.

  5. 5

    What gets in the way

    Call explainer is two screens down

    ‘WHAT WILL YOU RECEIVE WITH A’ free phone consultation comes far down the page. A hesitant visitor sees no list of what the call involves until then.

What to try

Move the call explainer up

Put the short list of what a call includes under the call button, so a hesitant visitor sees it before they scroll.

See the original page

Winner #7: mcmahanlawfirm.com

mcmahanlawfirm.com/lp/personal-injury-pmax

Personal Injury Law landing page example from mcmahanlawfirm.com
  1. 1

    What gets in the way

    Six nav links in the header

    The header lists six links, from Home to Contact Us. Each is a way off the page before a visitor reaches the form.

  2. 2

    What works

    Form asks a plain question

    ‘Has Someone Been Hurt?’ heads a form with three radio options and a Submit button. A visitor answers by clicking.

  3. 3

    What works

    Privacy line under the form

    ‘PRIVACY GUARANTEED’ and ‘SECURE SSL ENCRYPTION’ appear under the form. They answer a worry about sharing injury details.

  4. 4

    What works

    Review score with a count

    ‘Based on 437 reviews’ comes with the ‘EXCELLENT’ rating and a Google logo. A buyer sees a score and how many people gave it.

  5. 5

    What gets in the way

    Result slider shows one case

    The page shows ‘$1,130,000.00’ in a slider for a premises liability case. A visitor sees one result at a time.

What to try

Show three results at once

Replace the slider with a row of three results, so each visitor sees a figure for their own case type.

See the original page

Winner #8: get.frantzlawgroup.com

get.frantzlawgroup.com/personal-injury

Personal Injury Law landing page example from get.frantzlawgroup.com
  1. 1

    What gets in the way

    Small phone number in the header

    ‘Call Today for a FREE Initial Consultation:’ ends in a small phone number. A visitor ready to call must look for it.

  2. 2

    What works

    Years of experience in the first tick

    The first tick says ‘More Than 120 Years of Combined Legal Experience’. A years figure shows depth fast.

  3. 3

    What works

    Form asks one question

    The form has one question, the accident type, then ‘Request A Free Case Evaluation’. A visitor starts with one choice.

  4. 4

    What works

    Verdict figures with case labels

    ‘$55,400,000.00’ and ‘$17,500,000.00’ appear under ‘Recent verdicts and settlements by our team’, with wrongful death and construction labels.

  5. 5

    What gets in the way

    Two numbers for years

    The hero shows 120 years and the body text shows ‘over 126’ years. Two figures for one claim make a buyer doubt both.

What to try

Use one number for years

Print the same years figure in the badge and in the body text, so the claim reads the same everywhere.

See the original page

Winner #9: labovick.com

labovick.com/tampa/car-accident-lawyer

Personal Injury Law landing page example from labovick.com
  1. 1

    What works

    Phone number in a yellow button

    The header has ‘561-915-0694’ in a yellow button. A visitor on a phone can tap to call.

  2. 2

    What works

    Headline says city and case type

    The headline has Tampa and car accidents in four words. A local crash victim sees a match.

  3. 3

    What works

    Yellow button under the headline

    A yellow button says ‘Get Free Help Now!’ under the headline. The ask is clear and easy to find.

  4. 4

    What works

    Stats band under the hero

    A band shows ‘$600M’ recovered, ‘9,000+’ cases, ‘35+’ years and ‘1,000+’ five-star reviews. Four figures show scale in one glance.

  5. 5

    What gets in the way

    Long text wall under the hero

    Under the hero, ‘The Truth About Car Accidents in Tampa’ starts a long block of text. A visitor ready to act must scroll past it.

What to try

Follow the stats with the ask

Put a short form or a result right after the stats band, so a buyer meets the ask before the long text.

See the original page

Winner #10: pondlehocky.com

pondlehocky.com/campaign/workers-comp-national

Personal Injury Law landing page example from pondlehocky.com
  1. 1

    What works

    Free case review line with the phone

    The header says ‘CALL US FOR A FREE CASE REVIEW’ with the phone number. The offer and the number share one line.

  2. 2

    What works

    Form headed with a story prompt

    The form panel head ends in ‘your story.’ and the next line offers a free case evaluation. The ask reads as a conversation.

  3. 3

    What works

    Notice for work injuries

    A block says ‘Notice For: Anyone Who’ has a work injury or illness. A hurt worker sees the page is for them.

  4. 4

    What works

    Closing band repeats the ask

    The page ends with a band that asks the visitor to speak with a workers' compensation attorney today. A reader at the bottom meets the ask again.

  5. 5

    What gets in the way

    Footer has no menu

    The footer has a copyright line and a ‘PRIVACY POLICY’ link. A visitor at the end has no menu to go on.

What to try

Add one result figure near the form

Show a result with its case type beside the form. This page lists no figure, so a buyer has no sign of what a case can bring.

See the original page

What the 10 winners do.

  1. Keep a phone number at the top

    7 of 10

  2. Show a result figure in the top two screens

    9 of 10

  3. Say you pay only if you win

    6 of 10

  4. Show a review count

    3 of 10

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: glp.newlinlaw.com

glp.newlinlaw.com/car-accident-lawyer

Personal Injury Law landing page example from glp.newlinlaw.com

The search: car accident lawyer ca

Sponsored glp.newlinlaw.com

Expert Attorney Dan Newlin - Reputation for Success

  1. 1

    What makes it work

    Review count passes the ad figure

    The ad lists over 16,000 five star reviews. The page shows ‘17,000+ FIVE STAR REVIEWS’, a bigger number than the ad.

  2. 2

    What makes it work

    Fee line heads the form

    ‘Pay Nothing Until We Win’ heads the form. The answer to the cost question comes before the first field.

  3. 3

    What it gets wrong

    Form ends in one big text box

    The form has name, email and phone fields and one box for ‘Please tell us what happened’. A visitor must write the story before sending.

  4. 4

    What makes it work

    Video cards with result figures

    Cards show ‘$510,000’ and ‘$990,000’ with automobile accident labels. Each figure has a case type that matches the search.

  5. 5

    What it gets wrong

    Leftover text in the reviews

    The reviews area shows ‘This is some text inside of a div block.’ A visitor sees unfinished text where proof should be.

What to try

Read every block for leftover text

Check each section of the page before launch. Leftover text at the review section weakens the proof next to it.

See the original page

Wildcard #2: philadelphiabirthinjuries.gilmanbedigian.com

philadelphiabirthinjuries.gilmanbedigian.com/birth-injuries/hypoxic-ischemic-encephalopathy

Personal Injury Law landing page example from philadelphiabirthinjuries.gilmanbedigian.com

The search: anoxic brain damage

Sponsored philadelphiabirthinjuries.gilmanbedigian.com

Hypoxia Brain Damage Lawyer | HIE Brain Injury Lawyer

  1. 1

    What makes it work

    Phone number in the header

    The header shows ‘(866) 494 4661’. A parent who searched in a crisis can call at once.

  2. 2

    What makes it work

    Title band matches the ad

    The ad lists HIE and the title band reads ‘HYPOXIC-ISCHEMIC ENCEPHALOPATHY (HIE)’. A parent who clicked sees the same term.

  3. 3

    What it gets wrong

    Chat panel crowds the form

    A video chat panel on the right edge covers part of the form. A visitor sees only some fields.

  4. 4

    What makes it work

    First section covers the ad term

    The first section is headed ‘WHAT IS HYPOXIC-ISCHEMIC ENCEPHALOPATHY (HIE)?’ A parent with a new term finds a plain definition.

  5. 5

    What makes it work

    Lifetime costs with figures

    A list shows ‘Cerebral Palsy: $1,301,000’ and other lifetime costs. Real figures help a family see what a case is worth.

What to try

Show lifetime costs sooner

Move the cost list up beside the form, so a family sees what a case can cover before they scroll.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. personal injury attorney palm beach

    Location page with a skyline photo

    A visitor who searched for a Palm Beach attorney sees a skyline photo, an address and two short paragraphs. The first screen shows no result figure or case type.

    • Photo firstA skyline photo fills the top of the first screen.
    • No resultThe first screen shows no result figure or case type.
    • Six nav linksThe nav has six links, so a visitor can leave before reading the page.

  2. tbi law

    Brain injury article over a stock photo

    A visitor who searched for tbi law sees ‘Ohio Brain Injury Lawyer’ over a stock photo of a hand on a laptop. The first screen has no form or fee line.

    • Stock photoA hand on a laptop fills the first screen.
    • No formThe first screen has no form, result or fee line.
    • Long articleA long block of medical text follows the photo.

  3. work compensation attorneys

    Legal overview with a long link list

    A visitor who searched for work compensation attorneys reaches a state overview article. A form and three boxes sit beside a long article.

    • Article firstThe page reads as an overview, so a visitor who wants a lawyer reads before acting.
    • Long link listA long sidebar of article links runs down the side.
    • Eight nav linksThe nav has eight items, so a visitor can leave at once.

What we learned.

  1. Label every result with a case type

    Steinger, Greene & Feiner lists ‘.1 M’ for a truck accident and ‘.5 M’ for a car accident. Wewin does the same with ‘Truck Accident ,000,000’.

  2. Match the page to the search

    Arnold & Itkin puts the Dallas search keywords in its headline, ‘Best Personal Injury Lawyer’. Anidjar & Levine puts Florida and truck accidents in its headline, and LaBovick adds bilingual staff for English or Spanish readers.

  3. Keep the form short and the ask clear

    Frantz asks one question, the accident type, before ‘Request A Free Case Evaluation’. Morgan & Morgan puts ‘See if you qualify’ on the button, so a visitor learns who qualifies in one click.

The bottom line

Law firm advertising works on these personal injury websites when the page shows a result figure with a case type, a phone number and a pay-only-if-you-win line. Use them as a personal injury landing page template.

Postclick is live

Now point postclick at your page

Paste the URL your own ads point at. Postclick reads it the way we read these 43 pages, shows what is costing you calls and cases and draws new versions to look at. Your first audit and two design directions are free.

Audit my personal injury page

No card required.

Visit the live page