Web Design Impacts Your Law Firm PPC Marketing

PPC or Pay-Per-Click advertising and web design are terms that we rarely see together. In fact, most people think that PPC management for lawyers and law firm web design often run in silos.


However, they shouldn’t.


With more than 3.5 billion Google searches appearing every day, the competition for the top real estate on the Search Engine Result Pages (SERPs) is getting increasingly fierce. In other words, every law firm marketing strategy you develop must work in tandem with others to maximize your lead generation.


That’s why thinking that PPC and web design can work in silos is a costly mistake. So, before launching your PPC campaign, you need to find out how your web design is going to impact its outcome and take the next steps accordingly.


Here’s how web design impacts PPC management for lawyers.


1. Better Page Speed Means Higher Conversions


We live in the era of instant gratification. Imagine a scenario where a potential customer clicks your PPC advertisement and comes to your website only to find that it is taking ages to load.


Will they stay or leave?


They will leave immediately (and probably never return).


According to Unbounce, nearly 70% of consumers admit that page speed impacts their willingness to buy from an online retailer. If you have a slow-loading website, this will happen every time a potential lead clicks on your paid advertisement.


In short, you will be wasting almost all your PPC advertising budget without getting any leads at all. That’s why you need to make the page loading speed your top priority.


Google recommends that your website should load within three seconds on both laptop and desktop to get the maximum number of conversions. However, most websites are nowhere near this recommendation.


First, you need to check the speed of your website, which you can do using a variety of online tools. Once you have figured out how slow or fast your website is, speak with your web designers to come up with the appropriate solutions.


2. Responsive Site Can Help Target Mobile Users


Your website may be working seamlessly on desktops and laptops, but what about mobiles? Does it work equally seamlessly across all devices, including mobiles and tablets? If not, you need to make it responsive right now.




In 2019, more than half (52.60%) of global web traffic was coming from mobile devices. Furthermore, mobile traffic has grown 222% between the years 2013 and 2019.


That means you are going to miss nearly half of your potential leads, which also includes your PPC traffic, if you don’t have a responsive website. Fortunately, setting up a responsive law firm website is not that expensive or complicated.


You can use one of the online responsive web design checker tools to check if your website is responsive. If it isn’t, talk to your web developer immediately to make it responsive.


3. Compelling Content Helps Users Stay Longer


Okay. So, your website is fast and responsive. What’s the next thing likely to keep your potential customers engaged?


It’s your CONTENT!


Content is not merely a part of law firm SEO but also your PPC campaigns. When users, whether they come through organic search visits or PPC, find your content unappealing, are more likely to turn away. They probably won’t come back anytime soon as they have plenty of better alternatives out there.


So, you need to create compelling content that grabs users’ attention as soon as they land on your website. It should also be educational, not promotional. People are more likely to engage with content that helps solve their problems or provides useful information.


In the content copy, state your offerings clearly, what makes you stand apart from your competitors, and your core business values. Be sure to follow a consistent content structure across the website to create a good branding experience.


4. Custom Landing Pages Create More Engagement


Finally, make sure each one of your PPC campaigns has a unique landing page with relevant content. It will increase the chances of conversion.


Keep your landing page copy simple and clear. Focus on your Call-to-Action (CTA). It should be front and center. Also, never use more than one CTA on a landing page.


You can use video content if you like. It can increase your conversions by 86%. However, the video should be high in quality and shot professionally. Videos shot on poor-quality mobile phones can cause more harm than good.


If you do not want to use videos, try including images wherever possible in your content. The content should resonate with your target audience. You can A/B test various headlines, content layouts, and content copies, to find out which one connects the most with your target audience.


Wrap Up


Hopefully, after going through this post, you will understand how closely web design and PPC are related. If you haven’t paid attention to this issue before, now is the time to start. You can also outsource your web designs and PPC work to a well-known digital marketing agency like Gorilla Webtactics. Call us today at (612) 260-1506 or contact us online to know how our law firm marketing services can help you.