How to Design a Landing Page for a Google Ad Campaign for Personal Injury Lawyers

If your law firm is advertising with Google Ads and sending visitors to your law firm’s website, you’re making a big mistake and losing a lot of business. Your visitors should be sent to a landing page specifically for personal injury lawyers.

Why use a landing page for Google Ads Pay Per Click advertising? Read How to Increase Calls from PPC & Online Ads.

Additionally, you should be using more than one landing page. You should have a general catchall landing page for personal injury accidents. But you should also have landing pages for specific accidents.

Landing Pages for General Personal Injury Accidents

For a personal injury lawyer, the landing page below was designed in four sections displayed on one page but shown here in four images, one for each section.

This landing page has substantial advantages over a law firm website for converting potential clients coming from Google Ads. When a potential client clicks on a Google Ad, the potential client is looking to either speak with or hire a lawyer.

Landing pages are designed to get people from Google Ads to call you. If you send people to your law firm’s website, many of them will get lost and never call you.

9 Most Important Aspects on This Lawyer’s Landing Page

  1. Header image – communicates the brand, what the lawyer does, and call to action
  2. Video testimonial
  3. Photo of a personal injury lawyer
  4. Benefits for potential clients
  5. Award logo badges create confidence
  6. Reviews
  7. Results
  8. 4 click to call buttons with tracking numbers
  9. Chat service

Your landing page should convey these emotions:

  • Make people feel empowered
  • Make people feel comfortable in their choice
  • Create a sense of urgency
  • Create a sense of value
  • Create a good feeling
  • Project an image that you are an expert
  • Create a sense that it’s a smart choice to choose us

The more important items are on the left side of the page because website visitors tend to look to the left. Landing page hosting companies provide analytical tools to improve the performance of your landing page. One of those tools is a heat map, which shows what potential clients are looking at when they land on your page.

Note that the most important items are on the left side of the landing page:

  • Brand and slogan on the left side of the header image
  • Video testimonial
  • Benefits to potential clients

What to Leave out of Your Landing Page

What’s missing? Notably absent from our landing page is the “email your personal injury case and accident information to us” form! These forms take up a lot of valuable space, are the least desirable method to have potential clients contact you, and will rarely ever be used.

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Calls convert 10 to 15 times more often than website leads from forms, according to BIA Advisory Services in “PHONE CALLS ARE THE NEW CLICK: The True SMB Marketing Opportunity.”

Our experience with website leads is that most people will call, some people will use the chat service, and very few people use our email form. Use a chat service instead of wasting precious space on your landing page with an email form.

Read How to Get More Clients from Your Attorney Website for more information about using a chat service.

According to an online advertiser for lawyers, Big Mouth Marketing, “An inbound phone call is worth 5-10 times more than form fills for PI attorneys”.

We agree! When people call us, we get them retained within minutes by emailing a retainer to them using Adobe Sign.

The following four sections are broken up for this article but appear on one landing page.

Section 1 shows the header image with branding, video testimonial, and photo of the personal injury lawyer above the fold.

The trademarked vanity phone number brand is prominently displayed with the brand’s slogan in the header image, which makes the visitor want to call this lawyer. The slogan is also a call to action.

There are two blue click-to-call buttons in this section. The numeric version of the vanity phone number is also shown.

It should be noted that our vanity phone number is used for branding and conversion. However, calls are not placed through the vanity phone number. Wherever a phone number appears as a vanity phone number or its numeric phone number, they are linked to tracking numbers. Call buttons are also linked to tracking numbers.

Personal injury lawyer landing page section 1

Section 2 shows the benefits to potential clients on the left with a blue click-to-call button, and a magazine ad is shown on the right side.

Personal Injury Lawyer Landing Page Section 2

Section 3 shows several award logo badges on the left from Avvo and the Multi-Million Dollar Trial Lawyers Award from Million Dollar Trial Lawyers. Website badges can increase conversion by as much as 32%. Screen captures of Facebook testimonials are shown on the right.
Personal Injury Lawyer Landing Page Section 3

Section 4 shows four results of personal injury settlements with the footer underneath. The footer has another blue click-to-call button; both the vanity phone number and numeric version of the phone number, the name of the personal injury lawyer and address, and the website address that is linked to open the lawyer’s website in a new tab.

It should be noted that the lawyer’s website link appears only in the page’s footer and that there is no menu or other links to the website. This is because when a potential client clicks on a Google ad, you don’t want to spend money to send the potential client to your website, where they may disappear and go somewhere else. You want to keep them on your landing page until they contact you.

It wouldn’t be a bad idea to leave the website out completely, but including a link in the footer is probably okay. It might be interesting to test the difference between a link in the footer and no link at all by looking at the heat map and using an A/B test. A landing page hosting company will provide you with both a heat map and the ability to do an A/B test.

Personal Injury Lawyer Landing Page Section 4

See the above landing page for a personal injury lawyer (this page is not active, and the call buttons do not work), which was designed with the landing page hosting company design tool.

However, a PPC management service will design and create your landing pages for you. You should use a PPC management service to manage your Google ad campaign even if you can design the landing page and manage your Google ad campaign yourself because it just takes too much time to do everything yourself, including the analytics.

Landing Pages for Specific Accidents or Injuries

To increase relevancy, use landing pages for specific accidents or injuries. For instance, when bidding on keywords like “mesothelioma lawyer” or “New York motorcycle accident lawyer,” visitors should see a landing page specifically for mesothelioma or motorcycle accidents.

The image below shows the top portion of a landing page specifically for motorcycle accidents. The landing page displays a header image showing a motorcycle accident, branding, and states that the lawyers are New York motorcycle accident lawyers.

Underneath the header image are taglines addressing the most important emotions of motorcyclists. Of course, there is more branding, a photo of the lawyer, and a click-to-call button.

landing page for specific accidents showing motorcycle accident

See the above landing page for a motorcycle lawyer (this is a preview page, is not active, and the call buttons do not work)

Read How to Design a Successful Google Ad

Read some of our other Articles about advertising with Google Ads

Philip L. Franckel, Esq., is the author of this article.

Phil Franckel is the owner of 1-800-HURT-911® and over 1,100 domain names. He is a personal injury lawyer and a former Member of the Board of Directors of the NYS Trial Lawyers Association. He is an expert in branding, advertising, marketing, and SEO. He has been doing SEO since 1994.

Phil Franckel has written and produced TV commercials for lawyers and other industries and has been a consultant to businesses, including several using vanity phone numbers. Phil writes a blog about lawyer advertising at

Phil Franckel began a mail order business in 8th grade, bought and sold coin-operated amusement games in 10th grade, and a used car business in 12th grade through college. After law school, he worked in the wholesale diamond business and part-time for a TV production company. Later, while a lawyer at a large personal injury law firm, he worked part-time for ABC Wide World of Sports and ABC Monday Night Baseball.

Phil Franckel then started a personal injury law practice and is a former member of the Board of Directors of the NYS Trial Lawyers Association.

In his spare time, Phil Franckel became an Aux. Police Cadet in 12th grade and is the Commanding Officer of the Communications Bureau, NCPD Aux. Police Section.

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Philip L. Franckel, Esq. is a member of the Personal Injury Dream Team™; He has a 10 Avvo rating; Avvo Client's Choice with all 5-star reviews; Avvo Top Contributor; and is a former Member of the Board of Directors of the New York State Trial Lawyers Association.