Pay-per-click (PPC) or ‘paid’ advertising has become an essential component of digital marketing strategies for law firms. It can allow your law firms to display ads at the top of search engine results pages (SERPs) depending on factors such as your spend and your bid. But the great thing about paid advertising is you only pay when users click on those ads.
This form of advertising offers great potential for law firms to reach their target audience and generate leads. However, to truly unlock the potential of PPC advertising, law firms must understand the importance of UX.
The importance of user experience in PPC advertising
UX plays a crucial role in the success of any PPC advertising campaign. When users click on a PPC ad, they expect to be directed to a relevant and user-friendly landing page that provides the information or service they were searching for. If the landing page fails to meet their expectations, users will quickly leave, resulting in wasted ad spend and missed opportunities for your law firm.
A positive UX not only keeps users engaged but also increases the chances of conversion. It builds trust and credibility, making users more likely to take the desired action, such as contacting your law firm or submitting a form.
A good UX can also improve the quality score of the PPC campaign, leading to a lower cost per click and higher ad rankings.
Benefits of effective user experience in PPC advertising for law firms
Implementing effective UX strategies in PPC advertising can bring numerous benefits to law firms.
Firstly, it enhances the overall brand image and reputation of the law firm. When users have a positive experience, they are more likely to perceive the law firm as professional, trustworthy, and reliable. This can lead to increased brand loyalty and repeat business.
Secondly, effective UX can significantly improve the conversion rate of PPC campaigns. Optimised landing pages with clear and compelling calls to action can guide users towards taking the desired action, such as filling out a contact form or making a phone call. By removing any barriers or obstacles in the user journey, law firms can increase the chances of converting leads into clients.
Thirdly, a good UX can also result in a higher return on investment (ROI) for law firms. By focusing on delivering relevant and valuable content to users, law firms can attract higher-quality leads that are more likely to convert into clients. This means that the law firm can achieve its desired outcomes without having to spend excessive amounts of money on PPC advertising.
Key factors to consider for a successful user experience in PPC advertising
To create a successful UX in PPC advertising, law firms need to consider several key factors.
It is essential to ensure that the landing page is relevant to the ad copy and keywords. When users click on an ad, they expect to find exactly what they were promised in the ad. Failure to deliver on this expectation can lead to a negative UX and wasted ad spend.
The landing page should be visually appealing and easy to navigate. Users should be able to find the information they are looking for quickly and easily. Clear headings, bullet points, and concise content can help users scan the page and find relevant information without feeling overwhelmed.
It is also crucial to optimise the landing page for mobile devices. With the increasing use of smartphones and tablets, many users access the internet through mobile devices. Law firms must ensure that their landing pages are mobile-responsive and provide a seamless UX across different screen sizes.
Optimising landing pages for better user experience in PPC campaigns
To optimise landing pages for better UX in PPC campaigns, law firms can follow several best practices. You should ensure that the landing page has a clear and compelling headline that matches the ad copy. This helps users quickly understand what the page is about and reassures them that they are in the right place.
Secondly, your law firm should use persuasive and benefit-driven copy on the landing page. By highlighting the unique selling points and benefits of their services, your firm can capture the attention of users and encourage them to take the desired action.
Trust signals are also very important and should be included on your landing pages to build credibility. This can include testimonials, client reviews, certifications, or awards. This increases the chances of users taking the next step.
Best practices for designing PPC ads with user experience in mind
So, how can your law firm design effective PPC ads with user experience in mind? Ultimately, you need to ensure that your ad copy is concise, clear, and relevant. Users should be able to understand what the ad is about and how it relates to their search query within a few seconds.
You should also include relevant keywords in the ad copy because this can improve the ad's visibility and relevance to users.
With responsive search ads, you now have the opportunity to try 15 headlines and 4 description lines, this means that A/B testing isn’t as important as it used to be when it comes to ad structure. However, A/B testing on landing pages to identify issues with the UX of a page can be beneficial. This can help to determine which landing page copy, headlines, or calls to action (CTAs) resonate most with users and drive higher click-through rates from your landing page. By continuously refining and optimising your campaigns your law firm can improve the UX and maximise your advertising budget.
Ready to create paid advertising campaigns that prioritise user experience?
User experience is a key factor in the success of pay-per-click advertising for law firms. By understanding the importance of UX and implementing effective strategies, your law firm can unlock the full potential of your PPC campaigns. So, if your law firm isn’t seeing the results, it is looking for currently or your leads have sharply declined, UX could be playing a part in this.
If you want to discuss your landing page user experience or a paid advertising campaign for your law firm, get in touch with the team at 0117 325 0200 or sales@conscious.co.uk.