unbounce unbounce
  • Products
    • Products and features
      Build, test, and optimize landing pages—all in one platform
      • Landing pages

        Landing-PagesLanding pages
        Build pages with smart features that get more sales and signups
      • A/B testing

        A/B testingA/B testing
        A/B test your landing pages without a designer, developer, or deep pockets
      • Smart Traffic

        Smart TrafficSmart Traffic
        Automatically send visitors to their best-match landing page with AI optimization
    • Products and features
      • Smart Copy

        Smart Copy iconSmart Copy
        Use AI to instantly generate copy for your pages, ads, emails, and more
      • Integrations

        Integrations iconIntegrations
        Connect your favorite marketing tools and add extra functionality
      • Templates

        template iconTemplates
        Get started fast with hundreds of industry-optimized templates
    • More solutions by Unbounce
      Empower your go-to-market teams to grow faster
      • Insightly CRM

        Insightly iconInsightly CRM
        Scale pipeline management and turn leads into loyal customers faster
      • LeadsRx marketing attribution

        LeadsRx iconLeadsRx marketing attribution
        Confidently measure and optimize high-converting channels
  • Solutions
    • Industries
      • Agencies iconAgencies
      • Ecommerce icon Ecommerce
      • SaaS icon SaaS
      • Small Businesses icon Small businesses
      • B2B Marketing icon B2B marketing
      • Service Specialists icon Service specialists
    • Use cases
      • PPC icon PPC
      • Social Ads icon Social ads
      •  Email Marketingicon Email marketing
      •  Lead Generation icon Lead generation
    • Flexible limits and extra support
      Flexible limits and extra support
      Grow your marketing to any number of landing pages, visitors, and conversions Learn more arrow icon
      Highlight-Visual
  • Pricing
  • Resources
    • The essentials
      •  Lead Generation icon
        What is a landing page?
        Start converting more of your traffic with our complete guide to landing pages
      •  Lead Generation icon
        Landing page examples
        Use this collection of Unbounce-built examples to inspire your next campaign
      •  Lead Generation icon
        Conversion benchmark report
        Get insights from over 57 million landing page conversions across various industries
    • Marketing resources
      Marketing resources
      Learn to build high-converting marketing campaigns with our resource library
      See all resources arrow icon
      Highlight-Visual
  • Contact
  • Log in
  • Start building for free
  • Log into Smart Copy
  • Sign Up For Free
  • Start My Free Trial

  Legal

STIRRING UP
FEAR AND
ANGER
WON'T WIN
CLIENTS

CBR Legal Hero Image (mobile)
CBR Legal Hero Icons

  Legal

It’s a tale as old as time: life happens, then you find a lawyer. Legal teams rely on landing pages to connect with prospective clients in moments of need. By matching detailed landing pages with PPC ads focused on specific services (“too many parking tickets” comes to mind), attorneys encourage calls and other inquiries.

  • The median conversion rate for landing pages in this industry is 4.4%, with click-through CTAs outperforming other kinds of conversion goals.
  • But how do the best landing pages in this industry perform? They convert much better, at 25.3% (based on the top 25th percentile).
  • We’ve broken the industry down into 3 subcategories in the graph below, covering 4,260 total landing pages from Unbounce customers.

Accelerate results with simple CRO

Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.

We've encountered an error

  Legal

Legal landing pages convert
33% above the overall industry
baseline.

Conversion Rates by Legal Type Graph
Conversion Rates by Legal Type Graph (mobile)

  Legal

Legal marketers get away with
complex language, but you
should keep it short.

Legal Conversion Rates by Reading Ease and Word Count Graphs
Legal Conversion Rates by Reading Ease and Word Count Graphs (mobile)
Share Graphic
lightbulb icon

What’s this mean? Most landing pages in the legal industry are hard to read, and we see evidence that writing at a college level (the hump between 30 and 50 on the graph above) is the sweet spot for converting. Don’t take this to mean you should add more text, though—on legal landing pages, conversion rates decline steadily as word counts go up. Read our methodology.

  Legal

Negativity may hurt conversions
on legal landing pages.

We’ve all seen TV commercials that stir up pain and suffering to convince people to call their local lawyer or join a class-action suit. Similarly, legal landing pages display the lowest percentage of positive language—as well as the most anger—of all the industries analyzed. But our machine learning analysis also provides some evidence that using negative emotions could correlate with lower conversion rates on legal landing pages.

Legal Conversion Rate by Percentage of Anger and Fear Graphs
Legal Conversion Rate by Percentage of Anger and Fear Graphs (mobile)

When it comes to your landing pages, remember: fear leads to anger, anger leads to fewer conversions. (And, yeah, so does sadness. And any negative language in general.) We’re not saying that you need to be a ray of legal sunshine—this is an industry that often deals with delicate subjects, after all. But know that pressing on pain points is probably going to be less effective than emphasizing professionalism and positive outcomes.

  Legal

Watch out for words that express
anger on your landing pages.

What kinds of words get your visitors a little hot under the collar? Below, we’ve listed a selection of the lexicon that our machine learning algorithm used to find anger on the legal pages we analyzed. You can read more about sentiment analysis here.

Legal Anger Word Cloud
Legal Anger Word Cloud (mobile)
Share Graphic

  Legal

Legal pages by the numbers

 1.7X

Conversion Rates from Click-through CTAs

Click-through pages are top performers for legal professionals. If you don’t need a form, consider testing the use of a button with a clear call to action, like “Book My Free Consultation”. (An initial click-through can lead to a next step on another page, featuring a form.)

 40%

Better Conversion Rates for Forms

While click-throughs are king, legal pages also do better than most other industries (40% better than the overall baseline) when it comes to form fills. When people need a lawyer, they really need a lawyer. You can try A/B testing forms of different lengths on your landing pages for higher conversion rates.

 14%

More Positivity
on General Legal Pages

Sure, negging is popular on most legal landing pages. But pages for more general legal services typically include more positive language than medical law and injury law. Still, we recommend staying professional and avoiding overly positive (or negative) language in all cases.

CBR-2024-professional_CTA_Desktop CBR_2024_Professional-CTA-Mobile

  Legal

Build and launch your landing pages quickly (without the headaches)

No more being at the mercy of your designers’ and developers’ calendars to launch a single landing page for your next marketing campaign. With Unbounce you can run the show from start to finish with a drag-and-drop builder, 100s of templates, built-in mobile responsiveness, AI copywriting, unlimited test variants, and more.

Launch better pages, faster with Unbounce
  • About This Report
  • Software as a Service
  • Ecommerce
  • Agencies
  • Business Services
  • Catering and Restaurants
  • Education
  • Events and Leisure
  • Family Support
  • Finance and Insurance
  • Fitness and Nutrition
  • Home Improvement
  • Legal
  • Media and Entertainment
  • Medical Practitioners
  • Real Estate
  • Travel
  • Methodology
  • Product
    • Landing pages
    • Integrations
    • Features
    • Landing page templates
    • How we compare
    • Product security
  • Solutions
    • Agencies
    • Ecommerce
    • SaaS
    • Small businesses
    • B2B marketing
    • Service specialists
  • Company
    • Corporate
    • About us
    • Careers
    • Partners
  • Resources
    • Blog
    • Integrate with us
    • How to build a landing page
    • Landing page basics
    • Landing page examples
  • Get in touch
    • Contact
    • Help center
    • Professional
      services
unbounce
unbounce
© 2009–2025 Unbounce Inc. All rights reserved.
  • Security
  • Privacy Policy
  • Terms of Service
  • CCPA
  • GDPR
  • instagram-logo
  • linkedIn-logo
  • x-twitter-logo
  • g2-logo