DUI Attorney Landing Page is not Converting

C

1: What challenge are you currently trying to solve?
I have a very low conversion rate at 4%—at best. The 4% includes garbage leads so really I’m at around 2%.

2: How are you driving traffic to your page?
Google Ads and Facebook. The Google traffic should be pretty straight forward. The users are searching for “DUI attorney” and I’m restricting that to a city. They literally click on an ad that says, “Got a DUI? I’m your guy.” If they are visiting the page, the intent should be there.

I tried running Facebook ads to an advertorial that pushed to a landing page but now the Facebook ads are simply DR ads that click through directly to the landing page. The messaging in those ads is also very right-to-the-point. Those ads are also geo-fenced.

3: What is your conversion goal?

At this point any incremental improvement is welcome. My question is what do you think the conversion rate is on this example? https://landing.theladuiattorney.com/getstarted/ (used as an example in other feedback videos I’ve seen. )

My client has been a criminal prosecutor and later a defense attorney so he doesn’t have thousands of DUI cases to tout. He’s just getting started in this vertical. I did like the little video on that page and could do something similar.

4: Provide a link to your published landing page/convertible:

https://landing.theladuiattorney.com/getstarted/

Thanks for your feedback 🙂

4 replies

Stefano
Userlevel 7
Badge +4

Hi there!

Have you had a look at your search term report? Depending on your campaign structure and keyword match types, sometimes traffic quality could be the culprit.

I took a quick glance at your landing page - perhaps you can add some sort of statistics (If legally acceptable) around the form area? Perhaps a success rate?

C

Whoa. That was insightful. It looks like I’m being outbid by competitors on key phrases. The traffic I actually getting is for more generic keywords like “dui”. Now, those people are still clicking on an ad that says, “Got a DUI? I’m your guy.” So I still feel like I should be converting some portion of those results.

Does anyone know what a benchmark conversion number should be for this vertical? I’d really love to be able to do the algebra to estimate how much these leads will cost once I raise the bids. The range is between $20 to $60 a click. It’s pretty brutal. I wasn’t preapred for that. Example: if I start buying $60 clicks for “DUI attorney” how many landing page visits should it take to get one lead?

Thanks again!

Stefano
Userlevel 7
Badge +4

Ideally you’d want to be bidding exclusively for “high intent” keywords as those will generally bring you ROI, but in your vertical, those could be quite costly.

Have a look at this Benchmark Report Unbounce put together 🙂

We’ve had success in this vertical before with the right mix of keywords and offer, it’s just a matter of finessing everything together and testing.

Nicholas
Userlevel 7
Badge +4

Hey there,

Here’s some feedback on the page: https://www.loom.com/share/4966499c006643aead21dce384227a5e

Also, in the video, I mention another page as a reference, which contains a nice short explainer video. This is the page I referred to: http://www.criminaldefenselawfirmpalmbeach.com/Palm-Beach-DUI-Lawyers.aspx#~F8j7P81

Best of luck!

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