Following the December 12 Google algorithm update, Google further emphasises creating content that satisfies user intent rather than optimising solely for search engines. User engagement and satisfaction signals are integral to rankings. Google may be ranking some pages lower because they don't fully satisfy user intent for both structure and high-value keywords.

As a legal marketing agency, we closely track algorithm updates to boost our law firm clients' rankings. Understanding user intent and optimising page experience is critical, so we wanted to determine the best structure for H1, H2, and H3 subheadings on service pages.

We conducted a Forklift Accident Claims analysis. However, the general findings can be applied to your specific services. We analysed a range of keywords commonly used at two different stages of the customer journey. This included the top 3 organic results (39 in total) for Consideration-stage keywords (showing commercial intent to find a solicitor) and the top 3 organic results (33 in total) for Awareness-stage keywords (have questions yet do not display a direct intent at finding a solicitor).

We further analysed the content and order on 7 key service pages that consistently ranked in the top three results for our target keywords.

The best law firm landing page structure.

97% of results for Consideration-stage keyword results were service pages and just 3% of results were legal advice/thought leadership articles. 64% of Awareness-stage keyword results were advice/thought leadership articles while only 9% were service pages. The rest were social media and news sites.

This suggests that your law firm landing pages should be heavily optimised for Consideration-stage keywords (people who are already considering a solicitor) and you have a better chance of ranking for Awareness-stage keywords via creating advice/thought leadership articles.

We also discovered a specific common structure to ensure Google considers your content helpful and trustworthy. We have therefore developed the following structure that breaks down the common elements, content and order of content. While this focuses on Forklift Truck Accidents, again, it can be applied to most services.

H1 & initial claim focus

Common content: The law firm landing pages begin with H1s targeting specific Consideration-stage commercial queries ("Forklift Truck Accident Compensation Claims").

Action: Ensure your title has commercial intent such as:

  • [Your service] solicitor
  • [Your service] lawyer
  • [Your service] services
  • [Your service] claims
  • [Your service] compensation
  • Etc.

Also, don't forget to include trustmarkers in your hero (the viewport you see when you first land on the page). Trustmarkers are anything that builds trust, such as a high Trustpilot score, Legal 500 rankings or specific industry awards.

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law firm landing pages hero section

Specifics of claims

Google ranks law firm landing pages that prioritise providing claim-specific information. Users at this stage are exploring making a claim. Provide direct answers to their queries.

Common content: Eligibility to claim “Can I make a forklift accident claim”, what types of injuries are covered, "What types of Forklift Accident Injuries can I claim for?", what the time limits are, "Are there time limits for making a forklift accident claim?". These address user questions on the specifics of making a claim.

Action: Think about the user. What questions will they have in terms of using your services? Is there anything they will need to know before exploring your services further (such as eligibility of making a claim)?

Reasons to choose your firm

At this stage, they will know they are eligible to make a claim, how much compensation they could receive, and funding options. Now, they want to know why they should choose you specifically and your team’s expertise.

Common content: "Why choose [company name]?" or similar, highlighting expertise, experience, and benefits. Highlight your key lawyers. This establishes trust and shows why they are the right choice to help.

Action: Give them reasons why they should choose you over competitors. Google rewards service-specificity as it considers it more relevant to the user. So, do not just copy the same ‘Why choose us’ text across all your services. Here's how to ensure it varies each time:

  • Start with ‘Why choose…’ but vary it: Vary your headings for this section across your various services.
    • Why choose [your law firm]
    • Why choose us?
    • Why choose [your law firm]’s [service] solicitors
    • Why choose us to handle your [service]
  • Showcase specific expertise: Emphasise years of experience, case/matter results, or unique certifications/skills relevant to that service.
  • Explain unique processes: Describe how you achieve results and outline your unique methods or approach:
    • Do you have a streamlined process?
    • Do you have a unique communication style?
    • Do you use advanced technologies?
    • Do you offer specific services that other firms don't?
  • Highlight client-centric support: Focus on transparent communication, personalised attention, empathy, and understanding.
  • Use a clear call to action: Make it easy for potential clients to get started with a free consultation.
  • Vary language and structure: Avoid repeating the exact wording and format across pages.
  • Showcase your solicitors: Showcase your key solicitors and link off to the entire team where they can search for a specific solicitor.
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law firm landing pages why choose us

Process & practicalities

At this stage, the prospective client will want to understand the process and practicalities of making a claim. They need to know how long it will take, the various steps, and, most importantly, how to make a claim.

Common content: The process of making a claim, including topics like "How long will my claim take?", "How do I start a forklift accident claim?" and often includes FAQs. This reduces anxiety and provides clear next steps.

Action: Firstly, think about the action you want your user to take, such as starting their claim or booking a consultation. Secondly, outline the process of what will happen once they take that action. It can be scary for prospective clients to get in touch with a solicitor. Make them feel like they’re in safe hands.

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law firm landing page process and practicalities

Case studies and client testimonials

Should they have reached this far down the page, they are very engaged but need a little more to pull the trigger. At this stage, it’s important to provide more credibility and social proof in the form of client stories and reviews.

Common content: Client stories or testimonials. This builds trust and social proof.

Action: Include client stories and testimonials. Client stories can be a slider linking to case studies but it’s a good idea to have a short ‘hero’ case study on page so the user stays on your law firm landing page. Focus on the client problem, initial concerns, the process and the outcome. How have you changed their lives? Extra points for an engaging, one-minute video showcasing a few key stories.

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case studies and testimonials for law firm landing page

FAQs

If they haven't converted at this stage, there may be some outstanding details they need to know before making a claim. For example, these could be questions based on how their claim will be handled or the nuances of who’s responsible. They may also provide additional, supportive information such as how you can help in other ways.

Common content: FAQs serve to answer any remaining questions that could be stopping the prospective client from making a claim.

Action: Include FAQs that address any remaining concerns the prospective client may have that are stopping them from contacting you. These questions may be more nuanced or specific. Your FAQs are not simply a place to stick Awareness-stage keywords in the hope they’ll rank (such as ‘Can you get fired for a forklift accident?’)These are better suited to other aspects of your law firm SEO and content strategy such as advice articles.

Call to Action

Each section should include a call-to-action (CTA), such as ‘Request a free consultation’ or ‘Request a callback’.

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law firm landing pages call to action

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Callum Hornigold, Head of Marketing I help law firms 3X organic leads and boost conversions with data-driven marketing strategies for better ROI and business growth. View my profile