Top tips to design landing page buttons that convert

A landing page button is the final step between a visitor reading your content and that visitor becoming an enquiry. The difference between a button that converts and one that gets ignored often comes down to three elements: placement, wording, and visual prominence.

Place your primary button above the fold

Your main call to action button should appear within the first screen of content without requiring any scrolling. A visitor who lands on your page to enquire about conveyancing services or family law advice should see a clear path to contact you immediately. If they need to scroll past three paragraphs of introductory text before finding a button, many will leave before they get there.

Consider a family law practice running paid advertising to a landing page about property settlement advice. The page headline addresses the visitor's concern, two sentences explain the service, and a button labelled "Book a consultation" sits directly below. That visitor makes a decision within seconds. If the button appears further down the page after case studies and detailed explanations, the conversion rate drops because the path to action is not immediately obvious.

Use action-oriented button text

Generic phrases like "Submit" or "Learn More" do not tell a visitor what happens next. Button text should describe the exact action the visitor is taking and the outcome they will receive. "Book your free consultation", "Get your conveyancing quote", or "Download the estate planning checklist" all provide clarity.

A conveyancing firm offering instant online quotes might test two versions of the same landing page. One button says "Get started", the other says "Get your conveyancing quote now". The second version consistently outperforms the first because it removes ambiguity. The visitor knows exactly what they will receive when they click.

Make buttons visually distinct from surrounding content

A button needs sufficient contrast against the page background and surrounding text. If your landing page uses a white background with black text, a button in a muted grey will not draw attention. A button in a contrasting colour that stands out without clashing creates a clear focal point.

The size of the button also matters. A small button that blends into a paragraph of text will be overlooked. The button should be large enough to notice immediately but not so large that it appears out of proportion with the rest of the page. Padding around the button text, a solid background colour, and clear borders all contribute to making the button recognisable as an interactive element.

Repeat the call to action at natural decision points

A visitor reading through a longer landing page about litigation services or commercial law advice may need multiple opportunities to take action. Place additional buttons at points where the visitor has absorbed enough information to make a decision. After a section explaining your process, after a section outlining fees, or after a section addressing common concerns are all appropriate moments to include another button.

These repeated buttons should use identical wording and styling to the primary button. The goal is not to create visual clutter but to provide an easy path to action at each stage where the visitor might be ready to proceed. If a visitor reads halfway down your page and decides they want to enquire, they should not need to scroll back to the top or continue to the bottom to find a button.

Align button messaging with the page headline and source

A visitor who clicks on an advertisement or link promising a free case assessment expects the landing page to deliver that offer immediately. If the headline mentions a free assessment but the button says "Contact us", there is a disconnect. The button should reinforce the offer made in the headline and the source that brought the visitor to the page.

This alignment extends to the entire lead generation for lawyers process. A landing page built for a specific campaign about deceased estates should maintain consistent terminology from the advertisement through to the button text and the form that follows. Changing language mid-process introduces doubt and reduces the likelihood that a visitor will complete the action.

Remove navigation and distractions from landing pages

A landing page serves a single purpose. Every element should guide the visitor toward one action. Including a full site navigation menu, links to unrelated pages, or multiple competing calls to action dilutes focus. A visitor presented with too many options will often choose none.

A law firm running a campaign to generate enquiries for wills and estates might build a landing page that includes only the headline, a brief explanation of the service, a form, and a button. No navigation menu, no links to the blog, no sidebar content. The only decision the visitor can make is whether to complete the form or leave the page. This approach consistently produces higher conversion rates than a landing page that resembles a standard website page with multiple exit points.

Test button colour and size variations

Small changes to button design can produce measurable differences in conversion rates. A button that performs well in one context may underperform in another depending on the surrounding page design and the expectations of your audience. Testing different button colours, sizes, and placements allows you to identify what works best for your specific landing pages.

A firm offering website upgrades for lawyers might test a green button against an orange button on the same landing page layout. Over several weeks, the data shows that the orange button converts at a higher rate. That insight then applies to future landing pages built for similar campaigns. Testing does not need to be complex, but it does need to happen over a sufficient period to gather meaningful data.

Ensure buttons work flawlessly on mobile devices

A significant portion of landing page visitors will access the page from a mobile device. A button that is easy to click on a desktop screen but too small or too close to other elements on a mobile screen will reduce conversions from mobile traffic. The button should be large enough to tap comfortably without accidentally clicking nearby links or text.

Mobile visitors also expect faster load times and simpler page layouts. A landing page that requires excessive scrolling on a mobile device or places the primary button below several paragraphs of text will lose mobile conversions. The button should be positioned prominently on mobile screens, ideally visible without any scrolling, and should remain easily accessible as the visitor moves through the page.

Connect landing page buttons to your broader website strategy

Landing pages do not exist in isolation. They are part of a broader website development for solicitors strategy that includes your main website, content pages, and ongoing SEO for lawyers efforts. The design principles that make landing page buttons effective also apply to call to action elements throughout your website.

A well-designed landing page with optimised buttons can serve as a template for improving conversion rates across other pages. If a particular button style, wording approach, or placement strategy works well on a landing page built for a specific campaign, those same principles can be applied to service pages, contact pages, and other conversion-focused sections of your main website. The data gathered from landing page performance provides actionable insights that improve your entire online presence.

Call one of our team or book an appointment at a time that works for you to discuss how landing page design and button optimisation can increase enquiries for your legal practice.

Frequently Asked Questions